By Steve Robins
Confession: I enjoy talking about “value” because sometimes, it’s counter-intuitive. For example: how can an expensive solution or product be a better value than an inexpensive solution or product?
Value has been making big news lately, especially in the turbulent world of tablet devices. Take a look at six months of HP TouchPad headlines: Continue reading
Filed under Pricing, Solution Marketing, Value, Value
By Steve Robins
The obvious part of solution marketing is what gets delivered at the end of the process in the go-to-market phase – materials, web content and more. But the heavy lifting begins well before. Following are highlights of the key phases required to build and implement a successful solution marketing strategy. Continue reading
By Steve Robins
As I mentioned in Part I, Secretaries, Typewriters and Solutions, secretaries and typewriters are part of a solution. Following are a few lessons:
As I already mentioned, business problems (creating final communications) remain relatively constant while solutions – the way of solving the problem – change at a faster pace. Continue reading
Filed under Solution, Solution Marketing
This week’s news mentioned 2 intertwined stories, one of which is a hoax.
The HoaxLast week, India’s Business Standard reported Typewriters about to become a page in history since an Indian typewriter producer was running out of the typewriters they stopped producing in 2009 (sounds kind of inevitable to me but I digress). Subsequently England’s The Telegraph, The Wall Street Journal’s India site and no less august an institution than the Huff Post ran the same story.
Just one problem: as it turns out though, the typewriter (at least the electronic version) is far from dead – heck you can even pick one up at Staples according to the Washington Post. (Thanks HuffPost and WashPost for debunking the story).
Filed under Case Studies, Solution, Solution Marketing
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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