INDUSTRIAL
EQUIPMENTGET CONNECTEDCOLLABORATE AND CREATE:THE FUTURE OF MARKETING

“If you could get all the people in anorganization rowing in the same
direction, you could dominate anyindustry, in any market, against any
competition, at any time.”– Patrick LENCIONI, The Five Dysfunctionsof a Team: A Leadership Fable

INTRODUCTION
Product marketing is transforming, and you’rewatching it happen.
As more and more industrial equipment companies adopt
cloud-based platforms, these tools are streamlining outdated
workflows, revolutionizing the way businesses work, andrendering traditional processes obsolete.
Still, marketing teams find themselves outside of the loop.
It’s nearly impossible to access current assets, to get started
on time, and to have a seat at the table for initial conversations. On top of these challenges, teams grapple with shorter
timelines, limited budgets, missed opportunities to leveragecustomer feedback, and the growing need to customize
marketing experiences. The cloud is working for everyone —except for marketers.

So, while the product is being developed, the twin canbe used to create marketing assets from the start of aproject. Model assets can be configured to meet any needand staged for any angle or environment. If engineering
or design departments update the product, the marketing
assets get updated, too — meaning a faster time to market andno more costly repeat photo shoots.
It’s simple: 3DEXCITE gives you access to the same 3D datathat engineering and design departments use, so you canbegin creating polished marketing assets for any purpose.
Build true-to-life product experiences across all your media
channels — for stunning, personalized storytelling — simplyby leveraging the source data your organization already has.
It’s just a matter of getting connected.

Here’s the issue: Disconnection. Marketing teams are brought
onboard at the very end of the product development
process, with barely any time to develop a comprehensive
content strategy. They’re cut off from insights into how
customers are responding to products, instead forced tocreate future campaign messaging blindly. It’s time to close
the gap between marketing teams, their organizations, andtheir customers.

The other missing piece? Connecting with customers in meaningful ways. That’s what the NETVIBES dashboard, a companion to 3DEXCITE, is designed to do. It provides access toperformance insights, industry news and customer feedback,allowing the “voice of the customer” to resonate throughout
your marketing strategy and product design.

It’s time to connect.		1. Connect with colleagues.

New from Dassault Systèmes’ 3DEXPERIENCE® sales andmarketing brand, 3DEXCITE is introducing tools designed
to integrate the marketing team into the full lifecycle ofproduct development. Here’s how.		2. Connect with customers.

On the 3DEXCITE dashboard, you can access a photorealistic
product twin (3DEXPERIENCE twin) that stays up-to-datewith the product’s current design and engineering model.

Once marketing teams are connected, a paradigm shift takes
place — marketing with more time, more insight, and morecreative freedom built in. To put it simply:		3. Connect with creative possibilities.
The cornerstone of great marketing is making relevant
connections. Start connecting with 3DEXCITE and NETVIBES,and start experiencing true creative freedom and control asa marketer.

CONNECT WITH COLLEAGUESAre you working together, or working together?

Work concurrently, not sequentially.

Just because teams are working on the same project doesn’tmean they’re working together. If the marketing department
has to wait for a product to be near completion before they
can start developing content, that’s not collaboration. That’s
just working for the same company.

3DEXCITE puts your marketing team in touch with the restof your organization, all the way from product ideation to
manufacturing and service. Now it’s not just engineering
departments, but all downstream departments as well, that
can access a specific product or object status simultaneously.
Feel the difference that effortless data sharing can makefor your team:

Collaboration is a key ingredient for strong, imaginative content development. After all, we brainstorm in groups for areason. But on another level, collaboration — especially inindustrial equipment (IE) marketing — means a more efficient
process overall.

97% of employees and executives
believe lack of alignment within ateam impacts the outcome of a taskor project.

