Go-to-market services for IoTOverview of our approach & services – January 2017

Agenda

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How to achieve Go-to-market excellence in IoT

Working with us

How we think about B2B marketing in IoT

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What matters in B2B marketing? How to do excellent B2B mkt? How can we help in IoT?1 2 3

Influencer relations and content-related studies most

effective levers for B2B sales…

… but these levers are at the end of the marketing

roadmap

Our IoT go-to-market-services help you where B2B

marketing is most effective

Influencer relations and content-related studies most effective levers for B2B sales generation

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The importance of influencers

61

57

56

50

50

50

45

43

43

40

38

32

31

Discussions with references from peers andcolleagues

Industry analysts and sourcing advisors

Web search and solution provider websites

Solution provider email newsletters, whitepapers, research reports

Trade or businesses magazines

Tradeshows and conferences

Case studies

Social media

Customer satisfaction data

Solution demos / virtual business simulatinos

Small-scale, private, in-person events

Solution provider sales people

Online events

Which sources of information are the most helpful when you are researching possible solutions? (n=486) in %

Source: ITSMA, PAC, DemandGen

The importance of compelling content

Which types of content have you used during the past 12 months to research B2B purchasing decisions? (in %)

78

73

67

58

58

58

52

28

25

20

9

White papers

Case studies

Webinars

E-books

Videos

Blog posts

Infographics

Interactive presentations

ROI Calculators

Assessments

Podcasts

How well are you addressing these criteria today?

Influencers

Top content

1 What matters in B2B marketing?

But these levers are at the end of the marketing roadmap12 cornerstones of excellent B2B marketing

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Clear vision and compelling value proposition

State-of the art website & mobile setup

Active social media

mgmt. (FB, Tw, G+…)

Own content creation on

blog andnewsletter

SEO optimization

of content

Strategic event / fair / conference

planning

PR strategy(e.g., press releases,

media relations)

Advertising strategy / campaigns

(e.g., Adwords)

Tracking of marketing

metrics and web activity

Advanced own content (e.g., client

stories, case studies,

product use case PDFs)

Influencer relations &

strategic partnerships

(e.g., channel

partners, evangelists,

etc.)

Interactive content (Videos,

webinars, hackathons, surveys etc.)

Essentials Individual differentiators Marketing excellence

Thought leadership

(e.g., via white paper, infographic –

often in cooperation

with 3rd

party)

Source: IoT Analytics project experience

12

3

4

5

6

7

8

9

10

11

12

0

The most difficult part of B2B marketing because it requires

deep know-how and special effort

2 How to do excellent B2B marketing?

= IoT Analytics’ Services

Reach our highly relevant IoT audience with excellent content

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We are full-service: We also manage the corresponding online campaigns

Influencer Relations Interactive Content Thought Leadership10 11 12

As an influencer, IoT Analytics helps you reach a highly relevant audience

10,000+ IoT decision-makers subscribed to our newsletter

40k+ website visits per month

7000+ social media followers

Perform a joint webinar, book us for a speaking engagement / workshop

Sponsor a highly-informative white paper or similar content

Research brief: 3-5 pagesWhite paper: 8-25 pagesWhite paper with a survey: ~40 pages

3 How can we help your B2B marketing efforts in IoT?

Co-present content through informative webinars

Perform a joint workshop or book one of our expert analysts for a content-session.

7

Our specific Go-to-market offerings

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We are full-service: We also manage the corresponding online campaigns

Offering Description Past examples

1. Sponsored insight

2. Sponsored newsletter

3. Sponsored infographic

4. Sponsored use case / customer success story5. Sponsored webinar

6. Sponsored blog series

7. Sponsored report

8. Speaking engagement / workshop

3 How can we help your B2B marketing efforts in IoT?

7

Re-use some of our existing insights to run a targeted campaign

Create an ad in our monthly IoT newsletter that gets sent out to >10,000 IoT professionals

You commission us to develop an infographic on an IoT topic of your choice

We run a targeted campaign for you that includes a link to a real use case of yours

We jointly run a webinar on an IoT topic – ideally you give a demo of your capabilities

We jointly write and publish a number of deep-dive blog posts on an area of interest

You commission us to write an insightful white paper on a specific topic of interest

You invite us to one of your events to speak about a topic or give a workshop

e.g., “Digitalization” workshop at major German Industrials Conglomerate

1. Sponsored insight: IBM2. Newsletter ad

5. Webinar on IoT Platforms w/ Davra7. Report

Not offered anymore

Managed online marketing campaigns: To help you reach your target audience

FACT: 90% of decision makers do not respond to cold outreach, but interact with insights.

