build a winning solution marketing strategy

© Solution Marketing Strategies, 2010

Build a Winning Solution Build a Winning Solution Marketing StrategyMarketing Strategy

Steve Robins

PrincipalSolution Marketing Strategies

May 22, 2010

p2© 2010

AgendaAgenda

� Introduction– Solutions

– Solution marketing

� Discovery/research– Segmentation

– Personas

– Competition

� Solution marketing strategy– Solutions

– Education/engagement

– Value

– Access

� Conclusion/Q&A

p3© 2010

About This PresentationAbout This Presentation

� Following are the slides presented at ProductCamp Boston on May 22, 2010.

� Check www.SolutionMarketingBlog.com for supplemental material.

� Join the Solution Marketing Community!– Subscribe to the SolutionMarketingBlog (see “Subscribe” on the right):.

– Join Solution Marketing Pros on LinkedIn: http://www.linkedin.com/groups?home=&gid=1826720 .

� Questions? Please contact Steve Robins – see next slide for contact details.

THANK YOU!

p4© 2010

Steve RobinsSteve Robins

� Principal, Solution Marketing Strategies, a strategic marketing consultancy

� 10+ years in solution marketing

� Expertise in product, solution and industry marketing

� Experience: EMC Documentum, KANA, The Yankee Group and more

� Founder of the top-rated Solution Marketing Blog

� Inbound Marketing Certified Professional

� Let me know how I can help you

S.Robins [at] SolutionMKT [dot] com

LinkedIn.com/in/SteveRobins1

@SteveRobins

SolutionMarketingBlog.com

SolutionMarketingStrategies.com www.barcamp.org/ProductCampBoston

p5© 2010

What is a Solution Anyways?What is a Solution Anyways?

p6© 2010

Not Not A Solution to the CustomerA Solution to the Customer’’s Problem s Problem

Product

p7© 2010

Complete Solution to the CustomerComplete Solution to the Customer’’s Problems Problem

Solution

p8© 2010

DefinitionDefinition

so·lu·tion mar·ket·ing. Noun. The process of defining, educating, and providing access to complete and integrated solutions that deliver customer value by helping customers to solve their problems.

© 2010 Solution Marketing Strategies

p9© 2010

Research and Build Solution Marketing StrategyResearch and Build Solution Marketing Strategy

� Market– Technology adoption curve

– Segmentation� Segment size

� Growth

� Solution relevance

– Personas/voice of the customer� Business goals/challenges

� Requirements

– Competition, SWOT

� Company– Top industries, functions, use cases

– Revenue trends

– Win/loss

– Core competencies (e.g., technical)

� Solution – Solution maturity

– Solution portfolio, top solutions/use cases

� Education & Engagement– Message

– Awareness, lead generation

– Social media/inbound marketing

– Sales enablement

� Value– ROI models

– Pricing

� Access– Channel enablement

DiscoveryDiscovery StrategyStrategy



DiscoveryDiscovery

p11© 2010

Technology Adoption CurveTechnology Adoption Curve

Early AdoptersVisionaries

InnovatorsTechnology

Enthusiasts

Early Majority/Pragmatists

Late MajorityConservatives

LaggardsSkeptics

Time

Customers want technology

and performanceCustomers want solutions and convenience

Rela

tive

% o

f C

usto

mers

End of LifeEarly Life Bowling

Alley

Sources: E.M. Rogers, G. Moore

The Solution Opportunity

Main Street

The Tornado

The Chasm

Solution

p12© 2010

Annual Growth Rate 2008-2009

Average Revenue/Account ($1000)

Software

Manufacturing

FinancialServices

Retail

Gov

ConsProd

SegmentationSegmentation


p13© 2010

Segment DescriptionSegment Description

� Extensive training required to gain credibility�Use industry experts

Sales enablement

� 21 CFR Part 11 compliance�Regulatory publishing

Most important technical capabilities

Channel

Marketing strategy

Company value prop

Recommended solutions

Segment Strategy

� System integrator

� Pubs: Bio� Social media sites:� Shows: Bio, DIA Annual � Thought leadership: ECM ROI for NDA

