solution marketing - driving higher margins

Tina Flodin December 8, 2015 Seminar with Abissa Alliance Academy Summary version

Solution Marketing – Driving Higher Margins

b2market Tina Flodin December 8, 2015 Copyright © 2

Agenda

� Introduction � Segmentation � Solutions � Value proposition design � Benefits identification � Solution marketing � Sales tools � Marcom planning � Discussion


Objective

Review solution marketing from both a strategic and tactical perspective, and discuss practical examples


Segmentation

� Definition segment A group of customers with similar buying criteria and similar needs

� Definition segmentation A marketing strategy that groups customers with common needs, and then design and implementation of strategies to target them

Example ?


Solutions

� Definition solution A solution is a complete and integrated offering that includes everything required to solve a customer problem

Technology/Products

People

Process

Information

Solution services/

Integration

Complete solution to meet customer requirements

Example ?


Value proposition design

� Starting point for designing your offerings � Focus on the customer need is essential!

� For what industry segment are you making an offering? � What benefits are you offering? � How are benefits unique to competition? � Price based on value delivered

value proposition design

target segments

unique benefits

value price


Benefits

Feature Benefit •  A distinctive attribute or aspect

of something •  A typical quality or an important

part of something

•  Good and helpful result or effect

•  Explains how value is created •  Satisfies the customer’s needs

Example ?


Solution marketing

•  Definition solution marketing The process of defining, educating and providing access to complete and integrated solutions

•  Solution marketing to support solution providers selling complex solutions

Technology/Products

People

Process

Information

Solution services/

Integration


SIVA marketing mix

Instead of… Focus on…

Product Solution Design offering by needs to solve customer’s problems, not by technology, functionality or features

Promotion Information Provide relevant information and maintain educational dialogue with the marketplace, rather than one-way push communications

Price Value Articulate benefits related to price, rather than focusing on cost-plus or competitor prices

Place Access Allow customers to purchase when where and how they want, instead of static distribution


Sales enablement

� Lead generation � Sales support tools � Distribution channel support � Training

successful sales

prospect pipeline training tools

technology

benefits values


Sales tools

tool format Solution overview with benefits presentation, brochure,

animation…

CRM integration

Product technical information presentation, fact sheet, app… Pricing and configuration tools excel, app… Demos video, animation… Customer success stories and testimonials

fact sheet, video…

Offer and contract management document, presentation… Sales guide with market and segment overview, sales approach per segment, target customers, identified personas, competitive analysis, etc.

document, presentation, app…

Value selling training workshop long version, webinar short version…

Empower your sales force with consultative tools for effective sales Example ?


Marketing communications (marcom) plan structure

� Current situation analysis � Objectives � Key message � Marketing mix and activities � Budget and scheduling � Evaluation � Executive summary

The marcom plan

Thank you

Tina Flodin Marketing Consultant [email protected] +41 78 9418255 www.b2market.ch