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.
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 →
Filed under Case Studies, Solution Marketing, Solution Marketing Strategy, The Solution Marketing Blog, Value, Value
Tagged as I Tweet Live blog, Newspapers, SEVA, SIVA, Solution Marketing, Solution Marketing Blog, Solution Marketing Lessons, Solutions, Steve Robins, Value
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 →
Filed under Access, Access, SEVA - Elements of Solution Marketing, SIVA - Elements of Solution Marketing, Solution Marketing, The Solution Marketing Blog
Tagged as Access, blog, Blogging, SEVA, SIVA, Solution Marketing
– By Steve Robins
Jon Kranz Speaks at BPMA
Content marketing is a core part of the educate and engage phase of the SIVA or SEVA model.
Last Thursday, I had the opportunity to hear Jon Kranz present at BPMA (Boston Product Management Association) Content Marketing. I’ve heard Jonathan present before and once again, he didn’t disappoint, adding new insight to content marketing (i.e., marketing using content). I recommend two of his eBooks, the eBook eBook (seriously) and The Content Marketing Playbook (coauthored). If you’re a solution marketer, sooner or later you’re going to need to use content marketing. Here are 5 things that you need to know about content marketing: Continue reading →
Filed under Access, Access, Content Marketing, Content Marketing, Education and Engagement, Information, SEVA - Elements of Solution Marketing, SIVA - Elements of Solution Marketing, Social Media, Social Media
Tagged as Access, blog, Blogging, BPMA, Content Marketing, Eduction, Engagement, Information, Jonathan Kranz, SEVA, SIVA, Solution Marketing, Steve Robins, technology marketing, The eBook eBook
– 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 →
Filed under Access, Information, SIVA - Elements of Solution Marketing, Solution Marketing, Video Marketing
Tagged as Access, SIVA, Solution Marketing, Video, Video Markerting, Wall Street Journal, YouTube
– By Steve Robins
Celebrating a year of blogging on solution marketing
First, thank you to everyone that reads this blog day-in and day-out – it’s been a great ride since February 2009. Thanks also to everyone who expressed interest in solution marketing at Product Camp Boston #1 and #2, and on the LinkedIn group and elsewhere. And thanks to those who’ve helped to make this a great blog. As they say, the best is yet to come.
In celebration of this milestone, following is a solution marketing recap from the last twelve months.
Continue reading →
Filed under Access, Case Studies, Demos, Information, Message, SIVA - Elements of Solution Marketing, Solution Marketing, Value
Tagged as Case Studies, Comcast, Demos, E2.0, Hyundai, Newspapers, NY Times, open source, Oracle, SaaS, SAP, SIVA, SIVA - Information, SIVA - Value, Solution Demos, Solution Marketing, Value