-What is an integrated marketing campaign? -What are the foundational elements that must be addressed? -How do you know you've succeeded?

1. Marketing to Engineers
How To Create an Integrated
Marketing Plan
….painlessly
Maryanne Steidinger, Dir. Software Marketing, Schneider Electric

3. What I’ll Cover
What is an integrated marketing
campaign?
What are the foundational
elements?
How do you know you’ve
succeeded?

4. All aspects of
getting your
message/product
to market
Consistently
Effectively
Measurably
Integrated
Marketing
Plan

5. Driving Guidance: the “4 P’s”
of Marketing

6. Elements of an Integrated
Marketing Plan (from 4P’s)
• Establish the prices
• Understand the product (positioning/value
statements)
• Who are your customers?
• Develop or prepare your channels
• Promote it!
– Understand who your influencers are
– Direct & indirect
– Consistent look/feel/images throughout campaign

7. What are you selling & who are you
selling it to?
Understand your buyer: habits, info gathering
Go there & create your materials to reach them
Support the buying cycle

8. Prepare Your Channels
• Pricing strategy
• Packaging
• How to sell
• Education
• Promotions
• Over-communicate

9. Who can influence your sale?
Be present
Be active
Use for thought leadership & promotional activities

10. How do you get your plan done?
• Make it measurable
• Socialize it
• Get it bought off
• EXECUTE WHILE YOU CAN things
change
• Iterate

11. What makes it “integrated”
• Consistent look & feel across all venues
• Consistent messaging & call to actions
• Using all elements to build to goal
Email signatures
Banner ads
Web ads
Printed ads
Sales decks
Social

12. Social Media
Imperative
“Cheap”
Simple
Effort
What you need:
•Content experts
•Social knowledge
•Commitment to the process
What you get:
•Followers/Community
•Dialogue
•Thought leadership

13. Example: “Blog Central”
Subject Matter Experts
Separate Communities
Share ideas, concepts
Repost industry news
with commentary

14. Have You Succeeded?
• Sales are one measure
• But what about…external
– Thought leadership
– ROI’s/RFP’s/inquiries
– Invites by analysts/media/events
– Social chatter
– Becoming the norm
• Internal
– Sales force/s are educated & selling
– Your “ecosystem” (partners, etc.) are engaged
– Pipeline/mindshare is building
– It becomes natural vs an afterthought to offer

15. Thank you!
Maryanne.steidinger@invensys.com