Tag Archives: Solution Marketing

February 10, 2011 · 11:45 am

The Daily: It’s a NewsPad

Industry transformation offers valuable lessons for solution marketers. In fact, industry transformation often gets at the very heart of what a solution is and the benefit that it provides to customers.

Media in transition. With the advent of the Web (not exactly a new thing by now), social media (which they’re all trying to understand) and now tablet devices, the media and entertainment industry continues to transform itself. It’s been a long slog as many companies have failed to make the transition to the digital age, believing that their product was inextricable from its medium. Continue reading →

BMW Makes Joy. And You?

– By Steve Robins

Does Your Company Make and Sell a Solution? Or a Product?

Rather than focusing on feeds and speeds, competitive comparisons, or sexy features, BMW’s Joy campaign focuses on the benefit that the entire automotive solution provides to BMW drivers: Joy.

“We realized a long time ago that what you make people feel is as important as what you make, and at BMW we don’t just makes cars, we make joy.”

— BMWUSA.com

Continue reading →

Content Marketing: 5 Things You Should Know

– 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 →

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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

July 29, 2010 · 9:30 am

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 →

Arrogance Is Not a Solution

– By Steve Robins

Arrogance contributed to Apple iPhone antenna woes

Continued from Apple: Honey I Forgot the Customer!

Solutions are driven by user needs. Even innovative new offerings need to be based on the needs and habits of real users. Apple’s iPone 4 debacle, aka “Antennagate”, came about in part because they failed to include actual users in their development cycle.