Why new rules... and why now? First, the internet is changing everything. Most B2B transactions now occur when the customer finds the supplier—not the other way around. If someone deep inside a prospect company can’t find you, your new product just lost to the competition.

Second, B2B marketers have been following the rules of B2C marketers for way too long. Compared to their consumers, our business customers are more insightful,  rational, interested and fewer in number. Advantage B2B… but only if we follow new rules.

Third, much more rigor is needed in this area by most B2B suppliers. Products are 'released' casually, budgets are spent inefficiently, and prospects respond "underwhelmingly."

What you'll learn:

• The 3 common shortcomings in B2B product launch
• How to become more "findable"
• How to customize launches using 9 traditional & 9 online media
• How to advance prospects along a buying cycle using offers
• Four essential steps to a great product launch
• How the "2-Question Launch Survey" supports precision launches
• An overview of AIM's new web-enabled LaunchStar® software
  

What you'll receive:

• All participants will receive a copy of Dan Adams's e-Book, 12 New Rules of Product Launch
• ISBM Member Special: One participant per ISBM Member Company will be given complimentary 60-day access to 1) AIM's new web-enabled LaunchStar software and 2) AIM's 7 online training modules on B2B Product Launch.
  

About the Presenter:
Dan Adams is best known as the author of New Product Blueprinting, and has taught thousands worldwide how to improve the front of end of innovation (B2B suppliers only). For the past three years his company, Advanced Industrial Marketing, has developed, fine-tuned and taught novel product launch methods to hundreds of global practitioners at several of the world's largest B2B suppliers. This ISBM webinar is the first public presentation of this work.