Digital transformation - New Solutions, New Marketing Opportunities (Steve Robins, Nov 17, 2015)

© 2011
www.SolutionMarketingStrategies.com
Digital Transformation:
New Solutions,
New Marketing Opportunities
Steve Robins
November 17, 2015

© 2011
Predictability

© 2011
1955

© 2011
2005

© 2011
2015

From
Digital Disruption
to
Digital Transformation

www.SolutionMarketingStrategies.com p13© 2009-2015
Steve Robins
Principal,
Solution Marketing Strategies
Solution marketing
strategy, best
practices
Martech
research,
Deployment
Marketing
leadership

Agenda
A rapidly changing world
Digital transformation
Digital transformation model for
marketing
– Know the customer
– Solutions
– Go-To-Market
Wrap-up, Q&A

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

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

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

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%

Consumerization of Everything

I Think Simple is Better

Platforms Dominate Content & App Consumption

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

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

Transform and Disrupt,
Or Be

Digital
Customer
Experience
Source: Brian Solis, Altimeter Group
Digital
Transfor-
mation
Team
Vision/
Leadership

Digital
Transfor-
mation
Team
Vision/
Leadership
Solutions
Go-To-
Market
Know the
Customer

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

Know the Customer
Know the
Customer

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

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?

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
AboutmeWhatI’mthinking

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

Know the Buyer’s Journey
Source: Ailinean

New Solutions
Solutions

Services
In a Complex World,
Customers Want Complete Solutions
Customer,
Pains,
Outcomes
User
Experience
Process
Content/Data/
Community
Solution Framework™
Tech-
nology

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

Case Study: Uber
Photos: Wikipedia

Case Study: Uber
Request
ride
Receive
text alerts,
status
See fare
quote
Pay
without
cash
Rate the
driver

Services
Case Study: Uber
Customer,
Pains,
Outcomes
User
Experience
Process
Content/Data/
Community
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

Case Study: CabinetM

Services
Case Study: CabinetM
Customer,
Pains,
Outcomes
User
Experience
Process
Content/Data/
Community
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

Services
Solution Framework
Customer,
Pains,
Outcomes
User
Experience
Process
Content/Data/
Community
Tech-
nology

Digital Innovation
Solve more of
the problem
Provide end-to-
end experience
Solve more
problems

Digital Innovation
Add new
components
Incorporate
new/more digital
technologies
Content
Data/
Analytics
Community
• Mobile
• Beacons
• Internet of Things
• Wearables
• Makers
• Cloud

Go-To-Market
Go-to-
Market

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

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 Framework™

Digital Innovation
Educate Engage
• Social
• Social monitoring
• Interactive content
• User contests
• Videos
• Images
• Blogs
• Bylines
• eBooks
• White papers
• Case studies
• SEO/SEM

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

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

Digital Innovation Starts with the Buyer/Customer
Automate
Marketing to Sales

What
we market and
sell
How
we market and
sell
Solutions
Go-To-
Market
Know the
Customer
Who
will buy and
use the offering

Thank You!
Steve Robins
Principal
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

Helping companies
better understand customers,
and develop and market
targeted solutions
that grow revenue

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

Digital transformation - New Solutions, New Marketing Opportunities (Steve Robins, Nov 17, 2015)

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