Industry 02 · Automation, Electrical Engineering & Industrial Tech
Growth for automation, electrical engineering and industrial tech.
Automation and electrical engineering suppliers increasingly sell systems rather than components. This changes the target group, the buying process and the way expertise has to be demonstrated.
In short
In automation and industrial tech, hardware, software and service come together. Buyers are design engineers, maintenance, IT and production at the same time. We position suppliers along applications and outcomes, build expert content for technical evaluators and connect direct sales, partners and system integrators in one shared acquisition process.
- Automation
- Electrical engineering
- Control systems
- Sensors
- Robotics
- Industrial IoT
- Industrial software
01 · Starting point
From component supplier to solution provider.
Many suppliers have their roots in the component business: catalogue, data sheet, distributor. With software, connectivity and services, the component becomes a solution that has to be sold differently.
The buying process becomes longer and broader. Besides design engineering, IT, information security and production have a say. At the same time, distributors and system integrators remain important channels that need their own materials and arguments.
Growth here requires positioning that explains hardware and software together and an acquisition process that connects direct sales and partners.
Typical situations
- New software or IoT offering alongside the component business
- Dependence on distributors and integrators
- Technically strong products with weak differentiation
- International expansion with new competitors
- Long evaluation phases without visibility of their status
02 · Buying process
Who decides and what matters.
Evaluations often involve samples, tests and pilot projects. Technical documentation is a central part of marketing.
Typical buying committee
- Design and engineering
- Assesses technical suitability, interfaces and standards.
- Maintenance and production
- Looks at reliability, service and spare parts.
- IT and OT security
- Checks integration, data security and updatability.
- Procurement
- Compares price, availability and framework agreements.
- System integrator or partner
- Recommends and implements, often with its own interests.
03 · Focus areas
How we work in this market.
The Growth Architecture stays the same. The weighting and order of the disciplines depend on the market.
- Strategy & Positioning
Solution rather than catalogue
Positioning along applications and outcomes, with a clear role for hardware, software and service.
- Brand & Authority
Technical authority
Application notes, white papers, webinars and case studies for technical evaluators.
- Digital Experience
Documentation and self-service
Product and solution pages, download areas and configuration aids that make evaluation easier.
- Demand Generation
Partners and ABM
Channel campaigns with distributors and integrators, ABM for strategic accounts.
- Revenue Operations
Pipeline across all channels
Deal registration, partner leads and direct sales in one CRM.
The full method is described on the approach page. Typical situations and the strategic response can be found in the playbook.
Frequently asked
Frequently asked questions from this market.
How do you handle distributors and integrators?
We sell hardware and software. How do we position that?
Our target group is engineers. Does LinkedIn work?
Further reading
Relevant services and next steps.
Working together
Let's talk about where you stand.
In a 30-minute first conversation we identify where your growth is stuck and whether working together makes sense. You then get an honest view of a realistic scope.