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© 2011
www.SolutionMarketingStrategies.com
Digital Transformation:
New Solutions,
New Marketing Opportunities
Steve Robins...
© 2011
www.SolutionMarketingStrategies.com
Predictability
© 2011
www.SolutionMarketingStrategies.com
1955
© 2011
www.SolutionMarketingStrategies.com
2005
© 2011
www.SolutionMarketingStrategies.com
© 2011
www.SolutionMarketingStrategies.com
© 2011
www.SolutionMarketingStrategies.com
© 2011
www.SolutionMarketingStrategies.com
2015
From
Digital Disruption
to
Digital Transformation
www.SolutionMarketingStrategies.com p13© 2009-2015
Steve Robins
Principal,
Solution Marketing Strategies
Solution marketin...
www.SolutionMarketingStrategies.com p14© 2009-2015
Agenda
A rapidly changing world
Digital transformation
Digital trans...
www.SolutionMarketingStrategies.com p15© 2009-2015
Rapid Change
67
Years
15
Years
1922 2012
Average Lifespan of
S&P 500 Co...
www.SolutionMarketingStrategies.com p16© 2009-2015
0:00
1:00
2:00
3:00
4:00
5:00
6:00
TV Radio Print Digital Other
2011 20...
www.SolutionMarketingStrategies.com p17© 2009-2015
0:00
1:00
2:00
3:00
4:00
5:00
6:00
TV Radio Print Digital Other
2011 20...
www.SolutionMarketingStrategies.com p18© 2009-2015
Buyers Spending Less Time with Sales
Percentage of Buyer’s Journey comp...
www.SolutionMarketingStrategies.com p19© 2009-2015
Consumerization of Everything
www.SolutionMarketingStrategies.com p20© 2009-2015
I Think Simple is Better
www.SolutionMarketingStrategies.com p21© 2009-2015
Platforms Dominate Content & App Consumption
www.SolutionMarketingStrategies.com p22© 2009-2015
Physical is the New Digital
75%of store shoppers use mobile devices whi...
www.SolutionMarketingStrategies.com p23© 2009-2015
Martech Vendors Exploding
100
350
700
947
1876
2011 2012 2013 2014 2015...
www.SolutionMarketingStrategies.com p24© 2009-2015
www.SolutionMarketingStrategies.com p25© 2009-2015
Transform and Disrupt,
Or Be
www.SolutionMarketingStrategies.com p26© 2009-2015
www.SolutionMarketingStrategies.com p27© 2009-2015
Digital Transformation
Digital
Customer
Experience
Source: Brian Solis,...
www.SolutionMarketingStrategies.com p28© 2009-2015
Digital Transformation
Digital
Transfor-
mation
Team
Vision/
Leadership...
www.SolutionMarketingStrategies.com p29© 2009-2015
Focus for Today
What
we market
and sell
How
we market
and sell
Solution...
www.SolutionMarketingStrategies.com p30© 2009-2015
Know the Customer
Know the
Customer
www.SolutionMarketingStrategies.com p31© 2009-2015
The Customer
Customer • Segmentation
• Titles, demographics, geos
• Fun...
www.SolutionMarketingStrategies.com p32© 2009-2015
Key Participants in the Buying Decision
Functional VP
Approves budget
D...
www.SolutionMarketingStrategies.com p33© 2009-2015
Personas
General Persona #1: The VP/Director of Marketing
Typical title...
www.SolutionMarketingStrategies.com p34© 2009-2015
Know the Buyer’s Journey
Map campaigns to buyer’s journey
How can you a...
www.SolutionMarketingStrategies.com p35© 2009-2015
Know the Buyer’s Journey
Source: Ailinean
www.SolutionMarketingStrategies.com p36© 2009-2015
New Solutions
Solutions
www.SolutionMarketingStrategies.com p37© 2009-2015
Services
In a Complex World,
Customers Want Complete Solutions
Customer...
www.SolutionMarketingStrategies.com p38© 2009-2015
Solution Components
User
Exper-
ience
• User interfaces
• Best practice...
www.SolutionMarketingStrategies.com p39© 2009-2015
Case Study: Uber
Photos: Wikipedia
www.SolutionMarketingStrategies.com p40© 2009-2015
Case Study: Uber
Request
ride
Receive
text alerts,
status
See fare
quot...
www.SolutionMarketingStrategies.com p41© 2009-2015
Services
Case Study: Uber
Customer,
Pains,
Outcomes
User
Experience
Pro...
