A Proven Go-to-Market Roadmap™ for Physical B2B Innovations
Most go-to-market advice is written for software. But launching a tangible B2B product is different: fewer pivots, higher stakes, and no room for guesswork. We help de-risk launches with clarity, positioning, and proof.
De-risk your next product launch with a proven go-to-market roadmap for physical B2B innovations
Medium-sized enterprises launching tangible products face unique challenges. At Graphos Product, we’ve spent three decades helping innovators position, validate, and scale physical B2B products — avoiding the blind spots that derail most launches.
Ready to embark on the path to product success?
Why Physical B2B Products Are Different
Most go-to-market advice online is written for software. But launching a tangible B2B product is another world entirely:
• Long development cycles mean fewer pivots.
• Buyers face operational risks when adopting something new.
• Sales cycles are complex, often requiring demos, proof-of-performance, and ROI modeling.
• “Eco-friendly” or “innovative” isn’t enough — buyers need a compelling, undeniable value story.
With physical products, the stakes are higher and the margin for error is smaller.
Our B2B Go-to-Market Framework
At Graphos Product, we’ve developed the Innovative Product Go-to-Market Roadmap™ — a repeatable process that:
1. Identifies blind spots
other teams miss (competitive analysis beyond surface features).
2. Perfects positioning
to communicate life-improving benefits rather than generic claims.
3. Builds proof assets
(case studies, demos, pilot programs) to reduce buyer risk.
4. Orchestrates adoption
through content, PR, sales enablement, and targeted campaigns.
You’ll value that this isn’t a template. It’s a battle-tested methodology built from launches in construction, manufacturing, consumer hardware, and more.
How We Work
Launching a physical B2B product only begins with a great idea. It then depends on aligning every stakeholder, removing blind spots, and building a roadmap your team can confidently execute.
That’s why our process is structured and efficient — designed to respect both your executives’ time AND the complexity of the work.
1.
Exploratory Workshop
• All key decision-makers must attend. If they’ll judge success later, they need to be in the room from the start.
• This session uncovers assumptions, hidden barriers, and conflicting perspectives that could derail the launch.
• By the end, everyone shares a common view of the challenge — and what success must look like.
2.
Independent Roadmap Development
• Once we have alignment, our team goes deep into market research, positioning strategy, and blind-spot analysis.
• This is where our proprietary frameworks — like CLIMB™ and our Innovative Product Go-to-Market Roadmap™ itself — turn raw input into a cohesive strategy document.
• Your team can stay focused on daily business while we handle the heavy lifting.
3.
Executive Presentation Sessions
• Don’t worry, we won’t dump a 30-page deck in your inbox (for you to skim and then forget)! Instead, we host two focused sessions (90 minutes each):
Session 1:
Present Part 1 of the roadmap, insights, and positioning strategy.
Session 2:
Part 2 of the roadmap, follow-up discussion, Q&A, and refinement with your leadership team.
• Longer meetings risk attention fatigue, so we keep it tight and actionable.
4.
Deliverables You Can Act On
• A complete Go-to-Market Roadmap™ tailored to your product.
• Positioning and messaging frameworks that your sales, marketing, and leadership teams can align around.
• Next-step recommendations with clear prioritization so you know what to do first, next, and later.
This process ensures that every launch is aligned, validated, and practical — without wasting weeks in endless meetings.
Proof from the Field
Every launch is mind-blowingly different, but the common thread is this: strong ideas only succeed when positioned and proven the right way. At Graphos Product, we’ve helped clients across sectors transform innovations into market-ready successes.
SearBQ
A clever backyard invention, SearBQ delivers smoky, restaurant-quality flavor in a portable grill insert.
We worked with the founders to shape brand identity and market positioning around emotional benefit — turning “another grill accessory” into the promise of unforgettable flavor anywhere. The go-to-market strategy created a clear path from consumer delight to distributor buy-in.
REGEN Fiber
A breakthrough in sustainable construction, REGEN Fiber converts decommissioned wind turbine blades into high-performance fiber reinforcement for concrete and composites.
Competing against entrenched materials, the challenge was credibility: could a recycled input really deliver structural performance?
We worked with REGEN Fiber to:
Position the product not as “eco-friendly,” but as a performance-driven reinforcement that also reduces embodied carbon.
Build a Knowledge Center with blogs and technical resources for engineers, specifiers, and procurement leaders.
Develop messaging frameworks that balanced accessibility for non-technical stakeholders with the technical proof demanded by industry professionals.
