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Marketing to Engineers
New Product Introductions in
Mobility & SaaS: Ideation to
Marketing Execution
Rob McGreevy, Vice Pr...
Context & Assumptions
Context:
• Manufacturing & Infrastructure Industries
• Engineering & IT; Operations
• NPI vs. Existi...
Focus for this session
Wonderware On-Line & SmartGlance
New Product Introduction
• Audience
• Challenges
• Opportunities
•...
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 t...
Modern Engineer(ing)
• Multiple Hats
– IT, Engineering
– “Customer Facing”
Modern Engineer(ing)
Industry Drivers
• Workforce Dynamics
• Productivity
• Safety, Compliance
• Agility, Adaptability
• S...
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 Experience
Case study (sort of…)
Wonderware Online & SmartGlance
Offering/Product
• Cloud Based Data Collection
• Mobile Client Applications & Content
Valu...
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,
Privac...
Marketing Plan and Execution
Marketing Plan of Attack
Learn from & Partner with Leaders
• > Voice
• Reach
• Credibility
• Collaboration
• Missionary Wo...
Education
• Market
– Webinars, Seminars
– UG/SAMC
• Press/Media
– Magazines/On-line Properties
– Partners
• Analysts updat...
Credibility, Proof
• Demonstrations
– Download
– Sample system
– Try Buy
• Early adopter
– Ensure success
• Customer Succe...
1:00 Demonstration
Wonderware On-line
Get the word out
• Leverage 101 materials/efforts
• Awareness
– Web
– Ads
– Roadshows
– Social media
• Focus
– Value focus...
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
• E...
Marketing New Product Introductions in Mobility & SaaS: Ideation to Marketing Execution
Marketing New Product Introductions in Mobility & SaaS: Ideation to Marketing Execution
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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

Published in: Marketing
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Transcript of "Marketing New Product Introductions in Mobility & SaaS: Ideation to Marketing Execution"

  1. 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. 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. 3. Focus for this session Wonderware On-Line & SmartGlance New Product Introduction • Audience • Challenges • Opportunities • Considerations • Execution
  4. 4. Topics • Perspective • The Product / Offering • Market Opportunities and Challenges • Marketing Plan and Execution
  5. 5. Perspective: Audience and Challenges
  6. 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. 7. Modern Engineer(ing) • Multiple Hats – IT, Engineering – “Customer Facing”
  8. 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. 9. Modern Engineer(ing) • Innovation, Technology – “Pragmatically” Applied
  10. 10. Modern Engineer(ing) • Healthy Skepticism – Show me
  11. 11. …And Cool Stuff!
  12. 12. How do we… Give them more time Make life Easier Cool Technology Address Industry… Technology… Business Challenges Credibly
  13. 13. Seamless process and production Experience Case study (sort of…)
  14. 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
  15. 15. 2:00 Demonstration SmartGlance
  16. 16. Market Opportunity and Challenges
  17. 17. Market Opportunity… Addresses Key areas • Valuable • Innovative (1st) • Industry & Tech Trends • Modern • Cool
  18. 18. 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…
  19. 19. Marketing Plan and Execution
  20. 20. Marketing Plan of Attack Learn from & Partner with Leaders • > Voice • Reach • Credibility • Collaboration • Missionary Work • Funding
  21. 21. 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
  22. 22. Credibility, Proof • Demonstrations – Download – Sample system – Try Buy • Early adopter – Ensure success • Customer Success Marketing Plan of Attack
  23. 23. 1:00 Demonstration Wonderware On-line
  24. 24. Get the word out • Leverage 101 materials/efforts • Awareness – Web – Ads – Roadshows – Social media • Focus – Value focused – Customer facing Marketing Plan of Attack
  25. 25. Other Items – Be Flexible: Iterate/Refine – Listen to feedback – Learn Marketing Plan of Attack
  26. 26. In Closing Successful Marketing for New Product Introductions • Audience • Challenges • Opportunities • Considerations • Execution • Educate • Demonstrate • Prove - Value • Address Objections • Execute like Mad!
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