Marketing New Product Introductions in Mobility & SaaS: Ideation to Marketing Execution
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
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
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…
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!