– By Steve Robins
The Huffington Post’s SEO strategy offers great lessons for any solution marketer. Last week, AOL agreed to purchase the Huffington Post for a cool $315 million. According to the NY Times,
The Huffington Post’s skill at using [SEO] tactics to increase readership and revenue was one of the ways it made itself worth $315 million to AOL.
– By Steve Robins
Industry transformation offers valuable lessons for solution marketers. In fact, industry transformation often gets at the very heart of what a solution is and the benefit that it provides to customers.
Media in transition. With the advent of the Web (not exactly a new thing by now), social media (which they’re all trying to understand) and now tablet devices, the media and entertainment industry continues to transform itself. It’s been a long slog as many companies have failed to make the transition to the digital age, believing that their product was inextricable from its medium. Continue reading
Filed under Case Studies, Solution Marketing
– By Steve Robins
The last post described how to start an industry and solutions marketing function, based on my own experience. Today’s post will cover staffing for solution marketing in an enterprise (B2B) software company. Many of these same concepts apply to B2B marketing in general. I’ve even included a link to a sample job description (see below). Continue reading
– By Steve Robins
Lately, I’ve come across the following question a few times:
How do I get started in industry marketing?
Today, I’ll share tips based on nearly six years of starting and then running the industry and solutions marketing function for an enterprise software company. I’m proud of the work that my team and I accomplished, which was emulated by other companies in our industry.
As you might suspect, industry marketing is a subset of solution marketing, focused on specific verticals such as financial services or government or energy. Solution marketing principles apply to industry marketing as well. Following are 7 steps to get started in industry marketing. Continue reading
– By Steve Robins
Continued from Apple: Honey I Forgot the Customer!
Solutions are driven by user needs. Even innovative new offerings need to be based on the needs and habits of real users. Apple’s iPone 4 debacle, aka “Antennagate”, came about in part because they failed to include actual users in their development cycle.
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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