Al Morgan and Dale Rensing

Solution selling. Four marketing tactics that can help you get ahead.

As we’ve discussed, solution selling is different from other sales in the fact that you need to bring multiple stakeholders to the conclusion that your solution is the best option. By identifying specific stakeholder personas, you can craft your content to target their specific pain points. And by understanding where and when to target them …

Solution selling. Four marketing tactics that can help you get ahead. Read More »

Solution selling. Four marketing tactics that can help you get ahead.

influencerAl Morgan, Director of Solution Marketing and Dale Rensing, Porter Consulting Senior Market Analyst

As we’ve discussed, solution selling is different from other sales in the fact that you need to bring multiple stakeholders to the conclusion that your solution is the best option. By identifying specific stakeholder personas, you can craft your content to target their specific pain points. And by understanding where and when to target them along the buyer’s journey, you know what pieces of collateral you need to create to bring your message to their doorstep.

Now we’d like to give you some practical advice on the last mile: four marketing tactics to get your message absorbed and acted on. The tactics are Social Media, Direct Marketing, Sales Tools, and Gated Content.

Solution selling. It’s all about delivering the right content to the right person at the right time.

contentBy Al Morgan, Director of Solution Marketing and Dale Rensing, Porter Consulting Senior Market Analyst

In our previous blog on solution selling, we discussed the importance of understanding your customer well enough so that you could create a profile for each stakeholder in the decision-making process. In this blog, we will focus on mapping content to different points in the buyer’s journey. Applying best fit marketing tools at each point can help you get your messages to the right stakeholder at the right time.

Although there are variations, the buyer’s journey encompasses three stages: Awareness, Consideration, and Decision. Marketing tasks vary by stage, requiring marketers to influence customer thinking in different ways across the journey.

Solution selling: stakeholder personas

stakeholders Porter ConsultingAl Morgan, Director of Solution Marketing and Dale Rensing, Porter Consulting Senior Market Analyst

In our previous blog, we discussed how important solution selling has become and the complexity it introduces. We also outlined three steps one can take to be successful at marketing solutions. They include:

  1. Establish stakeholder persona templates
  2. Map content delivery according to the buyer’s journey
  3. Focus on role-specific message marketing that targets value propositions to each stakeholder

Let’s take a closer look at how establishing stakeholder persona templates can support the solution selling process.

Solution selling: yes, it’s more complex, but it’s what today’s customers demand.

Al Morgan, Director of Solution Marketing and Dale Rensing, Porter Consulting Senior Market Analyst

sparklyToday’s buyers are highly informed, being well-served by an internet that lets them broadly research individual products. But the data deluge they encounter can also serve to confuse matters. If they have a need for speed and simplicity, they will often gravitate to predefined or pre-configured product combinations. Their needs, however, are not always simple and often involve a combination of products. In an effort to capture these customers, solution selling is more vital than ever before.

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