More often than not, start-ups acquire customers by leveraging the network of the leadership team. But scaling the business requires generating demand for new products through formal product launch programs.

When speaking with Gartner clients that are embarking on these efforts, I’m often asked “What type of content should I be creating to create interest from our target buyers?” There are number of considerations to take into account when answering this question. Understanding of the types of content that buyers value is important, but just as important is mapping your content development plans to the resources you have available to you, and your organization’s level of marketing sophistication.

For tech start-ups launching demand generation efforts for the first time, the following types of content are essential:

Content Type Use Case
Thought Leadership Asset License or sponsor highly valuable content from a credible publication, analyst or association that serves the space. This key piece should highlight the problems that buyers are facing within their business, trends in the market or specific research to support the need for a product solution.
Webinar Partner with an external thought leader(s) to drive credibility in the market. And leverage a third party to promote and host the webinar.
Demonstrations Ensure recorded and live demos are readily available to buyers and website visitors.
Case Studies Work with beta customers to develop testimonial statements that capture the value your customers have achieved with this new product.
Value Assessment Tool Customer use case showing ROI.
Product Content Include a product brochure/data sheet in your content library for use with buyers that are evaluating providers.
Media and Blogs Develop and share a press release with key media in advance of product launch.

As your marketing efforts becomes more sophisticated, your supporting content strategy should evolve. For example, rather than a  single third-party hosted  webinar, an organisation with a formal marketing team and multiple campaigns running simultaneously may develop a best-practice webinar series, and invite third party speakers to present in conjunction with your own speakers. Or, in place of a simplistic ROI use case, you’ll want to enable sales with deeper-dive ROI calculators for use when engaging with buyers directly.

Launching formal demand generation campaigns to support new products is covered in depth in this new research for Tech CEOs, which also includes an expanded version of essential content for companies with  advanced levels of marketing sophistication (clients only).

*This article is reprinted from the Gartner Blog Network with permission. 

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