Early user programs are critical to the success of products. But B2B companies often are disappointed with their results. The problem is the way they are designed and implemented. This article provides a process that can make a big difference in helping companies do a better job of choosing early users and harvesting valuable information.
They can have a significant impact on the success of a new product launch.In the B2B world, when a new product fails to meet commercial expectations, it’s common to blame the usual suspects, such as misguided development efforts, poor product quality, ineffective marketing, or weak selling efforts.Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials.
is the founder of Baron Strategic Partners, a consulting firm based in Needham, Massachusetts, that helps B2B firms accelerate revenue growth.is the chief client officer and cofounder of MarketReach, a B2B marketing services company based in Nashua, New Hampshire, that designs and manages marketing programs, campaigns, and sales tools for technology companies.Accelerate your career with Harvard ManageMentor®.
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