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Best Practices in Solution Marketing (presentation to BPMA on Nov 19, 2015)

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It seems that everyone is creating and marketing solutions today. But how are top companies using solutions to transform markets and drive growth? What best practices can you use in your business?

During this session, we’ll examine industry leaders like Apple, Uber and EMC to understand what solutions are, how they’re different from products, and how solutions help winning companies to better meet customer needs.

During this fast-paced session, you will learn:

* Why customers want more than products
* How leading companies are using solutions to completely transform markets and drive growth
* 5 things every solution should include
* How to construct your solution marketing strategy
* The 4 most important things you should do to create and market solutions at your company – starting tomorrow

SPEAKER BIO
Steve Robins is the principal of Solution Marketing Strategies, a strategic marketing consultancy that helps companies to better understand and market to their customers through targeted research, segmentation, solutions, messaging, sales tools and demand generation. For the last 15 years, Steve Robins has been transforming technology firms into market-leading, customer-focused solution providers. Steve has held senior marketing roles at FirstBest Systems, EMC, Documentum, and KANA Software. An industry thought-leader, Steve started the top-rated solution marketing blog, writes a CMO-focused marketing tech column for TechTarget, helped grow ProductCamp Boston into the second largest such event in the world, and was an analyst at the Yankee Group

Published in: Marketing

Best Practices in Solution Marketing (presentation to BPMA on Nov 19, 2015)

