How to Effectively Promote Productized B2B Services for Maximum Impact

How to Effectively Promote Productized B2B Services for Maximum Impact

For professional B2B service firms to grow and scale, they need to shift from using a customized to a more “productized” approach for their services. This requires a significant change in mindset and potentially new skills, team members, and even investment in technology. 

That’s why we’re talking to leading expert and business leader Eisha Armstrong (Executive Chairman & Co-Founder, Vecteris) about how to effectively promote productized B2B services for maximum impact. During our conversation, Eisha explained why the successful commercialization of productized offerings are much more than marketing campaign and training sellers. She also highlighted the main pitfalls to avoid, what the biggest obstacles are when companies productize, and how they can get to revenue faster and more efficiently. She also provided some actionable tips on how B2B marketers can build a marketing engine that generates enough leads to achieve targets for productized offerings.

https://youtu.be/8VuPJSmQuJA

Topics discussed in episode

[3:56] Challenges in commercializing productized offerings for B2B professional services

[9:46] The benefits and obstacles of productization

[12:39] The differences between marketing and selling standardized services/products vs. traditional professional services

[14:11] Major pitfalls to avoid when selling and marketing productized offerings:

• Being lazy about market segmentation
• Not investing in new capabilities
• Not iterating the go-to-market plan

[27:11] Actionable tips for B2B Marketers:

• Update the website to reflect product offerings
• Create product marketing contents
• Consider bringing in external product marketing expertise

[30:25] Eisha’s view on productization and AI

Companies and links mentioned

• Eisha Armstrong on LinkedIn
• Vecteris
• Eisha’s book “Commercialize” 

SPEAKERS

Eisha Armstrong, Christian Klepp

Christian Klepp  00:00

Welcome to this episode of B2B Marketers on a Mission, and I’m your host, Christian Klepp. Today I’ll be talking to Eisha Armstrong. She is the executive chairman and co-founder of Vecteris, and a business leader with expertise in product innovation as well as product portfolio management. She has extensive experience launching new data and information service businesses, building Executive Education products, advising C level executives and overseeing data analysis and qualitative research in a recurring revenue model. She’s also a published author, and has recently released her new book, “Commercialize” -how to monetize, sell and market productized offerings in B to B professional services. Tune in to find out more about what this B2B marketer’s mission is. Eisha Armstrong, I’m gonna say, welcome back to the show. So good to have you here.

Eisha Armstrong  00:52

Thank you, Christian. It’s great to be here.

Christian Klepp  00:55

Wow. I mean, where do I even begin? I think I’m gonna begin by saying that, you know, I’ve been interviewing a couple of folks like yourself on the show for quite a while, and one of the guests that I recently interviewed, and we’re pushing that episode live this Thursday, he actually told me that one of the reasons why he wanted to come on the s