best practices in solution marketing (presentation to bpma on nov 19, 2015)
TRANSCRIPT
© 2011
www.SolutionMarketingStrategies.com
Best Practices in
Solution Marketing
Steve Robins
November 19, 2015
www.SolutionMarketingStrategies.com © 2009-2015
What do you hope to learn?
What makes it a solution?
www.SolutionMarketingStrategies.com © 2009-2015
Case Study: Uber
Request ride
Receive text alerts,
status
See fare quote
Pay without
cash
Rate the driver
www.SolutionMarketingStrategies.com © 2009-2015
Uber Solution - Benefits
Complete Delivers Value Easy, fast, reliable
Convenient Access Mobile app
Creates Customer
Relationships
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
www.SolutionMarketingStrategies.com © 2009-2015
Agenda
Introduction
Solutions – Definition
– Components
– Case studies: Uber, CabinetM
Solution Marketing – Definition
– Apple, EMC Documentum
Next steps
Q&A
www.SolutionMarketingStrategies.com © 2009-2015
Steve Robins
Principal,
Solution Marketing Strategies
Solution marketing
strategy, best
practices
Solution Marketing
and Martech
Research,
Writing
Marketing
leadership
www.SolutionMarketingStrategies.com © 2009-2015
Google search results, Billions
1.48 BILLION “Solutions” entries in Google
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
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
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
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
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
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
Rela
tive %
of
Cu
sto
mers
End of Life Early Life Bowling
Alley
Sources: E.M. Rogers, G. Moore
The Solution Opportunity
Main Street
The Tornado
The Chasm
www.SolutionMarketingStrategies.com © 2009-2015
Solution Maturity Model
Drives solution development, message and more
Application
Va
lue
to
th
e U
se
r
Cap
ab
ilit
ies
Solution & Market Maturity
Templates
Dev Toolkit
Platform
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
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
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
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
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
www.SolutionMarketingStrategies.com © 2009-2015
What is Solution Marketing?
so·lu·tion mar·ket·ing noun \sə-ˈlü-shən\ˈmär-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.
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
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?”
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
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
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
www.SolutionMarketingStrategies.com © 2009-2015
Tier 1 Campaign – Financial Services
Microsites Banking Foldout
Insurance Foldout
Events
Solution Overviews
NAO Marketing Demo
…and more
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
© 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
www.SolutionMarketingStrategies.com © 2009-2015
Apple iPad/iPhone/Watch
Music
Photos
Browser
Maps
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
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
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
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
www.SolutionMarketingStrategies.com © 2009-2015
Additional Information
Solution Marketing Frameworks
About Solution Marketing Strategies
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-shən\ˈmär-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
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
www.SolutionMarketingStrategies.com © 2009-2015
Solution Marketing Strategies
Helping companies better understand customers,
and develop and market targeted solutions that grow revenue
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