marketing new product introductions in mobility & saas: ideation to marketing execution

Marketing to EngineersNew Product Introductions in Mobility & SaaS: Ideation to Marketing Execution

Rob McGreevy, Vice President & Line of Business Head, Schneider Electric

Context & Assumptions

Context:• Manufacturing & Infrastructure Industries• Engineering & IT; Operations• NPI vs. Existing

Assumptions:• “Basics” are covered • 4Cs/4Ps

Maryanne will cover integrated Marketing planningAnd other facets of program methodologies used.

Focus for this session

Wonderware On-Line & SmartGlance

New Product Introduction

• Audience• Challenges• Opportunities• Considerations• Execution

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 the lens itself shapes how we interpret the world.”

- Stephen R. Covey

Requirements

Value

Risk Reward

Modern Engineer(ing)

• Multiple Hats – IT, Engineering– “Customer Facing”

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

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 ExperienceCase study (sort of…)

Wonderware Online & SmartGlanceOffering/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

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, Privacy…

Educate Market

Demonstrate

Proof (customer)

Value proposition

Protected, Secure, Private…

Marketing Plan and Execution

Marketing Plan of Attack

Learn from & Partner with Leaders

• > Voice• Reach• Credibility• Collaboration• Missionary Work• Funding

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

Credibility, Proof

• Demonstrations – Download – Sample system– Try Buy

• Early adopter– Ensure success

• Customer Success

Marketing Plan of Attack

1:00 Demonstration Wonderware On-line

Get the word out

• Leverage 101 materials/efforts• Awareness

– Web – Ads – Roadshows– Social media

• Focus– Value focused– Customer facing

Marketing Plan of Attack

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• Execution

• Educate• Demonstrate• Prove - Value• Address Objections• Execute like Mad!