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Understanding the Need According to Gartner, there are an average of 6.8 people involved in each B2B purchase decision—an increase from 5.4 in its previous research. In this case—in addition to the actual decision-makers—there are hidden purchasing “influencers” (medical director, CFO, COO, lab director) whose interests and goals may be less than transparent. This increases the complexity of the buyers’ journey when designing a laboratory. For this diagnostic company, having multiple individuals collaboratively justify a capital investment of more than $900K for new laboratory equipment services and annual supplies required multi-level buy-in. Within this industry, products must be considered as part of a “network purchase,” with multiple hospitals, influencers and many decision makers all involved in the buying process. There…
Micron, a provider of OEM memory solutions, needed an interactive application to change the conversations their sales reps were having, focusing them on value-based discussions instead of price and showing how their hidden technology makes everyday life possible. Kaon Interactive developed “The Storage Revolution” application that sets the stage of what is changing in the storage industry and why Micron’s solutions are so important. The three-tier layout, focusing on “drive change, deliver value, and make it possible,” allows them to tell their story and extrapolate the conversation with other parts of the business to talk in a broader way about a commoditized product. The application is used on touch screens at trade shows to start conversations and generate leads, on iPads by…
After walking multiple tradeshow floors, the Lumen team started to ask themselves several poignant questions: “What’s our thing? How can we create a lasting booth impression that tells our story in a way that people want to engage with? How can we move from an analog booth presence to a digital one? Could we do virtual reality (VR)? Is VR compelling enough for us? Will VR help us pull people out of the aisles and into our booth to learn more about us?” With the recent acquisition of Level 3 Communications, Lumen was looking for a way to tell their combined company’s value proposition in an impactful way to attendees. This significant digital booth experience was not integrated into booths…
In the rapidly evolving marketing technology landscape, B2B marketers often find themselves caught in the constant evaluation of martech stacks against emerging trends. However, for those marketing complex products or solutions, the strategic addition of visually interactive applications -- including interactive 3D models, virtual reality (VR), and augmented reality (AR) -- can offer a distinctive edge. 1. Unforgettable Customer Experience Visual and interactive technologies provide an unparalleled and memorable experience for customers. Virtual demonstrations, especially for complex products like medical equipment, overcome the limitations of physical demonstrations, allowing prospects to visualize and interact with products in their environment. 2. Strategic Integration When used thoughtfully, these technologies are not perceived as gimmicks but rather strategic tools. For instance, in scenarios where…
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The Invitrogen Attune NxT Flow Cytometer represents one of the many products within the Thermo Fisher Scientific portfolio of products and solutions. With a wide variety of customers – from academic to food science – the challenge is to sell a complex instrument and software solution that is just a small part of the customer’s workflow. Due to the complexity of the product and the diversity of customer needs, the flow cytometry sales teams require extensive technical expertise and support. Conducting successful product demonstrations are key to the sales process involving technical sales specialists, field application scientists and field service engineers. This results in a sizable resource load – and impeccable communication requirements between the team members – to demonstrate…
Thermo Fisher corporate wanted to focus on product and service offerings within several key vertical markets, and biobanking was one of them. In addition to storage and freezer products, within biobanking there are workflows of collection, preparation, analysis, transport and storage. Kaon helped Thermo Fisher developed a virtual biobank that customers could visualize. On both their website and mobile devices, users could explore several workflows, product lines, collateral and industry facts that inspired them to learn more. And at small biobanking events, like ISBER in Berlin, where it was impossible for Thermo to bring big cryotank equipment, having the application on a touch screen within a 10x10 booth not only got customers engaged, but it was one of the most…