It is finally time to launch your new B2B company. This exciting time can be filled with enthusiasm, but also stress. Preparation and careful planning can make the launch a little less stressful, but it can be a challenge to make sure that you cover every aspect of it. That is where we can help. We have led the marketing efforts for over 80 product and company launches. In our experience, we have ironed out the processes that will ensure your launch is planned and executed with precision. In this blog, we will give you a small look into that process and give you the building blocks for a successful B2B company launch.
B2B Company Launch Preparation
There is a substantial amount of preparation that goes into building a new company, but there is also a lot of preparation needed to get the company launched. All this planning can be overwhelming. But we have got you covered in this section, which discusses what marketing tactics you need to plan and execute for a successful launch. Plus, you can always ask B2B marketing experts for additional support.
Go-to-Market Marketing Components
There are many marketing avenues to consider when launching a company. But, no one knows your company’s target audience(s), offerings and unique value proposition better than you do, so keep that in mind when you are creating your launch marketing strategy and plan. That said, here are a few tried and true marketing tactics to consider that are often part of a B2B company launch.
Advertising:
Paid advertising campaigns can be a short-term way to generate awareness and leads. To be successful in pay-per-click (PPC) or other paid campaigns, get specific on your audience and craft messaging and calls to action (CTAs) that make a strong impact. You can also boost engagement with captivating images in your ads, which coupled with a compelling CTA, can generate more leads.
Events:
Launching your company at an event, real or virtual, is also something to consider. Events involve industry peers, partners and potential customers, which sets it as a great scene for a company launch. If you are going this route, it is important to think of the 5 P’s; purpose (to launch your company), planning, promotion, presence and post-event. If you successfully navigate these components, your launch will be certain to make an impact. Check out this event marketing guide for even more details.
Content Marketing:
Content is the magnet that truly engages with prospects. It is the fundamental component of marketing efforts and would play a valuable role in a launch. As you plan for a launch, create content that connects with your audience. When initially creating content for your company, think of what would be useful for prospects to learn about. Put together assets that dive deeper into product features. Create content that talks about how your solutions address audience pain points. Connect with your audience based on what challenges they are experiencing and their buyer persona characteristics. Download this eBook to create content that will boost your lead generation.
Social Media Marketing:
A strong social media presence is key for generating brand awareness and ultimately, leads. As your company solidifies itself in the market, use social media to educate your followers on who you are and what products or services you provide. As your brand and follower base grow, share a mix of company content and industry articles. Consider the platforms you utilize for your social media efforts. For B2B companies, LinkedIn is the go-to, as 40% of marketers report that it is the most effective channel for driving quality leads. Having a presence on multiple platforms is important, whether it is Facebook, Twitter (X), Instagram or even TikTok. But, you must meet your audience where they are to gain the most traction.
Email Marketing:
Email is highly effective when launching your company, especially when almost 72% of buyers prefer email as the primary communication channel. To prepare, build your database with industry contacts, networking peers and personal connections as much as possible, specifically before the launch. Keep your template design simple and remember to be consistent with the branding. The emails leading up to the launch should garner excitement. These emails should share the content pieces you create which position your company as a thought leader in the space, highlight product features, share inside scoops on the offerings, early user success stories and more. Whenever possible, build in exclusive offers or deals.
Executing a B2B Company Launch
With the meticulous planning and careful details put into your marketing strategies, it is finally time to officially launch your B2B company. Here are marketing tactics to utilize on launch day to make a big splash.
- Kickoff Event: if you are not launching your company at an event, consider a virtual launch party! Invite industry peers, journalists and even potential customers to enjoy the event.
- Press Release: A press release is a great way to announce your new company to the world. Press releases reach a considerable number of people, so ensure you include all essential information and drive them to your website to learn more.
- Social Media: Make a launch announcement on social media. You can even offer exclusive deals and leverage them on launch day.
- Email Marketing: Let everyone know your company is now live with an email blast. Offer launch day specials that integrate with your social media promotions to maintain cohesiveness.
- Content Assets: Have a variety of content assets ready to support your launch. This could include a company overview, product feature sheets, service comparison charts, walkthrough videos, brochures and much more. Supporting your launch with these assets gives people something to walk away with to learn more about what you do and who you are.
Maintaining Momentum after Your B2B Company Launch
Once the excitement of launch day has died down, it is time to put in the work to maintain and build momentum. Here are a few strategies to do just that.
- Follow-Up Efforts: If you launched via an event, follow up with attendees. Make it a priority to follow up with prospects who engaged but did not convert. Building out additional email cadences to further engage with and educate your audiences and keep your offerings top of mind.
- Content: Multiply your content marketing. Start including content developed around industry-relevant topics, emerging trends and even shared challenges. As your voice develops into a thought leader, your audience builds more trust in your brand, thus opening the door for more brand loyalty and conversions.
- Personalization: Personalized marketing, specifically CTAs, performs 202% better than basic CTAs. Tailor your content to buyer persona characteristics. Personalize email copy to make it feel like it is just for them. Note: In many email marketing platforms, you can personalize your call to action, content, etc. using specific tokens throughout the copy and more.
- Brand Experiences: As your brand awareness builds, it is important to make all brand interactions memorable experiences. From an email signature to a direct mail piece, make the effort to connect with audiences and let them know that they matter to you. Make it easier to engage as well. Engagement is the starting point for a conversion, so ensure they have easy access to your website and social media throughout your marketing assets. These are just a few examples, but the point is, make your brand accessible!
A B2B company launch is no easy task. A multitude of planning goes into first building the company, and then putting together a launch plan. That’s where we can help. Discover why we’ve led over 80 successful company and product launches by helping them develop a product launch marketing plan to grow their market presence and bring in more customers. Contact us today or request a free marketing consultation with our Austin marketing firm to get started. You can also check out our B2B marketing success stories to learn more about our clients.
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