Best Practices for Marketing IoT and RFID Technology
•Télécharger en tant que PPT, PDF•
3 j'aime•1,471 vues
Ever rolled out a product that no one bought? It’s not a secret that Internet of Things is hot but how do you market your solution and generate leads from your target audience? In this webinar we will share best practices using an educational marketing approach to get leads for technology products. Kelly Stark, a marketing veteran in RFID and IoT technology will share and discuss what she’s learned in building marketing campaigns for smart products like RFID, IoT, supply chain software, oil and gas IoT and healthcare asset management.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (19)
En vedette
En vedette (20)
Similaire à Best Practices for Marketing IoT and RFID Technology
Similaire à Best Practices for Marketing IoT and RFID Technology (20)
Plus de Kelly Stark
Plus de Kelly Stark (13)
Dernier
Dernier (20)
Best Practices for Marketing IoT and RFID Technology
- 1. 2/11/2015 FORWARD VISION MARKETING How to Market RFID and IoT Technology
- 2. FORWARD VISION MARKETINGFORWARD VISION MARKETING About Me Kelly Stark, CEO Forward Vision Marketing Technology marketing consultant with 20 years of experience in high-tech business-to-business marketing. Principal founder of Forward Vision Marketing, LLC, a full service B2B technology marketing company specializing in IoT and RFID marketing. My career included developing winning marketing communication strategies in energy, healthcare, and the security industry using wireless technology such as RFID and GPS. Early career background focused on chemical engineering at IBM, Micron, and Texas Instruments. Education : Southern Methodist University - Cox School of Business MBA University of Arizona BS, Chemical Engineering 1990 – 1995
- 3. FORWARD VISION MARKETING Why are we here? My personal goal is to show RFID and IoT technology companies how to define your winning marketing plan. Agenda: Introduction to Forward Vision Marketing Problems with Marketing Technology Educational Approach to Marketing
- 4. FORWARD VISION MARKETINGFORWARD VISION MARKETING Forward Vision Marketing is a full service marketing agency that understands technology and how to best communicate in a business- to-business marketplace. About Forward Vision Marketing
- 7. FORWARD VISION MARKETINGFORWARD VISION MARKETING Experience Forward Vision and team members have worked with many technology companies on both a national and global level.
- 8. FORWARD VISION MARKETING Problems in Marketing Technology
- 10. FORWARD VISION MARKETING RFID and IoT are Radical for Customer Market Adoption RFID and IoT
- 11. FORWARD VISION MARKETING Complexities of RFID and IoT Market Adoption Source: Room 5
- 12. FORWARD VISION MARKETING Internal resistance to change Poor visibility into efforts Technical complexity Difficulty demonstrating ROI Here are some common Barriers and Drivers to adoption: Barriers Testimonials Promotion on many channels Great Training Case Studies Drivers
- 13. FORWARD VISION MARKETING Educational Approach to Marketing Technology
- 14. FORWARD VISION MARKETING Steps to Formulating Your Marketing Strategy Target Markets Buying Process Hierarchy of Needs Product Differentiators Positioning Statement Activities and Tactics Measurement and Metrics
- 15. FORWARD VISION MARKETING Consumer Decision-Making Process Info security threat New Facility Property loss Upgrading security system 9/11 drivenOrigination Informatio n Gathering Decides to look at new Security System Evaluating Talk to colleagues Internal Meeting Talk to consultants Talk to Integrator Talk to Dealer On-site test Need to order more badges & readers Purchase Decision Post- Purchase Decision Need to order more badges & readers Quality Issues Security Manager decides Internet Search Demos Look at best practices Research Magazine/ internet Create RFP IT Manager decides IT & Security decides Access Control Strategy Example Buying Process Quote Quality Issues Hardware Install Install Issues Badge Personalization Key Stage 2 Key Stage 1 Key Stage 3
- 16. FORWARD VISION MARKETING What sources do customer identify RFID equipment providers? Source 2015 Forward Vision marketing survey to RFID prospects and customers
- 17. FORWARD VISION MARKETING Build education tools that train and generate leads Remember 8-10 touches before reaction Educational Marketing Approach to Driving Adoption
- 18. FORWARD VISION MARKETINGFORWARD VISION MARKETING Top Lead Generation Offers Educational Content Tactics 1. eBooks or Guides 2. Templates or Presentations 3. Research & Reports (ex: State of Inbound Marketing) 4. Whitepapers 5. Kits (multiple offers packaged together) 6. Live Webinars 7. On-demand Videos 8. Blog posts (if there is a CTA in the post) 9. Demo Requests, Contact Sales, RFP, Etc (more sales-ready offers) Source 2014 Hubspot
- 19. FORWARD VISION MARKETING Engage mode: Follow up with new users to answer questions and add validation ◦ Testimonials ◦ Demos ◦ Product Comparisons ◦ Partner referrals ◦ Whitepapers ◦ Forums ◦ Social Groups Educational Marketing Approach to Driving Adoption
- 20. FORWARD VISION MARKETING Educational Marketing Approach to Driving Adoption Build customer engagement at beginning: build teams with key influencers across work groups, set goals and build hype. Launch logo and project name Internal Wiki page or landing page Personnel connections with team Setup technical support and help desk
- 21. FORWARD VISION MARKETING Educational Marketing Approach to Driving Adoption
- 22. FORWARD VISION MARKETING Validation phase share pilot and customer stories, training and company events to get the rest of company on-board ◦ Help Desk ◦ User Guides ◦ Training Videos/Workshops ◦ Company Events ◦ Posters ◦ Newsletters ◦ Website Educational Marketing Approach to Driving Adoption
- 23. FORWARD VISION MARKETING The key to positive sales is user adoption which means providing all the tools so your customer will actually use your product. Educational Marketing Approach to Driving Adoption
- 25. FORWARD VISION MARKETING Questions? Kelly Stark Principal Forward Vision Marketing RFIDmarketing.com 214-228-7882
- 26. FORWARD VISION MARKETING Let Forward Vision Marketing develop a digital marketing audit for your business! You don’t have to analyze yourself. Good News! 1. Branding & Content 2. Website Scorecard 3. Website Performance 4. Keywords 5. Competitive Analysis 6. Website Functionality 7. Browser Compatibility 8. Mobile Accessibility 9. SEM Search Engine Marketing 10. Social Media
Notes de l'éditeur
- What do you get when you take a familiar, everyday object and then make it connected so you can send it instructions and collect information from it – and so it can talk to other devices? You get a connected network of devices and sensors that can automatically adjust their behavior and co-ordinate with other devices, gathering information to understand the world around them. But you also get a far more complex product that’s part of a complex network, with more risks and new ways of going wrong; from simply running out of power to unintended consequences, security vulnerabilities and privacy breaches.
- What markets can we effectively serve? What does our customer look like and what are their needs? How do we differentiate ourselves? How do we position ourselves? What actions do we undertake? How do we measure our success?
- Any tools to help the user decide on purchasing
- There is a huge list of activities to support the sales process that are key to marketing a high technology product. The good news is you don’t have to do it alone. At Forward Vision, we have the expertise and experience to help support you in the educational marketing approach.