Discussion: Marketing 3.0 – What’s Next
Saturday 2nd May, 2015 – 1:45 to 2:35pm
Empowered consumers, content marketing, social selling, agile marketing and an explosion of new marketing (martech) tools: the world of marketing is rapidly evolving.
Join this interactive discussion about the challenges, opportunities and imperatives of the new marketing department of today. What’s working? What’s not? What needs to change? What does the marketing 3.0 department look like? What is its mission and goals?
Read the session notes on Slideshare
About ProductCamp Boston
ProductCamp Boston is the only full-day unconference for product managers and product marketers in the Boston area. Because it’s an unconference, ProductCamp is organized by attendees, for attendees so you can get the most out of the day. Over 400 product management, product marketing professionals, developers, entrepreneurs, students and industry thought-leaders come together to network, share and learn about product management, product development, market trends, product marketing, startups, product design, career development, and more. ProductCamp website | Register for ProductCamp Boston
About Steve Robins
Steve Robins is the principal of Solution Marketing Strategies. For the last 15 years, Steve Robins has been transforming technology firms into market-leading, customer-focused solution providers. He’s held senior marketing roles at FirstBest Systems, EMC Documentum, and KANA Software. An industry thought-leader, Steve started the top-rated solution marketing blog, writes a marketing tech column for TechTarget, and has co-chaired the ProductCamp Boston unconference for several years.
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
– 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
– By Steve Robins
The 5 Solution Requirements
Let’s face it, the word “solution” is often derided. Why? Because all too often, marketers and tech companies act as if adding the word “solution” to the end of an offering immediately transforms it into a solution. And they’d be wrong.
So what makes a solution a solution? Continue reading
Filed under Solutions, Value
– 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
Platforms or Applications?
Solution Frameworks Combine the Best of Both
— By Steve Robins
A few weeks back I attended a discussion by Alan Treffler, CEO of Pegasystems at the Vilnu Shul in Boston. Treffler described Pega’s decision to focus on frameworks atop their platform rather than applications. Let’s take a deeper look at software platforms, frameworks, and applications. Continue reading