  1. 1. © 2011 www.SolutionMarketingStrategies.com Best Practices in Solution Marketing Steve Robins November 19, 2015
  2. 2. www.SolutionMarketingStrategies.com© 2009-2015 Follow #BPMA @BostonProduct
  3. 3. www.SolutionMarketingStrategies.com© 2009-2015 What do you hope to learn? What makes it a solution?
  4. 4. www.SolutionMarketingStrategies.com© 2009-2015 From Products to Solutions
  5. 5. © 2009-2015 The Solution Marketing Blog
  6. 6. © 2009-2015 The Solution Marketing Blog
  7. 7. www.SolutionMarketingStrategies.com© 2009-2015 Case Study: Uber
  8. 8. www.SolutionMarketingStrategies.com© 2009-2015 A Product
  9. 9. © 2009-2015 The Solution Marketing Blog
  10. 10. © 2009-2015 The Solution Marketing Blog
  11. 11. © 2009-2015 The Solution Marketing Blog
  12. 12. www.SolutionMarketingStrategies.com© 2009-2015 A Solution
  13. 13. www.SolutionMarketingStrategies.com© 2009-2015 Case Study: Uber Request ride Receive text alerts, status See fare quote Pay without cash Rate the driver
  14. 14. www.SolutionMarketingStrategies.com© 2009-2015 What’s Happening?
  15. 15. www.SolutionMarketingStrategies.com© 2009-2015 Uber Solution - Benefits Complete Delivers Value Easy, fast, reliable Convenient Access Mobile app Creates Customer Relationships
  16. 16. www.SolutionMarketingStrategies.com© 2009-2015 Uber Solution - Components User Experience Manage More of the Process; Ecosystem Information Driver ratings, status, arrival time Seamless: Tech and Non-Tech
  17. 17. www.SolutionMarketingStrategies.com© 2009-2015 Agenda  Introduction  Solutions – Definition – Components – Case studies: Uber, CabinetM  Solution Marketing – Definition – Apple, EMC Documentum  Next steps  Q&A
  18. 18. www.SolutionMarketingStrategies.com© 2009-2015 Steve Robins Principal, Solution Marketing Strategies Solution marketing strategy, best practices Solution Marketing and Martech Research, Writing Marketing leadership
  19. 19. www.SolutionMarketingStrategies.com© 2009-2015 Solutions
  20. 20. www.SolutionMarketingStrategies.com© 2009-2015 Google search results, Billions 1.48 BILLION“Solutions” entries in Google
  21. 21. www.SolutionMarketingStrategies.com© 2009-2015 Solutions Everywhere App/UI + Ride + Driver + Scheduling & Optimization Software Device + Software + Content + Cloud Kid food + Adult food + Entertainment + Activities + Party gifts
  22. 22. www.SolutionMarketingStrategies.com© 2009-2015 Solutions Everywhere
  23. 23. www.SolutionMarketingStrategies.com© 2009-2015 What is a Solution Anyways? so·lu·tion noun sə-ˈlü-shən General definition: a: an action or process of solving a problem b: an answer to a problem so·lu·tion noun sə-ˈlü-shən Business definition: A complete and integrated offering that includes everything required to solve a customer problem
  24. 24. www.SolutionMarketingStrategies.com© 2009-2015 Product-Centric Company Tech- nology Customer
  25. 25. www.SolutionMarketingStrategies.com© 2009-2015 Services Typical Customer Wants… Customer, Pains, Outcomes User Experience Process Content/Data/ Community Tech- nology Complete Solution Everything to solve the customer’s problem
  26. 26. www.SolutionMarketingStrategies.com© 2009-2015 Solution Components User Exper- ience • User interfaces • Best practices • Domain expertise – industry/function etc Process • Process optimization • Reengineering • Workflow • Integrated experiences • ROI studies • Security Content/ Commu- nity/ Data • Content  Reviews  Documents  Images  Video  Music  Books • Community  Info sharing  Communities of trust • Data  Reports, analytics  External data sources  Data security, data policies Technology • Hardware/infrastructure • Software platforms • Applications • Complementary technologies • Integrations • Custom coding Services • Strategy • Project management • Risk management • Custom coding • Integration services • Communications services, hosting • Training • Support
  27. 27. www.SolutionMarketingStrategies.com© 2009-2015 Why Solutions?  Increasing complexity of technology  Limited in-house IT to support systems  Avoid in-house/SI build or integration  Business users drive tech decisions but don’t understand the technology  Mature markets
  28. 28. www.SolutionMarketingStrategies.com© 2009-2015 Why It Matters Early Adopters Visionaries Innovators Technology Enthusiasts Early Majority/ Pragmatists Late Majority Conservatives Laggards Skeptics Time Customers want technology and performance Customers want solutions and convenience Relative%ofCustomers End of Life Early Life Bowling Alley Sources: E.M. Rogers, G. Moore The Solution Opportunity Main Street The Tornado The Chasm
  29. 29. www.SolutionMarketingStrategies.com© 2009-2015 Solution Maturity Model  Drives solution development, message and more Application ValuetotheUser Capabilities Solution & Market Maturity Templates Dev Toolkit Platform
