A New Class of Buyers for Industry 4.0

April 3, 2017

Design Engineer

@godfreyb2b #M2E2017 #marketingtoengineers

What design engineers care about

Better ROI

CostReduction

IncreasedProductivity

Isolated Interconnected

Design Engineer IT Decision-Maker

We are forcing our way into

the factory conversations

Others

54%IT Director

VP/Business Director

Participants by Title

What You

NEED to KNOW

What does IoT mean to you?

It means connectivity and presents opportunities.

Transformation to truly digital enterprise,

improved efficiency of employees, improved

accuracy of production estimation,

better competitiveness

IoT Impact

How people work together

Solution development,

implementation,maintenance

Delivering customer

Data evaluation and problem prevention

As the Director of IT, the Internet of Things

means absolutely everything

How is the IoT working out?

14%Extremely Satisfied

34%Satisfied

51%Moderately Satisfied

Satisfaction with IoT Progress

What’s holding you back?

55%Lack of

Understanding

Obstacles to IoT Success

36%IT/Infrastructure

Limitations

32%Lack of

Strategy

New players disrupt the old dynamics

Key INSIGHT

Operations-Driven Buying Process

ProcessEngineer

LineSupervisor

PlantManager

VPManufacturing

Operations-Driven Buying Process

ProcessEngineer

LineSupervisor

PlantManager

VPManufacturing

ITTech

ITDirector

IT-Driven Buying Process

Who pays for IoT initiatives?

Which BudgetIs Likely to Be Used for Implementing

IoT Initiatives?Operations

Capital Investment

61%Information Technology

Who gets involved at which stage?

Stages

Initiation Advocacy Approval

30%26%

49%46%

26%23%

39% 40%

CIOIT Director

CTO Manf.Op.

CIOIT Director

CTO Manf.Op.

CIOIT Director

CTO Manf.Op.

The IT Director is #1 at initiation and advocacy.

New players bring vastly different priorities

Key INSIGHT

Design Engineers

Better ROI

CostReduction

IncreasedProductivity

IoT Desired Outcomes

49%Customer

47%Improved

Operations/Systems

40%Aligned IT

with BusinessGoals

Design Engineer IT Decision-Maker

Where are you learning about IoT?

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

Download an average of 7 content pieces during the buying process.

They want it credible and buzz-free.

How do you choose an IoT partner?

CONSIDERATIONS

40% Cost

26%Reputation/Experience

INFORMATION

71% Overall experience

47% Industry specific

39% Case studies

SecurityPrior successReliability Integration

Which companies would you consider?

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

How to

ADAPTNOW

New audience = new strategies. Plan accordingly.

Create new personas

Research new buyers and influencers

Identify concerns, challenges and pain points

Create a new messaging and content strategy

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

Don’t just repurpose that old white paper

A new content library

Multiple formats for audience preference

Tailored to the buying stage and concerns

Broadcast regularly across new channels

Don’t make leads the only metric of success

Present a brand that shouts “experience”

Operations Team

ProcessEngineer

PlantManager

VPManufacturing

CIOITTech

ITDirector

IT TeamBRAND

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

A New Class of Buyers for Industry 4.0

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