digital transformation - new solutions, new marketing opportunities (presentation to boston agile...

© 2011

www.SolutionMarketingStrategies.com

Digital Transformation:

New Solutions,

New Marketing Opportunities

Steve Robins

November 17, 2015

© 2011


Predictability

© 2011


1955

© 2011


2005

© 2011


2015

From Digital Disruption

to Digital Transformation

www.SolutionMarketingStrategies.com p13 © 2009-2015

Steve Robins

Principal,

Solution Marketing Strategies

Solution marketing

strategy, best

practices

Martech

research,

Deployment

Marketing

leadership


Agenda

A rapidly changing world

Digital transformation

Digital transformation model for marketing

– Know the customer

– Solutions

– Go-To-Market

Wrap-up, Q&A


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


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


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


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%


Consumerization of Everything


I Think Simple is Better


Platforms Dominate Content & App Consumption


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


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


Transform and Disrupt, Or Be


Digital Transformation

Digital

Customer

Experience

Source: Brian Solis, Altimeter Group

Digital

Transfor-

mation

Team

Vision/

Leadership



Digital

Transfor-

mation

Team

Vision/

Leadership

Solutions

Go-To-

Market

Know the

Customer


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


Know the Customer

Know the

Customer


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


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?


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

Ab

ou

t m

e W

hat

I’m

th

inki

ng


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


Know the Buyer’s Journey

Source: Ailinean


New Solutions

Solutions


Services

In a Complex World, Customers Want Complete Solutions

Customer,

Pains,

Outcomes

User Experience

Process

Content/Data/ Community


Solution Framework™

Tech-nology


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


Case Study: Uber

Photos: Wikipedia


Case Study: Uber

Request ride

Receive text alerts,

status

See fare quote

Pay without

cash

Rate the driver


Services

Case Study: Uber

Customer,

Pains,

Outcomes

User Experience

Process




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


Case Study: CabinetM


Services

Case Study: CabinetM

Customer,

Pains,

Outcomes

User Experience

Process




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


Services

Solution Framework

Customer,

Pains,

Outcomes

User Experience

Process




Tech-nology


Digital Innovation

Solve more of the problem

Provide end-to-end experience

Solve more problems


Digital Innovation

Add new components

Incorporate new/more digital

technologies

Content Data/

Analytics Community

• Mobile

• Beacons

• Internet of Things

• Wearables

• Makers

• Cloud


Go-To-Market

Go-to-

Market


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, 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 Framework™


Digital Innovation

Educate Engage

• Social

• Social monitoring

• Interactive content

• User contests

• Videos

• Images

• Blogs

• Bylines

• eBooks

• White papers

• Case studies

• SEO/SEM

http://www.solutionmarketingblog.com/


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


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


Digital Innovation Starts with the Buyer/Customer

Automate Marketing to Sales



What we market and

sell

How we market and

sell

Solutions

Go-To-

Market

Know the

Customer

Who will buy and

use the offering


Thank You!

Steve Robins Principal Solution Marketing Strategies


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


http://www.solutionmarketingstrategies.com/

http://www.solutionmarketingstrategies.com/

http://www.linkedin.com/in/SteveRobins1

http://www.twitter.com/SteveRobins

http://www.twitter.com/SteveRobins


http://www.techtarget.com/contributor/Steve-Robins



https://www.linkedin.com/grp/home?gid=1826720



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