Internet of Things Messaging Framework

  • NEED

    While many of us are only now catching on to the internet of things (IoT) and its power to change the way we live, Synapse launched the SNAP IoT network operating system in 2007.

    Their forward thinking and leading technology eventually led to acquisition by the McWane family of companies. This change in leadership resulted in an expanded business from merely component technology to vertical plays.

    Synapse needed a way to communicate their solutions to very specific audiences and Dialog was there to help.


    The internet of things is still an unknown or lofty concept for many potential customers, so Dialog was tasked with developing messaging to communicate the meaningful impact of this technology.

    Sales processes and influencers varied widely by vertical, requiring well-thought-out and tailored messaging.

    Factors critical to this solution were:

    • Vertical focus
    • Customer pain points
    • Ability to scale incremental savings/improvements

    Dialog created a strong baseline corporate messaging framework which was rolled out across the company and integrated into marketing documents for uniform communications.

    Developing distinct messaging for three key verticals nested underneath the corporate framework enabled the marketing team to more effectively tailor their communications.

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