www.SolutionMarketingStrategies.com p42© 2009-2015
Case Study: CabinetM
www.SolutionMarketingStrategies.com p43© 2009-2015
Services
Case Study: CabinetM
Customer,
Pains,
Outcomes
User
Experience...
www.SolutionMarketingStrategies.com p44© 2009-2015
Services
Solution Framework
Customer,
Pains,
Outcomes
User
Experience
P...
www.SolutionMarketingStrategies.com p45© 2009-2015
Digital Innovation
Solve more of
the problem
Provide end-to-
end experi...
www.SolutionMarketingStrategies.com p46© 2009-2015
Digital Innovation
Add new
components
Incorporate
new/more digital
tech...
www.SolutionMarketingStrategies.com p47© 2009-2015
Go-To-Market
Go-to-
Market
www.SolutionMarketingStrategies.com p48© 2009-2015
The 4 P’s – All About the Company
Place
Product
Pro-
motion
Price
Compa...
www.SolutionMarketingStrategies.com p49© 2009-2015
Strategy, Metrics,
Martech
Infrastructure
Place
Product
Pro-
motion
Pri...
www.SolutionMarketingStrategies.com p50© 2009-2015
Digital Innovation
Educate Engage
• Social
• Social monitoring
• Intera...
www.SolutionMarketingStrategies.com p51© 2009-2015
Digital Innovation
New Pricing
Models
Customer-
Focused
Access
• Omni-c...
www.SolutionMarketingStrategies.com p52© 2009-2015
Digital Innovation
Continuous
Innovation
Data-Driven
Marketing
• Data-d...
www.SolutionMarketingStrategies.com p53© 2009-2015
Digital Innovation Starts with the Buyer/Customer
Automate
Marketing to...
www.SolutionMarketingStrategies.com p54© 2009-2015
Digital Transformation
What
we market and
sell
How
we market and
sell
S...
www.SolutionMarketingStrategies.com p55© 2009-2015
Thank You!
Steve Robins
Principal
Solution Marketing Strategies
www.Sol...
www.SolutionMarketingStrategies.com p56© 2009-2015
Solution Marketing Strategies
www.SolutionMarketingStrategies.com p57© 2009-2015
Solution Marketing Strategies
Helping companies
better understand custo...
www.SolutionMarketingStrategies.com p58© 2009-2015
Solution Marketing Strategies Helps Companies
Build Complete Marketing ...
Digital transformation - New Solutions, New Marketing Opportunities  (presentation to Boston Agile Marketing Group on Nov ...
Digital transformation - New Solutions, New Marketing Opportunities  (presentation to Boston Agile Marketing Group on Nov ...
Digital transformation - New Solutions, New Marketing Opportunities  (presentation to Boston Agile Marketing Group on Nov ...
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Digital transformation - New Solutions, New Marketing Opportunities (presentation to Boston Agile Marketing Group on Nov 17, 2015)

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Digital transformation is driving a variety of new solutions that solve user problems in entirely new ways. With transformation come new opportunities to solve problems more completely, disrupt markets, and build stronger customer relationships. At the same time, digital transformation provides both opportunities and challenges for agile marketers. During this month’s presentation, Steve Robins will provide a solution framework for digital transformation, describe new opportunities for marketers, and share case studies of digital transformation in action, such as ride sharing, presence-based marketing and more.

BIO
Steve Robins is the principal of Solution Marketing Strategies, a strategic marketing consultancy that advises companies on marketing and demand gen strategies, segmentation and messaging. 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 marketing tech column for TechTarget, and has co-chaired ProductCamp Boston for several years.

