Posts Tagged "solutions"

The Role of Thought Leadership in Marketing Solutions at IBM

I’m guessing that it won’t surprise many of you that IBM is considered as a leader in the area of Thought Leadership.  Marketing campaigns like Smarter Planet and Watson have been platforms for great new ideas and innovative thinking within IBM that have addressed critical world issues.  The[...]
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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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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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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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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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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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Customer references and solutions marketing: Building blocks for business impact

B2B marketers focused on high value solutions know that customer evidence is like gold. Great products may sell themselves based on features or price. But when you're asking business buyers to invest serious money in a complex solution, typically involving a customized mix of products and services,[...]
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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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