  30. 30. www.SolutionMarketingStrategies.com© 2009-2015
  31. 31. www.SolutionMarketingStrategies.com© 2009-2015 Services Uber – Ride-Sharing Customer, Pains, Outcomes User Experience Process Content/Data/ Community Solution Marketing Strategies Solution Framework™ Tech- nology • User experience for passenger vs drivers • App based • Cashless - easy • Different levels of service • Request ride • See estimated fare • Automatically locates nearest care • Split fare • Pay thru app • Driver recruitment, management, payment Content • Local Twitter feeds (@UberBoston) Community • Driver and rider ratings Data • Estimated fare • Fare optimization • Previous trips • Smartphone apps • Website • Cloud-based • Proprietary software • Servers • Help Center • Easily get a ride from anywhere, anytime • Know what to expect • Safety
  32. 32. www.SolutionMarketingStrategies.com© 2009-2015 Best Practices from Uber  Solve more of the problem to increase value  Bring together disparate components  Create proprietary technology to differentiate offering  Provide different levels of service
  33. 33. www.SolutionMarketingStrategies.com© 2009-2015
  34. 34. www.SolutionMarketingStrategies.com© 2009-2015 Martech Vendors Exploding 100 350 700 947 1876 2011 2012 2013 2014 2015 Source: Scott Brinker, Chief Martech, 2014 to 2015 Note: 2013 is estimated
  35. 35. www.SolutionMarketingStrategies.com© 2009-2015 CabinetM – Martech Research
  36. 36. www.SolutionMarketingStrategies.com© 2009-2015 Services CabinetM – Martech Research Customer, Pains, Outcomes User Experience Process Content/Data/ Community Solution Marketing Strategies Solution Framework™ Tech- nology • User experience clearly designed for both martech buyers and vendors • “Contact me” button • Vendor claim-a-description • User membership • Users can add to cabinet, share • Moderation Content • Taxonomy • Solution descriptions • User reviews • Expert content/moderators Community • Members share reviews, cabinets, stacks Data • Top search terms • Website • Mobile-friendly website • Developer API • Expert briefings • Pop up: let us help you find a product • Easy for marketers to find the right martech • Help martech vendors find customers
  37. 37. www.SolutionMarketingStrategies.com© 2009-2015 Best Practices from CabinetM  Find a growing and unmet need in the market  Solve the problem more broadly  Engage the community
  38. 38. www.SolutionMarketingStrategies.com© 2009-2015 Solution Marketing
  39. 39. www.SolutionMarketingStrategies.com© 2009-2015 What is Solution Marketing? so·lu·tion mar·ket·ing noun sə-ˈlü-shənˈmär-kə-tiŋ The process of defining solutions, educating and engaging customers, and providing access to complete and integrated solutions that deliver value by helping customers to solve their problems.
  40. 40. www.SolutionMarketingStrategies.com© 2009-2015 The 4 P’s – All About the Company Place Product Pro- motion Price Company “Build it and they will come” Outbound, interruption marketing Cost-plus; margin is king Best channels for us to sell the product
  41. 41. www.SolutionMarketingStrategies.com© 2009-2015 Strategy, Metrics Place Product Pro- motion Price Company Solution Marketing – All About the Customer Customer --- Pain Points Solution Access Education Engagement Value End-to-End Marketing for Today Customer-Focused Marketing “How can I solve my problem?” “How can I learn more about it?” “How will it help me and what is my total sacrifice to get this solution?” “Where can I find it?”
  42. 42. www.SolutionMarketingStrategies.com© 2009-2015 Strategy, Metrics Place Product Pro- motion Price Company Solution Marketing – All About the Customer Customer --- Pain Points Solution Access Value Education Engagement
  43. 43. www.SolutionMarketingStrategies.com© 2009-2015
  44. 44. www.SolutionMarketingStrategies.com© 2009-2015 Different Strategies for Different Tiers Sales tools & demand gen campaigns Business value - message Solution description – what it does Target audience and business problem Intelligence: templates, rules, integrations 2 3 5 1 4 Mature Less Mature
  45. 45. www.SolutionMarketingStrategies.com© 2009-2015 Different Strategies for Different Tiers Sales tools & demand gen campaigns Business value - message Solution description – what it does Target audience and business problem Intelligence: templates, rules, integrations 2 3 5 1 4 Tier 1 Tier 2 Tier 3 Tier 4 • High growth • Market- proven • Lower growth • Strong history • Market-proven • Up & coming • Oppor- tunistic Partners Partners More Limited Tools only None X X X X X X X X X X
  46. 46. www.SolutionMarketingStrategies.com© 2009-2015 Research-Driven Industry Collateral