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Digital transformation - New Solutions, New Marketing Opportunities (presentation to Boston Agile Marketing Group on Nov 17, 2015)

  1. 1. © 2011 www.SolutionMarketingStrategies.com Digital Transformation: New Solutions, New Marketing Opportunities Steve Robins November 17, 2015
  2. 2. © 2011 www.SolutionMarketingStrategies.com Predictability
  3. 3. © 2011 www.SolutionMarketingStrategies.com 1955
  4. 4. © 2011 www.SolutionMarketingStrategies.com 2005
  5. 5. © 2011 www.SolutionMarketingStrategies.com
  6. 6. © 2011 www.SolutionMarketingStrategies.com
  7. 7. © 2011 www.SolutionMarketingStrategies.com
  8. 8. © 2011 www.SolutionMarketingStrategies.com 2015
  9. 9. From Digital Disruption to Digital Transformation
  10. 10. www.SolutionMarketingStrategies.com p13© 2009-2015 Steve Robins Principal, Solution Marketing Strategies Solution marketing strategy, best practices Martech research, Deployment Marketing leadership
  11. 11. www.SolutionMarketingStrategies.com p14© 2009-2015 Agenda A rapidly changing world Digital transformation Digital transformation model for marketing – Know the customer – Solutions – Go-To-Market Wrap-up, Q&A
  12. 12. www.SolutionMarketingStrategies.com p15© 2009-2015 Rapid Change 67 Years 15 Years 1922 2012 Average Lifespan of S&P 500 Company New members of S&P 500 2012  2020 75% Source: Professor Richard Foster, Yale University
  13. 13. www.SolutionMarketingStrategies.com p16© 2009-2015 0:00 1:00 2:00 3:00 4:00 5:00 6:00 TV Radio Print Digital Other 2011 2015 US Adults – Average Time Spent/Day Source: Avinash Kaushik based on eMarketer 10/7/2015 Total Hours 2011 2015 11:08 12:00
  14. 14. www.SolutionMarketingStrategies.com p17© 2009-2015 0:00 1:00 2:00 3:00 4:00 5:00 6:00 TV Radio Print Digital Other 2011 2015 O O D/ L D/ L M M V Mobile Driving Digital Growth Source: Avinash Kaushik based on eMarketer 10/7/2015 Total Hours 2011 2015 11:08 12:00
  15. 15. www.SolutionMarketingStrategies.com p18© 2009-2015 Buyers Spending Less Time with Sales Percentage of Buyer’s Journey completed prior to engaging with sales (57-70%) Source: CEB as quoted in Sales and Marketing Management, March 2015 57%
  16. 16. www.SolutionMarketingStrategies.com p19© 2009-2015 Consumerization of Everything
  17. 17. www.SolutionMarketingStrategies.com p20© 2009-2015 I Think Simple is Better
  18. 18. www.SolutionMarketingStrategies.com p21© 2009-2015 Platforms Dominate Content & App Consumption
  19. 19. www.SolutionMarketingStrategies.com p22© 2009-2015 Physical is the New Digital 75%of store shoppers use mobile devices while in stores, and… 25%who use mobile devices in stores purchase on mobile devices while in-store. 89%of all companies view digital as a major differentiator. Source: Reality of Retail,” from InReality, as quoted in Internet Retailer, April 2015 Gartner Predicts 2015
  20. 20. www.SolutionMarketingStrategies.com p23© 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
  21. 21. www.SolutionMarketingStrategies.com p24© 2009-2015
  22. 22. www.SolutionMarketingStrategies.com p25© 2009-2015 Transform and Disrupt, Or Be
  23. 23. www.SolutionMarketingStrategies.com p26© 2009-2015
  24. 24. www.SolutionMarketingStrategies.com p27© 2009-2015 Digital Transformation Digital Customer Experience Source: Brian Solis, Altimeter Group Digital Transfor- mation Team Vision/ Leadership
  25. 25. www.SolutionMarketingStrategies.com p28© 2009-2015 Digital Transformation Digital Transfor- mation Team Vision/ Leadership Solutions Go-To- Market Know the Customer
  26. 26. www.SolutionMarketingStrategies.com p29© 2009-2015 Focus for Today What we market and sell How we market and sell Solutions Go-To- Market Know the Customer Who will buy and use the offering
  27. 27. www.SolutionMarketingStrategies.com p30© 2009-2015 Know the Customer Know the Customer
  28. 28. www.SolutionMarketingStrategies.com p31© 2009-2015 The Customer Customer • Segmentation • Titles, demographics, geos • Functions • Firmographics – industries, etc • Digital profile Pain Points Top challenges for… • The business • Their department/function • Their career Outcomes • Current solutions and results • What does life look like after? • Hard ($, time) and soft benefits/improvements • Dollar impact
  29. 29. www.SolutionMarketingStrategies.com p32© 2009-2015 Key Participants in the Buying Decision Functional VP Approves budget Delegates details “Will this improve my bottom line?” Strategist Business owner Identifies problem/need “How will this improve efficiency and effectiveness” IT Innovation Manager/ Developer Business analyst Specs and evaluates “What’s the best system we should use?” Consultant Advises company and recommends new strategies “How does compare to other options?” User Manages projects “How will this help to do my job better?
