Will Manning Marketing and Communications- B2B marketing case studies for MicroE Systems, General Scanning, ZipWall

Creating dynamic communications strategies and content to excite customers, drive sales, and enhance the company

brand

Case studies forMicroE Systems

GSI GroupZipWall

Will ManningB2B marketing and communications strategy

Will ManningMicroE Systems- Establishing technology leadership in a mature market

An upstart with disruptive technology needed to get noticed fast. OEM design wins took a year or more and they needed to fill the pipeline with qualified prospects.

Targeting OEM design engineers, they broke through competitive noise and started getting specified in high-performance motion control systems.

The solution included print advertising with humor and a bit of attitude, thought leadership pieces, feature articles, case studies, sales collateral, a compelling website and more…

Will ManningMicroE Systems

KEY GOAL: Drive demand and OEM sales, Establish MicroE as the technology leader TARGET AUDIENCE: Motion control design engineer PRODUCT: High resolution linear and rotary encoders, media writers POSITIONING: Upstart / innovator offering disruptive technology DIFFERIENTIATORS/FEATURES: Highest resolution, high speed,

smallest size, easiest setup DEMAND GEN.STRATEGY: Use the superior technology of the Mercury

and ChipEncoder lines to reinforce technology leadership and brand positioning. Multi-channel approach: Print, online, outbound, web conversion, thought leadership content, PR, Case studies, newsletter, sales collateral, trade shows, interactive tools

Multi-channel strategy targeting OEM engineersTrade print campaign: “Wish I’d thought of that.” Poking fun at famous inventors who overlooked the motion feedback encoder.

Will Manning:MicroE Systems

Multi-channel strategy targeting OEM engineersOnline, outbound, web conversion, thought leadership content, PR, case studies, newsletter, sales collateral, trade shows, interactive tools

Will Manning: MicroE Systems

RESULTS: Tripled sales- $5,000,000 to $15,000,000 Broadened customer base worldwide, grew marketing database to 14,000

contacts Led to acquisition

Will Manning: MicroE Systems

The company that invented optical scanning technology was in trouble. Over the years, competitive pressure, quality problems and disappointing customer service threatened its future. It had to reverse the decline, quickly.

The turnaround hinged on getting OEM design engineers to adopt their new technology platform for high-performance laser marking, materials processing, medical diagnostics and other applications.

The solution involved print and online advertising to position the Lightning platform as the as the next revolution in optical scanning technology. Thought leadership pieces, feature articles, case studies, sales collateral a compelling website described the advantages, and a high profile exhibit at major shows in the US and Europe gave engineers a first hand look…

Will Manning:General Scanning - Product launch to reestablish technical leadership, drive demand, drive sales, and reinvigorating the brand

KEY GOAL: General Scanning- Drive OEM demand and sales, reestablish brand leadership for the segment

TARGET AUDIENCE: System design engineers - Applications include: material processing, semiconductor processing, medical diagnostics and treatment, projection

PRODUCT: Scan heads and galvo motors

POSITIONING: Technical leader, superior performance

DIFFERIENTIATORS: Enable optimal combination of speed and accuracy for laser beam steering

FEATURES: 4th gen. galvo motor, 2nd gen. digital servo driver, exclusive TuneMaster software

DEMAND GENERATION STRATEGY: Use the launch of Lightning digital scanner platform to reinvigorate the brand and drive OEM sales opportunities. Multi-channel approach: Print, online, web, outbound, PR, trade shows, thought leadership content, sales collateral

Will Manning:General Scanning

Multi-channel strategy targeting OEM design engineers: Trade print campaign- Launch of Lightning platform and M-Power galvo

motor line

Will Manning: General Scanning

Multi-channel strategy targeting OEM design engineers: online, outbound, web, PR, trade shows, thought leadership content,

sales collateral


RESULTS: Generated over 2000 qualified leads Reversed negative perception, Lightning platform is now the technology flagship Increased sales 22%


ZipWall invented the first easy-to-use dust containment system for contractors. But clouds were looming on the horizon. The economy was softening and sales were leveling off.

While commercial renovation was stable, residential construction was entering the worst downturn in history. Remodeling contractors were fighting to stay alive. A low cost dust containment solution was needed for this market, but would it cannibalize sales of high end commercial products?

The solution, conduct research to confirm the need for a low cost system. Then, execute a high-profile launch to contractors and dealers to drive demand, including: Print, online, outbound, social, video, PR, thought leadership content, trade shows, dealer training and support, POS, website, and interactive/online tools.

Will Manning:ZipWall - Launching a low cost product to drive demand and revenue without cannibalizing high-end product sales

KEY GOALS: Increase revenues, grow dealer base, drive contractor demand, strengthen the brand. The following product launch was one element in the overall marketing strategy to grow the company

TARGET AUDIENCE: Remodeling contractors across vertical industries PRODUCT: Dust containment system and disposables POSITIONING: Best containment tool for the quality-conscious contractor DIFFERIENTIATORS: Fastest setup, reduces costs, pro-tool, increases customer

satisfaction, enhances reputation FEATURES: One person setup, spring loaded for stability, Heights to 20’, seals without tape DEMAND GENERATION STRATEGY: Build the brand through thought leadership

content, testimonials, etc. Drive sales to dealer network using muli-channel communications strategyMulti-channel approach: Print, online, outbound, social, YouTube, PR, trade shows, POS, web conversion, interactive/online tools, thought leadership content

Will Manning:ZipWall

Launch of low-cost pole product - The ZipPole KEY GOALS: Enter low-end segment, grow without cannibalizing existing product sales

MARKET RESEARCH: Documented price resistance, size of opportunity, risks POSITIONING: Designed for residential contractors (less sturdy than

commercial), delivers ZipWall performance at a lower price point

DIFFERIENTIATORS: Fastest setup, reduces costs, pro-tool, enhances reputation and increases customer satisfaction

FEATURES: same core feature set, but lower 10’ working height

DEMAND GENERATION STRATEGY: Appeal to need for cost savings, critical in the 2009 2010 economy. Multi-channel approach: Print, online, outbound, social, YouTube, PR, trade shows, POS, web conversion/interactive tools, thought leadership content


Launch of low-cost pole product - The ZipPole

Market research indicated large unmet opportunity Significant price resistance

• 64% use no dust containment or use alternative methods

• 76% said the ZipWall Extension Pole System (EPS) was too expensive


Launch of low-cost pole product - The ZipPole Driving demand: Sales collateral, promotions, web, video



Launch of low-cost pole product - The ZipPole Driving demand: Outbound, online, offline, social, PR, POS, YouTube, trade shows

Launch of low-cost pole product - The ZipPole

RESULTS: Web traffic increased 25% ZipPole gained broad acceptance among dealers and residential contractors ZipPole sales grew to over $2,000,000… Overall revenues increased from $5,000,000 to $13,000,000


Will ManningB2B marketing and communications strategy

Background:Marketing experience: 20+ years B2B & B2C marketing and communications Education: Degree in electrical engineering Industry experience: Semiconductor manufacturing, electronic components/systems, software, industrial equipment, medical equipment & devices, consumer goodsFavorite marketing activitiesSolving strategic and tactical marketing challengesDriving customer engagement and sales

Technology

Will Manning Marketing and Communications- B2B marketing case studies for MicroE Systems, General Scanning, ZipWall