Proven Strategies for B2B Product Launches: Lessons From Leading Manufacturer Case Studies

When it comes to launching new products, the strategies B2B manufacturers use run the gamut from low-key, regularly scheduled releases to major milestone media events. But no matter what cadence or approach a company takes, every new release represents a significant marketing opportunity for boosting a brand.

In the world of B2B manufacturing, product launches aren’t just about unveiling a new offering to drive more sales. They’re opportunities to showcase innovation, strengthen your image, expand your audience and cement your role as a problem solver for customers. To take full advantage of the opportunity, a product launch campaign should be about more than reach; it should also be about resonating with customers.

So, how do you create a product launch campaign that builds deeper brand connections and stronger brand perceptions in the minds of your customers? Here we’ll look at a few key strategies, along with some useful case studies, to maximize every opportunity during a product launch.

Do your research and set clear goals early

The foundational work of goal setting, research and building out a strategy is so necessary to any successful product launch campaign it almost goes without saying. However, we’re compelled to include it here because too often it gets overlooked until the last minute, and by then it’s too late.

Ideally, a launch campaign strategy begins concurrently with product development. It should seek to answer questions that are important for both the product and the campaign’s success. What problem does the new product solve? Who are the customers who will use it? What’s the competition like?

Conducting thorough research and developing a strategic messaging framework to answer these questions will lay the groundwork for a successful campaign. It will also help to establish clear objectives for your launch. Whether your goal is to strengthen brand loyalty, win new customers or generate media buzz, it’s important to have specific, measurable goals that are rooted in solid research and strategy.

Start with a compelling concept: A JLG case study

While your strategic messaging lays out what to say, developing a creative concept can help determine how to say it. For larger product launch campaigns, creating a concept to frame all your creative can be an extremely effective way to tie all of your tactics together. It not only helps to create a more cohesive campaign, it also adds depth and richness to your message to drive more response from your audience.

A concept isn’t a single piece of creative like a headline or image or even a visual treatment. At Godfrey, we define a concept as a single, repeatable idea that encapsulates your strategic message. The creative concept may have a variety of executions with different visuals, copy and treatments depending on the medium, channel or context.

To illustrate what this looks like in practice, let’s consider a recent project that Godfrey worked on with JLG Industries, a leading manufacturer of mobile elevating work platforms and telehandlers. JLG asked Godfrey to develop a campaign strategy and creative concept to promote the launch of their upgraded and expanded line of scissor lifts.

Godfrey developed a strategic messaging framework, informed by research, that focused on three messaging priorities: partnership, an expanded fleet and advanced technology. The team then created a concept to help express these messaging points in a fun and creative way. The concept, which we titled “family values,” presented the JLG scissor lift product line as a perfect family on a photo wall, paired with headlines like “Excellence. It runs in the family.” In this way, we were able to show JLG scissor lifts as more than advanced equipment, but as vehicles for partnership between JLG and the customer. It was a simple way to communicate reliability, support, growth and a history of strong performance.

Godfrey employed a wide range of tactics that included a landing page, paid digital ads, emails, social media and more. For each channel, we used a variety of images, headlines and supporting copy that always stayed true to concept with family-themed copy and product images in picture frames. The result was a robust and cohesive campaign that stood out from competing equipment. See more about the project.

Tease and evolve your campaign over time: A Johnson Controls/YORK case study

Building anticipation before your product launch isn’t always easy when you need to keep details under wraps. However, there are many ways to create excitement without giving too much info. Sharing teasers about what’s coming or even sneak peaks on social media or your website can help create buzz and ensure more people are tuned in for the official launch.

Johnson Controls, a worldwide industry leader in chiller technology, recently faced this challenge when they planned to launch a new magnetic bearing centrifugal chiller, the YORK YZ. Their campaign would have to build excitement while keeping the product under lock and key until the launch date itself.

