Tag Archives: Value proposition

Think Like Your Customer

The Key To Solution Marketing: Understand the Customer

By: Steve Robins

I came across a great blog post, How to Use the Secret Desires of Your Customers on Michael Martine’s Remarkablogger.  While the post is about blogging, it also applies to solution marketing.   Continue reading



Filed under Information, Messaging, Solution Marketing, Solutions

The Skinny: Solution Taglines

By: Steve Robins

A major part of solution marketing is, well, marketing the solution.  And a very small part of marketing (tongue in cheek) is the tagline.  Actually, the tagline is not really so small.  The tagline succinctly describes the value of your solution.  The tagline attracts attention.  It creates interest and draws people in to learn more.  And it’s memorable.  

But do taglines really matter for solutions?  If you want to attract attention, create interest, and have folks remember your solution, taglines can definitely help.  Think of the tagline as the simple, attention-grabbing statement at the top of your collateral, at the start and end of a slide deck, as a header on your website.

At the same time, if you want them to be taken seriously, solution taglines shouldn’t be too clever or fluffy.  Focus on the business value of your solution, without distracting from it.

For more on taglines, check out this great (and succinct) post from the Kherize5 blog: 9 Tips for Creating Great Taglines.

Update: The “9 Tips…” link has now been updated (2/1/2010)

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

It’s Never Just a Demo

Lessons from WebInno22

A few weeks back I attended WebInno22 in Cambridge MA, founded by David Beisel of Venrock.  The gathering of 500+ technorati – entrepreneurs, investors, potential customers, analysts, press and others, is designed to showcase the work of innovative Boston area Internet and software firms through 5-minute demos.  And those 5-minute demos provided some great lessons.   Continue reading


Filed under Demos, Messaging, Product Marketing, Solution Marketing

Who Really “Owns” Your Message?

Social Media Strategies for Solution Marketing, Part I

By: Steve Robins

Over the years, I’ve coached employees to control the marketing message, ensuring consistent repetition across marketing activities, communication channels and sales training.  Repetition increases message effectiveness so “control” has always been important.  But a new model has emerged that’s less about control and more about influence in a widely connected Web 2.0 world where anyone that wants to, can have a voice that gets heard.  

This is all about education and dialog – and that’s what the Information component of SIVA (Solution – Information – Value – Access) solution marketing is all about.     Continue reading


Filed under Messaging, Social Media, Solution Marketing

Fixing the Mix

A New Marketing Mix for Solutions

Software solution marketing may be similar to software product marketing – but the two are not the same because solution marketing requires a more customer-centric strategy. Continue reading


Filed under Messaging, Overviews, SIVA - Elements of Solution Marketing, Solution Marketing