� Lower the cost of drug development� Streamline processes� Improve hit rate

�Regulatory submissions�New drug discovery� Partner management

�Content management commonly used

� Extensive integration required

Solution maturity

� Pharma/med device companiesSegment

� Liquent entrenched�OpenText making inroads� SharePoint gaining

Competition

� Speed approvals� Speed drug discovery

Segment Overview

Business needs


p14© 2010

PersonasPersonas

� Leader

� AggressivePersonality

The VP/Director of MarketingGeneral Persona #1:

� Doing it all within a limited budgetChallenges

� Create and maintain a strong brand that generates interest

� Generate leadsTop business goals

� Lead large team

� Manage budget

� Build and execute marketing strategy

Day-to-day job

� MarketingDepartment

� VP/Director of MarketingTypical title

� Matured through the ranks of marketingBackground/experience

� Clear ROI

� Easy to use

� Competitively priced

Solution needs

About me

What I’m thinking


p15© 2010

Competition Competition -- CapabilitiesCapabilities

Smaller-Mid B2B

Smaller B2B

Small-Large Consumer Small-Large ConsumerNA

Completeness of Solution

#3#2#1

General

Services

Advanced

Use Cases

Competitors


p16© 2010

Competition Competition –– Marketing Presence (Website)Marketing Presence (Website)

NNYYYYYYY7HighE

NYYYYYYYY8ModerateC

YY?YYYNYYYY8.5ModerateB

YYYYYYYYYYY10ModerateA

NYYY?Y, barelyNNNN3ModerateH

6.5

7

7.5

Score (out of 10)

Y

N?

?

Solution Capability

#2

Y

Y

Y?

Solution Capability

#1

Y

N

N

Case Studies ID’d for this

Solution

Y

Y, barely

YY

Use The Solution’s Jargon on Website

N

Y

Y

Other Solution Features

N

Y

YY

Solution Mentioned on Home Page

?YYModerateG

Y

Y

Solution Page

Moderate

Moderate

Threat Level

YYD

YYF

Competitor Offers the Solution?

Solution Partners



Solution Marketing StrategySolution Marketing Strategy

p18© 2010

Solution Marketing StrategySolution Marketing Strategy

The 4 P’s

Place

Product

Promotion

Price

Derived from SIVA model, Chekitan & Dev

P P

P

P


p19© 2010

Solution Marketing Strategy Solution Marketing Strategy -- SEVASEVA

SEVASolution Marketing

Access

Solution

Education

Value

Derived from SIVA model, Dev & Schultz

The 4 P’s - updated

“How can I solve

my problem?”

“Where can I learn more

about it?”

“What is my

total sacrifice

to get this

solution?”

“Where can I find it?”

Solution Marketing answers 4 customer questions


p20© 2010

Technology Adoption CurveTechnology Adoption Curve

Early AdoptersVisionaries

InnovatorsTechnology

Enthusiasts

Early Majority/Pragmatists

Late MajorityConservatives

LaggardsSkeptics

Time

Customers want technology

and performanceCustomers want solutions and convenience

Rela

tive

% o

f C

usto

mers

End of LifeEarly Life Bowling

Alley

Sources: E.M. Rogers, G. Moore

The Solution Opportunity

Main Street

The Tornado

The Chasm

Solution


p21© 2010

Solution Maturity Model I: TechnologySolution Maturity Model I: Technology

CCCC� Integration API’s� Custom functionality API’s� Platform software

Platform Technologies

Innovators

Platform Strategy

C/P

P

Early Adopters

Toolkit (BIY)

C/P

P

P

Early Majority

Framework

C/P

C/P

C/P

Late Majority

ApplicationTech Strategy >>>

� Content/data development providedInformation/Content

Services

Higher Level Technologies

Components

� Strategy Services� Outsourced system admin� SaaS Services� User Training� Integration services� Development services

� Content/data management� Process-specific:

– Partner technologies– UI’s/templates– Workflows/templates– integrations

� Partner technologies

P Partner C Company Market Maturity Model © 2010 Solution Marketing Strategies

Solution

p22© 2010

Solution Maturity Model II: GoSolution Maturity Model II: Go--ToTo--MarketMarket

P Partner C Company Market Maturity Model © 2010 Solution Marketing Strategies

ApplicationFrameworkToolkit (BIY)Platform StrategyTech Strategy >>>

C

C

C

C

C

C

Early Adopters

CSell the vision

CSell application that solves a problem

CPlatform performance

CProduct features

CCUse cases focused around solving a business/industry problemMarketing

Message

CApplications described in terms of business benefit

CCPlatform capabilities

SalesStrategy

Sales & Marketing Strategy

CFind first customers

Sell product features

CCSolution Selling - sell solution to a problem (not fully out of box)

Early Majority Late MajorityInnovators

Solution

p23© 2010

Complete Solution to the CustomerComplete Solution to the Customer’’s Problems ProblemSolution


People• User interfaces• Training• Support• Best practices• Domain expertise

Process • ROI studies Reengineering

• Process optimization –efficiency,

effectivenessInformation/Content• Data• Content, documents, images

• External data sources• Data security• Data policies

Technology• Applications• Complementary technologies

• Hardware and infrastructure

• Custom coding• Integration services

Services• Strategy• Project management• Risk management• Custom coding• Integration services

p24© 2010

Solution PortfolioSolution Portfolio

#3

#2

#1

Oppor-tunity

Profile

$5 mill/yr� ABC Company

� bcD Pharma

� Fast

� Less expensive to produce

� Slow process

� Unreliable

� Less than $5 billion revenue

Regsubmissions

$2 mill/yr� Fyer

� Fast

� Less expensive to produce

� Current tools insufficient

� Other tools don’t work with our ECM

� Top 100 pharma

Regpublishing

$5 bill� Boron

� Abacus

� Expedited review by regulators

� Comply with archiving requirements

� Need to be able to lock down documents

� Safety departments

Plant safety

Business Challenge Solution Benefits Partners Revenue PotentialUse Case

Solution


p25© 2010

Solution MarketingSolution MarketingSolution Solution –– Develop the SolutionDevelop the Solution

� Action - Develop the Solution!– Product – enhancements required?

– Partner technologies

– Services – strategy, process reengineering, integration, training, support

– Beta – partners, prospects and customers

Solution

Customer: “How can I solve my problem?”


p26© 2010

Solution MarketingSolution MarketingEducation Education –– MessageMessage

� Message – It’s About Relevance– Use language the prospect understands…

� Industry/function terms

� Common business issues and challenges

� Remember – this is all about how your solution solves their business problems

– Benefits: business-oriented rather than technical…� Higher profits, lower expense, higher revenue, better customer service, ensures compliance

Education

Customer: “Where can I learn more about it?”


p27© 2010

Solution MarketingSolution MarketingEducation Education -- Tuning the MessageTuning the Message

TechnicalMessage

BusinessMessage

GeekSpeak Credible

Does it exist?Vague

HighLow

Low

High

“SOA architecture

enables integration

with legacy systems”

“Helps your

company”

“Shortens mortgage

cycle time”

“Increases

profitability”

ITBusiness

Mgr.

CFOJanitor

Education


p28© 2010


Solution MarketingSolution MarketingEducation Education –– the the ““Solution ParadoxSolution Paradox””

Beware “the Solution Paradox”

� The customer wants out-of-box offerings…….but no one company can provide everything out of the box

� Even a fully integrated and “complete”solution cannot possibly solve all of a customer’s problems due to:

– Unique environments

– Specific industry requirements

CustomerExpectations

Message

Solution

Danger

Ask:• Does the solution meet customer requirements?

• Is the message backed up by the solution?



Education


p29© 2010


Solution MarketingSolution MarketingEducation Education –– the the ““Solution ParadoxSolution Paradox””

Beware “the Solution Paradox”

� The customer wants out-of-box offerings…….but no one company can provide everything out of the box

� Even a fully integrated and “complete”solution cannot possibly solve all of a customer’s problems due to:

– Unique environments

– Specific industry requirements

CustomerExpectations

Message

Solution





Education

Optimal


p30© 2010

Solution MarketingSolution MarketingEducation Education –– Create a DialogCreate a Dialog

� Action – Create a Two-Way Dialog with the Market– “Give customers the right information on the right subject at the right time on their

terms” *

– Enable prospects to find your solutions

– Enable market education

– Use Web 2.0 tools – Blogs, Podcasts, Twitter, Facebook, etc.