Rich’s
A global food brand trusted in over 100 countries, Rich’s engaged us to help introduce a new Better-For-You product platform.
We translated evolving consumer demand for cleaner, healthier ingredients into a B2B adoption story that resonated with foodservice operators, procurement teams, and internal decision-makers.
By aligning trend-driven innovation with menu performance and ROI, we helped Rich’s extend its reputation as a leader in practical, future-focused food solutions.
Kamooki Lures
In a category often treated as commodity, Kamooki created a fishing lure with radical underwater action.
We positioned Kamooki not as “just another lure,” but as a category disruptor anglers and retailers would recognize as a performance innovation. The launch strategy emphasized differentiation in a sea of sameness — and helped Kamooki earn shelf space and loyalty among top competitive sport anglers.
K-Bro Linen
Canada and the UK’s largest provider of healthcare and hospitality laundry services — and a publicly traded company — K-Bro turned to Graphos Product for support through over a decade of growth.
We developed their corporate website, produced many visually striking annual reports, and guided communications through massive-scale acquisitions.
Our work has helped K-Bro productize a deeply essential service: translating scale, reliability, and trust into a clear, compelling brand identity that resonates with clients, investors, and regulators alike.
MetCredit
For over 20 years, we’ve partnered with MetCredit, transforming them from a collections firm into Canada’s best-known B2B and consumer debt collection agency.
Our work spans:
Hundreds of web pages in English and French.
A popular industry podcast.
Television commercials, sales collateral, and campaigns.
Through disciplined, long-term positioning, we helped MetCredit achieve something rare: category leadership in both visibility and trust — proving that even financial services can be marketed like a product when the strategy is right.
Frequently Asked Questions
Because you can’t “ship fast and iterate.” Manufacturing, logistics, and adoption costs are higher — so blind spots are more expensive.
We combine competitive analysis, buyer interviews, and prototype testing. The goal is to measure real-world buyer behavior, needs and pain points, avoiding opinions.
Common reasons: overestimating demand, unclear positioning, failure to prove ROI, and underestimating adoption hurdles. (That last one is a doozy.)
Our process is built for tangible products. We emphasize proof (pilots, demos, ROI calculators) and blind-spot elimination. Most marketing firms gloss over this.
Typically 4–8 weeks, depending on product maturity and available data. Faster than most internal teams could achieve on their own. And you can’t manufacture similar objectivity, expertise or framework internally.
No. We often work with established mid-sized companies launching their next innovation — where failure is NOT an option.
Occasionally, but we’re not the right fit for bureaucratic processes that need dozens of approvals. Our strength is helping medium-sized organizations move decisively.
You’ll receive a Go-to-Market Roadmap™, positioning frameworks, and prioritized action steps. These aren’t abstract concepts — they’re concrete tools your sales and marketing teams can put to work immediately.
Anyone who will later judge success. That usually means the CEO, product lead, head of marketing, and sometimes sales. If they’re not in the room at the start, alignment is at risk.
Yes. Many clients use the roadmap with their internal team. Others ask us to help execute campaigns, refine messaging, or train their sales team. It’s designed to be flexible.
We look at adoption milestones: new accounts won, repeat orders, and market traction. Success is defined jointly with you at the outset so expectations are clear.
That’s often the best time to start. Early positioning and buyer validation can prevent costly mistakes in design, pricing, and messaging before launch.
What Does a Go-to-Market Roadmap Cost?
Every product launch is different, and so is the investment required. Most of our go-to-market roadmaps fall between US $9,000 and US $49,000.
• On the lower end (≈ $9K–$15K): A single product targeting a regional market, where the focus is clarity in positioning and a streamlined launch roadmap.
• In the mid-range (≈ $20K–$30K): Products aimed at multiple buyer types or industries, with added competitive analysis, buyer research, and sales enablement content.
• At the high end (≈ $40K–$49K): Complex portfolios or launches targeting national or international markets, requiring multiple proof assets and alignment across larger teams.
What drives the difference?
• Complexity of the product or product line
• Number of target buyer segments
• Market geography (regional, national, international)
• Depth of research and validation required
The better question isn’t “What does it cost?” but “What will it cost to get this wrong?” A roadmap pays for itself many times over by reducing risk and accelerating adoption.
Launching a physical B2B product is too important to gamble on assumptions.
Want to make your product irresistible?
That’s what we do as go-to-market roadmap consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.
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