Category Archives: Information

December 29, 2009 · 1:54 pm

Learn a New Language

Win New Customers: Speak Their Language

Six years running industry and solutions marketing at EMC Documentum underscored an important lesson for all solution marketers:

To engage on any level with business-oriented prospects, you need to speak their language and understand their business and culture.

From conducting research to developing new solutions to leading marketing and sales training – you must speak the same language as your customer in order to engage in meaningful dialog, to know what solutions they need, to market to them and to teach others to market and sell to them effectively. And this post will help you to get there, in 6 steps.

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Filed under Information, Message, SIVA - Elements of Solution Marketing, Solution Marketing

Tagged as Customer language, Jargon, Language, Market segmentation, Message, Messaging, Segmentation, Solution Marketing, Solutions

December 27, 2009 · 7:00 am

It’s the Business Problem, Stupid

A Lesson from AMD’s Consumer Solutions

– By Steve Robins

AMD Simplifies Chip Labeling (Source: TechSpot)

Several months ago, chipmaker AMD updated their consumer marketing to focus on the total value of their PC chips rather than the speeds and feeds that consumers often found confusing and nearly meaningless. This case study offers a great lesson for solution marketers.

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Filed under Case Studies, Information, Solution Marketing

Tagged as AMD, AMD Vision, Case Study, Information, iTouch, Messaging, NY Times, PCs, Solution, Solution Marketing

November 9, 2009 · 12:21 am

Social Media and You – Presentation at ProductCamp Boston

The Impact of Social Media on Product Management and Product Marketing

Abstract, downloadable presentation PDF, session discussion notes, and many additional resources.

As a follow-up to the presentation at ProductCamp, following are a session abstract, presentation slides, and numerous additional resources. If you have any questions, please leave a comment below and I’ll be sure to respond. Even if you were unable to attend the event, this session should be of interest whether you’re in product management, product marketing or of course, solution marketing.

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Filed under Presentations, ProductCamp, Resources (additional), Social Media, Solution Marketing

Tagged as Access, Blogging, Dan Zarella, IBM, PCamp Boston, ProductCamp Boston, Radian6, Social Media, SocialMention, The Conversation Prism, UserVoice

October 30, 2009 · 10:04 am

Think Like Your Customer

The Key To Solution Marketing: Understand the Customer

By: Steve Robins

I came across a great blog post, How to Use the Secret Desires of Your Customers on Michael Martine’s Remarkablogger. While the post is about blogging, it also applies to solution marketing. Continue reading →

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Filed under Information, Messaging, Solution Marketing, Solutions

Tagged as How to Use the Secret Desires of Your Customers, Information, Messaging, Michael Martine, Remarkablogger, Solution Marketing, Solutions, Understand the Customer, Value proposition

October 26, 2009 · 7:11 pm

Twitter and Customer Innovation

Solutions solve customer problems. And so it stands to reason that those customers or software users probably know a thing or two about their problems. They might even have a few novel ideas about how to solve their problems. And they need you, the solution provider, to build complete solutions that combine the ideas and best practices of customers and users, along with your company’s innovative software and services.