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April 3, 2017
A New Class of Buyers for Industry 4.0
Copyright ©2017 Godfrey All Rights Reserved
Design Engineer
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@godfreyb2b #M2E2017 #marketingtoengineers
What design engineers care about
Better ROI
CostReduction
IncreasedProductivity
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Isolated Interconnected
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Design Engineer IT Decision-Maker
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We are forcing our way into
the factory conversations
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Copyright ©2017 Godfrey All Rights Reserved
Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
CIO
Others
54%IT Director
VP/Business Director
CTO
COO
3%
11%
4%
10%
17%
Participants by Title
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What You
NEED to KNOW
!
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What does IoT mean to you?
?
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It means connectivity and presents opportunities.
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Transformation to truly digital enterprise,
improved efficiency of employees, improved
accuracy of production estimation,
better competitiveness
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IoT Impact
How people work together
Solution development,
implementation,maintenance
Delivering customer
value
Data evaluation and problem prevention
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As the Director of IT, the Internet of Things
means absolutely everything
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How is the IoT working out?
?
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14%Extremely Satisfied
34%Satisfied
51%Moderately Satisfied
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Satisfaction with IoT Progress
What’s holding you back?
?
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55%Lack of
Understanding
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Obstacles to IoT Success
36%IT/Infrastructure
Limitations
32%Lack of
Strategy
New players disrupt the old dynamics
Key INSIGHT
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Operations-Driven Buying Process
ProcessEngineer
LineSupervisor
PlantManager
VPManufacturing
COO
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Operations-Driven Buying Process
ProcessEngineer
LineSupervisor
PlantManager
VPManufacturing
COO
ITTech
ITDirector
CIO
IT-Driven Buying Process
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Who pays for IoT initiatives?
?
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Which BudgetIs Likely to Be Used for Implementing
IoT Initiatives?Operations
Capital Investment
61%Information Technology
16%
23%
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Who gets involved at which stage?
?
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Stages
Initiation Advocacy Approval
30%26%
23%
49%46%
26%23%
14%
39% 40%
24%
16%
CIOIT Director
CTO Manf.Op.
CIOIT Director
CTO Manf.Op.
CIOIT Director
CTO Manf.Op.
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The IT Director is #1 at initiation and advocacy.
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New players bring vastly different priorities
Key INSIGHT
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Design Engineers
Better ROI
CostReduction
IncreasedProductivity
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IoT Desired Outcomes
49%Customer
Data
47%Improved
Operations/Systems
40%Aligned IT
with BusinessGoals
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Design Engineer IT Decision-Maker
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Where are you learning about IoT?
?
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TRUSTED SOURCES
53%Industry pubs and websites
49% Trade shows
41% Supplier websites and reps
39%Industry and professional groups
CONTENT TYPES
50%Trade shows and conferences
46% Case studies
36% Articles and white papers
30% Videos
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Download an average of 7 content pieces during the buying process.
They want it credible and buzz-free.
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How do you choose an IoT partner?
?
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CONSIDERATIONS
40% Cost
26%Reputation/Experience
$
INFORMATION
71% Overall experience
47% Industry specific
39% Case studies
SecurityPrior successReliability Integration
Other
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Which companies would you consider?
?
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60%
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Biggest Obstacle: Lack of Understanding
INSIGHT #1 New Players Disrupting Old Dynamics• Majority of IoT projects financed by IT budgets• IT leads most stages of buying process
INSIGHT #2 Vastly Different Priorities• Top desired IoT outcome: Customer Data• Cost #1 consideration, looking for demonstrated experience
What You NEED to KNOW
Copyright ©2017 Godfrey All Rights Reserved
How to
ADAPTNOW
!
Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers
New audience = new strategies. Plan accordingly.
1
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Create new personas
2
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Create new personas
Research new buyers and influencers
Identify concerns, challenges and pain points
Create a new messaging and content strategy
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Build a bridge
3
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Build a bridge
Focus on common goals
Productivity, quality, time to market and reduced downtime
Early stage buying process is extremely important
Solve problems that impact operations and drive
business value
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Don’t just repurpose that old white paper
4
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A new content library
Multiple formats for audience preference
Tailored to the buying stage and concerns
Broadcast regularly across new channels
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Don’t make leads the only metric of success
5
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Present a brand that shouts “experience”
6
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Operations Team
ProcessEngineer
PlantManager
VPManufacturing
COO
CIOITTech
ITDirector
CTO
IT TeamBRAND
Copyright ©2017 Godfrey All Rights Reserved
New audience = new strategies. Plan accordingly.1
How to ADAPT NOW
2 Create new personas
3 Build a bridge
4 Don’t just repurpose that old white paper
5 Don’t make leads the only metric of success
6 Present a brand that shouts “experience”
Download the Full Research ReportGodfrey.com/engineers
Copyright ©2017 Godfrey All Rights ReservedCopyright ©2017 Godfrey All Rights Reserved
Copyright ©2017 Godfrey All Rights Reserved@godfreyb2b #M2E2017 #marketingtoengineers