Best Practices for Marketing IoT and RFID Technology

2/11/2015

FORWARD VISION MARKETING

How to Market RFID and IoT

Technology

FORWARD VISION MARKETINGFORWARD VISION MARKETING

About Me

Kelly Stark, CEOForward Vision Market ing 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 BusinessMBA University of ArizonaBS, Chemical Engineering1990 – 1995


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


Forward Vision Marketing is a ful l service marketing agency that understands technology and how to best communicate in a business-to-business marketplace.

About Forward Vision Marketing


Marketing Map


Team


Experience

Forward Vision and team members have worked with many technology companies on both a national and global level.


Problems in Marketing Technology


RFID and IoT are Radical for Customer Market Adoption

RFID and IoT


Complexit ies of RFID and IoT Market Adoption

Source: Room 5


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


Educational Approach to Marketing Technology


Steps to Formulating Your Marketing Strategy

Target Markets

Buying Process

Hierarchy of Needs

Product Differentiators

Positioning Statement

Activities and Tactics

Measurement and Metrics


Consumer Decision-Making ProcessInfo security threat

New Facility

Property loss Upgrading security system

9/11 drivenOrigination

Information 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

ResearchMagazine/ 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


What sources do customer identify RFID equipment providers?

Source 2015 Forward Vision marketing survey to RFID prospects and customers


Build education tools that train and generate leads

Remember 8-10 touches before reaction

Educational Marketing Approach to Driving Adoption


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


Engage mode: Follow up with new users to answer questions and add validation◦ Testimonials◦ Demos◦ Product Comparisons◦ Partner referrals◦ Whitepapers◦ Forums◦ Social Groups




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


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



The key to positive sales is user adoption

whichmeans

providing all the tools so your customer will

actually use your product.



Questions?Kelly Stark

PrincipalForward Vision Marketing

RFIDmarketing.com214-228-7882


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

Best Practices for Marketing IoT and RFID Technology

Technology

Transcript of Best Practices for Marketing IoT and RFID Technology