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 CyberEdge 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.