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Kaon Interactive is a software company which provides a 3D interactive sales and marketing platform for B2B organizations. The company helps its clients improve sales and marketing processes by enabling them to easily convey their value propositions using visually appealing and engaging interactive applications.
These interactive applications are used in sales meetings, on the web, at trade shows, product launch events, briefing centers, and customer innovation centers to convey personalized persona-based value messages to potential customers. We spoke with Gavin Finn, the president and CEO of Kaon Interactive to throw light upon the company’s solution which can be tailored specifically to meet each of their client’s requirements by providing an interactive ecosystem to the buyers.
Please elaborate on the process that Kaon adopts in understand its customers’ needs to deliver solutions accordingly?
Our methodology involves working with our customers’ sales and marketing teams to understand what their key differentiators are, and then to help them in delivering their unique value proposition to key decision-makers in their markets. Once we’re done with the discovery process, we do an ideation process internally around visual treatments and animated solutions stories to try to bring our client’s messages to life in ways that they may otherwise not have been able to visualize or conceive themselves.
We share conceptual ideas with our customers and get them to embellish and flesh them out with us so that by the time it actually gets embodied in the software, the interactivity and the visual solution storytelling has taken on the passion of whatever those products or solutions really are and how they deliver value to their customers.
For many of these companies, the sales teams are challenged to master the intricacies of each product or solution in their large and complex portfolios. Our offering can serve as a better means to educate the sales and marketing teams as well, from the multidimensional viewpoints of the various buyers in their markets.
Tell us more about Kaon’s Sales technology solution and what really makes it stand apart from the rest of the players in the space?
In today’s B2B markets, research has shown that traditional sales methodologies are not as effective as in the past.
It’s not about creating a more impactful legacy PowerPoint presentation; it’s about changing the paradigm from presenting to engaging
Instead of presenting to customers with PowerPoint slides, when sales people allow customers to engage directly, this results in a much more effective transfer of knowledge. This is driven by a generational shift in the buyers within organizations that we work with, particularly millennials, who now hold crucial decision making roles. Just as in their personal lives, professionals are looking to utilize digital experiences in their business environments.
Our platform allows these applications to be accessed on any device, in a native application format. Furthermore, our cloud-platform updates the customer’s app content frequently, which results in a sustained use of these applications across sales teams, and, indeed, customers themselves. Kaon’s high-velocity marketing platform allows customized applications to function offline as well.
Who are the company’s typical customers?
Our customers occupy three different key verticals in the B2B space. One of them is life sciences that include diagnostic equipment manufacturers, medical devices, and technology-based solution providers.
Another vertical is the industrial market where solutions have become more sophisticated. Rather than offering traditional physical hardware, software systems are also layered onto industrial equipment these days. Modern industrial equipment manufacturers are experiencing challenges conveying their differentiated product/solution information and then, the other industry that we find ourselves very deeply ingrained with is the IT industry, and that includes companies that the hardware and software infrastructure that’s powering the cloud, data centers, and storage solutions.
How have the last 12 months been for Kaon Interactive?
Recently, we’ve added several advanced capabilities to our platform, and that includes Augmented Reality (AR) and Virtual Reality (VR), which are immersive environments that allow customers to engage in learning and experiencing products and solutions in real time. Complex storytelling can be made all the more interactive and easier to grasp. For instance, with AR, our customers can place a digital version of their diagnostic instrument in their prospect’s lab so that the customer can look through their iPad and see the view of the lab with the instrument present and functioning.
Further, when it comes to complex environments such as data center, hospital lab, or a power plant, you want to be able to explain to the customer how your solution is going to be deployed in their environment, how data might flow between sensors and computers, and what the operation of that equipment might be like. Immersing them in a VR environment gives them a real sense of what their world is going to be like once they adopt your solution.
How does the future roadmap look like for Kaon Interactive?
There are many interesting and promising initiatives that we are pursuing. For example, we are building shared collaborative AR and VR capabilities to our platform, so that several people (whether in the same location or geographical dispersed around the world) can actually experience those same visual interactive experiences at the same time. This collaborative sales and marketing environment leverages the assets and interactivity that we have already created and deployed. Now, customers can amplify their sales and marketing across their global environments.
As a company, we are expanding our partnerships and customer relationships in Europe and other geographical locations to broaden our capabilities to support our global customers.