Drive Higher Margins with Solution Marketing
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The document outlines a seminar on solution marketing that was presented by Tina Flodin. The seminar covered topics such as segmentation, defining solutions, value proposition design, benefits identification, solution marketing, sales tools, and marketing communications planning. The objective of the seminar was to review solution marketing from both strategic and tactical perspectives and discuss practical examples.
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Drive Higher Margins with Solution Marketing
- 1. Tina Flodin December 8, 2015 Seminar with Abissa Alliance Academy Summary version Solution Marketing – Driving Higher Margins
- 2. b2market Tina Flodin December 8, 2015 Copyright © 2 Agenda Ÿ Introduction Ÿ Segmentation Ÿ Solutions Ÿ Value proposition design Ÿ Benefits identification Ÿ Solution marketing Ÿ Sales tools Ÿ Marcom planning Ÿ Discussion
- 3. b2market Tina Flodin December 8, 2015 Copyright © 3 Objective Review solution marketing from both a strategic and tactical perspective, and discuss practical examples
- 4. b2market Tina Flodin December 8, 2015 Copyright © 4 Segmentation Ÿ Definition segment A group of customers with similar buying criteria and similar needs Ÿ Definition segmentation A marketing strategy that groups customers with common needs, and then design and implementation of strategies to target them Example ?
- 5. b2market Tina Flodin December 8, 2015 Copyright © 5 Solutions Ÿ Definition solution A solution is a complete and integrated offering that includes everything required to solve a customer problem Technology/ Products People Process Information Solution services/ Integration Complete solution to meet customer requirements Example ?
- 6. b2market Tina Flodin December 8, 2015 Copyright © 6 Value proposition design Ÿ Starting point for designing your offerings Ÿ Focus on the customer need is essential! Ÿ For what industry segment are you making an offering? Ÿ What benefits are you offering? Ÿ How are benefits unique to competition? Ÿ Price based on value delivered value proposition design target segments unique benefits value price
- 7. b2market Tina Flodin December 8, 2015 Copyright © 7 Benefits Feature Benefit • A distinctive attribute or aspect of something • A typical quality or an important part of something • Good and helpful result or effect • Explains how value is created • Satisfies the customer’s needs Example ?
- 8. b2market Tina Flodin December 8, 2015 Copyright © 8 Solution marketing • Definition solution marketing The process of defining, educating and providing access to complete and integrated solutions • Solution marketing to support solution providers selling complex solutions Technology /Products People Process Information Solution services/ Integration
- 9. b2market Tina Flodin December 8, 2015 Copyright © 9 SIVA marketing mix Instead of… Focus on… Product Solution Design offering by needs to solve customer’s problems, not by technology, functionality or features Promotion Information Provide relevant information and maintain educational dialogue with the marketplace, rather than one-way push communications Price Value Articulate benefits related to price, rather than focusing on cost-plus or competitor prices Place Access Allow customers to purchase when where and how they want, instead of static distribution
- 10. b2market Tina Flodin December 8, 2015 Copyright © 10 Sales enablement Ÿ Lead generation Ÿ Sales support tools Ÿ Distribution channel support Ÿ Training successful sales prospect pipeline training tools technology benefits values
- 11. b2market Tina Flodin December 8, 2015 Copyright © 11 Sales tools tool format Solution overview with benefits presentation, brochure, animation… CRM integration Product technical information presentation, fact sheet, app… Pricing and configuration tools excel, app… Demos video, animation… Customer success stories and testimonials fact sheet, video… Offer and contract management document, presentation… Sales guide with market and segment overview, sales approach per segment, target customers, identified personas, competitive analysis, etc. document, presentation, app… Value selling training workshop long version, webinar short version… Empower your sales force with consultative tools for effective sales Example ?
- 12. b2market Tina Flodin December 8, 2015 Copyright © 12 Marketing communications (marcom) plan structure Ÿ Current situation analysis Ÿ Objectives Ÿ Key message Ÿ Marketing mix and activities Ÿ Budget and scheduling Ÿ Evaluation Ÿ Executive summary The marcom plan
- 13. Thank you Tina Flodin Marketing Consultant tina.flodin@b2market.ch +41 78 9418255 www.b2market.ch
Editor's Notes
- Welcome! Will be done in English, but please feel free to ask questions and have discussions in French. Nice to see so many familiar faces and so many unfamiliar faces. It is not only solution marketing to drive higher revenues. It’s quite complex and requires also to sell solutions and to deliver solutions in order to be successful.
- Definition segmentation A marketing strategy that involves dividing a broad target market into subsets of customers who have common needs and priorities, and then designing and implementing strategies to target them Segment specific solution development Segment specific messaging Segment adapted promotion Example: Coca-Cola classic Coca-Cola light (Diet Coke) Coca-Cola zero Coca-Cola LIfe
- Solution definition long: The solution could include your products, partner products, integration tools and services, technical services, training, support and maintenance - whatever it takes to solve the customer’s problem
- Before designing your offering you should have your strategy based on market research, customer insights, competitive analysis to understand the market drivers and needs. Definition value proposition: “A business or marketing statement that summarizes why a consumer should buy a product or use a service. This statement should convince a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings.”
- Benefits: Purpose: to frame the offering in the customer’s terms Unique benefits emphasize competitive distinctiveness If benefits are not identified, the customer must determine how our offering will impact its organization Example SICPA Feature: Robust and unique lock/key mechanism Benefit: Secure solution as very difficult to copy
- Definition solution marketing The process of defining, educating and providing access to complete and integrated solutions (that deliver customer value by helping customers to solve their problems) Current trend is for technology companies to become solution providers and execute complex solution sales where a solution marketing approach will support this transition
- 4Ps upgraded SIVA model: Solution – Could include your products, partner products, integration tools and services, technical services, training, support and maintenance - whatever it takes to solve the customer’s problem Information – Sharing of information, educating the market on your solution and engaging in a dialog Value – Quantified benefit – total cost = value Access – The ability for the customer to acquire your solution when and how they want it Other Ps: People Process Physical evidence/environment
- Lead generation campaign and promotion development for direct sales and for distribution channel. Development of sales tools to enable sales to prove the value of the offerings to customers, and tools for engagement of distribution channel. Campaigns for lead generation Tools as sales support Tools for distribution channel Sales and marketing alignment
- Market and customer driven approach of strategy including market research, competitive intelligence and customer insights. Structured approach in creating an integrated marketing and communications plan aligned with company strategy and industry environment. The marketing plan will ensure aligned cross channel communication online and offline for improved company visibility.