Empowered consumers, content marketing, social selling, agile marketing and an explosion of new marketing (martech) tools: the world of marketing is rapidly evolving. Join this interactive discussion about the challenges, opportunities and imperatives of the new marketing department of today. What’s working? What’s not? What needs to change? What does the marketing 3.0 department look like? What is its mission and goals? About Steve Robins Steve Robins is the principal of Solution Marketing Strategies. For the last 15 years, Steve Robins has been transforming technology firms into market-leading, customer-focused solution providers. He's held senior marketing roles at FirstBest Systems, EMC Documentum, and KANA Software. An industry thought-leader, Steve started the top-rated solution marketing blog, writes a marketing tech column for TechTarget, and has co-chaired the ProductCamp Boston unconference for several years.

1. © 2011
www.SolutionMarketingStrategies.com
Marketing 3.0Marketing 3.0 –– Discussion NotesDiscussion Notes
ProductCamp Boston 2015ProductCamp Boston 2015
Session Leader: Steve Robins
May 2, 2015

2. www.SolutionMarketingStrategies.com p2© 2009-2015
Session DescriptionSession Description
Empowered consumers, content marketing, social selling,
agile marketing and an explosion of new marketing
(martech) tools: the world of marketing is rapidly
evolving.
Join this interactive discussion about the challenges,
opportunities and imperatives of the new marketing
department of today. What’s working? What’s not? What
needs to change? What does the marketing 3.0
department look like? What is its mission and goals?
Session leader: Steve Robins
Scribe: Tara Kelley – thanks!!

3. www.SolutionMarketingStrategies.com p3© 2009-2015
Session Notes Follow…Session Notes Follow…
 Following is a recap of the group’s discussion

4. www.SolutionMarketingStrategies.com p4© 2009-2015
Notes from the Group DiscussionNotes from the Group Discussion
(transcript)(transcript)

5. www.SolutionMarketingStrategies.com p5© 2009-2015
What Are Your Marketing Challenges Today? (1)What Are Your Marketing Challenges Today? (1)
 Sales and go-to-market
– Multiple routes to market & the need for different specialists within Marketing departments
– Marketing & Sales silos
 Marketing & sales to be aligned
 Customers and prospects
– Specific competence by segment
– Our customers market for us – how can we use that?
– Keeping in mind that we’re marketing to PEOPLE
 Data
– Good news is: we’re getting a lot of data! Bad news: we’re getting a lot of data!
– Knowing what to use & how to use it

6. www.SolutionMarketingStrategies.com p6© 2009-2015
What Are Your Marketing Challenges Today? (2)What Are Your Marketing Challenges Today? (2)
 Market forces
– Timing – things moving quickly
– Figuring out how to utilize what has been successful for others (e.g. Uber & AirBnB)
 Marketing staff and training
– Making sure that people understand marketing trends
– New marketers are not learning on the job strategies (for long term use)
– Marketing not being able to keep up with the organization
 Structure & culture
 Marketing not able to be agile, nimble & fast
 Marketing spend, optimization
– Need to not only be aware of over-spending, but also under-spending
– Marketing today is about testing & optimizing over time – what works? How do you know it
works?
 Make sure you are testing effectively

7. www.SolutionMarketingStrategies.com p7© 2009-2015
Marketing 3.0 Strategy (1)Marketing 3.0 Strategy (1)
 Sales and go-to-market
– Apply a value to each road to market
 Don’t forget to include barriers
– Sales & marketing alignment
 Agree on what is a lead
– Dedicated sales enablement
– The cost of your route to go-to-market
 Customers and prospects
– Define your audience – your personas
 Need to recognize that you have multiple customers and align to that
– Understand your customers’ challenges
– Find out where your customers are getting your knowledge
– Customer success management
Bold = most
important

8. www.SolutionMarketingStrategies.com p8© 2009-2015
Marketing 3.0 Strategy (2)Marketing 3.0 Strategy (2)
 Data
– Define what data is important to your [company’s] success
 Segment effectively
 Quality
 Mashup with external data
– Think about what the impact of data is.
 Marketing strategy and messaging
– Value prop
 …Which will vary by specific personas and platforms
– Content is still king – need (outstanding) market-ready content; need people who will drive
content creation
– UX/design

9. www.SolutionMarketingStrategies.com p9© 2009-2015
Marketing 3.0 Strategy (3)Marketing 3.0 Strategy (3)
 Marketing staff and training
– Need to know: where are your current competencies within your Marketing department?
– Employ:
 Data scientist
 Marketing Operations (CMO) function – including analytics
 Marketing CIO
 Data/analytical
 Marketing spend and optimization
 Management dashboards

10. www.SolutionMarketingStrategies.com p10© 2009-2015
• Provide a solution
methodology for Marketing
• Discipline, rigor,
consistency – best
practices
• Help Marketing to work with
Sales
• How:
• Solution Marketing
Blog
• LinkedIn Group
• Provide a solution
methodology for Marketing
• Discipline, rigor,
consistency – best
practices
• Help Marketing to work with
Sales
• How:
• Solution Marketing
Blog
• LinkedIn Group
Steve RobinsSteve Robins
 15+ years in solution marketing
– Expertise in solution, industry and product marketing
– Experience: FirstBest Systems, Solution Marketing
Strategies, EMC Documentum, KANA,
The Yankee Group
 Founder, The Solution Marketing Blog,
Top-rated solution marketing blog
 Martech columnist for TechTarget
 Inbound Marketing Certified
Professional
LinkedIn.com/in/SteveRobins1
Twitter.com/SteveRobins
SolutionMarketingBlog.com