Marketing and product development based on big data

Nina Quist - 2017-09-26

We are proud to present Peter Markenvard, CMO at BIMobject, as one of the speakers at BIMobject LIVE 2017 in Malmö, Sweden, October 10-11. He will be focusing on the vast world of opportunities that digitalisation is opening up to manufacturers. “Without the accurate data, marketing is nothing but guess work. Manufacturers need to know their market in detail, to be able to optimise communication”, he says.

With a background in marketing analytics, and being the former creative force behind a large Swedish agency for marketing automation, Peter Markenvard, new CMO at BIMobject, entered the industry of construction earlier this year with a fresh pair of eyes. What he found was a relatively traditional industry, with huge potential for growth and development.

“Modern marketing is entirely driven by data. The days of expensive ad campaigns and cold calling are over. Manufacturers need to know their market in detail and they need tools that help them target the exact right players at the exact right time. In complex industries like construction, entering decision processes at an early stage is key.”

Peter Markenvard stresses the importance of basing marketing decisions as well as strategic decisions on actual data, and not on hunches or preconceptions. He emphasises that the beauty of digitalisation is that it makes data readily available to anyone who knows how to use it.

“In the BIMobject Cloud we are continuously aggregating vast amounts of information. In today’s world of marketing, where big data needs to be the basis of all kinds of strategic and operational decisions, this is an incredibly valuable asset that we make available to manufacturers.”

By being present in the BIMobject Cloud, building product manufacturers gain access to a unique tool for market research and data collection.

“The downloads you get in the BIMobject Cloud give you both the micro and the macro perspective. You get the global overview, where you can see what products are most popular in different geographical areas. But you can also zoom in on each individual download and connect directly with the person who made it.”

Having this information, marketing teams can then craft the perfect buyer’s journey for every target group, and use the different marketing tools in the BIMobject Cloud to create sales funnels for inbound marketing, both within and outside the cloud.

“BIMobject offer the world of design and construction a unique marketing universe of its own. Now that we have released our API, being present in the Cloud will become even more important in order not to be excluded from all the new applications that are being created.”

Peter adds that effective marketing is only one of the perks of being present in the BIMobject Cloud. Being able to develop products based on actual knowledge about what the market wants, is another. The downloads you get provide useful information about market demand in different parts of the world, information that is extremely valuable when planning future production.

“Imagine to be able to test drive everything from new products, concepts and designs to things like colours and materials, using the input of the whole world’s community of specifiers, designers and architects. For product development, that means everything.”


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