Tag Archives: Solutions

Invention or Innovation?

– By Steve Robins

Innovation and Solution Marketing

New inventions are attractive.  They’re fresh, unique, clever, first — superlatives abound.  We admire inventions — and the people and companies that create them.

What’s Wrong?

That’s why many inventors and entrepreneurs are left wondering why their inventions haven’t been more successful.  The reason?  Too often they invent technologies that solve a problem that no one cares about or one that does not justify its expense.   Or perhaps they solve a problem but lack the right business model.  Clever and unique as they may be, unsuccessful inventions offer little value to the people who would buy them.   Continue reading

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Filed under Case Studies, Innovation, Solution Marketing, Solutions, Value

Products or Solutions?

– By Steve Robins

What Should You Market?

It seems so obvious.  If you have a product to sell, you must to market that product.  But as it turns out, marketing your product is not always the best way to go.

Depending on the product’s market maturity, you may actually be better off not marketing the product.  That’s right, don’t market the product.

Let’s review.

If you’ve read Geoffrey Moore’s Crossing the Chasm, you already know that technology markets move through a bell curve of market adoption, progressing from sales to Innovators and Early Adopters, across The Chasm (we hope) and rising sharply with sales to the Early Majority and Late Majority, and then dropping as only the Laggards remain to purchase the technology.

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Filed under Overviews, Product Marketing, Solution Marketing, Technology Adoption Life Cycle

Build a Winning Solution Marketing Strategy – ProductCamp Boston

– By Steve Robins

ProductCamp Boston

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

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Filed under Access, Information, Messaging, Overviews, SIVA - Elements of Solution Marketing, Solution Marketing, Solution Maturity Model, Solutions, Value

Blogger’s Paradise

– By Steve Robins

The Solution Marketer’s Guide to WordCamp Boston

WordCamp Boston 2010

A great resource for anyone interested in WordPress, blogging or social publishing

This past weekend, I attended the inaugural WordCamp Boston at the Microsoft NERD Center in Cambridge, MA.  WordCamp was a great opportunity to dig deeper into the WordPress platform that powers The Solution Marketing Blog.  The conference offered a special bonus as well: ten years after the Cluetrain Manifesto was first published, two of the authors, Doc Searls and David Weinberger, participated in a discussion with the Boston Globe’s Scott Kirsner.  The conference had an interesting mix of attendees – both technical consultants/developers and business bloggers.  As is the case for most xCamps (ProductCamp, CloudCamp, etc), the atmosphere and program was informal, collegial and educational.

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Filed under Resources (additional), Social Media, Solution Marketing

Speaking Customer-ese

Power up your solution marketing with your new customer language skills.

Follow up post to Learn a New Language

– By Steve Robins

Yesterday, we talked about how to develop your customer/buyer/user language skills through a six part process in which you reviewed the target market, culture/jargon, market drivers, the business opportunity, and industry influencers.  Today we’ll talk more about the final phase, Translation. Continue reading

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Filed under Message, Solution Marketing

Learn a New Language

Win New Customers: Speak Their Language

Learn your customer's language - The Solution Marketing Blog

– By Steve Robins

Six years running industry and solutions marketing at EMC Documentum underscored an important lesson for all solution marketers:

To engage on any level with business-oriented prospects, you need to speak their language and understand their business and culture.

From conducting research to developing new solutions to leading marketing and sales training – you must speak the same language as your customer in order to engage in meaningful dialog, to know what solutions they need, to market to them and to teach others to market and sell to them effectively.  And this post will help you to get there, in 6 steps.

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Filed under Information, Message, SIVA - Elements of Solution Marketing, Solution Marketing

Join Me At ProductCamp Boston

ProductCamp Boston

Solution Marketing at ProductCamp Boston!

I’m psyched to be attending the second ProductCamp Boston tomorrow.  If you’re already planning to attend, I hope you’ll attend the two sessions I’m planning to present/facilitate.  And please make sure to vote for these sessions during morning voting!

  • Solution Marketing Best Practices (Presentation and Discussion)
    Today, customers want more than software products alone – they want comprehensive solutions that solve their business problems. During this presentation, we’ll look at how leading software companies are using solution marketing.  You’ll learn best practices and gain new ideas that you can use in your organization.  Companies included: Intuit, PowerAdvocate, HubSpot, IBM, Oracle, SAP, Microsoft, Comcast, Salesforce.com and Amazon.  Watch the preview on Brainshark.

Thanks to the ProductCamp team for organizing what looks to be another great unconference.

Look for a future blog post on ProductCamp.

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Filed under Presentations, SIVA - Elements of Solution Marketing, Solution Marketing