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Marketing & Innovation

Engineers thinking like marketers

Marketing & Innovation – InnoQuest Feb. 19th Recap

Posted on February 20, 2016

What a great way to kick off this year’s InnoQuest program!  We looked at the interplay of Marketing and Innovation with three leaders with varied perspectives on the issue – Charles Stack (StartMart, Founder); Diane Artman (Division Engineering Manager, Parker Hannifin) and Rachel Lindberg (Manager, Brand Marketing, Progressive Insurance).  In addition, we had a terrific discussion around GrafTech’s experimentation with Indiegogo.com (crowd-sourcing site) and its Kent State Hack-A-Thon event – both helping to engage a broader audience in new product development.

While it’s hard to replicate the many different conversations that took place with the leaders from 14 different companies wrestling with innovation, we have tried to capture some of the take-aways and thoughts.  Special thanks to our presenters, and we welcome new participants from Meggitt Aircraft Braking System.

Thoughts from the day:

  • “Success is when you have engineers thinking like marketers, and marketing thinking like engineers.” – Diane Artman
  • ”Find a new way of positioning existing products in order reach new markets. Progressive identifies and segments pivotal times in people’s lives and targets its offerings to reach people at those times.” – Rachel Lindberg
  • “How many of you export to other countries? (many) How many of you have your website in multiple languages? (none) There’s a take-away.” – Charles Stack
  • “It’s just business; no one dies.” – Charles Stack

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Charles Stack (StartMart, Founder)

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Diane Artman (Division Engineering Manager, Parker Hannifin)

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Rachel Lindberg (Manager, Brand Marketing, Progressive Insurance)

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Group Discussion: engineers thinking like marketers, and marketing thinking like engineers

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Group Discussion: proactively determining customer decision points and mind set

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Upcoming InnoQuest Sessions:

 

To participate in the InnoQuest program contact:

Chris Keller (Chris@edgef.org; 216-346-6300) or Grant Marquit (Grant@edgef.org; 216-215-5058)