  30. 30. www.SolutionMarketingStrategies.com p33© 2009-2015 Personas General Persona #1: The VP/Director of Marketing Typical title  VP/Director of Marketing Department  Marketing Background/ experience  Matured through the ranks of marketing Personality  Leader  Aggressive Day-to-day job  Lead large team  Manage budget  Build and execute marketing strategy Top business goals  Create and maintain a strong brand that generates interest  Generate leads Challenges  Doing it all within a limited budget Solution needs  Clear ROI  Easy to use  Competitively priced AboutmeWhatI’mthinking
  31. 31. www.SolutionMarketingStrategies.com p34© 2009-2015 Know the Buyer’s Journey Map campaigns to buyer’s journey How can you add digital to support the buyer’s journey? Chart source: Customerthink.com
  32. 32. www.SolutionMarketingStrategies.com p35© 2009-2015 Know the Buyer’s Journey Source: Ailinean
  33. 33. www.SolutionMarketingStrategies.com p36© 2009-2015 New Solutions Solutions
  34. 34. www.SolutionMarketingStrategies.com p37© 2009-2015 Services In a Complex World, Customers Want Complete Solutions Customer, Pains, Outcomes User Experience Process Content/Data/ Community Solution Marketing Strategies Solution Framework™ Tech- nology
  35. 35. www.SolutionMarketingStrategies.com p38© 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
  36. 36. www.SolutionMarketingStrategies.com p39© 2009-2015 Case Study: Uber Photos: Wikipedia
  37. 37. www.SolutionMarketingStrategies.com p40© 2009-2015 Case Study: Uber Request ride Receive text alerts, status See fare quote Pay without cash Rate the driver
  38. 38. www.SolutionMarketingStrategies.com p41© 2009-2015 Services Case Study: Uber 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
  39. 39. www.SolutionMarketingStrategies.com p42© 2009-2015 Case Study: CabinetM
  40. 40. www.SolutionMarketingStrategies.com p43© 2009-2015 Services Case Study: CabinetM 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
  41. 41. www.SolutionMarketingStrategies.com p44© 2009-2015 Services Solution Framework Customer, Pains, Outcomes User Experience Process Content/Data/ Community Solution Marketing Strategies Solution Framework™ Tech- nology
  42. 42. www.SolutionMarketingStrategies.com p45© 2009-2015 Digital Innovation Solve more of the problem Provide end-to- end experience Solve more problems
  43. 43. www.SolutionMarketingStrategies.com p46© 2009-2015 Digital Innovation Add new components Incorporate new/more digital technologies Content Data/ Analytics Community • Mobile • Beacons • Internet of Things • Wearables • Makers • Cloud
  44. 44. www.SolutionMarketingStrategies.com p47© 2009-2015 Go-To-Market Go-to- Market
  45. 45. www.SolutionMarketingStrategies.com p48© 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
  46. 46. www.SolutionMarketingStrategies.com p49© 2009-2015 Strategy, Metrics, Martech Infrastructure Place Product Pro- motion Price Company Go-To-Market Customer --- Pain Points Solution Access Education Engagement Value “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?” Solution Marketing Strategies Solution Marketing Framework™
  47. 47. www.SolutionMarketingStrategies.com p50© 2009-2015 Digital Innovation Educate Engage • Social • Social monitoring • Interactive content • User contests • Videos • Images • Blogs • Bylines • eBooks • White papers • Case studies • SEO/SEM
  48. 48. www.SolutionMarketingStrategies.com p51© 2009-2015 Digital Innovation New Pricing Models Customer- Focused Access • Omni-channel • Cloud • Mobile apps • HTML5 • Seamless experience across devices • Peak pricing • Usage-based pricing • ROI models
  49. 49. www.SolutionMarketingStrategies.com p52© 2009-2015 Digital Innovation Continuous Innovation Data-Driven Marketing • Data-driven experience • Single experience – data integration • Outcome-focused metrics e.g., sales, not clicks • Agile marketing • Flexible • Continuous improvement • Action-oriented • Testing
  50. 50. www.SolutionMarketingStrategies.com p53© 2009-2015 Digital Innovation Starts with the Buyer/Customer Automate Marketing to Sales
  51. 51. www.SolutionMarketingStrategies.com p54© 2009-2015 Digital Transformation What we market and sell How we market and sell Solutions Go-To- Market Know the Customer Who will buy and use the offering
  52. 52. www.SolutionMarketingStrategies.com p55© 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
  53. 53. www.SolutionMarketingStrategies.com p56© 2009-2015 Solution Marketing Strategies
  54. 54. www.SolutionMarketingStrategies.com p57© 2009-2015 Solution Marketing Strategies Helping companies better understand customers, and develop and market targeted solutions that grow revenue
  55. 55. www.SolutionMarketingStrategies.com p58© 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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