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Motorola Solutions put it in its name. Dow Chemical launched a new ad campaign around it. IBM has made it a core part of its business. Solutions marketing-an approach that focuses on offering a combination of products and services to help solve unique customer problems-is being embraced by all types of b2b marketers. But not everyone understands what it is or how to do it.
"Solutions marketing is incredibly complex. It is not for light-weights," said Steve Hurley, managing director of Solutions Insights, a solutions marketing consultancy that recently released a study on the evolving role of solutions marketers at organizations. The study was conducted in conjunction with the Information Technology Services Marketing Association.
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