Marketing New Product Introductions in Mobility & SaaS: Ideation to Marketing Execution
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-Market dynamics and changes -Results oriented marketing for new products -Barriers & opportunities
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Marketing New Product Introductions in Mobility & SaaS: Ideation to Marketing Execution
- 1. Marketing to Engineers New Product Introductions in Mobility & SaaS: Ideation to Marketing Execution Rob McGreevy, Vice President & Line of Business Head, Schneider Electric
- 2. Context & Assumptions Context: • Manufacturing & Infrastructure Industries • Engineering & IT; Operations • NPI vs. Existing Assumptions: • “Basics” are covered • 4Cs/4Ps Maryanne will cover integrated Marketing planning And other facets of program methodologies used.
- 3. Focus for this session Wonderware On-Line & SmartGlance New Product Introduction • Audience • Challenges • Opportunities • Considerations • Execution
- 4. Topics • Perspective • The Product / Offering • Market Opportunities and Challenges • Marketing Plan and Execution
- 5. Perspective: Audience and Challenges
- 6. Perspective is Important “We must look at the lens through which we see the world, as well as the world we see, and that the lens itself shapes how we interpret the world.” - Stephen R. Covey Requirements Value Risk Reward
- 7. Modern Engineer(ing) • Multiple Hats – IT, Engineering – “Customer Facing”
- 8. Modern Engineer(ing) Industry Drivers • Workforce Dynamics • Productivity • Safety, Compliance • Agility, Adaptability • Standards • Security • Collaboration • Empowerment • Connected Technology Trends • Virtualization • Mobile, Web • Cloud/SaaS • Connectivity • Big Data • Analytics • Simulation • IoT • Market Dynamics
- 9. Modern Engineer(ing) • Innovation, Technology – “Pragmatically” Applied
- 10. Modern Engineer(ing) • Healthy Skepticism – Show me
- 11. …And Cool Stuff!
- 12. How do we… Give them more time Make life Easier Cool Technology Address Industry… Technology… Business Challenges Credibly
- 13. Seamless process and production Experience Case study (sort of…)
- 14. Wonderware Online & SmartGlance Offering/Product • Cloud Based Data Collection • Mobile Client Applications & Content Value • Real-Time Decisions Anywhere • Prioritize Work, Business Demands • Easy to install, manage • Cost effective: SaaS / Hosted Subscription
- 17. Market Opportunity and Challenges
- 18. Market Opportunity… Addresses Key areas • Valuable • Innovative (1st) • Industry & Tech Trends • Modern • Cool
- 19. Market Challenges… “I Don’t get it” “Does it work?” “Is it real, proven?” How Is it Better? “What about…” Security, Privacy… Educate Market Demonstrate Proof (customer) Value proposition Protected, Secure, Private…
- 20. Marketing Plan and Execution
- 21. Marketing Plan of Attack Learn from & Partner with Leaders • > Voice • Reach • Credibility • Collaboration • Missionary Work • Funding
- 22. Education • Market – Webinars, Seminars – UG/SAMC • Press/Media – Magazines/On-line Properties – Partners • Analysts updates – Briefings (ARC, Gartner) • Customers – UG meetings, news letters, roadmaps Marketing Plan of Attack
- 23. Credibility, Proof • Demonstrations – Download – Sample system – Try Buy • Early adopter – Ensure success • Customer Success Marketing Plan of Attack
- 26. Get the word out • Leverage 101 materials/efforts • Awareness – Web – Ads – Roadshows – Social media • Focus – Value focused – Customer facing Marketing Plan of Attack
- 27. Other Items – Be Flexible: Iterate/Refine – Listen to feedback – Learn Marketing Plan of Attack
- 28. In Closing Successful Marketing for New Product Introductions • Audience • Challenges • Opportunities • Considerations • Execution • Educate • Demonstrate • Prove - Value • Address Objections • Execute like Mad!