Category Archives: SIVA – Elements of Solution Marketing

May 31, 2010 · 9:40 pm

Products or Solutions?

What Should You Market?

It seems so obvious. If you have a product to sell, you must to market that product. But as it turns out, marketing your product is not always the best way to go.

Depending on the product’s market maturity, you may actually be better off not marketing the product. That’s right, don’t market the product.

Let’s review.

If you’ve read Geoffrey Moore’s Crossing the Chasm, you already know that technology markets move through a bell curve of market adoption, progressing from sales to Innovators and Early Adopters, across The Chasm (we hope) and rising sharply with sales to the Early Majority and Late Majority, and then dropping as only the Laggards remain to purchase the technology.

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Build a Winning Solution Marketing Strategy – ProductCamp Boston

– By Steve Robins

Practical Advice on Building a Solution Marketing Strategy

Session abstract: What is solution marketing strategy and how does it differ from product marketing strategy? Solutions go beyond product to solve business problems. During this session, you’ll learn how to assemble a compelling solution marketing strategy. We’ll look at segmentation, personas, competition, solution portfolios, the solution maturity model, and marketing strategies.

Thanks to everyone that attended the ProductCamp Boston session, Building a Winning Solution Marketing Strategy. Following is additional information. Continue reading →

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Filed under Access, Information, Messaging, Overviews, SIVA - Elements of Solution Marketing, Solution Marketing, Solution Maturity Model, Solutions, Value

Tagged as Marketing, ProductCamp, ProductCamp Boston, Software Marketing, Solution Marketing, Solutions

May 19, 2010 · 9:29 am

Happy Birthday YouTube

– By Steve Robins

YouTube and Solution Marketing

YouTube presents a great opportunity for solution marketers. But what exactly is the solution marketing opportunity? Viral videos? Product pitches? Video marketing? Read on for more. Continue reading →

Apple iPad: Solution Evaluation

– By Steve Robins

Rating the Apple iPad as a Solution
iPad Series Part II

Read Part I, Apple iPad: Tablet or Solution

A complete solution incorporates users, process, content, technology and services

Since January, I’ve been researching the Apple iPad in order to rate it as a solution. I even took one for a test drive on Sunday (thanks Jeff Berg of Purple Shark Consulting!). The rating is actually a strategic tool that enables marketers to meet customer needs by offering a complete solution. But the Apple iPad has generated so much hype that it’s a great solution to evaluate. The iPad received a rating of 4.3 out of 5. By comparison, most other tablet offerings today would probably score 2.5 or lower on the solution rating scale. The best possible score is 5 (complete solution) while the lowest is 1 (product, not a solution). This is an independent evaluation and was not funded by Apple.

Click “Keep reading” below to see the full solution evaluation of the Apple iPad.

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Filed under Case Studies, Pricing, SIVA - Elements of Solution Marketing, Solution Marketing, Value

Tagged as Amazon Kindle, Apple, Apple iPad, Case Study, CNet, David Pogue, IDC, Ina Fried, iPad, Jonathan Ive, Lev Grossman, Morgan Stanley, NY Times, Solution Marketing, Stephen Fry, Time Magazine, Wall Street Journal, Walt Mossberg