The Solution Brief: Product Marketing’s Swiss Army Knife
The vast majority of sales tools promoted by tech vendors are clear cut and well-defined, such as datasheets, customer case studies, white papers, eBooks, and blogs. But there is one sales tool that is far more “malleable” – the solution brief.
If you ask 10 marketers what a solution brief is, you’ll probably get 11 responses. But that’s the beauty of the solution brief. You can make it anything you want it to be!
A solution brief is typically a 2-4 page brochure, or a 4-6 page white paper, the covers any or all of the following topics:
- Horizontal solution (i.e., use case) that spans multiple industries, including hot topics of the day (e.g., cyberthreat hunting, zero trust architectures, big data)
- Vertical solution that addresses the needs of one particular industry (e.g., healthcare, retail, financial services)
- Compliance solution that addresses how a tech vendor’s product can help its clients establish and maintain compliance with a specific government or industry regulation (e.g., PCI DSS, HIPAA, FISMA)
- Integrated solution that describes how a tech vendor’s product(s) can integrate with one or more third-party products to solve a particular challenge
The following are two of many examples of solution briefs created by LeadingEdge on behalf of our clients:
So, the next time you need to create a brochure or short white paper and you don’t know how to classify it, try “solution brief” on for size.
Click here to to see how LeadingEdge can help you create custom solution briefs.
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