Building Brand Awareness in 2025
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
Just back from SPIE’s Defense & Commercial Sensing (DCS) conference in Anaheim, and preparing for XPONENTIAL in Dallas next month, we’re noticing that the emerging drone market presents real promise as well as challenges.
The optics, photonics, and imaging exhibitors at SPIE DCS share a common challenge with XPONENTIAL’s component exhibitors—a great deal of unknowns in:
Market analysts expect that commercial UAV sales will quadruple over the next five years. But what’s the play for components like optics and photonics?
To date, there seems to be no middle ground between high-end defense and low-end toys. That reality is rapidly changing, and there appears to be a viable market opportunity in imaging. Though market growth looks promising, the question remains: Which applications are the best fit, and how soon until volume production and adoption?
In one optics and photonics industry presentation, “The Industrial Impacts of Thermal Imaging Drones,” Randall Warnas, Global Distribution & Sales Manager (UAV) of FLIR, explored UAV applications for aerial thermal imaging including:
Public Safety
Inspection
Agriculture
With applications so widespread, how do you optimize your technology? Where do you focus your marketing efforts?
We worked with one client to identify a marketing strategy by conducting pilot tests with leaders in several key markets. Understanding the long buying cycles of larger companies allowed them to build credibility and engage the key players while publishing the pilot test findings and marketing to second-tier companies.
Another photonics client is also smartly keeping multiple irons in the fire from a technology perspective, and focusing their marketing efforts on education via inbound marketing, helping companies weigh the tradeoffs of a design and approach.
In high-growth emerging markets, customers will be more open to collaboration, from design and prototype through volume production. They also will be anxious for credible data to justify the technology. Your marketing and sales strategy should support these needs.
To find out more about the new sales model and winning in emerging markets, download our presentation.
Want to talk through your strategy or book a meeting at XPONENTIAL? Contact us.
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