Solution Scorecard - Solution Marketing Class June 2012

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Simple solution scorecard - Solution Marketing class at the Boston Startup School, June 2012

Introduction to Solution Marketing
Simple Solution Scorecard

Steve Robins
June 21, 2012

Solution marketing Scorecard
Dimension Rating Comments
Completeness
• People/users, fit to needs
• Process
• Content/Information
• Technology: Hardware and software
• Services & support
Strategy
• Differentiated offering – unique in market
• Partners: includes tech, apps, and content
• Partner-friendly business model (win-win)

Total

<2>

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It seems that everyone is creating and marketing solutions today. But how are top companies using solutions to transform markets and drive growth? What best practices can you use in your business? During this session, we’ll examine industry leaders like Apple, Uber and EMC to understand what solutions are, how they’re different from products, and how solutions help winning companies to better meet customer needs. During this fast-paced session, you will learn: * Why customers want more than products * How leading companies are using solutions to completely transform markets and drive growth * 5 things every solution should include * How to construct your solution marketing strategy * The 4 most important things you should do to create and market solutions at your company – starting tomorrow SPEAKER BIO Steve Robins is the principal of Solution Marketing Strategies, a strategic marketing consultancy that helps companies to better understand and market to their customers through targeted research, segmentation, solutions, messaging, sales tools and demand generation. For the last 15 years, Steve Robins has been transforming technology firms into market-leading, customer-focused solution providers. Steve has held senior marketing roles at FirstBest Systems, EMC, Documentum, and KANA Software. An industry thought-leader, Steve started the top-rated solution marketing blog, writes a CMO-focused marketing tech column for TechTarget, helped grow ProductCamp Boston into the second largest such event in the world, and was an analyst at the Yankee Group

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Digital transformation is driving a variety of new solutions that solve user problems in entirely new ways. With transformation come new opportunities to solve problems more completely, disrupt markets, and build stronger customer relationships. At the same time, digital transformation provides both opportunities and challenges for agile marketers. During this month’s presentation, Steve Robins will provide a solution framework for digital transformation, describe new opportunities for marketers, and share case studies of digital transformation in action, such as ride sharing, presence-based marketing and more. BIO Steve Robins is the principal of Solution Marketing Strategies, a strategic marketing consultancy that advises companies on marketing and demand gen strategies, segmentation and messaging. For the last 15 years, Steve Robins has been transforming technology firms into market-leading, customer-focused solution providers. Steve has held senior marketing roles at FirstBest Systems, EMC Documentum, and KANA Software. An industry thought-leader, Steve started the top-rated solution marketing blog, writes a marketing tech column for TechTarget, and has co-chaired ProductCamp Boston for several years.

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So you think that the Apple iPad is successful because it’s cheap and easy to use? It turns out that there’s much more behind the success of the Apple iPad. During this session, we’ll talk about how the iPad is at the center of a large customer-oriented solution. You’ll also learn how this solution is driving the iPad’s success and the key lessons you can use to drive successful solutions in your organization. Steve Robins has been helping companies to transform their marketing focus from technology platforms to customer-oriented solutions — for over 10 years as a senior marketer, strategic consultant, and tech analyst. Steve is also the founder of the top-rated SolutionMarketingBlog.com. Steve is director of product marketing at FirstBest Systems, the leading provider of insurance underwriting solutions. Previously, Steve founded the strategic marketing consultancy, Solution Marketing Strategies. Steve has also served as director of industry and solutions marketing for EMC Documentum, VP of product marketing and VP of partner development at KANA Software, and senior analyst for Web applications at The Yankee Group.

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So you think that the Apple iPad is successful because it’s cheap and easy to use? It turns out that there’s much more behind the success of the Apple iPad. During this session, we’ll talk about how the iPad is at the center of a large customer-oriented solution. You’ll also learn how this solution is driving the iPad’s success and the key lessons you can use to drive successful solutions in your organization. Steve Robins has been helping companies to transform their marketing focus from technology platforms to customer-oriented solutions — for over 10 years as a senior marketer, strategic consultant, and tech analyst. Steve is also the founder of the top-rated SolutionMarketingBlog.com. Steve is director of product marketing at FirstBest Systems, the leading provider of insurance underwriting solutions. Previously, Steve founded the strategic marketing consultancy, Solution Marketing Strategies. Steve has also served as director of industry and solutions marketing for EMC Documentum, VP of product marketing and VP of partner development at KANA Software, and senior analyst for Web applications at The Yankee Group.

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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, Oracle, SAP, Microsoft, Comcast, Salesforce.com and Amazon.

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Solution Scorecard - Solution Marketing Class June 2012

1. Introduction to Solution Marketing Simple Solution Scorecard Steve Robins June 21, 2012

2. Solution marketing Scorecard Dimension Rating Comments Completeness • People/users, fit to needs • Process • Content/Information • Technology: Hardware and software • Services & support Strategy • Differentiated offering – unique in market • Partners: includes tech, apps, and content • Partner-friendly business model (win-win) Total <2>

Notes de l'éditeur

Template updated 6-15-2011Steve RobinsIncludes blank slides (no logo) at end