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A New Class of Buyers for Industry 4.0

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You can’t just market to engineers anymore. The Industrial Internet of Things (lloT) is rapidly transforming the manufacturing landscape. Today’s buyer might be a machine operator, a process engineer or a VP of manufacturing. The COO still matters, but IT professionals might sit at the table, too. Everyone in the enterprise will expect something different from your company and its products. Join us for new research on how you can reach this ever-expanding crowd of 21st-century buyers.

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A New Class of Buyers for Industry 4.0

  1. 1. April 3, 2017 A New Class of Buyers for Industry 4.0 Copyright ©2017 Godfrey All Rights Reserved
  2. 2. Design Engineer Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  3. 3. @godfreyb2b #M2E2017 #marketingtoengineers What design engineers care about Better ROI Cost Reduction Increased Productivity Copyright ©2017 Godfrey All Rights Reserved
  4. 4. Isolated Interconnected Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  5. 5. Design Engineer IT Decision-Maker Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  6. 6. We are forcing our way into the factory conversations Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  7. 7. Copyright ©2017 Godfrey All Rights Reserved
  8. 8. Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  9. 9. Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  10. 10. CIO Others 54% IT Director VP/Business Director CTO COO 3% 11% 4% 10% 17% Participants by Title Copyright ©2017 Godfrey All Rights Reserved
  11. 11. What You NEED to KNOW ! Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  12. 12. What does IoT mean to you? ? Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  13. 13. It means connectivity and presents opportunities. Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  14. 14. Transformation to truly digital enterprise, improved efficiency of employees, improved accuracy of production estimation, better competitiveness Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  15. 15. IoT Impact How people work together Solution development, implementation, maintenance Delivering customer value Data evaluation and problem prevention Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  16. 16. As the Director of IT, the Internet of Things means absolutely everything Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  17. 17. How is the IoT working out? ? Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  18. 18. 14% Extremely Satisfied 34% Satisfied 51% Moderately Satisfied Copyright ©2017 Godfrey All Rights Reserved Satisfaction with IoT Progress
  19. 19. What’s holding you back? ? Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  20. 20. 55% Lack of Understanding Copyright ©2017 Godfrey All Rights Reserved Obstacles to IoT Success 36% IT/Infrastructure Limitations 32% Lack of Strategy
  21. 21. New players disrupt the old dynamics Key INSIGHT Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  22. 22. Operations-Driven Buying Process Process Engineer Line Supervisor Plant Manager VP Manufacturing COO Copyright ©2017 Godfrey All Rights Reserved
  23. 23. Operations-Driven Buying Process Process Engineer Line Supervisor Plant Manager VP Manufacturing COO IT Tech IT Director CIO IT-Driven Buying Process Copyright ©2017 Godfrey All Rights Reserved
  24. 24. Who pays for IoT initiatives? ? Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  25. 25. Which Budget Is Likely to Be Used for Implementing IoT Initiatives?Operations Capital Investment 61% Information Technology 16% 23% Copyright ©2017 Godfrey All Rights Reserved
  26. 26. Who gets involved at which stage? ? Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  27. 27. Stages Initiation Advocacy Approval 30% 26% 23% 49% 46% 26% 23% 14% 39% 40% 24% 16% CIOIT Director CTO Manf. Op. CIOIT Director CTO Manf. Op. CIOIT Director CTO Manf. Op. Copyright ©2017 Godfrey All Rights Reserved
  28. 28. The IT Director is #1 at initiation and advocacy. Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  29. 29. New players bring vastly different priorities Key INSIGHT Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  30. 30. Design Engineers Better ROI Cost Reduction Increased Productivity Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  31. 31. IoT Desired Outcomes 49% Customer Data 47% Improved Operations/ Systems 40% Aligned IT with Business Goals Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  32. 32. Design Engineer IT Decision-Maker Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  33. 33. Where are you learning about IoT? ? Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  34. 34. TRUSTED SOURCES 53% Industry pubs and websites 49% Trade shows 41% Supplier websites and reps 39% Industry and professional groups CONTENT TYPES 50% Trade shows and conferences 46% Case studies 36% Articles and white papers 30% Videos Copyright ©2017 Godfrey All Rights Reserved
  35. 35. Download an average of 7 content pieces during the buying process. They want it credible and buzz-free. Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  36. 36. How do you choose an IoT partner? ? Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  37. 37. CONSIDERATIONS 40% Cost 26% Reputation/ Experience $ INFORMATION 71% Overall experience 47% Industry specific 39% Case studies Security Prior success Reliability Integration Other Copyright ©2017 Godfrey All Rights Reserved
  38. 38. Which companies would you consider? ? Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  39. 39. 60% Copyright ©2017 Godfrey All Rights Reserved
  40. 40. Biggest Obstacle: Lack of Understanding INSIGHT #1 New Players Disrupting Old Dynamics • Majority of IoT projects financed by IT budgets • IT leads most stages of buying process INSIGHT #2 Vastly Different Priorities • Top desired IoT outcome: Customer Data • Cost #1 consideration, looking for demonstrated experience What You NEED to KNOW Copyright ©2017 Godfrey All Rights Reserved
  41. 41. How to ADAPT NOW ! Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  42. 42. New audience = new strategies. Plan accordingly. 1 Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  43. 43. Create new personas 2 Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  44. 44. Create new personas Research new buyers and influencers Identify concerns, challenges and pain points Create a new messaging and content strategy Copyright ©2017 Godfrey All Rights Reserved
  45. 45. Build a bridge 3 Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  46. 46. Build a bridge Focus on common goals Productivity, quality, time to market and reduced downtime Early stage buying process is extremely important Solve problems that impact operations and drive business value Copyright ©2017 Godfrey All Rights Reserved
  47. 47. Don’t just repurpose that old white paper 4 Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  48. 48. A new content library Multiple formats for audience preference Tailored to the buying stage and concerns Broadcast regularly across new channels Copyright ©2017 Godfrey All Rights Reserved
  49. 49. Don’t make leads the only metric of success 5 Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  50. 50. Present a brand that shouts “experience” 6 Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
  51. 51. Operations Team Process Engineer Plant Manager VP Manufacturing COO CIOIT Tech IT Director CTO IT Team BRAND Copyright ©2017 Godfrey All Rights Reserved
  52. 52. New audience = new strategies. Plan accordingly.1 How to ADAPT NOW 2 Create new personas 3 Build a bridge 4 Don’t just repurpose that old white paper 5 Don’t make leads the only metric of success 6 Present a brand that shouts “experience”
  53. 53. Download the Full Research Report Godfrey.com/engineers Copyright ©2017 Godfrey All Rights ReservedCopyright ©2017 Godfrey All Rights Reserved
  54. 54. Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers

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