Webcast: Reinventing VOC for B2B: 12 New Rules from New Product Blueprinting

    By: Allison LeMay on Nov 13, 2013

    Webcast: Reinventing VOC for B2B: 12 New Rules from New Product Blueprinting

    This webcast will cover four awkward realities and 12 new rules that offer a great summary of topical points for Product Developers involved in Business-to-Business (B2B) organizations.  Download a free interactive e-book “Reinventing VOC for B2B” to get a preview of the content. This webcast is appropriate for all titles and levels interested in Voice-of-the-Customer (VOC) and product innovation, from operations to the C-suite.

    Reinventing VOC for B2B

    Here is what Dan Adams shared with the webcast production team:

    "This e-book is brand new… published ~10 weeks ago for the first time ever. In it, we reveal some very practical tips for B2B VOC that we’ve never shared publicly before in any forum. In fact, our hard-cover book—New Product Blueprinting: The Handbook for B2B Organic Growth—doesn’t even cover these methods.  (Until now, we had only shared these with clients.) Also, we’re providing some video instruction—in the e-book and, if possible in the webcast—that non-clients have never seen before." Dan Adams 15 November 2013.

    Download the webcast recording of Dan Adams and Dave Loomis from Advanced Industrial Marketing  where you will learn:

    1. Learn why your current VOC is boring and why your NPD process is backward
    2. Understand how to drive to desired customer “outcomes”, not just implement customer ideas
    3. Discover what interviewing down the value chain will do to improve your innovation success

    Meet the Speakers:

    Dan AdamsDan Adams
    Founder and President, Advanced Industrial Marketing

    Dan is the founder and president of AIM and the inventor of New Product Blueprinting, a method for improved voice-of-customer (VOC) for B2B.  He has written a book on the subject, an award-winning article for PDMA (with DuPont) and the new e-book on “12 New Rules.”  Dan recorded and produced over 20 hours of video training content for his process, has trained thousands in New Product Blueprinting and has worked with over 30 Fortune 500 Companies, including GE, Dow, DuPont, Sherwin-Williams, Air Products, Saint-Gobain, ITW and more.  Training takes place around the globe in the US, Europe, Japan, China, Australia and more.

    LinkedIn Profile

    DaveDave Loomis

    SVP, Advanced Industrial Marketing

    As Senior VP, Dan is involved in all aspects of AIM's business, including training, curriculum, operations, marketing and business development. Before AIM, Dave was an AIM client and for 15 years directed marketing excellence and strategy at NACCO Industries, a $3B diversified holding company.  His background includes consulting in distribution channel strategy, as well as advertising.  He has consulted for numerous global brands, including Xerox, Westinghouse, Allstate, Hamilton-Beach, and more.  In addition, Dave was an Adjunct Professor of Marketing at Case Western Reserve University’s Weatherhead School of Business, teaching innovation, branding and consumer behavior for four years.  He has led over 400 hours of class time.  He also has a marketing blog, which includes 365 short essays on marketing for one full year.  Dave has been quoted in the New York Times.

    LinkedIn Profile


    Meet the Moderator:

    John Apgar

    John Apgar
    Senior Product Manager, Diebold Inc.

    John Apgar is a senior product manager at Diebold. He is responsible for assigned product lines from initial development through the entirety of the product's lifecycle. He directs the changes required for product design, support, features, improvement, and obsolesence to address current or new market segments. 

    With 13 years of marketing experience, John has held roles in product management, business development, and strategic marketing prior to his current role.  John holds a Master’s degree in Marketing from Webster University and a Bachelor’s in Management from York College of Pennsylvania.

    LinkedIn Profile

    Released: November 13, 2013, 12:05 pm | Updated: December 16, 2013, 12:43 pm
    Keywords: PDMA News

    Mark A Hart, NPDP Summary of this webcast and the 12 Rules
    By: Mark A Hart, NPDP | Posted: December 17, 2013, 1:17 pm

    If your purpose is to innovate, do not outsource VOC. Customers want to speak with the people that will make it happen.

    During the interview, do not do a technology push. Inquire about problems and needs. The purpose of the interview is to learn. Was your hypothesis correct? Do you need to craft a new approach? 

    Your company's great sales people are likely to be great listeners. Train them for VOC participation. Emphasize that it is for discovery. Not selling. Not solving. 

    When customers are engaged in the innovation process, there are financial payoffs.
    B2B has differences from B2C. In B2C, you can imagine yourself as a customer. 

    The 12 rules

    1. Be a pro when you request the interview

    2. Project your notes for all to see

    3. Let the customer guide the interview

    4. Impress them with your listening skills

    5. Probe for the unspoken & unimagined

    6. Use AMUSE for customer tours

    7. Create Market Satisfaction Gap profiles

    8. Build—and share—a value calculator

    9. Engage many in VOC… but never sell or solve

    10. Interview down your value chain

    11. Adapt for different global cultures

    12. Give your team “front-end freedom”

    Dan Adams suggests three roles for VOC sessions: Moderator, note taker, and observer.

    Instead of asking “what would you pay?” concentrate on value creation potential. Capture economic data. 

    Learn about the decision making approach used by each customer’s organization. 

    To remove concerns about IP, focus on problems not your technology. If a customer suggests a technology, ask “so what would that do for you? Control the conversion.

    The duration of the recording is 1:08 h:m


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