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| Building Credibility With Analysts |
| It's not just "what" you say, but "how" you say it |
 Make no mistake: launching a new business or product — especially in this economy — can be brutal. One of the major challenges facing us as tech marketers is how to communicate the value of our product or service offering, not just to prospective clients, but also to individuals who can exert influence over a prospective buyer's decision as to which vendor will prove to be their "best bet." And while traditional Public Relations activities go a long way toward managing public perception, there is a limit to how effective you can be, especially when competing in a cluttered field of competitors, and hindered by limited resources. Which is where developing a relationship with select Industry Analysts can be particularly useful. |
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| Making Your Demand Creation Initiatives Count |
| Increasing the effectiveness of your email campaigns |
|  Successful email marketing involves much more than just pushing-out email. Unlike a face-to-face encounter — where you receive real-time feedback from your prospect and can respond accordingly — with email marketing, you've got to create an obvious and efficient flow that can simplify the way in which your prospect interacts with you and your offer.
In order to do so, you really need to think about the buying process, and how it is that your prospects make decisions about what they buy, how they buy it, and from whom they buy it.
Companies that take the time to understand the buying process and adjust their demand creation process accordingly have the best opportunity to capture commercial success. By creating a compelling value proposition and a simple, logical flow within your email messages, you can improve click-through-response, and ultimately, the effectiveness of your campaigns.
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| A Product Launch Checklist |
| Some tips to keep your launch on-track |
The launch of a new product or service can be an extremely hectic time, and it's very easy to overlook some components that are critical to a succesful launch. We've put together some strategic guidelines and a high-level "checklist" to help you in your planning process.
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Know Your Market — This one is painfully obvious, but if you haven't properly defined your target market, you will know neither a) what it is that they actually need from you, nor b) how to reach them with your message. And you'd be surprised how many otherwise smart folks don't really understand who all is actually involved in the purchasing decision for their product or service. |
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P.O.V. (or "Point of View," if you prefer) is our periodic e-pub that features tips and discussion about B2B and tech marketing. We hope you will find the information contained herein to be both interesting and useful.
