The Invisible Customer - Steve Robins Keynote at ProductCamp Boston 2011

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The ProductCamp Boston keynote presentation delivered by Steve Robins See how you can cure “invisible customer syndrome”. Learn how to identify, understand and better serve your current and …

The ProductCamp Boston keynote presentation delivered by Steve Robins See how you can cure “invisible customer syndrome”. Learn how to identify, understand and better serve your current and prospective…

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  • 1. The Invisible Customer Steve Robins June 9, 2012© 2011 www.SolutionMarketingBlog.com
  • 2. Which of the following will drive the greatest success for your company? 1. Advanced technologies? 2. Great locations? 3. A strong customer base? 4. Low prices? 5. Cost-effective manufacturing? 6. Creative marketing? 7. Great messaging?© 2009-2012 www.SolutionMarketingBlog.com p2
  • 3. Which of the following will drive the greatest success for your company? 1. Advanced technologies? 2. Great locations? 3. A strong customer base? 4. Low prices? 5. Cost-effective manufacturing? 6. Creative marketing? 7. Great messaging?© 2009-2012 www.SolutionMarketingBlog.com p3
  • 4. Serenity Hotel© 2009-2012 www.SolutionMarketingBlog.com p4
  • 5. What if… I wish… !© 2009-2012 www.SolutionMarketingBlog.com p5
  • 6. Steve Robins  Senior Director of Marketing, FirstBest Systems  Founder, The Solution Marketing Blog, Top-rated solution marketing blog  10+ years in solution marketing • Provide a solution methodology for Marketing – Expertise in solution, industry and product marketing • Discipline, rigor, consistency – best – Experience: FirstBest Systems, Solution Marketing practices Strategies, EMC Documentum, KANA, The Yankee Group • Help Marketing to work with Sales • How: • Solution Marketing Blog • LinkedIn Group© 2009-2012 www.SolutionMarketingBlog.com p6
  • 7. Agenda  The invisible customer  Why customers matter  The visible customer, enabled through – Listening – Customer perspective – Totality – 360 Discovery – Solution Marketing  Next steps  Summary  Questions© 2009-2012 www.SolutionMarketingBlog.com p7
  • 8. Current & Prospective Customers User Manager C-Level Purchasing Channel and others© 2009-2012 www.SolutionMarketingBlog.com p8
  • 9. The Invisible Customer© 2009-2012 The Solution Marketing Blog
  • 10. Communication Challenges© 2009-2012 The Solution Marketing Blog
  • 11. Communication Challenges That might be useful Company Customer© 2009-2012 www.SolutionMarketingBlog.com p11
  • 12. Communication Challenges Πώς μπορώ How can we help να λύσει το you? πρόβλημά μου; Company Customer© 2009-2012 www.SolutionMarketingBlog.com p12
  • 13. Communication Challenges Πώς μπορώ How can we help να λύσει το you? #$%&@! πρόβλημά μου; Company Customer© 2009-2012 www.SolutionMarketingBlog.com p13
  • 14. Communication Challenges Πώς μπορώ How can we help OK. We’ll give you:  Features να λύσει το I need: you?  Features #$%&@!  Features πρόβλημά μου;  Features  Features  Features Company Customer© 2009-2012 www.SolutionMarketingBlog.com p14
  • 15. Focus on Internal Core Competencies© 2009-2012 The Solution Marketing Blog
  • 16. Internal Core Competencies Research Engineering Knowledge Manufacturing© 2009-2012 The Solution Marketing Blog
  • 17. Focus on the New New Thing© 2009-2012 The Solution Marketing Blog
  • 18. Distraction with New Technologies X I don’t need that Shiny New Thing Company Customer© 2009-2012 www.SolutionMarketingBlog.com p18
  • 19. “Many innovators are so enamored with technology that they lose sight of what is really important – what people want from technology, not what it can actually do” -Carl Franklin Why Innovation Fails© 2009-2012 www.SolutionMarketingBlog.com p19
  • 20. Intermediaries© 2009-2012 The Solution Marketing Blog
  • 21. Intermediaries My problem is… Sales You Service… Customer© 2009-2012 www.SolutionMarketingBlog.com p21
  • 22. Intermediaries My problem is… Sales External You Service… Customer Experts© 2009-2012 www.SolutionMarketingBlog.com p22
  • 23. Intermediaries My problem is… Sales External Inter- You Service… Customer Experts mediaries© 2009-2012 www.SolutionMarketingBlog.com p23
  • 24. New Customers Add to the Confusion Company Customers© 2009-2012 www.SolutionMarketingBlog.com p24
