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2024 Strategic Impact | Aligning Sales and Marketing In the Digital Sales Journey

What are executives focusing on when everything seems to be a priority? As we delve into the second half of 2023 and set our sights on 2024, the challenges are clear: Higher Spending Scrutiny: Budgets are under intense scrutiny, demanding every spend be justified with a tangible return on investment. Resource Limitations: Limited resources mean balancing short-term objectives with long-term innovation and growth. Rapid AI Developments: As AI advances swiftly, customer expectations are rising, requiring businesses to keep pace with the evolving digital landscape. Changing Buyer Dynamics: Larger buying groups, a desire for self-discovery, and the need to influence buyers across channels before they purchase are reshaping the B2B buying journey. We invite you to join this exclusive discussion and…

Sep 11, 2023

How to Communicate Complex Value in a Digital-First World

In this conversation, Gavin Finn, Shawn Reilly, and Steven Feinstein discuss the digital transformation of customer engagement in the B2B space. Here are the key takeaways: Shift Towards Digital Engagement: The pandemic accelerated the trend of buyers preferring digital engagement, even in complex B2B scenarios. Digital interactions throughout the sales cycle have become essential and are expected to persist post-pandemic. Importance of Digital Storytelling: Analog Devices transformed its approach from a product-focused company to a solution-oriented one through digital storytelling. They partnered with Kaon to create 3D applications that allow users to explore independently and understand how products fit into applications. Empowering Customers: Analog Devices empowered customers to drive their own experience through these applications. It allows prospects and customers…

Kaon Interactive Launches The B2B Engagement Podcast

MAYNARD, Mass., Aug. 28, 2023 -- Kaon Interactive, a leading provider of B2B interactive sales and marketing software applications, has launched a new podcast focused on the latest insights into B2B customer engagement. Titled The B2B Engagement Podcast, the show tackles the real-life challenges faced by B2B marketing and sales teams with practical solutions. With an emphasis on in-depth conversations relating to the industries of IT, life sciences, and industrial, the monthly show brings listeners behind the scenes of cutting-edge innovation and strategy behind the B2B strategies of the world's largest companies. Join Kaon Interactive CEO Gavin Finn and members of Kaon's senior team as they welcome guests from Fortune 500 and Global 2000 companies to share practices on adapting to change, sustaining innovation, and…

The Top 10 Podcasts for CEOs in 2023

In an era where B2B marketing and leadership demand agility and forward-thinking, ReadWrite's Top 10 Podcasts for CEOs is a curated selection that equips CEOs with the knowledge and inspiration needed to excel. Among those featured is The B2B Engagement, hosted by Kaon Interactive, which shines a spotlight on tackling high-stakes sales and marketing challenges. Senior marketers will find immense value in episodes discussing transformative go-to-market strategies and the intricacies of customer engagement in a digital world. The podcast is a hub of wisdom for B2B marketers who aspire to evolve from traditional tactics to strategic partnerships impacting sales and growth. It offers insights from B2B behemoths such as IBM, GE HealthCare, and TE Connectivity, delving into themes like innovation…

Win the Differentiation Game

Getting a Complex Message Across in a Self-Serve World How can B2B sellers consistently and cost-effectively tell personalized value stories - across multiple channels - in today’s self-serve landscape? Buyers are more independent than ever, and with a world of information at their fingertips, the window for sellers to directly influence the decision-making process is shrinking. In fact, Gartner found that B2B buyers will only spend 5% of their time with all sales reps from multiple suppliers when considering a purchase. How can sales leaders adapt and stand out from the rest? In an age of self-service, how can sales teams leverage new trends in buyer preferences? Join Kaon and a select group of industry leaders at this Meet the…

Aug 22, 2023

3D Product Tours Drive 25% of Tecan’s Inbound Leads

Strengthening Product Communication Tecan’s Partnering Business specializes in the development, production, and distribution of automated workflow solutions for OEM customers in life sciences, diagnostics, and clinical applications. Tecan Cavro® offers off-the-shelf and customizable liquid handling components from pumps to robotics. For example, the Cavro® Omni Robot is a general-purpose liquid handling component designed to offer reliable pipetting for a wide range of applications, including clinical diagnostics, life sciences, and analytical chemistry. Its flexible, modular construction makes the Omni easy to integrate into almost any instrument design, but it presents a dizzying array of configurations. This layer of product complexity creates a significant challenge for Tecan’s OEM division when trying to communicate the full value of their offering to design engineers…

Differentiating SDI’s Go-to-Market Strategy with Digital Customer Engagement

Estimated Reading Time: 5 minutes In a fast-paced world where traditional sales and marketing approaches often fall short, companies face the challenge of effectively communicating their unique value proposition and standing out from the competition. The buying journey has evolved, with buyers spending a mere 17% of their time with potential vendors. In this fiercely competitive landscape, engaging customers at every touchpoint has become a crucial business differentiator. Recognizing the need for a transformative approach, SDI, a pioneer in the digital supply chain solutions industry, embarked on a mission to bring digital transformation to the buyer's journey. They understood that to revolutionize their sales process and go-to-market experience, they needed a game-changer. That's when they partnered with Kaon Interactive, a…

