AGP Support: Growth Strategy
Industry: Technology & Software
Industry: Technology & Software
IIoT Platform Ecosystem Development
Client
The marketing team of a global automation leader was bringing their new IIoT platform to market and wanted to increase awareness among potential customers and partners.
Situation
A global automation leader was preparing to bring their IIoT platform to market. Although a market leader in industrial automation, they lacked a robust ecosystem of independent software vendor (ISV) partners. Convincing ISVs to integrate their solutions into the platform would be a critical success factor since this would determine the breadth of their platform’s application portfolio. The team also wanted to grow awareness among system integrators and end users.
Approach
Asia Growth Partners collaborated with the marketing team to develop a podcast campaign to promote the platform launch. The campaign featured a series of 10 podcasts released over a two-month period. Each podcast was oriented around a deep-dive conversation with one guest – either an executive from the client, a technology partner, a venture capital firm, or a university professor. The CEO of Asia Growth Partners hosted all episodes on the IoT Spotlight Podcast.
Following the podcast campaign, the transcripts of the 10 conversations were used to create a white paper featuring key insights and case studies. Both the white paper and podcasts were then promoted via a joint social media and newsletter campaign over three months.
Following the podcast campaign, the transcripts of the 10 conversations were used to create a white paper featuring key insights and case studies. Both the white paper and podcasts were then promoted via a joint social media and newsletter campaign over three months.
- Coordinate a series of 10 podcasts over a two-month period.
- Host conversations with client executives, technology partners, venture capitalists, and professors.
- Synthesize the transcripts of the 10 conversations into a white paper featuring insights and case studies.
- Promote the white paper and podcasts through a coordinated social media and newsletter campaign over three months.
Results
- Hosted 10 podcast discussions with executives and experts. Guests included the Managing Director of GE Ventures, an IoT Market Analyst from CB Insights, the Chairman of IoT Forum and Managing Director of the Kerton Group, a Lecturer on IoT Development at Stanford, the Author of Building the Internet of Things and VP of Corporate Strategy at Cisco, the Managing Director at Alchemist Accelerator, the Chairman of Lecida and Board Member of Teradata, Blackbaud and Cloudbook, and the CEO of Ayyeka.
- Within three months of promotion, the campaign achieved 11,000 downloads and 120,000 impressions.
