Category - "most-recent-blogs"

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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