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© 2011
www.SolutionMarketingStrategies.com
Digital Transformation:
New Solutions,
New Marketing Opportunities
Steve Robins
November 17, 2015
www.SolutionMarketingStrategies.com p13 © 2009-2015
Steve Robins
Principal,
Solution Marketing Strategies
Solution marketing
strategy, best
practices
Martech
research,
Deployment
Marketing
leadership
www.SolutionMarketingStrategies.com p14 © 2009-2015
Agenda
A rapidly changing world
Digital transformation
Digital transformation model for marketing
– Know the customer
– Solutions
– Go-To-Market
Wrap-up, Q&A
www.SolutionMarketingStrategies.com p15 © 2009-2015
Rapid Change
67 Years
15 Years
1922 2012
Average Lifespan of S&P 500 Company
New members of
S&P 500 2012 2020
75% Source: Professor Richard Foster, Yale University
www.SolutionMarketingStrategies.com p16 © 2009-2015
0:00
1:00
2:00
3:00
4:00
5:00
6:00
TV Radio Print Digital Other
2011 2015
US Adults – Average Time Spent/Day
Source: Avinash Kaushik based on eMarketer 10/7/2015
Total Hours
2011 2015
11:08 12:00
www.SolutionMarketingStrategies.com p17 © 2009-2015
0:00
1:00
2:00
3:00
4:00
5:00
6:00
TV Radio Print Digital Other
2011 2015
O O
D/L
D/L
M
M
V
Mobile Driving Digital Growth
Source: Avinash Kaushik based on eMarketer 10/7/2015
Total Hours
2011 2015
11:08 12:00
www.SolutionMarketingStrategies.com p18 © 2009-2015
Buyers Spending Less Time with Sales
Percentage of Buyer’s Journey completed
prior to engaging with sales
(57-70%)
Source: CEB as quoted in Sales and Marketing Management, March 2015
57%
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
www.SolutionMarketingStrategies.com p23 © 2009-2015
Martech Vendors Exploding
100
350
700
947
1876
2011 2012 2013 2014 2015
Source: Scott Brinker, Chief Martech, 2014 to 2015
Note: 2013 is estimated
www.SolutionMarketingStrategies.com p27 © 2009-2015
Digital Transformation
Digital
Customer
Experience
Source: Brian Solis, Altimeter Group
Digital
Transfor-
mation
Team
Vision/
Leadership
www.SolutionMarketingStrategies.com p28 © 2009-2015
Digital Transformation
Digital
Transfor-
mation
Team
Vision/
Leadership
Solutions
Go-To-
Market
Know the
Customer
www.SolutionMarketingStrategies.com p29 © 2009-2015
Focus for Today
What we market
and sell
How we market
and sell
Solutions
Go-To-
Market
Know the
Customer
Who will buy and
use the offering
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
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?
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
Ab
ou
t m
e W
hat
I’m
th
inki
ng
www.SolutionMarketingStrategies.com p34 © 2009-2015
Know the Buyer’s Journey
Map campaigns to buyer’s journey
How can you add digital to support the
buyer’s journey?
Chart source: Customerthink.com
www.SolutionMarketingStrategies.com p37 © 2009-2015
Services
In a Complex World, Customers Want Complete Solutions
Customer,
Pains,
Outcomes
User Experience
Process
Content/Data/ Community
Solution Marketing Strategies
Solution Framework™
Tech-nology
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
www.SolutionMarketingStrategies.com p40 © 2009-2015
Case Study: Uber
Request ride
Receive text alerts,
status
See fare quote
Pay without
cash
Rate the driver
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
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
www.SolutionMarketingStrategies.com p44 © 2009-2015
Services
Solution Framework
Customer,
Pains,
Outcomes
User Experience
Process
Content/Data/ Community
Solution Marketing Strategies
Solution Framework™
Tech-nology
www.SolutionMarketingStrategies.com p45 © 2009-2015
Digital Innovation
Solve more of the problem
Provide end-to-end experience
Solve more problems
www.SolutionMarketingStrategies.com p46 © 2009-2015
Digital Innovation
Add new components
Incorporate new/more digital
technologies
Content Data/
Analytics Community
• Mobile
• Beacons
• Internet of Things
• Wearables
• Makers
• Cloud
www.SolutionMarketingStrategies.com p48 © 2009-2015
The 4 P’s – All About the Company
Place
Product
Pro- motion
Price
Company
“Build it and
they will come”
Outbound,
interruption
marketing
Cost-plus;
margin is king
Best channels
for us to sell
the product
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™
www.SolutionMarketingStrategies.com p50 © 2009-2015
Digital Innovation
Educate Engage
• Social
• Social monitoring
• Interactive content
• User contests
• Videos
• Images
• Blogs
• Bylines
• eBooks
• White papers
• Case studies
• SEO/SEM
www.SolutionMarketingStrategies.com p51 © 2009-2015
Digital Innovation
New Pricing Models
Customer-Focused Access
• Omni-channel
• Cloud
• Mobile apps
• HTML5
• Seamless
experience across
devices
• Peak pricing
• Usage-based
pricing
• ROI models
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
www.SolutionMarketingStrategies.com p53 © 2009-2015
Digital Innovation Starts with the Buyer/Customer
Automate Marketing to Sales
www.SolutionMarketingStrategies.com p54 © 2009-2015
Digital Transformation
What we market and
sell
How we market and
sell
Solutions
Go-To-
Market
Know the
Customer
Who will buy and
use the offering
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
www.SolutionMarketingStrategies.com p57 © 2009-2015
Solution Marketing Strategies
Helping companies better understand customers,
and develop and market targeted solutions that grow revenue
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