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Marketing New Product Introductions in Mobility & SaaS: Ideation to Marketing Execution
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Transcript of Marketing New Product Introductions in Mobility & SaaS: Ideation to Marketing Execution
Marketing to EngineersNew Product Introductions in Mobility & SaaS: Ideation to Marketing Execution
Rob McGreevy, Vice President & Line of Business Head, Schneider Electric
Context & Assumptions
Context:• Manufacturing & Infrastructure Industries• Engineering & IT; Operations• NPI vs. Existing
Assumptions:• “Basics” are covered • 4Cs/4Ps
Maryanne will cover integrated Marketing planningAnd other facets of program methodologies used.
Focus for this session
Wonderware On-Line & SmartGlance
New Product Introduction
• Audience• Challenges• Opportunities• Considerations• Execution
Topics
• Perspective• The Product / Offering• Market Opportunities and Challenges• Marketing Plan and Execution
Perspective: Audience and Challenges
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
Modern Engineer(ing)
• Multiple Hats – IT, Engineering– “Customer Facing”
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
Modern Engineer(ing)
• Innovation, Technology– “Pragmatically” Applied
Modern Engineer(ing)
• Healthy Skepticism– Show me
…And Cool Stuff!
How do we…
Give them more time
Make life Easier
Cool Technology
Address
Industry…Technology…
Business Challenges
Credibly
Seamless process and production ExperienceCase study (sort of…)
Wonderware Online & SmartGlanceOffering/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
2:00 Demonstration SmartGlance
Market Opportunity and Challenges
Market Opportunity…
Addresses Key areas
• Valuable• Innovative (1st)• Industry & Tech Trends• Modern• Cool
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…
Marketing Plan and Execution
Marketing Plan of Attack
Learn from & Partner with Leaders
• > Voice• Reach• Credibility• Collaboration• Missionary Work• Funding
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
Credibility, Proof
• Demonstrations – Download – Sample system– Try Buy
• Early adopter– Ensure success
• Customer Success
Marketing Plan of Attack
1:00 Demonstration Wonderware On-line
Get the word out
• Leverage 101 materials/efforts• Awareness
– Web – Ads – Roadshows– Social media
• Focus– Value focused– Customer facing
Marketing Plan of Attack
Other Items– Be Flexible: Iterate/Refine– Listen to feedback– Learn
Marketing Plan of Attack
In Closing
Successful Marketing for New
Product Introductions
• Audience• Challenges• Opportunities• Considerations• Execution
• Educate• Demonstrate• Prove - Value• Address Objections• Execute like Mad!