  • 25. Lack of Depth© 2009-2012 The Solution Marketing Blog
  • 26. Customer Purchases Feature needs Business needs Biz challenges Industry trends Career challenges© 2009-2012 The Solution Marketing Blog
  • 27. Customer Lifecycle Mature customer New customer Prospect Lead Suspect© 2009-2012 The Solution Marketing Blog
  • 28. Offer Product . Partner products Product Services Data etc© 2009-2012 The Solution Marketing Blog
  • 29. Value Chain Research/ Engineer & Design Produce Market Sell & Partner Service Product Delivery Sales Marketing Manufacturing Engineering© 2009-2012 The Solution Marketing Blog
  • 30. Customers Matter© 2009-2012 The Solution Marketing Blog
  • 31. Visible Customers = Visible Gains  Revenue is driven by customers  New market opportunities  Deep customer loyalty  Lower “pivot” risk  Fewer customer service issues  Competitive differentiation  Fewer technology surprises© 2009-2012 www.SolutionMarketingBlog.com p31
  • 32. The Satisfaction Gap Will come back “Satisfied 20-40% Customers” Will not come back 60-80% Customers who say they’re satisfied Source: The Cult of the Customer, Shep Hyken© 2009-2012 www.SolutionMarketingBlog.com p32
  • 33. “Your truly loyal customers will not only buy from you but also do much of your selling for you. They will become your advocates!” - Shep Hyken The Cult of the Customer© 2009-2012 www.SolutionMarketingBlog.com p33
  • 34. Wireless industry: loyalty leaders outperformed loyalty laggards by 173% Loyalty Laggards Loyalty Leaders Walker Information 2007, as described in The Cult of the Customer© 2009-2012 www.SolutionMarketingBlog.com p34
  • 35. http://www.pragmaticmarketing.com/secrets/secrets_of_tuned_in_leaders.pdf© 2009-2012 www.SolutionMarketingBlog.com p35
  • 36. Tuned in Companies Are More Successful 2x 2x Faster likely to lead +31% +20% Profitability Speed to Mkt Likelihood to lead Customer Sat Market Tuned In Leaders Data:© 2009-2012 www.SolutionMarketingBlog.com p36
  • 37. Today’s Goal: Increase Customer Visibility User Manager C-Level Purchasing Channel and others© 2009-2012 www.SolutionMarketingBlog.com p37
  • 38. Listening Customer Visibility Totality Customer Perspective 360 Degree 360 Discovery Solution Marketing Price© 2009-2012 www.SolutionMarketingBlog.com p38
  • 39. Listening© 2009-2012 www.SolutionMarketingBlog.com p39
  • 40. Where to • 1:1/small groups Listen  Customer site  Sales calls  Phone interviews  Win/loss interviews • Larger groups  Conferences, shows, user groups  Customer, executive and advisory councils  Surveys  Focus groups© 2009-2012 www.SolutionMarketingBlog.com p40
  • 41. Listen • Process For • Challenges • Unmet needs • How they think, personal drivers • Environment • Feedback that goes against your assumptions Listening • Speak the customer’s language Tips • Consider the whole person • They provide challenges and you develop solutions© 2009-2012 www.SolutionMarketingBlog.com p41
  • 42. Totality© 2009-2012 www.SolutionMarketingBlog.com p42
  • 43. Total Person© 2009-2012 www.SolutionMarketingBlog.com p43
  • 44. Total Solution Services User Tech- nology Process Customer --- Pain Points Content/ Data Complete Solution Everything to solve the customer’s problem© 2009-2012 www.SolutionMarketingBlog.com p44
  • 45. Total Customer Experience Research/ Engineer & Market Sell & Service Design Produce Partner What happens in one place affects everything else© 2009-2012 www.SolutionMarketingBlog.com p45
  • 46. Customer Perspective© 2009-2012 www.SolutionMarketingBlog.com p46
  • 47. Competition Technology Innovation Strategy© 2009-2012 www.SolutionMarketingBlog.com p47
  • 48. 360o Discovery Portfolio User & Buyer Customer Solution Solution Strategy Personas Value Access Development What markets and How will we educate and How will we incorporate How would the user/buyer What will each solution solutions should we engage with potential and communicate value? like to buy and use the do and include? target? users and buyers? solution? Internal Persona Value Access Solution • Revenue • Titles • Before/after process • Best channels Requirements • Current offerings • Business challenges • Before/after • Optimal role of • Revenue • Core competencies • Career goals challenge/gain VARs, SIs, direct opportunity • Solution maturity • Thought process • Customer’s value sales, buying on • Use cases drivers - contract • Business challenges • Sales-readiness dollar impact • Preferred delivery • Industry/function How to connect models… Software? External • ROI trends • “Hang-outs” – SaaS? Business• Under-solved communication • Purchasing habits, • Key components budget Process challenges channels, pubs, Outsourcing? • Buy vs build• Top market, solution trade shows, social • Requirements for • Testing opportunities media customer success• Segment size • Industry jargon• Market drivers • Influence levers (ex• Competition case studies?)© 2009-2012 www.SolutionMarketingBlog.com p48
