Category Archives: The Solution Marketing Blog

The Value of Value

By Steve Robins

Value is Key to Solution Marketing

You might think that the most important aspect of marketing a solution would be what goes into it.  What goes into a solution are just a bunch of pieces, products, or components.  But value is about the benefit and cost of those components to the user or buyer.

Value is equal to the difference between perceived benefit and total cost

More specifically, value is equal to the difference between (1) the benefit as perceived by the user and (2) the total cost of the solution.  By perception I mean that the user or buyer must appreciate and want the resulting benefit.  In fact, if they don’t perceive it as a benefit to them, it’s not a benefit but is instead just a useless feature.

Value is interesting in many ways, some of which are counterintuitive and not so obvious.  Following are a few important examples – both obvious and not so obvious. Continue reading

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Filed under Case Studies, Solution Marketing, Solution Marketing Strategy, The Solution Marketing Blog, Value, Value

Icebergs & Solution Launches

By Steve Robins

It’s what lurks below that drives solution launch success

Icebergs:  pretty, grand, glistening in the afternoon sun.  The stuff of movies.  And even disasters like the sinking of the Titanic.

And yes, these icy wonders share more than a few traits with solution launches.

The process of launching a new solution is much like an iceberg.  The most important trait?  Just like an iceberg, you see only 10% of the effort above water.  Up top and above the water, everything looks shiny and crisp.  Pretty even.  But just like an iceberg, a launch’s success is based on the 90% of effort, the foundation below the surface — the planning and preparation that sit well below the surface, invisible to the public and to many of your colleagues.  Oh, and yes, just like an iceberg, a bad launch can, well, sink a ship.  Yikes.

Let me explain.    Continue reading

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Filed under SEVA - Elements of Solution Marketing, SIVA - Elements of Solution Marketing, Software marketing, Solution, The Solution Marketing Blog

ProductCamp Boston is Coming

– By Steve Robins

THE event for product managers, product marketers, and entrepreneurs!

ProductCamp Boston is coming to The Microsoft New England Research and Development Center again on Saturday, April 2 from 8 an to 4 pm.

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Blogging Gets Serious

– By Steve Robins

Younger Readers Flock to Facebook

Who’s reading your blog?  According to a recent NY Times article, Blogs Wane as the Young Drift to Sites Like Twitter, younger bloggers and readers are moving from blogging to more social and easier to use platforms like Twitter and Facebook. Continue reading

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HuffPost SEO Lessons for Solution Marketing

– By Steve Robins

More Learnings from The Huffington Post

Continued from The Solution Marketing Blog: Is Your SEO Worth $315 Million?

Let’s take a look at the Huffington Post’s SEO strategy as described by the NY Times, and see how it applies to solution marketing:

  1. Provide value. First and foremost, write content that provides value to your readers.
  2. Use keywords – within reason. Make sure that you do include relevant keywords in the top few paragraphs of a page or article.  Don’t pack in too many keywords or your content will be hard to understand – which won’t help anyone. Continue reading

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Filed under Case Studies, Information, Social Media, Solution Marketing, The Solution Marketing Blog

Is Your SEO Worth $315 Million?

– By Steve Robins

What you can learn from the Huffington Post’s SEO strategy

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.

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Filed under Case Studies, Education and Engagement, Message, Social Media, Social Media, Solution Marketing, The Solution Marketing Blog

The Second Chasm

– By Steve Robins

Prospects Need to Cross a Chasm Too

If you’re in software marketing, you’re aware of Geoffrey Moore’s book, Crossing the Chasm.  The premise of the book, born out at companies like Oracle and Documentum (since acquired by EMC) is that companies must evolve and cross the “chasm” as they move from serving the early adopters to serving the larger and more lucrative early majority.  That’s the “first chasm.”

The Second Chasm

But there’s actually a second, less-known chasm that relates to the first.  The second chasm is crossed not by your company, but by your prospects.  To be successful, your software company needs to help prospects to make that leap too.  Failure to do so may prevent your company from crossing the first chasm.   Continue reading

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