More Related Content Similar to Digital transformation - New Solutions, New Marketing Opportunities (presentation to Boston Agile Marketing Group on Nov 17, 2015) (20) More from Steve Robins (10) Digital transformation - New Solutions, New Marketing Opportunities (presentation to Boston Agile Marketing Group on Nov 17, 2015)22. www.SolutionMarketingStrategies.com p22© 2009-2015
Physical is the New Digital
75%of store shoppers use mobile devices while
in stores, and…
25%who use mobile devices in stores purchase
on mobile devices while in-store.
89%of all companies view digital as a major
differentiator.
Source: Reality of Retail,” from InReality, as quoted in Internet Retailer, April 2015
Gartner Predicts 2015
31. www.SolutionMarketingStrategies.com p31© 2009-2015
The Customer
Customer • Segmentation
• Titles, demographics, geos
• Functions
• Firmographics – industries, etc
• Digital profile
Pain
Points
Top challenges for…
• The business
• Their department/function
• Their career
Outcomes • Current solutions and results
• What does life look like after?
• Hard ($, time) and soft benefits/improvements
• Dollar impact
32. www.SolutionMarketingStrategies.com p32© 2009-2015
Key Participants in the Buying Decision
Functional VP
Approves budget
Delegates details
“Will this improve my
bottom line?”
Strategist
Business owner
Identifies problem/need
“How will this improve
efficiency and
effectiveness”
IT Innovation Manager/
Developer
Business analyst
Specs and evaluates
“What’s the best system
we should use?”
Consultant
Advises company and
recommends new strategies
“How does compare to
other options?”
User
Manages projects
“How will this help to do
my job better?
33. www.SolutionMarketingStrategies.com p33© 2009-2015
Personas
General Persona #1: The VP/Director of Marketing
Typical title VP/Director of Marketing
Department Marketing
Background/
experience
Matured through the ranks of marketing
Personality
Leader
Aggressive
Day-to-day job
Lead large team
Manage budget
Build and execute marketing strategy
Top business goals
Create and maintain a strong brand that generates interest
Generate leads
Challenges Doing it all within a limited budget
Solution needs
Clear ROI
Easy to use
Competitively priced
AboutmeWhatI’mthinking
38. www.SolutionMarketingStrategies.com p38© 2009-2015
Solution Components
User
Exper-
ience
• User interfaces
• Best practices
• Domain expertise –
industry/function etc
Process • Process optimization
• Reengineering
• Workflow
• Integrated experiences
• ROI studies
• Security
Content/
Commu-
nity/
Data
• Content
Reviews
Documents
Images
Video
Music
Books
• Community
Info sharing
Communities of trust
• Data
Reports, analytics
External data sources
Data security, data policies
Technology • Hardware/infrastructure
• Software platforms
• Applications
• Complementary technologies
• Integrations
• Custom coding
Services • Strategy
• Project management
• Risk management
• Custom coding
• Integration services
• Communications services, hosting
• Training
• Support
41. www.SolutionMarketingStrategies.com p41© 2009-2015
Services
Case Study: Uber
Customer,
Pains,
Outcomes
User
Experience
Process
Content/Data/
Community
Solution Marketing Strategies
Solution Framework™
Tech-
nology
• User experience for passenger
vs drivers
• App based
• Cashless - easy
• Different levels of service
• Request ride
• See estimated fare
• Automatically locates nearest
care
• Split fare
• Pay thru app
• Driver recruitment,
management, payment
Content
• Local Twitter feeds
(@UberBoston)
Community
• Driver and rider ratings
Data
• Estimated fare
• Fare optimization
• Previous trips
• Smartphone apps
• Website
• Cloud-based
• Proprietary software
• Servers
• Help Center
• Easily get a ride from anywhere,
anytime
• Know what to expect
• Safety
43. www.SolutionMarketingStrategies.com p43© 2009-2015
Services
Case Study: CabinetM
Customer,
Pains,
Outcomes
User
Experience
Process
Content/Data/
Community
Solution Marketing Strategies
Solution Framework™
Tech-
nology
• User experience clearly
designed for both martech
buyers and vendors
• “Contact me” button
• Vendor claim-a-description
• User membership
• Users can add to cabinet, share
• Moderation
Content
• Taxonomy
• Solution descriptions
• User reviews
• Expert content/moderators
Community
• Members share reviews,
cabinets, stacks
Data
• Top search terms
• Website
• Mobile-friendly website
• Developer API
• Expert briefings
• Pop up: let us help you
find a product
• Easy for marketers to find the
right martech
• Help martech vendors find
customers
49. www.SolutionMarketingStrategies.com p49© 2009-2015
Strategy, Metrics,
Martech
Infrastructure
Place
Product
Pro-
motion
Price
Company
Go-To-Market
Customer
---
Pain
Points
Solution
Access
Education
Engagement
Value
“How can I solve
my problem?”
“How can I
learn more
about it?”
“How will it help me and
what is my total sacrifice
to get this solution?”
“Where can
I find it?”
Solution Marketing Strategies
Solution Marketing Framework™
52. www.SolutionMarketingStrategies.com p52© 2009-2015
Digital Innovation
Continuous
Innovation
Data-Driven
Marketing
• Data-driven
experience
• Single experience –
data integration
• Outcome-focused
metrics
e.g., sales, not clicks
• Agile marketing
• Flexible
• Continuous
improvement
• Action-oriented
• Testing
55. www.SolutionMarketingStrategies.com p55© 2009-2015
Thank You!
Steve Robins
Principal
Solution Marketing Strategies
www.SolutionMarketingStrategies.com
s.robins [at] SolutionMKT [dot] com
SolutionMarketingStrategies.com
LinkedIn.com/in/SteveRobins1
@SteveRobins
SolutionMarketingBlog.com
techtarget.com/contributor/Steve-Robins
Solution Marketing Pros LinkedIn group
58. www.SolutionMarketingStrategies.com p58© 2009-2015
Solution Marketing Strategies Helps Companies
Build Complete Marketing Strategies
Understand the market
– Market sizing
– Competitive analysis
– Win/loss
Target the right segments, develop solution roadmap
– Segmentation analysis
– Buyer, user personas
– Solution portfolio
Message compelling value propositions
– Targeted messages that demonstrate value
– Sales tools, web content creation
Market your solution with modern marketing techniques
– Inbound, content marketing
– Lead generation, nurture campaigns
– Product Launches