At InOrbit, we're dedicated to simplifying complex robotics systems and fostering collaboration between humans and robots. Understanding the potential of robotics is key to building a better future. To showcase the people driving this vision, we're highlighting our exceptional team members, the 'InOrbiters.' Today, we introduce Rosina Feser, our Head of Marketing, who brings her expertise and passion to InOrbit from her home in Connecticut. She's been a vital part of our team for nearly a year.
Let’s start with how you got into high-tech marketing and specifically robotics.
After COVID hit, I needed change and I wanted to be a part of forging the future. I had started my career in e-commerce and it was exciting to revolutionize the way people shop. I had also been in B2B SaaS in the early app days and enjoyed helping companies improve their workflows and operations with new tools. So I was eager to learn something new and contribute to the next great evolution in business. I started looking at cutting-edge B2B technology and found a home in VR software. That led the way to interest in digital twins, logistics, and robotics. That's why I was so excited by the opportunity to join InOrbit!
Cool, so now that you’re here, what trends in robotics are you excited about?
I’m excited about the marriage of simulation and robotics; it’s a blend of my most recent two worlds. It is so powerful to be able to easily capture a digital twin of your environment to run robot simulations in before even deploying in your facility. The data capture and analysis that go into a deployment before you even have robots is impressive and exciting.
I’m also excited that cobots are helping to shift the emphasis from robots replacing human workers to augmenting their capabilities. Robots should be thought of as working with people to improve their jobs, rather than taking their jobs over.
So what’s the approach to marketing at InOrbit? How do brand, channel, and product work together?
Brand, product and channel marketing create the order from which we build a marketing message and strategy.
The brand is who we are and why we exist; it should be the foundation of our message and evoke an emotional connection. InOrbit: We make robots work
Product marketing emphasizes the value of the specific product. This is features and benefits focused for our target audiences. InOrbit Space Intelligence™: A central nervous system for smarter operations
Channel marketing is where and how we amplify these messages to reach the people we are targeting: website, events, socials, email, etc. Different audiences may use different channels, but the challenge is if different audiences use the same channels, so ensuring your messaging is effective to everyone, or that you can add more specificity to narrow down the audience.
How do you tailor messaging for different audiences?
Understanding your audiences’ needs is key to tailoring your messaging. Every audience has different needs and different ways they like to consume information.
Engineers like specific technical details, specifications and performance information. They do not shy away from what I call walls of text if all of that text has the detail they need.
For example: “Integrate and manage robots from multiple vendors on a single screen, making it easy to manage a mixed-fleet environment for your automation needs. InOrbit's robot software is designed to be interoperable with a wide range of hardware and software systems, simplifying your operations and ensuring seamless integration with existing infrastructure.”
Executives like concise information about ROI, strategic benefits and mitigating risk.
For example: “Why InOrbit Space Intelligence?
- Maximize productivity & efficiency
- Optimize spending & resources
- Boost adaptability & scalability”
Those new to robotics need clear, focused explanations of concepts and the why behind them.
For example: “Enterprises are increasingly turning to the use of automation to augment their staff alongside manually-operated vehicles and equipment, making effectively orchestrating the workflows within a facility more challenging - until now.”
What makes InOrbit’s marketing unique?
That we blend our expertise and industry leadership with whimsy and approachability. We’re not just another tech company; we’re pioneers in robot operations. We have great customers, partners, and insightful and helpful content. We’re serious about what we do, but we present it with a touch of fun, from vibrant colors to Orbito as our ambassador and Brickmart and brick people that help playfully illustrate complex concepts in a way that’s engaging and memorable. We have authority and personality.
How does Marketing work effectively with Sales and Customer Success?
Marketing is the support system for Sales and Customer Success. Marketing builds the brand and generates leads, but also provides sales tools to help leads through the pipeline and support to nurture current customers. Sales converts leads to opportunities, closes the deals and hands off the new customer to Customer Success. Customer Success onboards, ensures customer satisfaction and renewals, and identifies opportunities to upsell. And all along the way there should be a feedback loop so that each team is getting the support they need and Marketing is getting valuable feedback on customer needs in order to adjust messaging.
So If there’s a new feature launch, Marketing creates the content, ads and sales support materials with messaging targeting customers who would benefit most from the feature. Sales then uses those materials to close the deal and Customer Success onboards and keeps the CRM updated with key information that guide nurture campaigns to support renewals and upsells, like contract details and health scores.
Can you talk a bit about InOrbit’s work in the community?
One of our core missions is to demystify robotics and make it accessible to wider audiences. To do that, we prioritize public education. The InOrbit Robot Space hosts industry, and public events to help do just that. We also deploy robots in public spaces to encourage people to interact with them. Like anything else, the more people see robots out and about in everyday life, the less intimidating they are.
Anything else we should know?
Beyond our software, InOrbit is driven by a core belief in the transformative power of robotics. We're dedicated to building the tools and platforms that allow robots to operate efficiently and reliably, ultimately benefiting society.
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We're grateful to Rosina for sharing her expertise and providing valuable insight into InOrbit's marketing approach.
* Please note, this interview has been lightly edited for length and clarity.