Evolving an EBC to a CIC

The B2B Engagement Podcast with HPE Guest: Daniel Sherill, Director of North America Strategic Customer Engagements at HPE Hosted by Gavin FinnEdited by Dana PolihovskyOriginal music by Andrew Strout Listen and follow The B2B EngagementApple Podcasts | Spotify | Google Podcasts In this episode, Daniel Sherill shares his transition from exclusive executive briefing centers (EBC) to inclusive customer innovation centers (CIC), fostering immersive, collaborative, and personalized interactions. He and Gavin delve into the role of AI in this evolution, discussing how data-driven insights and interactive AI technologies enhance customer engagement. Join us as we unravel the secrets to creating human-to-human connections in both physical and virtual formats to elevate the customer experience. The B2B Engagement Podcast is powered by Kaon…

Earning the Unengaged Prospect | Live Podcast

B2B buying behaviors have shifted toward buyer-centric digital self-discovery resulting in buyers spending only 17% of their time with sellers. This change means getting clear, value-based messaging into the hands of your buyers is the differentiator between you and your competitors, especially for higher price-point, complex offerings. We invite you to join an exclusive live recording of The B2B Engagement Podcast with Marc Weber, Vice President of Digitization and Client Commerce at IBM. Marc and Gavin will discuss how to: Create competitive advantages before buyers even talk to sales Build a seamless buyer's journey from the web to in-person Empower sellers with personalized buyer experiences Use digital channels to add value at every customer touch point

Aug 14, 2023

Kaon’s Customer Experience Platform Tops Aragon Research Globe

Maynard, MA, August 9, 2023 – Kaon Interactive, a leading provider of B2B interactive sales and marketing software applications, has been featured in Aragon Research’s annual Aragon Research Globe looking at the top customer experience platforms. “CEOs are looking at CX as a way to emerge from economic uncertainty positioned for growth. Adversity and budget scrutiny have forced marketers to rebalance budgets and invest in solutions that drive performance and profitability while orchestrating customer journeys to drive omnichannel experiences. We are proud to be recognized by Aragon Research as a company that can achieve these outcomes, helping B2B leaders gain a competitive edge.” -- Dana Drissel, CMO, Kaon Interactive This year’s Aragon Research Globe looked at 17 customer experience platforms…

Strategic Success in 2025 and Beyond

The pressure to deliver short-term marketing and sales goals is more intense than ever. Meanwhile, higher spending scrutiny, resource limitations, rapid AI developments, and rising customer expectations are just some of the pressures fueled by today's realities. It may feel natural to freeze up at a time like this, but the data calls for the opposite. Why Digital Engagement, Why Now, How to Implement Companies can’t merely experiment with omnichannel and personalization. To win market share, they must be all in, continuing to invest even amid uncertain macroeconomic conditions. -- McKinsey 1- Gartner 2- McKinsey 3- Gartner 4- Gartner 5- Gartner 6- Forrester 1- Business Wire 2- Forbes 3- McKinsey Where are winners investing? Companies that are using all of…

Accommodating for Rapid Change & Lab Equipment Innovation

The industry experts on this panel discuss the importance of digitization and virtual collaboration in the context of laboratory equipment sales and marketing. When scientists and customers focus on protocols and scientific contributions rather than product-level thinking, the use of digital tools facilitates customer-centric collaboration -- whether remotely or in person. Digitization has become more complex, but it helps in visualizing lab designs in 3D and streamlining workflows. The conversation highlights the need for flexibility in lab design to accommodate future changes and adapt to supply chain disruptions. The panel emphasizes the value of modular designs and the ability to map out lab spaces virtually, saving time and resources. Automation is also discussed, both in terms of complete lab automation…

Digital Experiences that Shape Your Life Science Sales & Marketing

Listen in to a discussion between Brian Wagner (Founder & CEO of Health Insights Consulting Group; formerly at BD & GE Healthcare), Joel Cowen (VP of Commercial - Immuno at DiaSorin), Terry Coutsolioutsos (formerly SVP, Marketing, Sales Operations, Communications at Siemens Healthineers), and Gavin Finn -- moderated by Chris Wolski (Chief Editor of Clinical Lab Products Magazine) -- on the topic of digital transformation and its impact on customer experience in the life science industry. The speakers emphasize the need to focus on pain points and address customer needs in a visually-driven way. They discuss the shift from traditional push marketing to pull marketing in which companies aim to understand and address customer challenges more efficiently and effectively. The conversation…

Becoming a Business-to-Human Marketer

The B2B Engagement Podcast with IBM Guest: Scott Baker, CMO & VP of IBM Hybrid Cloud Portfolio and Product Marketing Hosted by Gavin FinnEdited by Dana PolihovskyOriginal music by Andrew Strout Listen and follow The B2B EngagementApple Podcasts | Spotify | Google Podcasts In this episode, Gavin and Scott dive into the world of enterprise marketing with a focus on the business-to-human approach. Learn how to connect with customers on an authentic and empathetic level Provide personalized experiences that add value at every touch point Explore the importance of understanding unique business challenges Become a trusted advisor, consultant, or friend to your audience Join us as we explore the power of genuine connections and empathetic marketing to cut through the…

Automatica 2023: Three Trends in the Robotics Industry

The field of robotics is rapidly transforming industries such as manufacturing, logistics, and retail. Based on an exclusive interview with Stefan Drakensjö, VP of Marketing and Sales, General Industries at ABB Robotics, during the Automatica Fair in Munich, we break down current trends in the robotics industry. The Transformation and Major Trends in Robotics The robotics industry is undergoing a significant transformation, with automation and robotics becoming increasingly prevalent in various sectors. Drakensjö highlights some of the major trends observed in the industry: Sustainability: Companies across industries are prioritizing sustainability, and robotics plays a crucial role in achieving sustainable practices both in manufacturing and consumption. Uncertainty: Recent years have been marked by significant uncertainty, driven by macroeconomic disruptions in sectors…