  • 49. Key Participants in the Buying Decision Strategist IT Innovation Manager/ Business owner Developer Identifies problem/need Business analyst User “How will this improve Specs and evaluates Manages projects efficiency and “What’s the best system “How will this help to do effectiveness” we should use?” my job better? Functional VP Approves budget Delegates details Consultant “Will this improve my Advises company and bottom line?” recommends new strategies “How does compare to other options?”© 2009-2012 www.SolutionMarketingBlog.com p49
  • 50. Personas General Persona #1: The VP/Director of Marketing Typical title  VP/Director of Marketing About me Department  Marketing Background/  Matured through the ranks of marketing experience  Leader Personality  Aggressive  Lead large team What I’m thinking Day-to-day job  Manage budget  Build and execute marketing strategy  Create and maintain a strong brand that generates interest Top business goals  Generate leads Challenges  Doing it all within a limited budget  Clear ROI Solution needs  Easy to use  Competitively priced© 2009-2012 www.SolutionMarketingBlog.com p50
  • 51. Solution Marketing – All About the Customer Product Place Pro- motion Company Price© 2009-2012 www.SolutionMarketingBlog.com p51
  • 52. Solution Marketing – All About the Customer “How can I solve Strategy, Metrics my problem?” Solution Product “How can I “Where can Education Access Place Pro- learn more I find it?” Engagement Customer motion about it?” --- Company Pain Points Price Value“How will it help me andwhat is my total investmentto get this solution?” End-to-End Marketing for Today Customer-Focused Marketing© 2009-2012 www.SolutionMarketingBlog.com p52
  • 53. Value = Benefit - Cost Value $Dollars © 2011 www.SolutionMarketingBlog.com© 2009-2012 www.SolutionMarketingBlog.com p53
  • 54. Invisible Customer $1,094 39 $994 34 Subscribers (Millions) Revenue ($ Millions) $894 $238 29 $263 $176 $794 $155 24 $107 $115 $694 $113 $75 $69 19 $594 14 $494 Mar 10 Jun 10 Sep 10 Dec 10 Mar 11 Jun 11 Sep 11 Dec 11 Mar 12 Subscriber trend Revenue trend Unique subcribers Revenue Stock price Sources: NetFlix, Google© 2009-2012 www.SolutionMarketingBlog.com p54
  • 55. Getting Started 1. Begin internal discovery 2. Know the customer 3. Define the business problem 4. Move from feature/benefit  business value 5. Think about solution completeness 6. Bonus: how are market/tech forces changing solution requirements?© 2009-2012 www.SolutionMarketingBlog.com p55
  • 56. Listening Customer Visibility Totality Customer Perspective 360 Degree 360 Discovery Solution Marketing Price© 2009-2012 www.SolutionMarketingBlog.com p56
  • 57. Thank You LinkedIn.com/in/SteveRobins1 St ev e r o b i ns Twitter.com/SteveRobins SENIOR DIRECTOR OF MARKETING SolutionMarketingBlog.com FirstBest Systems 213 Burlington Rd Bedford, MA 01730 robins [at] firstbest [dot] com www.SolutionMarketingBlog.com© 2009-2012 www.SolutionMarketingBlog.com p57
  • 58. Take the Next Step Solution Marketing Pros www.SolutionMarketingBlog.com LinkedIn Group THE linkedin.com/groups? Solution Marketing gid=1826720 Blog© 2009-2012 www.SolutionMarketingBlog.com p58
  • 59. Thank You!© 2009-2012 The Solution Marketing Blog
  • 60. Backup Slides© THE Solution Marketing Blog, 2011
  • 61. Market Adoption The Chasm Main StreetRelative % of Customers The Solution Opportunity The Tornado End of Life Early Life Bowling Alley Innovators Early Adopters Early Majority/ Late Majority Laggards Time Technology Visionaries Pragmatists Conservatives Skeptics Enthusiasts Customers want technology Customers want solutions and convenience and performance Sources: E.M. Rogers, G. Moore© 2009-2012 www.SolutionMarketingBlog.com p61