The value of a fresh perspective
All of the recent news around the NASA’s New Horizons mission and Pluto has me thinking of… Martians.
Let me explain.
How would you approach a solution marketing problem if you were a Martian, complete with a fresh perspective and unencumbered with what earthlings already knew?
A fresh perspective
The father of Nobel physicist Richard Feynman (1918-1988) employed this mode of thinking with his son, asking, “Supposing we were Martians, and we came down from Mars to this Earth, and we would look at it from the outside.” In other words, Feynman was encouraged to consider ”a way of looking at something anew, as if you were seeing it for the first time.”
Grow Your Business in New Ways
Saturday 2nd May, 2015 – 12:45 to 1:35pm
It’s no surprise that we “product people” often focus all of our thinking around our products… growing our product’s revenue, expanding our product’s footprint, how to get more people and more companies to buy our product, etc.
But when you step away from that product focus, you begin to see vast new revenue opportunities that you never knew existed. Join us as we explore a new way of thinking about your customers and the markets you serve. Along the way, we’ll learn powerful lessons from leading companies like Apple, Netflix and others.
About ProductCamp Boston
ProductCamp Boston is the only full-day unconference for product managers and product marketers in the Boston area. Because it’s an unconference, ProductCamp is organized by attendees, for attendees so you can get the most out of the day. Over 400 product management, product marketing professionals, developers, entrepreneurs, students and industry thought-leaders come together to network, share and learn about product management, product development, market trends, product marketing, startups, product design, career development, and more. ProductCamp website | Register for ProductCamp Boston
About Steve Robins
Steve Robins is the principal of Solution Marketing Strategies. For the last 15 years, Steve Robins has been transforming technology firms into market-leading, customer-focused solution providers. He’s held senior marketing roles at FirstBest Systems, EMC Documentum, and KANA Software. An industry thought-leader, Steve started the top-rated solution marketing blog, writes a marketing tech column for TechTarget, and has co-chaired the ProductCamp Boston unconference for several years.
Predictive lead scoring can identify the leads that will place the greatest value on your solution – and pay the highest price.
Value, the difference between the benefit that a customer receives and the total cost to achieve that benefit, is central to solution marketing. But value is also closely tied to lead scoring as well, with major implications for your company’s revenue and profitability. As I recently wrote in SearchCRM,
A lead score predicts the likelihood that a given lead will ultimately convert into a closed deal. The higher the score, the more likely that a lead will turn into a sale. The score may incorporate predictors such as the lead’s current challenges and technologies, the presence of an active and budgeted project, selected demographic/firmographic data, and even frequency of activity.
Today Apple announced additional details of AppleWatch as well as a new, slimmer (!) MacBook line at a media event in San Francisco. Apple is an iconic company and their innovation can provide helpful lessons, many of which apply to solution marketers. Which takes me to the AppleWatch: Needing to be tethered to a iPhone via WiFi, and carrying a not-insignificant price for an optional gizmo, it’s not clear how well this new product will perform I the market. But if anyone can make a go of it, Apple can. Here’s why. Continue reading
Black Friday offers an important lesson for cyber (i.e., enterprise software) solution marketers.
Bombarded by Black Friday
Over the last few weeks, we’ve been bombarded with a never-ending stream of Black Friday TV commercials. These included a litany of TV commercials for BMWs and other cars on sale for Black Friday. Maybe it’s all due to a surge in self-gifting, although experts were predicting a drop for 2014.
In a world where everything from clothes to cars was on sale on or around Black Friday, retailers were competing against just about every other retailer for the $381 that the typical shopper spent this past weekend, according to the National Retail Federation. That included direct competitors offering similar goods, indirect competitors who offered different goods that solved the same problem (say, giving a nice gift) and what I’ll call Share of Budget competitors who solved different problems but competed for the same budget.