That’s because IE marketers increasingly face pressure to
do more with less. For example, with expensive photo shoots
and heavy pieces of equipment, there are huge cost and timeinefficiencies when a product needs to be re-shot following
a design update. The complexity of industrial products
makes them tough to market and sell at a customized level,
even while consumers continue to demand more personalization and higher performance. And when marketers need
to wait for design and engineering teams to finish
product development, they get a much shorter timeline tocreate a content marketing strategy and innovate concepts.
Even with these challenges, marketers are somehow expected
to reduce product development lifecycles and production
costs, improve global collaboration, and expand in the market.
Marketing teams urgently need more collaborative, transparent and real-time engagement with their larger organizations.
But this doesn’t necessarily mean a costly restructuring
process. There’s actually a simple fix: Marketers just need
to be brought into the product lifecycle much earlier thanthey traditionally are.

• Improve concept innovation with seamless communica		tion. Share accurate information among design, R&D and		marketing departments for flawless digital continuity.		Ensure all departments are working on the same product		at the same time, so you can focus on creating original,		effective marketing concepts aligned with the product.		Use the 3D messenger for ad-hoc communication		between team members.
• Streamline project management. With integrated project		planning tools, you can see the full schedule for each		awareness campaign. Assign tasks, review progress and		check deliverables, all on one drive linked to your		personal calendar. Integrate the schedule and deadlines		directly into your team members’ calendars.
• Mark up assets with simple, real-time feedback. On one		collaborative platform, you can access all the most		recent files, eliminating silos and blind spots. Teams		can upload assets for feedback from managers, who		can simply add a layer for giving feedback (instead of		downloading the file and marking it up). Simply drag		and drop a deliverable from the shared project drive,		so you can brief your team on your expectations for the		look and feel of marketing materials.
• Reduce time to market. The platform makes it simple		to follow a standard process for creating movies, pictures,		manuals, AR/VR experiences, and more. All product		updates are automatically linked to the 3D model in		marketing apps, so your team never needs to start over		after a product update.
• Save on costs. Is your current system an incompatible		assortment of applications and technologies? Optimize		your spending. Eliminate the need for expensive,		disparate, time-consuming content production (photo		shoots, videos, showroom stagings, etc.) with the product		twin. Consolidate your systems, ensure all domains are		compatible and cut out non-collaborative apps.

Connect with colleagues on 3DEXCITE andstreamline your sales and marketing strategy
from start to finish.

CONNECT WITH CUSTOMERSAs a marketer, you already know that your customer baseis one of your most important resources. Customers havepower. They decide which products they like and need (andwhich they don’t). And in the digital age, 93% of potential
buyers say online reviews influence their purchasing decisions.
All of this is to say … You need your customers on your side.

• Tailor the product to customer needs. Funnel customer		feedback directly into product innovation, allowing		design and engineering teams to iterate more quickly on		product updates. See customer responses to different		variations of a product and determine which ones to		produce.

ADVOCATES: Share and promote products on social media
ADVISORS: Offer feedback to improve or develop the products• Produce more responsive marketing. Throughout your		campaign, stay on top of customer comments, reviews,		social media mentions and product articles, so you can		adjust communications accordingly.

But word-of-mouth marketing is just the tip of the iceberg.
Yes, this increased attention to the customer is reshaping
marketing — but it’s also democratizing the entire productdevelopment model. Think about crowdfunding platforms
like Kickstarter and Indiegogo. Potential customers are
now raising funds for companies to develop products
before they even exist.

Throughout the entire product development process,
NETVIBES lets you connect with the market in a continuous
feedback loop. Externally, tune into standards bureaus andindustry experts for access to industry and customer insights.
Internally, feed that information to your teams. Customers
are always right — so start incorporating their voices into product development, content strategy, and marketing tactics.

AMBASSADORS: Provide positive reviews

What does this mean? It means marketers have become more
important than ever. By selling new functionalities and products before they’re created, marketing teams can start bringing
in value for R&D. And by listening to customer insights, they
can assist in determining the right design updates needed tobuild the products customers really want.
It makes sense. The customer is the one using the product,
so why shouldn’t the customer be involved in developing
it? And as the most direct line of communication with customers, marketers are becoming even more integral to organizations — not just stepping in to sell finished products, but actually helping to guide their development.

