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

© 2011
www.SolutionMarketingStrategies.com
Best Practices in
Solution Marketing
Steve Robins
November 19, 2015

www.SolutionMarketingStrategies.com© 2009-2015
Follow #BPMA
@BostonProduct

What do you hope to learn?
What makes it a solution?

From Products
to Solutions

Case Study: Uber

A Product

A Solution

Case Study: Uber
Request
ride
Receive
text alerts,
status
See fare
quote
Pay
without
cash
Rate the
driver

What’s Happening?

Uber Solution - Benefits
Complete
Delivers Value
Easy, fast, reliable
Convenient Access
Mobile app
Creates Customer
Relationships

Uber Solution - Components
User Experience
Manage More
of the Process;
Ecosystem
Information
Driver ratings,
status, arrival time
Seamless:
Tech and Non-Tech

Agenda
 Introduction
 Solutions
– Definition
– Components
– Case studies: Uber, CabinetM
 Solution Marketing
– Definition
– Apple, EMC Documentum
 Next steps
 Q&A

Steve Robins
Principal,
Solution Marketing Strategies
Solution marketing
strategy, best
practices
Solution Marketing
and Martech
Research,
Writing
Marketing
leadership

Solutions

Google search results, Billions
1.48 BILLION“Solutions” entries in Google

Solutions Everywhere
App/UI
+
Ride
+
Driver
+
Scheduling &
Optimization
Software
Device
+
Software
+
Content
+
Cloud
Kid food
+
Adult food
+
Entertainment
+
Activities
+
Party gifts

Solutions Everywhere

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
Business definition:
A complete and integrated offering
that includes everything required to
solve a customer problem

Product-Centric
Company
Tech-
nology
Customer

Services
Typical Customer Wants…
Customer,
Pains,
Outcomes
User
Experience
Process
Content/Data/
Community
Tech-
nology
Complete Solution
Everything to solve the customer’s problem

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

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

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

Solution Maturity Model
 Drives solution development, message and more
Application
ValuetotheUser
Capabilities
Solution & Market Maturity
Templates
Dev Toolkit
Platform

Services
Uber – Ride-Sharing
Customer,
Pains,
Outcomes
User
Experience
Process
Content/Data/
Community
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

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

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

CabinetM – Martech Research

Services
CabinetM – Martech Research
Customer,
Pains,
Outcomes
User
Experience
Process
Content/Data/
Community
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

Best Practices from CabinetM
 Find a growing and unmet need in the market
 Solve the problem more broadly
 Engage the community

Solution Marketing

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.

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

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?”

Strategy, Metrics
Place
Product
Pro-
motion
Price
Company
Customer
---
Pain
Points
Solution
Access
Value
Education
Engagement

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

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

Research-Driven Industry Collateral

Tier 1 Campaign – Financial Services
Microsites Banking Foldout
Insurance Foldout
Events
Solution Overviews
NAO Marketing Demo
…and more

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

© 2009-2015 The Solution Marketing Blog
Strategy, Metrics
Place
Product
Pro-
motion
Price
Company
Customer
---
Pain
Points
Solution
Value
Education
Engagement
Access

Consumerization of Everything

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

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

Next Steps

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

Thank You!
Steve Robins
Principal
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

Additional Information
Solution Marketing Frameworks
About Solution Marketing Strategies

Solution Marketing Frameworks

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

Services
Customer,
Pain
Points,
Outcomes
Tech-
nology
User
Experience
Process
Data/Content/
Community
so·lu·tion
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

Helping companies
better understand customers,
and develop and market
targeted solutions
that grow revenue

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

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

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