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Is the blog dead? Marketing gurus have predicted the death of blogging on and off since 2009. In niche industries like optics and photonics, advanced manufacturing, and medical devices, many companies were slow to adopt a content-driven strategy because they believed their customers didn’t read blogs. Now that they’ve seen the ROI of blogging, we question how long it will remain viable. Let’s explore.

John Martin is the CTO and cofounder of Martin Materials Solutions, a U.S. company that manufactures innovative glass products for the aerospace market. Martin, whose goal is to drive the technology necessary to support this unique industry, has coined the term “spaceglass”, a reference to this truly unique type of glass.

Successful entrepreneur Brian Pitre became fascinated with the UAV market in 2012. With a business partner and enough capital to cover a discovery phase of six months, Pitre traveled the country flying drones, meeting other early adopters of this new technology, and looking for the right opportunity to invest in this new high-tech market. Six months turned into 18 as Pitre saw the tremendous growth potential of the UAV market.

New product launch is risky, even for established companies with a defined product development and product launch process. In our work with high tech B2B companies, we’ve noticed a few places where companies often stumble.

According to a recent study of new product development, 39% of new product launches failed. Often these failures occur when companies don’t have a clear marketing plan, but there are other reasons, too. Improved internal communications can head off a number of these causes.

Launching a new product or service is a significant undertaking for any business. You have invested considerable time, money, and resources in developing a new offering, honed your message and planned out your marketing activities, and you want those efforts to pay off. Although the ultimate goal is to engage your external audience and fuel sales, it’s also important to get buy-in from your team.

Launch Team is collaborating with technical documentation and training company Novatek to explore marketing and product launch challenges in the medical device industry.

In this interview with Paul Thomas, Development Director of Cupris Health, we explore the barriers, strategies and tactics for medical device product launch. Cupris, located in the UK and looking to enter the US market, has developed communication software and smartphone-connected medical devices that enable remote diagnosis and management of patient conditions.

Product development is an important entryway into new markets and new opportunities. From R&D to product launch to portfolio management, a lot of planning and collaboration goes into making new products and technologies successful.

Launching a company or product is an exciting endeavor. You’ve developed a solution to an unfulfilled consumer need, and you’re ready to share it with the world. But the extensive planning process, from content development to sales training to PR, means your launch team has a lot on its plate.

Updated on 4/23/21

Hitting Your Product Launch Targets

New product launch has gotten more challenging in recent years, especially as teams work remotely. Corporations have cut back on true R&D so it’s often smaller companies bringing new technologies to market. Many companies experience resource challenges, unclear accountabilities, and ad hoc project teams with competing priorities. If you are trying to decode the complicated product launch process in time for a product release, you've come to the right place.

MTOTW #52: After the official launch of your new product or service, there are a few key activities that can help ensure continued success:

The product manager’s role has changed a lot in recent years for many tech companies. While many managers take the path of engineering into a business role, they are often charged with running the product line like its own business.