The customer’s always right. With NETVIBES,
you can listen.
With the NETVIBES app, your enterprise can learn and act on
all the customer insights that matter. See what consumers
are saying about the product, what competitors are saying,and how the product is resonating in different locations.
Gather data from across the social web to analyze businessmetrics in their social context. And automate alerts on industry news to drive faster decision-making, 24/7.
• Build a smarter content strategy. One that actually		takes market and sentiment analysis into account.		See internal and external data, including sales numbers		and keyword counts, to measure the impact of your		campaigns and better manage how your products are		presented across digital channels.
• Understand the industry better than ever. Keep up with		all the latest market news, industry regulations,		competitor data and sales numbers, all in one place.		Optimize product launch by predicting which products		will perform best in each specific market.

“The best advertising is doneby satisfied customers.”– Philip KOTLER, Professor Emeritus ofMarketing, Kellogg School of Management

CONNECT WITH
CREATIVE POSSIBILITIES
So, you’re fully connected with your colleagues and your customers. What happens next?
When it comes to your team’s creativity, something miraculous can happen. Even while a product is still being designed,
your marketing team can start dreaming up innovative
ways to market it. You’ll have free rein to begin concepting
earlier, with easy access to all the assets and all the insights
you need.

Marketing, empowered.
3DEXCITE opens up creative freedom, leveraging source (CAD)
data to help your team deliver beautiful assets for interactive
marketing and sales experiences. Marketing teams can now
work closely with creative directors and project managers
to assemble 3D environments that will be part of thefinished promotional campaign.
The capabilities of 3D modeling also provide designers witha more complete picture of a product than old-school
2D images. Even when photographing certain products,
it isn’t always easy to depict them sharply and precisely.
But once the 3D rendering of a product has been created,
the photorealistic image is adaptable and usable in any scenario. This kind of modeling has the potential to present
a product with even more accuracy than photography.

80% of shoppers are more likely
to buy from a company that offers
personalized experiences.

With the 3D modeling shortcut, crunched timelines, limited
budgets and product adjustments are no longer inevitablesteps in your campaigns and media planning. Instead:• Open up more time for creative development. Don’t		wait for the final asset to be ready. Just use the product		data already available on the platform, freeing your		team to ideate and create much earlier.
• Access an up-to-date product for use in all content cre		ation. Seamlessly update any experience to reflect the		most recent dataset.

• Use detailed, accurate renderings. Portray the product		with perfect accuracy in any environment. This means		fewer photo shoots — instead, simply generate renderings		for realistic, personalized experiences.
• Share a space for creativity. Include a collaboration		space on your dashboard, where you can encourage		colleagues to post ideas and imaginative approaches		for upcoming projects. Promote a sense of community		and spontaneity in your team’s ideation process.
• Output content for every channel. 3DEXCITE software,		solutions and services make it possible to feed every		device with digital continuity directly from the		platform. Produce immersive AR/VR experiences for		pop-up retail, webGL for mobile, and traditional movies		and image media for all points in between.

Power your creativity with apps for every need.
Inhabit a number of creative roles on 3DEXCITE, each offering
a tailored selection of apps for every step of a project.

Marketing Model Processor | PPO
This role transforms information from your engineering anddesign departments into prepared product data, ready for use
across multiple channels. Streamline direct, secure productupdates to the cloud. Use the Processor to create a simplified,
IP-protected, on-premise product and share it with marketing
agencies via the cloud.

Marketing Content Artist | XCA
This role lets you create realistic marketing experiences byplacing products in a vast array of compelling scenarios,including environments, animated characters and materials.
Create libraries tailored to any campaign scenario and accessthem globally. Build large-scale environments on Earth, Marsand the moon, all using real captured data.

