A complete analysis of marketing a product for Advanced Navigation.

1. Advanced Navigation
Case Study

2. Case Study
Advanced Navigation is planning to launch a revolutionary high-end navigation system that will outperform competitors’ systems at a
lower price point. Main competitors are:
● IXblue - https://www.ixblue.com/
● KVH - https://www.kvh.com/
The main target markets are:
● Surveying
● Autonomous Underwater Vehicles
The company is facing competitors with better worldwide presence, and close relationships with their clients.
What would be your digital marketing plan to launch this product in 3-month time and track the campaign's effectiveness?

3. What are we selling?

4. Navigation System for surveying and
autonomous Underwater Vehicles

7. But also...

9. How do they compare?

11. What about the competition?

12. IxBlue

13. KVH

14. Why is this important?

15. Positioning
How do we compare with the competition?
What do we do better?
What is our anchor?
(i.e. 30% more accurate than Rovins)

16. Calm v. headspace

17. Pre-Campaign

18. Product Page

19. Answer all the prospect’s possible
objections
FAQ, sales copy etc
What are typical objections encountered by your sales team?

20. Demo Video

21. Product Flyer

22. Documentation

23. Note
It’s better to offer both a web and pdf version of the product
documentation for SEO and easy browsing benefits.

24. Sales Funnel

25. Define all the touchpoints for your prospect

26. Get the prospect to make the smallest commitment possible
i.e.: download brochure v. sales enquiry

27. Internal Promotion
Keep sales and customer care in the loop and share all the
assets they need to communicate with their clients.

28. Campaign

29. SEO

30. Limited search volume for “Subsea Navigation System”

31. How does the competition do it?

32. Organic searches are product driven

34. But...

36. We can target product name keywords on Google

38. Speaking of ads...

39. Retargeting
Web visitors of related subsea products on Google Ads,
LinkedIn etc

40. Build an audience
It takes time (more than 3 months)
Continuously engage with great content
And… DON’T SELL!

41. Give a chance to visitors to subscribe to your content

42. Blog posts too short for SEO / incentivise subscription

43. What does your audience want to read
about?
Ask them directly (survey etc)
Ask your sales team
Where do they hang out? (more on that later…)
Answer their questions

44. Blog v. News
You are not a newswire - start an engineering blog that will
attract and retain your desired audience.

45. Once you have an audience...

46. Announce your product launch to a
relevant segment of your database
i.e. don’t email a car manufacturer about subsea products

48. Multi-step email announcement with a
different angle / feature highlight each
time

49. Email Journey
1. Introducing Subsonus, our new INS for subsea applications
2. Subsonus 5-min video demo
3. 30% more accurate subsea navigation system
4. Under the hood of our latest INS release
5. Join our Subsonus webinar
6. What the Defense department is saying about Subsonus
7. Subsonus v. IXBlue Rovins

50. Cold Emails

52. Find people who visited your website with Leadfeeder

53. Find relevant companies on LinkedIn

54. Find Twitter followers of competitors using Phantombuster

55. But also…
Sales team insights
Competitors’ clients
Trade lists
Keyword search on Twitter
etc

56. Send cold email sequences using Woodpecker.co

57. Ultimate Move
Cold email
LinkedIn outreach
Twitter outreach
LinkedIn ads
Twitter Ads
Google display ads
Etc…
FOR THE SAME PERSON, ALL AT ONCE!

59. News / Blogs etc

60. Where does your audience hang out?
Ask them directly (surveys, interviews etc)
Ask your sales team
Traffic referral to your website?
Traffic referral to your competitor website?

61. Find where your competition is getting backlinks from

62. A publication to build relationships for your next product launch

63. Hackathon / Competition
Sponsor competitions involving the use of your product
Run on-site workshops for aspiring students

64. DARPA Challenge - 2004

65. User-Generated Content
Incentivise hobbyists with an audience (Youtube etc) or
existing customers to leave a review about your product

66. Hobbyists / engineers testing products for your audience

67. Webinars
Make a webinar part of your email launch sequence
Partner with third-party (trade blog etc) to co-run a webinar

68. Early-Access / Beta
Make your launch existing by beta testing your product with a
select group of individuals

69. Separate Twitter app for beta users

70. Top 3 stupid (not so stupid) ideas
that didn’t make the cut

72. #3
Billboard in front of the office of a
particular company you are targeting

73. Targeting tech-heavy SOMA audience in San Francisco

74. #2
Mystery delivery of doughnuts to work
with just your card in the box ;)
or a cake that looks like an Advanced Navigation product

76. #1
Advertise directly to specific individuals

77. https://marketingexamples.com/ppc/creative-google-ad

78. How do we measure success?

80. Ahah, no seriously?

81. Back to our sales funnel...

82. Ensure that each step’s numbers
increase over time

83. Thank you!