ISA’s 8th Marketing and Sales Summit highlighted the expert-driven strategies and tactics proven to succeed in today’s fast-changing automation marketplace
Attendees from across the US and the world attended last weeks International Society of Automation’s (ISA) 8th Marketing and Sales Summit—held last week in New Orleans (LA USA) —outlined proven strategies and tactics that marketing and sales professionals could immediately employ to strengthen their connections with their automation prospects and customers.
“New Orleans was the place to be last week for professionals looking for practical, tangible ways to improve their sales and marketing results, and better achieve their professional goals,” stated Dr Peggie Koon, the Vice President of Audience at Augusta-based Morris Communications, LLC, and ISA President-elect Secretary. “Attendees gained specific, actionable ideas and direction, straight from the experts, to help them succeed in today’s challenging environment.”
The content-rich conference program, “Innovation in Automation: Navigating the Maze of Customer Connections,” featured a range of keynote addresses, plenaries, expert-led sessions, panel discussions, workshops and tutorials that pinpointed how to:
- Use social media in a crisis situation, i.e., the Boston Marathon, Hurricane Katrina
- Understand the impact of M2M and how it affects marketing and sales
- Influence prospects’ and customers’ perceptions of cost, value and benefits in complex sales
- Utilize the most effective marketing tools and processes in a rapidly evolving environment
- Generate reliable ROI data
- Put plans into action that deliver immediate results
Specific topics explored included:
- Best practices in social media
- Best practices in search engine optimization
- Account-based marketing
- Channel marketing
- Market-driven product development
- Winning complex accounts
- Public relations in a digital world
“We drew attendees from across the US—from Phoenix to Boston—and the world—including Sydney, Australia and Tokyo, Japan, all coming together for this power-packed event of learning, networking and collaboration,” reports Dr. Koon, whose conference welcome address highlighted ISA’s increasingly valuable and relevant role for automation and control professionals, and outlined her vision for ISA in the years ahead.
The keynote presentation at the event, “M2M: Service Before Your Customer Sees It Coming,” was delivered by Peggy Smedley, Editorial Director of Connected World magazine and an internationally known expert on technology and the media. In her presentation, Smedley examined how machine-to-machine (M2M) technologies and devices may soon enable companies to address their customers’ and potential customers’ needs even before the individuals themselves fully recognize them.
Other highlights of the event included:
- An evening plenary, “Social Media Marketing during a Crisis: Boston Marathon Bombing Revisited,” moderated by Jim Cahill, who directs social media at Emerson Process Management.
- “A Fireside Chat” with Dick Morley, a leading visionary in advanced technology development as well as an inventor, entrepreneur, author, consultant and engineer.
- A pre-conference workshop and marketing communications class led by Walt Boyes, an automation professional with more than 25 years of experience in sales, sales management, marketing and product development.
The event also was supported locally by ISA’s New Orleans Section, which held its monthly meeting in conjunction with the evening plenary. Local ISA section members greeted summit attendees and welcomed their involvement during mingling and networking activities