New industrial IoT business takes flight

Challenge

Flowserve is known for their expertise and products, but the data and analytics of condition monitoring and predictive analytics of RedRaven meant new competitors, audiences, and communication challenges. Flowserve didn’t just need us to create and launch the platform, where building awareness among plant operators and managers was key; their primary asks were lead generation and pipeline growth. Not to mention this was new for their sales team. We needed to speak to both internal and external audiences just as consistently and clearly. 

It would take a bold branding approach and practical messaging to sell the idea and the product. 

Solution

We developed strategies, assets, and guides to communicate the platform’s predictive and protective natures. Then we created a consistent brand experience, including product naming, logo, videos, demo kit, packaging, training materials, pitch decks, and a user interface for  Insight Portal, the software application of RedRaven.

A dedicated section of the Flowserve website explains RedRaven technology through video, graphics, and content. Our ads targeted  the very specific problems plant operators and managers experience. Videos describing key technologies like LoRaWAN in simple terms help prospective customers picture the usefulness of applications in their environments. To validate the product and influence decision makers, we also developed content  and featured interviews by engineers, for engineers. 

The culmination of this project was the virtual launch event, when company, project, and sales  leaders spoke about the product and its indispensable abilities to prevent pump failure and help plant operators/managers optimize equipment performance and energy efficiency.