– Provide recent customer references, who are most likely to advocate *

� Go beyond one-sided “push” promotion

* In the Mix (Marketing Management) (Dev & Schultz, 2005)

Education



p31© 2010

Solution MarketingSolution MarketingEducation Education -- SalesSales

� SALES– Sales training:

� Solution selling methodology, consultative selling

� Business problems, industry/functional issues

� Business solutions

� Company and solution messaging

� Partner engagement models – system integrators, tech partners etc.

– Sales tools:� Collateral, references

� ROI models and value tools

� Pricing

Education



p32© 2010

Solution MarketingSolution MarketingValueValue

� Value = Benefit - Cost

� Research– Identify and place value on significant customer purchase drivers *

– Common ROI models/”before-afters”

– Purchasing habits

– Budget trends

� Action!– Articulate value in terms of price, ROI, TCO

– Develop ROI assessments with consulting/system integrator partners

– Reference customers – value achieved

* In the Mix (Marketing Management) (Dev & Schultz, 2005)

Value

Customer: “What is my total sacrifice to get this solution?”


p33© 2010

ValueValue--Based PricingBased PricingB

usin

ess B

en

efi

t ($

)

CBA

Poor ValueUnneeded

features

Fair Value

Price matches

benefit

High Value

Lost software

revenue

Assume that vendor charges fair price

for features provided

Benefit

Benefit

D

CustomerBenefit

Fair Value

Price matches

benefit

Lost revenue

Unneeded features

CustomerBenefit

CustomerBenefit

CustomerBenefit

Value

Price

Solution use-case drives benefit and value

Value = Benefit - TCO


p34© 2010

Customer: “Where can I find it?”

Solution MarketingSolution MarketingAccessAccess

� Research– Common purchasing channels?

– Do they prefer to buy through VAR’s? Through SI’s? Direct? On contract?

– Preferred delivery models… Software? SaaS? Business Process Outsourcing?

� Action!– Enable the customer to purchase the solution through the channels that they want

– New channels – beyond the traditional

– Marketer provides fastest, least-expensive access

– Successfully complete the sale

– Ensure customer success through “the last mile”

Access


p35© 2010

Ensure Alignment Ensure Alignment Throughout the Extended EnterpriseThroughout the Extended Enterprise

� Goal: Customers get what they were promised

� How Do You Achieve This?– Consistent messages across entire company and ecosystem

– Sales – longer sales cycles; solution training; specialized sales teams

– Support from engineering/product management, services, tech support, consulting teams

– Executive support

CustomersSuppliers/Partners

Tech, SI

Partners

FrontOffice

Marketing

Sales

Service

BackOffice

Manufacturing

Engineering


p36© 2010

ConclusionConclusion

� Market– Technology adoption curve

– Segmentation� Segment size

� Growth

� Solution relevance

– Personas/voice of the customer� Business goals/challenges

� Requirements

– Competition, SWOT

� Company– Top industries, functions, use cases

– Revenue trends

– Win/loss

– Core competencies (e.g., technical)

� Solution – Solution maturity

– Solution portfolio, top solutions/use cases

� Education & Engagement– Message

– Awareness, lead generation

– Social media/inbound marketing

– Sales enablement

� Value– ROI models

– Pricing

� Access– Channel enablement

DiscoveryDiscovery StrategyStrategy


p37© 2010

BibliographyBibliography

� Dev, Chekitan S., and Don E. Schultz. 2005. “In the Mix” Marketing Management 14, no. 1: 16-22. Business Source Premier, EBSCOhost (accessed February 25, 2009).


p38© 2010

Thank YouThank You

Steve Robins


www.SolutionMarketingStrategies.com


S.Robins [at] SolutionMKT [dot] com

LinkedIn.com/in/SteveRobins1

@SteveRobins

SolutionMarketingBlog.com

SolutionMarketingStrategies.com


Build a Winning Solution Build a Winning Solution Marketing StrategyMarketing Strategy

Steve Robins


May 22, 2010

build a winning solution marketing strategy

Business

lifeearly

engagement

cases education

winning solution

solution paradoxsolution

customers

solution marketing

marketing