Tag Archives: Steve Robins

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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Filed under Case Studies, Classes, Overviews, Presentations, SEVA - Elements of Solution Marketing, Solution Marketing, Solutions, The Solution Marketing Blog

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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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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Filed under Case Studies, Presentations, SEVA - Elements of Solution Marketing, Solution Framework, Solution Marketing, Solution Marketing Framework, Solution Marketing Strategy, The Solution Marketing Blog

The Value of Value

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.

Value is equal to the difference between perceived benefit and total cost

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

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Filed under Case Studies, Solution Marketing, Solution Marketing Strategy, The Solution Marketing Blog, Value, Value

Netflix: It’s About the Customer Strategy, Stupid – Part II

By Steve Robins

Six Solution Marketing Lessons from Netflix

As I mentioned at the end of the last post, Netflix: It’s the Customer, Stupid, Netflix’s recent misadventure is a cautionary tale for solution marketers.  Following are a six key lessons:

#1: As a vendor or service provider, technology upgrades are good.

So, if you rent DVDs and know the market will eventually transition to video on demand, you need to offer video on demand as well – just as Netflx does today.  Streaming is proven and consumers will demand it.  It’s not a matter of if, but when.  However…

#2: Consumers and customers do not share your company’s timetable

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Netflix: It’s the Customer, Stupid, Part I

By Steve Robins

Netflix loses sight of their most important asset: the subscriber

If you’ve read The Solution Marketing Blog for a while, you know that business (or consumer) problems tend to remain fairly constant while the technologies and solutions to those problems tend to advance at a more rapid pace.  That’s one reason why most problems have multiple solutions.  And it’s why dominating a market today does not guarantee dominance forever.  Just ask General Cinema (General Who?) or Blockbuster or, well, you get the point.

So, if you’re a savvy solution marketer, you realize that today’s hot technology or medium will eventually be replaced by another. Continue reading

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Icebergs & Solution Launches

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

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