By: Steve Robins
Rather than pushing product, solution marketing is all about solving customer problems. And to do that, you need to share INFORMATION and engage in a two-way dialog with those customers to demonstrate how you can solve their problems. In most cases, you’re going to need to do that on the customer’s terms, not yours. So you’ll need to follow a key tenet of solution marketing: “Go where the prospects are.” Continue reading
Filed under Access, Access, Information, Solution Marketing
By: Steve Robins
This is an update to the earlier post, Oracle, SAP and the Value of Maintenance & Support Contracts:
VALUE is a core element of the SIVA solution marketing model. Not surprisingly, the most important element in pricing a solution is the solution’s VALUE as perceived by customers. That lesson proved embarrassing for SAP this week as they were forced to slow down a planed support price increase until they could demonstrate its value. Continue reading
By: Steve Robins
In over ten years of marketing solutions, I’ve learned, well, a great deal. Lesson #267 (give or take): technologies change quickly BUT many general business problems evolve at a much slower rate. Continue reading
Filed under Case Studies, Information, Social Media, Solutions
By: Steve Robins
Today’s economy demands solutions that solve business problems. Let’s take a look at this from the perspective of a fictional customer as he compares three different approaches: platform, application and solution: Continue reading
Filed under Case Studies, Solutions
When a customer buys a solution, they expect to receive value for their purchase. Some customers are taking a fresh look at the value of their Oracle and SAP maintenance and support contracts. Continue reading
Filed under Case Studies, Other Solution Marketing, Pricing, Value
The Strategic Role of Product Marketing
Presentation at ProductCamp ON>LINE Friday June 11 at 1:15 pm ET
Register – free to attend. Learn more.
 Steve Robins has been helping companies to transform their marketing focus from technology platforms to customer solutions -- for over 10 years as a tech analyst and marketer at EMC Documentum, KANA and The Yankee Group. More... |
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