Introduction the group case study of Kepware Technologies as they "...go completely inbound." by developing buyer personae and sales, marketing, and service alignment.

1. Group Case Study
“We are going completely inbound.”

2. What is the culture like?

3. What does Kepware Technologies do?
INDUSTRIAL CONTROL SYSTEM
•A communications platform is the heart of an
Industrial Control System.
•It moves critical information from Point A to
Point B.
•It serves as the communications bridge
between diverse hardware and software
applications.
•It enables great decision-making from the
shop floor to the top floor by providing
consistent, reliable data.

4. Who do they do it for?

5. From which industries?
From plant floor to
wellsite to windfarm,
Kepware is proud to
serve a wide range of
customers in a
variety of
international vertical
markets. These
include
manufacturing, oil
and gas, building
automation, power
distribution, and
more.

6. Focus on connectivity.
A product company.
Why do customers buy from them?

7. What are the perceived challenges?
① Complex and varied buying process for large orders with multiple buyers and
sellers.
② Selling to highly technical engineering companies with long buying cycles in a much
more regulated industry.
③ Inside sales team is getting more leads than they can follow up with. (1000 to 4
people) Need to hand over higher quality leads to save them time.
④ Convert more organic search into buyers to scale smaller online orders.
⑤ Build sales confidence in the marketing effort.
“We are selling to a wide variety of end users, system integrators and distributors
with the same message and sales approach.”

8. It’s not uncommon.

9. What are the goals and objectives?
20% annual revenue growth by increasing customer retention and average transaction
price.
The plan: Align sales, marketing and service around buyer personae by industry vertical.
① Develop buyer personaes and map the buyer's journey for 3 primary vertical
markets.
② Get buy-in from key stakeholders and train the company on these personaes.
③ Build lists centered around buyer personaes and buyer's lifecycle.
④ Refine our messaging in all channels (email, social, PPC, PR, and advertising) based
on our buyer personaes and lifecycle knowledge.
⑤ Work with sales team on lead scoring. Monitor results, and continue to tweak over
time.
⑥ Work with sales team on building and finalizing an SLA for 2014.

10. Why is this the plan?

11. Hubspot = marketing
automation & reporting
Salesforce = CRM
Basecamp = collaboration
What internal resources are available?
Technology Time
Team meetings = 1 hour per
week
Buyer Personae = 2 hours per
week
People
Sales
4 inside sales team members
4 channel sales team managers
3 product managers
Marketing
2 Web developers
1 digital marketing manager
1 social media marketing manager
1 marketing communications manager

12. How will Kepware do it?

13. How will Kepware get started?
Cross- Team Collaboration: Weekly meetings to
establish rapport, determine the numbers, and
develop the buyer personae.
Numbers: For a common language, mutual
accountability and reliance on data.
Buyer Personae: For a common focus, language
and a means to maintain open communications.

14. Segment & prioritize
Oil & Gas Manufacturing Power Distribution
① Who is involved in the buying process?
② How do they use the product or service?
③ What problems does it solve for them?
④ How much of the revenue goal is to be attributed to this segment?

15. Numbers: Speak the same language

16. Buyer Personae: Speak the same
language as the customer

17. Oil & Gas
Who is involved in the buying process?
Rig engineer= End User *can also be the decision maker for smaller orders and buy
direct or a returning customer to buy additional license seats.
Information Systems= Influencer *can also be a third party systems integrator who
works on a retainer or per project basis for the end user.
Decision Maker= CIO, CFO, COO * only applies to larger orders
How do they use the product or service?
What problems does it solve for them?
What is the revenue goal?

18. Suggestions & Questions
• Your turn (s).

19. What’s next.
• Ongoing discussion for the case-study in the
Linkedin group.
• Next meeting- Kepware update on the
progress on their weekly meetings, their
numbers, and buyer personae for the oil & gas
market.