Category - "most-recent-blogs"

A New Opportunity for IT Solutions Marketers: Outsourced Engineering Services

According to recent research, the global spend on engineering services is expected to exceed $1 trillion by 2020, a growth of 50% from 2012. A fair amount of this will likely be outsourced offshore to places like India where 225 new R&D centers were set up in the last five years per industry[...]
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Solutions vs. Product Development Processes: Are They Different?

A previous survey that we conducted a little over a year ago revealed that professional marketers who are responsible for developing new solutions feel that the activities, methods and processes that they employ are different from those used to create new products.  Are they right?  Are the[...]
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Companies are Finally Investing in Solutions Marketing!

Rich Vancil, Group Vice President at International Data Corporation, delivered a webinar in December on IDC’s predictions for CMOs in 2014.   As one would expect from IDC, the presentation was engaging, thought-provoking and different from many other presentations I’ve seen that have made CMO[...]
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When Marketing is Strategy – a Lesson for Solution Providers

A recent article in the Harvard Business Review, entitled “When Strategy is Marketing” (Dawar, December, 2013)  got me thinking seriously how downstream, market-facing activities can impact a company’s planning around designing and delivering successful solution offerings. As a start, it[...]
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Solutions Marketing: What are 5 Key Factors to a Successful Transition from Products to Solutions?

I recently had a conversation with two marketers working for a bio-tech company.  Their challenge sounded very familiar: how to effectively combine their company’s products and services to create solutions that address  their customers’ real needs and opportunities.  As we talked, one of[...]
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Solutions Marketing: Thinking Differently to Build an Award Winning, Customer-Centric Solution

Several years ago, the Solution Insights team worked with a group of marketers and solutions executives to agree on what we meant when we said that a company created, marketed and sold a “solution.”  We received input from senior level marketers in a range of businesses and industries,[...]
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Solutions Marketing: How to Manage a Successful Thought Leadership Program

An Interview with Michael Brenner, VP of Marketing and Content Strategy at SAP Solutions, in a B2B context, are typically offerings that are complex, high value and intangible. Using traditional push marketing techniques that are more commonly used for product marketing hasn’t been viewed as very[...]
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Solutions Marketers: What Are Companies Looking For?

Over the last decade, the move to solutions by global companies has been steadily growing.  More and more B2B companies – in nearly every industry – have realized that merely producing and selling good products will, sooner or later, hamper their growth and profitability. Customers can no[...]
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