Godfrey successfully generated buzz for the YORK YZ chiller by creating an evolving landing page that initially featured teaser content to hint at the product's potential. On launch day, the page showcased an interactive 3D chiller that users could explore, complete with virtual hotspots that activated informative videos. An innovative chiller chat function, powered by AI, also allowed visitors to engage directly with the product, enhancing user education and generating leads.

The launch was further amplified by two cinematic-style videos that built anticipation, alongside strategically timed ads and emails. Kicking off with a press webinar and culminating in a grand debut at the AHR trade event, the multifaceted campaign allowed Godfrey to explore a variety of creative strategies for different phases of the launch, resulting in a more engaging and dynamic campaign. The end result was a well-deserved celebration among media and customers of the YORK YZ chiller and its revolutionary design. See more about the launch.

Invest in informative content: A Bosch Rexroth case study

Content is king when it comes to B2B marketing. Engineers, manufacturers and other B2B types value information and new ways of thinking that will improve their business. Supporting your product launch with a variety of content to engage your audience can go a long way in solidifying your role as an innovative thought leader.

Producing videos and webinars can provide a visual and interactive way to showcase all the features and benefits of your product. Writing blog posts or developing case studies with early adopters can educate customers about how your product solves specific problems. Or contributing thought leadership articles to target media publications can build credibility and trust with your audience.

The fact is storytelling is an incredibly powerful tool in marketing. The more you can craft a compelling narrative around your product launch, the better it will be for both the launch and your brand. Share how and why the product was developed and the impact it can have on your customers’ business, and create an emotional connection through narrative.

Bosch Rexroth, a global manufacturer of automation technology, wanted to take a similar content-driven approach to their recent launch of the Smart MechatroniX platform — a suite of Smart Function Kits that combine best-in-class linear motion technology with easy-to-integrate automation hardware and software. They wanted to build awareness and educate customers about the major productivity benefits and savings on time and cost Smart MechatroniX could help them achieve.

For the launch, Godfrey built a comprehensive PR campaign to complement the marketing campaign and get coverage in key manufacturing and automation publications. Godfrey developed two press releases, one detailing capabilities of the overall platform and a 2nd release focused on a new product on the platform. Godfrey also created a series of five thought-leadership articles and editorials, including:

• Three articles detailing the key advantages of the Smart Function Kits, each one tailored for assembly, packaging and general automation audiences
• An editorial case study on the Smart Function Kit for Joining/Pressing, adapted from a client-supplied sales presentation
• An op-ed viewpoint/commentary from the Bosch Rexroth vice president of automation that also incorporated the case study

This PR content drove significant engagement and industry recognition, with 60 publications picking up articles or press releases, reaching more than 2.1 million potential readers. The exposure also resulted in nearly 85 web sessions tied directly to the tracking URL developed for PR placements. The campaign also helped secure several awards, including the Engineer’s Choice Award and Product of the Year Award. Learn more about the campaign.

Measure, analyze and adjust if needed

Measuring the success of your product launch campaign is crucial for understanding what worked and what didn’t. Track key performance indicators (KPIs) such as website traffic, lead generation, social media engagement and conversion rates. You can also leverage Customer Relationship Management (CRM) software to tie campaign performance with actual sales, which is especially important if you’re under pressure to prove ROI. These metrics will help you gauge the effectiveness of your campaign, adjust tactics if needed and make data-driven decisions for future launches.

Collecting and analyzing feedback from your audience is essential for continuous improvement. Use surveys, social media comments and customer reviews to gather insights. Based on this feedback, adjust your strategies to better meet the needs of your audience and improve future product launches.

Launching a new product is both challenging and rewarding. By understanding your audience, crafting a strategic campaign, building anticipation and creating engaging content, you can create a compelling product launch campaign that drives success.

Ready to take your product launch campaigns to the next level? Our team of experts is here to help you craft and execute a winning strategy. Reach out today to learn more about how we can support your next big launch.