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

© 2009-2015 The Solution Marketing Blog



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


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

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


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



Services

Uber – Ride-Sharing

Customer,

Pains,

Outcomes

User Experience

Process



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




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-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.


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


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


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 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

http://www.solutionmarketingblog.com/

http://www.solutionmarketingstrategies.com/

http://www.solutionmarketingstrategies.com/

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

http://www.twitter.com/SteveRobins



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



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


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-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




Services

Customer,

Pain

Points,

Outcomes

Tech-nology

User Experience

Process

Data/Content/ Community


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


http://www.linkedin.com/groups?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