THEREFORE: We don’t only create the insights, we also help you reach the decision makers to maximize your success

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Be present in the #1 business network highly targetable e.g. by industry

Be at top of the #1 search network with critical search terms

Reach 90% of IT/ Tech audiences in the #1 display network

o LinkedIn sponsored story

o LinkedIn image/text ads

o AdWords Textads

E.g. an IoT decision maker searches for “open source iotplatform”

o Image- & Textads on IT/ Tech sites

E.g. promote your client case for predictive maintenance.

Source:Linkedin, IoT Analytics

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How to achieve Go-to-market excellence in IoT

Working with us

We are the leading market insights firm specialized on IoT40k website visitors every month

1. General technology insight companies covering IoT as part of the overall offering Source: Similarweb, IoT Analytics

IoT-specialist insight firmsGeneral technology insight firms1

Avg. website visits per month Q4/2016

in 1,000

1,150

22

40

7

2,950 415

48

511

36 3

Recent go-to-market work: IoT platforms white paper

Recent survey: “Security of Things World Conference”

http://iot-analytics.com/iot-security-survey/

We reach a highly-engaged global IoT audience

Individual thought-pieces get up to 300k impressions per year

Top countries (% of all trackable web visits 2016):

1. USA

2. India

3. Germany

4. UK

25%

22%

5%

4%

as of Jan 2017

Total Reach ~100kAverage # of organicImpressions per publication

Web Reach Visitors per month

~40k

Email ReachPeople subscribed toIoT Analytics updates

10k

EngagementAverage email opening rate

25%

Social ReachFollowers on all social channels>6k

DownloadsAnnual downloadsper gated white paper~5k

What people and customers say about us

“I find it really impressive how the IoT Analytics team have built up a broad and proprietary knowledge base around the Internet of Things and Industrie 4.0

ecosystems.” Markus Lorenz, Partner and Managing Director at BCG

“My experience working with the team of experts at IoT Analytics has been enjoyable and enlightening. The work was delivered on time, on budget, and beyond our

expectations”Jake White, VP Marketing at MyDevices IoT platform

“On the money. Impressive research.”Nagaraj Shanmugam, VP Business Development at Orion Systems Integrators

Selected customers Selected comments

Why should you work with us?

High-quality analyses

We aim to produce the highest quality research available to you. Our focus is on facts and actionable insights without losing sight of the bigger picture. And… we only publish when we think we got it right!

First-hand information / IoT network

We attend/speak at ~20 global IoT and Industry 4.0-focused conferences every year. This allows us to shape our unbiased, third-party view and test some of our hypotheses with other professionals in the industry. We also employ some proprietary algorithms to mine the web for relevant IoT information.

Large global audience

The average thought piece gets 100k impressions over its lifetime. With 40k website visitors per month and more than 10k people subscribed to our email updates we are able to supply our research to a much larger target audience than most of our competitors.

What you should know before engaging with us

Our visionWe are the go-to-company for market insights and industry intelligence for the Internet of Things. Our insights reach 40,000+ people every month and help the IoT world evolve into the right direction.

Working with usWorking with us means jointly creating new compelling content, bringing people together to embrace IoT and empower them to grow the Internet of Things. Our business principle: It helps you, it helps us, it helps IoT.

What we don’t doExternal product endorsements, paid placement, or similar uni-directional sponsorships are against our rules. If we love your products we might say it. But do not take it for granted.

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IoT Analytics GmbHMarket Insights for the Internet of Things

Zirkusweg 2 (Astraturm, 6. OG)20359 HamburgGermany

info@iot-analytics.com+49 40 88950090http://iot-analytics.com