A New Class of Buyers for Industry 4.0

April 3, 2017

A New Class of Buyers for Industry 4.0

Copyright ©2017 Godfrey All Rights Reserved

Design Engineer

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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





CIO

Others

54%IT Director

VP/Business Director

CTO

COO

3%

11%

4%

10%

17%

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

value

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

COO


Operations-Driven Buying Process

ProcessEngineer

LineSupervisor

PlantManager

VPManufacturing

COO

ITTech

ITDirector

CIO

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

16%

23%


Who gets involved at which stage?

?


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.


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

Data

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

Other


Which companies would you consider?

?


60%


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.

1


Create new personas

2


Create new personas

Research new buyers and influencers

Identify concerns, challenges and pain points

Create a new messaging and content strategy


Build a bridge

3


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

4


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

5


Present a brand that shouts “experience”

6


Operations Team

ProcessEngineer

PlantManager

VPManufacturing

COO

CIOITTech

ITDirector

CTO

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

Copyright ©2017 Godfrey All Rights ReservedCopyright ©2017 Godfrey All Rights Reserved


Engineering

A New Class of Buyers for Industry 4.0