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Posts Tagged "marketing-innovation"

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SolutionsInsights

Solutions Success Story: How DuPont Built a Services-Led Solutions Business

All of the solutions success stories that we’ve written over the past few months have shown how technology-based companies have become more customer-centric by creating solutions that seamlessly integrate both products and services. It’s important to understand, however, the move to solutions[...]
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SolutionsInsights

Solutions Success Story: HP backs solutions rhetoric with organization change and investment

Everyone talks about "solutions" these days but few seem to invest in the changes necessary to move beyond the rhetoric. For example, truly developing, marketing, and selling integrated B2B solutions typically requires both a strong focus from the top down and a new alignment from the bottom[...]
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Steve Hurley

Solutions Success Story: How TELUS helped its sales force succeed in selling solutions

Here's a common scenario: A company spends significant time and energy create a new set of solutions for a specific market segment. A cross-business unit board agrees to support the new initiative and asks Marketing to put together a go-to-market plan for the new solutions. The marketing team rolls[...]
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Steve Hurley

Solutions marketing and ABM: Recommendations for making them work well together

For companies that are committed to building and selling solutions, understanding how to adapt marketing tools and activities to support the more complex and higher value solutions offerings is critical.  One area of B2B marketing where solutions go-to-market principles need to be applied is[...]
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Steve Hurley

Solutions Success Story: How VMware shifted its go to market strategy to a solutions focus

VMware, a software company focused on virtualization and cloud computing, recently faced a classic dilemma that many companies, especially technology-based companies, have encountered. The business model was to develop and sell software packages. These packages were created and sold as products --[...]
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Rob Leavitt

B2B marketing as media: Six ways to think like an editor

B2B marketers in great numbers have jumped on the content marketing bandwagon and embraced the idea that marketing needs to be more like media. We have to focus on providing "readers" and "viewers" (i.e., customers, prospects, and other stakeholders) with interesting and useful material on a[...]
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Steve Hurley

Using account-based marketing to create and market new solutions

B2B companies committed to selling high value solutions often struggle where the rubber meets the road: the individual customer or prospect. Their websites highlight "solutions" and marketers pump out collateral that talks about their customers' business problem, but they have a much tougher time[...]
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by
Steve Hurley

Solutions Marketing: The four P's are OVER

Virtually every marketing student on the planet can recite the 4 P’s: Product, Price, Place and Promotion. Since the early 1960's when Harvard Business School professor Neil Borden first described them as key elements of the marketing mix, the 4 P's have held their ground as the foundational[...]
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