-Market dynamics and changes -Results oriented marketing for new products -Barriers & opportunities

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. 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. Focus for this session
Wonderware On-Line & SmartGlance
New Product Introduction
• Audience
• Challenges
• Opportunities
• Considerations
• Execution

4. Topics
• Perspective
• The Product / Offering
• Market Opportunities and Challenges
• Marketing Plan and Execution

5. Perspective: Audience and Challenges

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. Modern Engineer(ing)
• Multiple Hats
– IT, Engineering
– “Customer Facing”

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. Modern Engineer(ing)
• Innovation, Technology
– “Pragmatically” Applied

10. Modern Engineer(ing)
• Healthy Skepticism
– Show me

11. …And Cool Stuff!

12. How do we…
Give them more time
Make life Easier
Cool Technology
Address
Industry…
Technology…
Business Challenges
Credibly

13. Seamless process and production Experience
Case study (sort of…)

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. 2:00 Demonstration SmartGlance

17. Market Opportunity and Challenges

18. Market Opportunity…
Addresses Key areas
• Valuable
• Innovative (1st)
• Industry & Tech Trends
• Modern
• Cool

19. 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…

20. Marketing Plan and Execution

21. Marketing Plan of Attack
Learn from & Partner with Leaders
• > Voice
• Reach
• Credibility
• Collaboration
• Missionary Work
• Funding

22. 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

23. Credibility, Proof
• Demonstrations
– Download
– Sample system
– Try Buy
• Early adopter
– Ensure success
• Customer Success
Marketing Plan of Attack

24. 1:00 Demonstration
Wonderware On-line

26. Get the word out
• Leverage 101 materials/efforts
• Awareness
– Web
– Ads
– Roadshows
– Social media
• Focus
– Value focused
– Customer facing
Marketing Plan of Attack

27. Other Items
– Be Flexible: Iterate/Refine
– Listen to feedback
– Learn
Marketing Plan of Attack

28. In Closing
Successful Marketing for New
Product Introductions
• Audience
• Challenges
• Opportunities
• Considerations
• Execution
• Educate
• Demonstrate
• Prove - Value
• Address Objections
• Execute like Mad!