How would you define the role of technology in modern marketing strategies, especially within the manufacturing industry?
The buyers within the manufacturing industries that we serve primarily source their information online. In fact, I’ve seen research that says close to three quarters of the buying process is being done online before that buyer even contacts a vendor. It’s crucial that we take advantage of online channels, not only social media but also working with industry analysts, influencers and media to get coverage and endorsements so you can influence the buyer before they’re ready for the sale.
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What were the main factors that drove the decision to undertake a company rebrand at iBase-t? How did you ensure the rebrand was aligned with the company’s goals and values?
The decision to undertake the rebrand started after we did a market study to find what the size of our potential market is and with that could adjust our strategy as a company and find where and how we’re going to grow as a business. At the same time, we were also measuring what the recognition was for iBase-t and the value we deliver to the market.
Can you describe the process you followed to develop and execute the rebranding strategy at iBASEt? What were the key steps involved?
As mentioned, we started with the original survey that looked at market awareness and market size. Once we looked at the results of the survey, we then hired a branding agency that was able to help us put a process in place to do discovery because for any rebrand or brand launch, it’s vital to discover who you are, and what the market perceives you to be. The survey looked at our TAM to understand what the market perceptions are of iBase-t, as well as the challenges that the complex manufacturing industry faces and how a technology company can help in addressing these pain points. The core question in conversation with stakeholders asked if a software offering can help a complex manufacturer streamline and control their operations and address its issues with digital technology versus paper-based methods which historically has been the approach.