Tag Archives: Solution Marketing

Predicting a Solution’s Value

Predicting valuePredictive lead scoring can identify the leads that will place the greatest value on your solution – and pay the highest price.

Value, the difference between the benefit that a customer receives and the total cost to achieve that benefit, is central to solution marketing.  But value is also closely tied to lead scoring as well, with major implications for your company’s revenue and profitability.  As I recently wrote in SearchCRM,

A lead score predicts the likelihood that a given lead will ultimately convert into a closed deal. The higher the score, the more likely that a lead will turn into a sale. The score may incorporate predictors such as the lead’s current challenges and technologies, the presence of an active and budgeted project, selected demographic/firmographic data, and even frequency of activity.

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Cyber Lessons from Black Friday

Black Friday offers an important lesson for cyber (i.e., enterprise software) solution marketers. 

Bombarded by Black Friday

Cyber lessons from Black FridayOver the last few weeks, we’ve been bombarded with a never-ending stream of Black Friday TV commercials. These included a litany of TV commercials for BMWs and other cars on sale for Black Friday. Maybe it’s all due to a surge in self-gifting, although experts were predicting a drop for 2014.

In a world where everything from clothes to cars was on sale on or around Black Friday, retailers were competing against just about every other retailer for the $381 that the typical shopper spent this past weekend, according to the National Retail Federation.  That included direct competitors offering similar goods, indirect competitors who offered different goods that solved the same problem (say, giving a nice gift) and what I’ll call Share of Budget competitors who solved different problems but competed for the same budget.

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Product Marketing in an Agile Environment – Recap from ProductCamp Boston

Reprinted from Gail Ferreira’s B2B Solution Marketing Insights Blog with changes

agileEd note: My biggest takeaway from this discussion was that marketing/product marketing needs to contribute strategically to the roadmap (even in an agile environment).  The roadmap needs to work not only to support customers and prospects but also marketing launches and timeframes (which of course also support customers and prospects as well).  -Steve Robins

ProductCamp Boston 2013 was again another great event!  From a discussion facilitated by Steve Robins, I wanted to share some insights on “Product Marketing in an Agile Environment”.

Agile processes do impact marketing, particularly when product roadmaps don’t proceed as anticipated.  For example, using Steve’s company as an example, he noted that:   Continue reading

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Solution Marketing @ The Boston Startup School

By Steve Robins

Solution Marketing for Startups

A few weeks back, I had the opportunity to teach a one-day solution marketing class at the Boston Startup School, located in the Harvard Innovation Lab.

Learn to Do

If you have the opportunity to teach, learn, network or otherwise participate with Boston Startup School, jump on it!  Run by startup incubator TechStars, the new program helps “young professionals to learn the skills needed to have an immediate and positive impact on the startup they join.”  Wondering what’s on their minds?  Check out the new blog by the sales and marketing classes, www.GrowthNinja.com, which states that…

 You don’t have to start a company to be an entrepreneur.  Entrepreneurship is a mindset.  It’s a healthy discontent with the status quo that brings together teams dedicated to making the world a better place.  Entrepreneurs include all members of a startup team, from the CEO to the summer intern.

…and I couldn’t agree more. Continue reading

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Keynote at ProductCamp Boston: The Invisible Customer

By Steve Robins

Join me On June 9 at Microsoft Cambridge for ProductCamp Boston 2012!

ProductCamp BostonI’ve always been passionate about ProductCamp – I’ve been speaking at ProductCamp Boston since it began in 2009 and have been leading the marketing team since 2011.  So I’m very honored to be delivering the keynote presentation this year.

The theme for ProductCamp Boston 2012 is Customers First!  And it’s a fitting theme since customers are so central to the success of our products and solutions, companies, and even our careers.

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Where’s the Customer at Sony?

It’s time to think outside the box.  Or the division.  Or the hardware.  Or the…

Sony - SolutionMarketingBlog.comIn order to offer complete solutions, companies need to come together around a shared vision of the customer, their challenges, and ways that the company can help.  Companies like Sony and AOL Time Warner have been hindered by competing divisions often focused on divisional goals at the expense of the company.  By contrast, Apple unified around a common vision of the customer, and a view of a complete solution spanning hardware, software and content.

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Beyond Products: Solution Marketing

By Steve Robins

February 16 Presentation to the BPMA

 

TBPMAhanks to everyone who attended Thursday’s presentation at the Boston Product Management Association, Beyond Products: Solution Marketing.  You helped to make it one of the best discussions I’ve ever led on solution marketing.

You can find the Beyond Products: Solution Marketing presentation slides as well as the Solution Marketing Framework, along with other solution marketing content on Slideshare.

          
I hope you’ll continue the discussion in a variety of ways:

  • Before you do anything else, make sure to join the Solution Marketing Pros group on LinkedIn where you can share your successes and get help with your challenges from other solution marketers.  The group includes folks from leading companies around the world including…

    Acronis, Adobe, ADP, Akamai, Amazon, Ariba, Aspen Technology, Autonomy (HP), Box, Cisco, CSC, Dell, Eloqua, EMC, Endeca, Epicor, FirstBest, Gartner, HCL, Hitachi, Honeywell, H-P, IBM, Informatica, Iron Mountain, KANA Software, Kronos, Level 3 Communications, Lionbridge, McAfee, Microsoft, Misys, Motorola, NetApp, Nortel, Nuance, Oracle, Orange, Pegasystems, Pitney Bowes, Progress Software, Red Hat, Salesforce.com, SAP, Sapient, Seagate Technology, Siemens, SONY, SunGard, Symantec, Tata, TELUS,  TIBCO, Time Warner Cable, Tripwire, Verizon, Vertex, Wipro

  • Follow my Twitter stream for the latest solution marketing news.
  • Check out additional articles on The Solution Marketing Blog – and be sure to comment!
  • Come back for next month’s solution pricing presentation by Jim Geisman
  • Contact me if you have additional questions, s.robins [at] SolutionMKT [dot] com

Special thanks to the great folks at BPMA for organizing this event.

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