Ever rolled out a product that no one bought? According to Forrester Research, 70% of roll-outs fail due to user adoption of new technologies like Internet of Things (IoT). In this presentation, Kelly Stark -- principal of Forward Vision Marketing and a marketing veteran in RFID and IoT technology -- will share her educational marketing approach and best practices in building marketing campaigns for smart products and services in wireless, RFID, IoT, IT, data centers and more. She will share a case study of how one company created hype and ensured a successful adoption. Key Take-Aways: Key barriers with marketing IoT technology Psychology on how customers buy radical technology Educational marketing approach to ensure successful adoption From IoT Global Innovation Forum

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Educational Marketing Strategies
for IoT Technology Roll-Outs

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About Me
Kelly Stark, CEO
Forward Vision Marketing
Principal founder of Forward Vision Marketing, LLC, a full service B2B
technology marketing company specializing in IoT and RFID marketing.
Education :
Southern Methodist University - Cox School of Business
MBA
University of Arizona
BS, Chemical Engineering
1990 – 1995

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

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

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Problems in
Marketing IoT
Technology

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#1 Geoffrey Moore’s Technology Adoption Lifecycle
Companies do not smoothly sail from one adopter category to the next, effortlessly riding
the bell curve to increased market share.

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#2 Adoption Model for B2B Technology Marketing
RFID and
IoT
The more radical the innovation the harder it is to sell

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#3 Technology Acceptance Model
The more perceived ease of use motivates the actual
system use.

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Educational
Approach to
Marketing
Technology

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Internal resistance to change
Poor perception of benefits
Technical complexity
Difficulty demonstrating ROI
Here are some common barriers and drivers to IoT adoption:
Barriers
Testimonials
Promotion on many channels
Training – Make it Easy
Case Studies
Drivers

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What sources do customer use in Information Gathering
to identify IoT equipment providers?
Source Forward Vision marketing survey to RFID prospects and customers

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Top Information Gathering
Offers
Educational Content Tactics
1. eBooks or Guides
2. Presentations
3. Research & Reports
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,
Source Hubspot

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Evaluation mode: Follow up with new
users to answer questions and add
validation
◦ Testimonials
◦ Demos
◦ Product Comparisons
◦ Partner referrals
◦ Joint Whitepapers
◦ Industry Forums
◦ Social Groups
Educational Marketing Approach to Driving Adoption

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Educational Marketing Approach to Driving Adoption
Build customer engagement at beginning: build
teams with key influencers across work groups,
set goals and build hype.
 Launch logo and project name
 Internal web page or landing page
 Personnel connections with team
 Setup technical support and help desk
Pilot / Purchase Stage

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Post Purchase 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
Educational Marketing Approach to Driving Adoption

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The key to
success is user
adoption
which
means
providing all the
tools so your
customer will
actually use your
product.
Educational Marketing Approach to Driving Adoption

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FORWARD VISION MARKETING
Download the Whitepaper
www.forwardvision.net/marketing-technology-survey/

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Questions?
Kelly Stark
Principal
Forward Vision Marketing
iotmarketing.net
214-228-7882