Group Case Study

“We are going completely inbound.”

Honesty,

respect and

humility with each other, our partners, and our customers.

An environment

where great people work

together to contribute to the overall

direction of the company.

Open communication

throughout the entire company.

Quality in everything

we do.

DRIVE EXCELLENCE

What is the culture like?

What does Kepware Technologies do?

CONNECTINDUSTRIAL CONTROL SYSTEM

• A communications platform is the heart of an Industrial Control System.

• It moves critical information from Point A to Point B.

• It serves as the communications bridge between diverse hardware and software applications.

• It enables great decision-making from the shop floor to the top floor by providing consistent, reliable data.

Kepware plays a role in the story of anything you eat, use, drive, or sit on.

Who do they do it for?

2012 Fortune 500 2012 IndustryWeek 500

Kepware serves over 60% of the top 100 companies from the 2012 Fortune 500

annual rankings&

96% of the top 100 companies in the 2012 IndustryWeek 500.

From which industries?From plant floor to wellsite to windfarm, Kepware is proud to serve a wide range of customers in a variety of international vertical markets. These include manufacturing, oil and gas, building automation, power distribution, and more.

Focus on connectivity.

A product company.

Commitment to quality control and technical support.

Privately owned.

Rebranded by leading OEMs.

OPC certified.

Market driven approach.

Why do customers buy from them?

What are the perceived challenges?① Complex and varied buying process for large orders with multiple buyers and sellers.

② Selling to highly technical engineering companies with long buying cycles in a much more regulated industry.

③ Inside sales team is getting more leads than they can follow up with. (1000 to 4 people) Need to hand over higher quality leads to save them time.

④ Convert more organic search into buyers to scale smaller online orders.

⑤ Build sales confidence in the marketing effort.

“We are selling to a wide variety of end users, system integrators and distributors with the same message and sales approach.”

It’s not uncommon.

What are the goals and objectives?20% annual revenue growth by increasing customer retention and average transaction price.

The plan: Align sales, marketing and service around buyer personae by industry vertical.

① Develop buyer personaes and map the buyer's journey for 3 primary vertical markets.

② Get buy-in from key stakeholders and train the company on these personaes.③ Build lists centered around buyer personaes and buyer's lifecycle. ④ Refine our messaging in all channels (email, social, PPC, PR, and advertising) based

on our buyer personaes and lifecycle knowledge.⑤ Work with sales team on lead scoring. Monitor results, and continue to tweak over

time. ⑥ Work with sales team on building and finalizing an SLA for 2014.

Why is this the plan?

Hubspot = marketing automation & reporting

Salesforce = CRM

Basecamp = collaboration

What internal resources are available?

Technology TimeTeam meetings = 1 hour per week

Buyer Personae = 2 hours per week

PeopleSales4 inside sales team members4 channel sales team managers3 product managers

Marketing2 Web developers1 digital marketing manager1 social media marketing manager1 marketing communications manager

How will Kepware do it?

How will Kepware get started?

Cross- Team Collaboration: Weekly meetings to establish rapport, determine the numbers, and develop the buyer personae.

Numbers: For a common language, mutual accountability and reliance on data.

Buyer Personae: For a common focus, language and a means to maintain open communications.

Segment & prioritize

Oil & Gas Manufacturing Power Distribution

①Who is involved in the buying process?

②How do they use the product or service?

③What problems does it solve for them?

④How much of the revenue goal is to be attributed to this segment?

Numbers: Speak the same language

Buyer Personae: Speak the same language as the customer

Oil & Gas

Who is involved in the buying process?

Rig engineer= End User *can also be the decision maker for smaller orders and buy direct or a returning customer to buy additional license seats.

Information Systems= Influencer *can also be a third party systems integrator who works on a retainer or per project basis for the end user.

Decision Maker= CIO, CFO, COO * only applies to larger orders

How do they use the product or service?What problems does it solve for them?What is the revenue goal?

Suggestions & Questions

• Your turn (s).

What’s next.

• Ongoing discussion for the case-study in the Linkedin group.

• Next meeting- Kepware update on the progress on their weekly meetings, their numbers, and buyer personae for the oil & gas market.