Marketing Experience Artist | XAR
In this role, create interactive, real-time content for powerfulmarketing and sales storytelling. Define all aspects of the experience, including the look and feel, interaction, touch-points
and overall behaviors. Driven by the end-experience and final
deployment, create an optimized model based on thedevice and data size requirements. Optimize the experience
with preset filters to incorporate model structure, geometry,material, textures, lighting and ambience.

Marketing Content Animator | CHA

Marketing Media Producer | RDS

This role lets you visualize product interaction by placing
virtual characters in different product scenarios. Access alibrary of animated characters, all with lifelike actions. Add
another layer of realism with real-time physics tools thatsimulate collision detection and external forces, like gravity, tobring the scene to life.

Using precise visualization technology, this role enables
the Marketing Experience Artist to prepare premium 2D
renderings for image-based marketing campaigns (onlineand print), extending real-time experiences for multi-channel
output. Leveraging STELLAR precise technology with GlobalIllumination, an artist can streamline the rendering workflow
in an optimized work environment. Once scene staging isfinalized, the Marketing Media Producer role sends content
to the render queue for batch rendering. High Performance
Computing capabilities are applied to process the rendering
as necessary in a large-scale, distributed environment.

Marketing Experience Scripter | VRS
Select from prepared 3D UI and HTML coding templates
to build your own user interfaces, including web-based
UI widgets and panels. Access actors and behavior
parameters and connect them to different device inputs (likekeyboards, game-pads or VR sensors). Embed external
web services to display product information in real time, andincorporate wide-ranging immersive behaviors, including teleporting, manipulation, ray picking, motion tracking andhot spots. Once you’ve created the immersive experience,
use the Marketing Experience Artist role to output thefinal VR experience.

Marketing Experience Reviewer | EXV
With this role, creative directors, marketers and stakeholderscan review interactive marketing experiences directly in
3DPLAY. Evaluate intermediate states of the experience,streamlining the entire process and allowing for real-timestatus assessments. Present the interactive marketing experiences to visitors or customers in kiosk or event environments.
With the supported VR hardware and the purchase of a token
for the Immersive Visual Experience role option, you canalso review and play interactive marketing VR experiences.

CONCLUSION
The future of marketing starts now.
Marketing teams are an untapped resource for companies.
Connecting them with colleagues and customers — so they
can collaborate and create — opens up brand new possibilities
that extend beyond the marketing phase, impacting every
stage of the product lifecycle.
Marketers of the future will:• Sell products that only exist digitally. Marketing mana		gers will start bringing in money for R&D. They’ll ensure		the customer’s voice is reflected throughout ideation,		product iterations and marketing.
• Prioritize the elements customers care about. Managers		will conserve funding and resources by predicting how		many customers will purchase a product. Early on,		they’ll help determine which elements matter most to		customers, so companies can redirect funding to focus		on those.
• Get ahead of product launch. With instant access to an		 up-to-date, photorealistic product rendering, marketers

will cut through the short timetables, limited budgets, andcontinual adjustments that have always limited advertising
campaigns and media planning.
• Ensure the product is always represented with		accuracy. 3D modeling will depict products sharply,		precisely, and from all angles.
• Streamline their organizations. With all data accessible		in one location, managers will be able to remove		non-value-added tasks (e.g., checking whether a dataset		is valid). They’ll make faster, fact-based decisions that		leverage real-time data.
The future of industrial equipment marketing is aboutconnection. And that means much more than a streamlined
process. It means an entirely new approach to ideation,
product development and marketing. Start connecting — andreach your full potential as a marketer — with 3DEXCITE andNETVIBES on Dassault Systèmes’ 3DEXPERIENCE platform.

Dassault Systèmes, the 3DEXPERIENCE® Company, provides business and people with virtual universes to imagine sustainable
innovations. Its world-leading solutions transform the way products are designed, produced, and supported. Dassault Systèmes’collaborative solutions foster social innovation, expanding possibilities for the virtual world to improve the real world. The group brings value
to over 250,000 customers of all sizes in all industries in more than 140 countries. For more information, visit www.3ds.com.

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