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Most of the time a marketer is trying to convince you that their product or service will make your life better or solve some problems you have. Sometimes the problems are big, sometimes they’re small, and sometimes, especially if you Craig Henrickson they are industry-impacting. Craig is the Vice President of Marketing for Kinestral Technologies and he is helping to introduce and sell smart glass technology that will change the way construction is done. On this episode of Marketing Trends, Craig explains how you go about selling something to an industry that is historically stubborn and resistant to change, plus he tells some stories from his past at Bose and iRobot.

3 Takeaways:

When trying to sell something, like smart glass, you have to be able to answer questions about product utility and why it matters to the individual(s) you’re selling to

– There are certain personas you deal with in your customer base, but you can’t focus solely on the ones with the most buying power — each persona is important

– The customer journey is important because customer referrals are what keep you going

Key Quotes:

“In our industry when you’re trying to look at technology and turn it into a product, you have to ask, ‘As a product does it solve a real problem?’”

“There are two fundamental questions with any new tech or any new product … the first one is does it work?… The second part is who am I talking to? And then finally, once you figure out who I’m talking to, the other big question is, does it work for my project? And that’s a very personal thing.”

“We create personas and in fact, we have 12. You rank them, including understanding their motivations, what their problems are, how much of a factor they have on the decision-making process. And you start at the top and you go to the ones that have the most outweighed impact on the decision making. And if you can get those guys, that’s a really good start. I think where the mistake may be is thinking, ‘Oh, I can stop there.’” 

“Our metrics are a little different from a marketing perspective. You can still look at common things like share of voice to gauge if people are hearing about us. But the ones we care about today are the customer journey and some of the people we’re trying to get to like owners and developers and architects. I really care about whether the top 10 architecture firms are able to say something about Halio. When we go back to the same event and we see the same people, do they remember us? Do we get referrals? Those a little more anecdotal, a little more qualitative, but those are the types of things we care about. Are we getting a referral from a big name like Alexandria Real Estate? That to us is a good metric to say we’re doing something right.”

“Don’t be afraid to fail. It’s a trite thing, but I’ve learned this with Kinestral — when you’re doing something for the first time, you can’t expect to get it right the first time.”


Craig Henricksen is currently the Vice President of Marketing for Kinestral Technologies, Inc. Prior to joining Kinestral, Craig held marketing roles with iRobot, Bose, and Cybercellar, Pty. 

Although Craig started his career as an electrical engineer, his background includes extensive work in product development, marketing and working with global brands, specifically in go-to-market strategies and taking projects from inception to launch.

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at 

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