  47. 47. www.SolutionMarketingStrategies.com© 2009-2015 Tier 1 Campaign – Financial Services Microsites Banking Foldout Insurance Foldout Events Solution Overviews NAO Marketing Demo …and more
  48. 48. www.SolutionMarketingStrategies.com© 2009-2015 Best Practices from Documentum  Focus: don’t try to serve all markets, industries, functions  Tier offerings  Put more marketing and technical resources behind high growth, high potential markets  Partner to build out more complete solutions
  49. 49. © 2009-2015 The Solution Marketing Blog Strategy, Metrics Place Product Pro- motion Price Company Solution Marketing – All About the Customer Customer --- Pain Points Solution Value Education Engagement Access
  50. 50. www.SolutionMarketingStrategies.com© 2009-2015 Consumerization of Everything
  51. 51. www.SolutionMarketingStrategies.com© 2009-2015 Apple iPad/iPhone/Watch Music Photos Browser Maps Email Twitter Integrated Stores Apps/Mags Music Store Books Books Videos Accessories  Ease of use  Integrated experience  Crisp display  Not designed for one particular user 1.5 Million apps Services Customer, Pains, Outcomes User Experience Process Content/Data/ Community Tech- nology
  52. 52. www.SolutionMarketingStrategies.com© 2009-2015 Best Practices from Apple  Platform strategy: own the digital experience – Phone – Tablet – Watch – TV – Car – coming in the future  Create solutions that people love to use – Attract the world with honey  Broad ecosystem  Fill in the gaps – Make it easier to add content and software than ever before  Control the experience and build direct customer relationships – Apple Store online and offline
  53. 53. www.SolutionMarketingStrategies.com© 2009-2015 Next Steps
  54. 54. www.SolutionMarketingStrategies.com© 2009-2015 Next Steps  Examine what you sell today – Internal or customer/prospect focused? – How complete?  Understand your customer – Spend time in the field, develop personas etc  Identify customers’ top challenges – How can you meet their needs in new ways?  Build and manage a solution portfolio  Ensure alignment across the organization – Sales, marketing, product, service, C-Level
  55. 55. www.SolutionMarketingStrategies.com© 2009-2015 Thank You! Steve Robins Principal Solution Marketing Strategies www.SolutionMarketingStrategies.com s.robins [at] SolutionMKT [dot] com SolutionMarketingStrategies.com LinkedIn.com/in/SteveRobins1 @SteveRobins SolutionMarketingBlog.com techtarget.com/contributor/Steve-Robins Solution Marketing Pros LinkedIn group
  56. 56. www.SolutionMarketingStrategies.com© 2009-2015 Additional Information Solution Marketing Frameworks About Solution Marketing Strategies
  57. 57. www.SolutionMarketingStrategies.com© 2009-2015 Solution Marketing Frameworks
  58. 58. www.SolutionMarketingStrategies.com© 2009-2015 Solution Marketing Strategies Solution Marketing Framework™ Strategy, Metrics Place Product Pro- motion Price Company Customer, Pain Points, Outcomes Solution Access Education & Engagement Value so·lu·tion mar·ket·ing noun sə-ˈlü-shənˈmär-kə-tiŋ The process of defining, educating engaging, and providing access to complete and integrated solutions that deliver value by helping customers to solve their problems. Based on SIVA model by Dev & Schultz
  59. 59. www.SolutionMarketingStrategies.com© 2009-2015 Solution Marketing Strategies Solution Framework™ Services Customer, Pain Points, Outcomes Tech- nology User Experience Process Data/Content/ Community so·lu·tion noun sə-ˈlü-shən Business definition: A complete and integrated offering that includes everything required to solve a customer problem. Solution Marketing Pros LinkedIn Group linkedin.com/groups?gid=1826720 SolutionMarketingBlog.com @SteveRobins Solution Marketing Resources Steve Robins s.robins [at] SolutionMKT [dot] com
  60. 60. www.SolutionMarketingStrategies.com© 2009-2015 Solution Marketing Strategies
  61. 61. www.SolutionMarketingStrategies.com© 2009-2015 Solution Marketing Strategies Helping companies better understand customers, and develop and market targeted solutions that grow revenue
  62. 62. www.SolutionMarketingStrategies.com© 2009-2015 Solution Marketing Strategies Helps Companies Build Complete Marketing Strategies  Understand the market – Market sizing – Competitive analysis – Win/loss  Target the right segments, develop solution roadmap – Segmentation analysis – Buyer, user personas – Solution portfolio  Message compelling value propositions – Targeted messages that demonstrate value – Sales tools, web content creation  Market your solution with modern marketing techniques – Inbound, content marketing – Lead generation, nurture campaigns – Product Launches

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