– 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
Content marketing is a core part of the educate and engage phase of the SIVA or SEVA model.
Last Thursday, I had the opportunity to hear Jon Kranz present at BPMA (Boston Product Management Association) Content Marketing. I’ve heard Jonathan present before and once again, he didn’t disappoint, adding new insight to content marketing (i.e., marketing using content). I recommend two of his eBooks, the eBook eBook (seriously) and The Content Marketing Playbook (coauthored). If you’re a solution marketer, sooner or later you’re going to need to use content marketing. Here are 5 things that you need to know about content marketing: Continue reading
By: Steve Robins
The solution message and corresponding social media strategy are critical elements of the Information component of solution marketing (SIVA: Solution – Information – Value – Access).
In Part I of Social Media Strategies for Solution Marketing, Who Really “Owns” Your Message?, we discussed the need for a strategy to influence the influencers. Now we’ll take a look at the key steps to develop a social media strategy as part of your broader solution marketing plan. Continue reading
Filed under Access, Access, Information, Social Media, Solution Marketing
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
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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