Solution Marketing - Driving Higher Margins
-
Upload
tina-martina-flodin -
Category
Marketing
-
view
13.566 -
download
0
Transcript of 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
b2market Tina Flodin December 8, 2015 Copyright © 3
Objective
Review solution marketing from both a strategic and tactical perspective, and discuss practical examples
b2market Tina Flodin December 8, 2015 Copyright © 4
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 ?
b2market Tina Flodin December 8, 2015 Copyright © 5
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 ?
b2market Tina Flodin December 8, 2015 Copyright © 6
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
b2market Tina Flodin December 8, 2015 Copyright © 7
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 ?
b2market Tina Flodin December 8, 2015 Copyright © 8
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
b2market Tina Flodin December 8, 2015 Copyright © 9
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
b2market Tina Flodin December 8, 2015 Copyright © 10
Sales enablement
� Lead generation � Sales support tools � Distribution channel support � Training
successful sales
prospect pipeline training tools
technology
benefits values
b2market Tina Flodin December 8, 2015 Copyright © 11
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 ?
b2market Tina Flodin December 8, 2015 Copyright © 12
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