The world is buzzing about the Internet of Things, the ecosystem that connects everything from our home security systems to our fitness monitors. However, it’s the Industrial Internet of Things (IIoT) that is truly changing the world as we know it, connecting systems such as the sensors in our cars that automatically brake when we approach an obstacle, submarine defense systems that detect incoming missiles and respond in milliseconds, and hospital patient monitoring systems that detect the smallest changes in a patient’s condition and alert the nurse down the hall and the doctor miles away. RTI provides the connectivity platform for the IIoT, allowing these essential components to communicate with each other reliably, securely and at extremely high rates of speed.
RTI had marketing requirements on three fronts:
- Remedy the lack of awareness of RTI’s role as an essential component that enables the Industrial Internet of Things.
- Educate the market as to the importance of the technology, reaching engineers as purchasers across several vertical markets such as healthcare, energy, transportation, and aerospace and defense.
- Garner attention and position as a peer organization to other IIoT leaders including Cisco, GE, Google, Intel and IBM.
RTI hired Karbo Communications to develop strong positioning that communicated value and reduced the complexity of messaging, increased media and analyst visibility, and leveraged superior technology and customer stories to establish RTI as a market leader.
- Communicate the market need for RTI’s technology, as well as its unique benefits.
- Differentiate RTI in the minds of IIoT engineers;
- Launch RTI’s product, Connext DDS Secure, as the first security communications platform for the Industrial Internet’s critical systems;
- Decrease the current, lengthy sales process;
- Increase market awareness and thought leadership.
Karbo Com and RTI pursued an in-depth messaging exercise to establish the importance of RTI’s Connext product line and its role as the ‘connectivity platform’ of the IIoT. Using this positioning, Karbo Communications immediately began reaching out to key press and analysts with strong product messaging and industry-leading customer stories. Additionally, Karbo Com and RTI developed a launch plan for the new security product, Connext DDS Secure. Being the first security product for the Industrial Internet of Things, the agency pursued an aggressive outreach strategy.
As the partnership progressed, Karbo Com continued to drive PR efforts by supporting additional product launches, leveraging customers and important partnerships through the Industrial Internet Consortium (IIC), pursuing opportunistic press opportunities and positioning RTI executives and thought leaders in the market.
Within the first few months of working together, Karbo Communications secured briefings with the top market analysts and press, and effectively communicated RTI’s important role in enabling the IIoT. With the Connext DDS Secure launch, the Karbo Com team successfully positioned RTI as the first company to address the need for a specialized security product for the IIoT, scoring coverage in top vertical and engineering press. A month later, in July 2014, an independent study, conducted by Appinions and published in Forbes, named RTI as the most influential Industrial Internet of Things Company, above Google, Cisco and GE. This survey validated RTI’s strong market positioning and aggressive PR and marketing efforts:
When the IIC was founded by GE, AT&T, Cisco, IBM and Intel with the objective to develop a common blueprint for the IIoT, RTI was invited to join as an original member. RTI’s CEO was also elected to the IIC Steering Committee, and has since continued to be re-elected for consecutive terms. Through RTI’s involvement with the IIC, the company announced a Smart Grid testbed in collaboration with Cisco, National Instruments and leading energy companies. The agency secured top tier coverage of the announcement in multiple leading tech publications and harnessed the announcement to garner additional momentum in the IIoT space. In 2016 the IIC announced the first Industrial Internet Security Framework (IISF), which was co-authored by RTI and Intel. Karbo Communications worked with RTI, Intel and the IIC to announce the framework at an event held at RTI’s office. The agency managed the media outreach for the event, inviting the top IIoT analysts and press and scoring interviews for RTI executives with IDC, IDG and more.
Karbo Communications leveraged all of these opportunities in ongoing PR efforts and was successful in continuing RTI’s thought leadership programs, garnering feature articles and coverage, and securing top contributed article opportunities for the company’s executives. As a result of RTI’s increasing market leadership, the company’s CEO went from speaking at top events on IIoT panels, to being invited to give the keynote address at industry events such as IoT Tech Expo, POWER Magazine’s Connected Plant Conference, and more. RTI was named a Vendor to Watch by leading analyst organization, EMA in August 2015 and was featured in Forrester’s IoT security report in January 2017. RTI’s CEO, Stan Schneider, was also recognized as a Top Embedded Innovator of the Year and was featured on the cover of Embedded Computing Design, a top tier trade publication.
A sampling of media that have featured RTI: