Philip Davies on customer buying journey
From Digitally Evolve Marketing for High Tech Products Interview with Phil Davies, Vicor Corporation. · · Electronics For You
“Most engineers and companies are 60 percent down the buying journey before they even contact a company. They're doing research online and talking to people. When they contact you, you're one of three to five companies they're contacting, so you're in a bake-off. As a marketing and sales guy, I want to start influencing right at the beginning of that journey to provide solutions and challenge the thought process of why change and why Vicor.”
On , Philip Davies, Corporate Vice President of Global Sales & Marketing and Director at VICOR CORP, spoke about customer buying journey during Digitally Evolve Marketing for High Tech Products Interview with Phil Davies, Vicor Corporation. on Electronics For You.
About Philip Davies
In a September 2021 interview, Philip Davies, Corporate Vice President of Global Sales & Marketing and Director at Vicor, discussed the company's shift from being a "brick supplier" to a "high-performance analog semiconductor power module company." Davies described a five-layer growth strategy he developed for the company a decade ago, focusing on existing customers, new customers, vertical markets such as data centers and automotive, new product introductions, and brand evolution. He stated that Vicor is "not really known for a commodity product" and emphasized the technology and innovation driven by CEO Patricio Vincerelli. Davies noted that Vicor goes to market through channels and direct field application engineers across 15 "Technology Sales Centers" worldwide, where staff are engineers with strong technical backgrounds. He highlighted the importance of digital media, saying Vicor brought in a hire from Analog Devices to improve its digital marketing capabilities. Davies observed that most engineers and companies are "60 percent down the buying journey before they even contact a company," and he aims to influence customers earlier in that process. He identified the discrete and controller market as the largest growth opportunity, where many engineers still use discrete components instead of power modules, and stressed the need to communicate the value of changing supply chain infrastructure and decision-making teams.