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.
Designing a Great Early-User Program
A guide to getting the most from your product’s early adopters.
February 06, 2024
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Summary.
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.
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New!
HBR Learning
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.