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.