1. Terry Mosbaugh

2. Terry Mosbaugh

3. WHAT IS IT?
A Customer Centric 3-Step Process to
Drive Successful Product Marketing
 Product Lines
 Businesses
 Start-ups

4. The established 4 Ps View (Product, Price,
Place, Promotion) of Marketing/Selling comes
at the end of the product supply process
SIVA is an alternative approach to customer-
focused marketing which starts at the
beginning of the product launch process
SIVA stands for Solution, Information, Value,
Access

5. SIVA vs. 4Ps:
Solution replaces Product
Information replaces Promotion
Value replaces Price
Access replaces Place
SIVA is the basis for
Targeted Value-Add Solutioning

6. Targeted Value Add Solutioning (Step 1)
1. Promote “Value” not Features / Benefits
 Customers do not buy product features nor benefits
 Benefits are strictly a delivery mechanism for features
 Focus sales enablement tools and content marketing around
the value your features / benefits bring to addressing
identified customers’ needs, challenges, and pains

7. Targeted Value Add Solutioning (Step 1)
1. Promote “Value” not Features / Benefits (cont.)
 Value is measured in terms of perception more than
intrinsic value
 The customer’s willingness to pay for a product can be
based on tangible and intangible benefits
 Actual TOC (total cost of ownership)
 Cost to change or implement a new product/service
 Cost for not selecting a competitor’s product/service
 Cost are defined in terms applicable to the customer
 Monetary, Time, Effort, Reputation, Peer Pressure, etc.

8. Targeted Value Add Solutioning (Step 2)
2. Develop “Solutions” not Products
 Solutions can be a combination of products, services, price,
messaging, and operational best practices
 Solutions drive differentiating value resulting in greater
revenue and higher margins
 Solutions have less competitive pressures since competition
will have difficulty matching exactly what you offer

9. Targeted Value Add Solutioning (Step 2)
2. Develop “Solutions” not Products (cont.)
 Four Samples of Solutions are:
 Stand Alone: a product and/or service combined with Best-of-
Class Customer Service and Support
 Vertical Market/Niche Market Specific: a product wrapped in
value-add messaging crafted for specific users
 Bundle: a combination of existing discrete products, services,
and operational best practices into a solution possibly with
promotional pricing
 Integrated Solution: – an offering that integrates multiple
components such as products, services, processes, intellectual
property, and pricing that delivers value beyond which each
individual component could provide on its own

10. Targeted Value Add Solutioning (Step 3)
3. Identify “Targeted Customer Needs”
 Be the expert on "Targeted Customer Needs" and how your
products are used to address the needs
 In addition to existing customers be sure to evaluate the
needs of new prospects, vertical marketing teams, sales
engineers, and channel partners (MSP, VAR, SI, Dealers)
 Focusing only on major customer unique needs can be
dangerous

11. Targeted Value Add Solutioning (Step 3)
3. Identify “Targeted Customer Needs” (Cont.)
 Don’t confuse Personas with Profiles
 “Personas” focus on the “Why” of customer behavior
 Use to help craft messaging and inform stakeholders about
the motivations behind your customers
 “Profiles” focus on the “What” the customers actually do
 Created from known facts or analyzed data
 Use to target marketing campaigns, find new prospects,
upsell/cross-sell, creation of sales enablement tools, etc.
 Influencers, Users, and Buyers all have different needs
 Buyers are interested in the business value proposition
 Users are interested in how the product will solve their
problems

12. Targeted Value Add Solutioning (Step 3)
3. Identify “Targeted Customer Needs” (Cont.)
 Per the Corporate Executive Board B2B buyers are 57% of
the way through the buying process before they engage
with a sales person
 Target your selling efforts to:
 Where the customer is within the buying process
 Where the customer accesses information
 Which channel of distribution the customer prefers

13. Targeted Value Add Solutioning (Step 3)
3. Identify “Targeted Customer Needs” (Cont.)
 Enterprise customers have different needs than SMB, SOHO
or Consumer
 Hunter sales people have different needs than Farmer sales
people
 Prioritize Target Customers based on Company Strategy
and maximum ROI
 “Execute” on strategy…create KPIs to monitor progress
 Spray and Stay does not work

14. WHAT IS IT?
3-Step Process to Drive Successful
Product Marketing
 Product Lines
 Businesses
 Start-ups

15. Thank You
Terry P. Mosbaugh
terry.mosbaugh@gmail.com