Tag Archives: Information

Who Really “Owns” Your Message?

Social Media Strategies for Solution Marketing, Part I

By: Steve Robins

Over the years, I’ve coached employees to control the marketing message, ensuring consistent repetition across marketing activities, communication channels and sales training.  Repetition increases message effectiveness so “control” has always been important.  But a new model has emerged that’s less about control and more about influence in a widely connected Web 2.0 world where anyone that wants to, can have a voice that gets heard.  

This is all about education and dialog – and that’s what the Information component of SIVA (Solution – Information – Value – Access) solution marketing is all about.     Continue reading

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Filed under Messaging, Social Media, Solution Marketing

Go Where The Prospects Are

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

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Filed under Access, Access, Information, Solution Marketing

Fixing the Mix

A New Marketing Mix for Solutions

Software solution marketing may be similar to software product marketing – but the two are not the same because solution marketing requires a more customer-centric strategy. Continue reading

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Filed under Messaging, Overviews, SIVA - Elements of Solution Marketing, Solution Marketing