Explore-our-blog



Our Blog.

Explore. Discover. Engage.

2 min read

2021 Product Launches: 5 Tactics That Can Replace Trade Shows

By Cameryn Bugman on Wed, Mar 03, 2021

With so many product launch timelines tied to trade shows, it’s a good time to step back and consider how to add an element of excitement, unveiling, and engagement without a live event.

Topics: Marketing Strategy Trade Show Strategy Product Launch
2 min read

2020 Standout Successes: Product Launch and Brand Transition

By Alison Arnold on Wed, Jan 06, 2021



Welcome to 2021! We’re rested, recharged, and ready for a fresh start. While last year didn’t go quite as planned, as we look back, by and large, clients we work with met or outperformed their targets. We can’t help but notice some standout successes. Let’s take a closer look at how some of our clients managed to thrive despite less-than-ideal conditions.

Topics: Lead Generation Product Launch Strategic Planning
4 min read

Resetting Your 2020 Priorities in B2B Markets

By Michele Nichols on Mon, Aug 03, 2020

Now that we’ve entered the second half of a challenging and unpredictable year, it’s time to re-look at 2020 goals, and begin the planning and budget cycles for 2021. But how? Maybe it’s the unknowns, maybe it’s concern for the impact goals can have on your team’s morale and motivation—this feels particularly hard this time.

Topics: Marketing Strategy Change and Innovation Product Launch Strategic Planning
4 min read

Pandemics and Product Launches: How to Effectively Go to Market in a Changing World

By Aimee Schenck on Fri, May 08, 2020

Effective product launches and rebrands are thoroughly planned out according to specific timelines – the best time to announce the name, events with the biggest audiences, tactics that get the most traffic. It's rare that product launch planning has a contingency plan for a global pandemic.

Topics: Business Insights Marketing Strategy Product Launch Positioning Branding and Identity
5 min read

Product Launch Guide & Communication Plan

By Michele Nichols on Thu, Jul 25, 2019

Product Launches with a Bang, not a Trickle

There are a lot of moving pieces to an effective product launch. Whether you're new to it or a veteran of product launch planning, there are a lot of moving pieces and business ramifications. As the launch date approaches, the activity increases, making it easy to overlook something or cut corners. Keeping track of who is responsible for what and when it must be done challenges even the most organized professionals. Many business leaders find it is in their best interest to seek external support to help organize and execute key activities.

Topics: Business Insights Marketing Strategy Internal Communication Product Launch
3 min read

5 Tips for Pitching your Product Launch or Start Up to Investors

By Damon Diehl on Thu, Sep 20, 2018

A launch plan that takes a product from concept to commercialization almost always involves acquiring external funding. Pitching your business is a specialized form of B2B brand positioning, as the product is yourself and your ideas. Giving a good pitch is a combination of research, preparation, and presentation.

Topics: Product Launch Strategic Planning
5 min read

Head Up Displays: Product Development from an Engineer’s Perspective

By Nate Fuller on Tue, Jun 26, 2018

With the rapid advancements in head up display (HUD) technology in the automotive industry, the futuristic Hollywood depictions of holographic windshield screens are quickly becoming reality. Augmented reality (AR) windshield HUDs are becoming a large focus for mainstream automakers and suppliers to the point where it is expected that the market for HUD components market is expected to grow more than $5 billion in the next four years, becoming an $8 billion industry.

Topics: Business Insights Product Launch
2 min read

Marketing Your B2B Tech Company from Startup to Exit

By Michele Nichols on Mon, Jun 18, 2018

 

Whether you’re launching your first product or expanding internationally, a strong marketing plan is essential. Ensuring continued growth requires new perspectives and new strategies in many areas of the business. We’ve created a guide with sales and marketing best practices for five different stages of growth. Here are some highlights:

Topics: Business Insights Marketing Strategy Change and Innovation Product Launch
4 min read

How to Launch a Product Quickly: What to do When You Don't Have Enough Time

By Sarah Campagna on Wed, May 23, 2018

Though it would be ideal to have a full six months to prepare for a product launch, this is not always a reality. Delays in funding, licensing, or product development challenges can put a product manager into a challenging situation where the window between product viability and revenue expectations is extremely narrow.

Topics: Product Launch
8 min read

Beer & Blog: Commercialization and Product Launch Strategy, Paul Tolley

By Michele Nichols on Tue, Mar 20, 2018

Paul Tolley, founder of Stretford End Solutions, a technology and business development consultancy, and former CEO of ITC MEMS and VP/GM of Syntec Optics, sat down with us to talk commercialization strategy.

Topics: Product Launch Beer & Blog (interviews)
3 min read

Answers to the Hard Questions: What I heard at the Laser Focus World Laser Marketplace Technology and Markets Panel

By Sarah Campagna on Mon, Mar 05, 2018

laser-marketplace-summit

Though I was enjoying LFW's Laser Marketplace at Photonics West, furiously taking notes while Allen Nogee revealed the 2018 market forecast and geeking out over photobiomodulation as Praveen Arany shared his research, the final session of the day was a marketer's dream. A panel of highly respected individuals in the industry had been asked the question—"What do bioinstrumentation developers need to know from the photonics industry?"

Topics: Optics Product Launch Strategic Planning
2 min read

3 Best Practices for Increasing Medical Device Market Penetration

By Michele Nichols on Tue, Nov 28, 2017

Recent research predicts that R&D expenditure for medical devices will grow to $34 billion by 2022, but top line growth is slowing. And while this increase in R&D investment is a positive sign, uncertainty in healthcare reform is causing some paralysis in the market. How can companies overcome this risk aversion and really sell?

Topics: Marketing Strategy Product Launch Medical Device