Marketing as a driver of innovation

On 2 June 2025, Lucie Töpfer spoke at the club evening Marketing vor Ort (marketing on site) of the Marketing Club Lausitz e.V. in Cottbus. Her topic: how marketing can contribute to product development from the outset so that technical innovations actually reach the market.

At a glance

• Lucie Töpfer spoke at the Marketing Club Lausitz e.V. in Cottbus on 2 June 2025.
• Title of the talk: Marketing as a driver of innovation.
• The talk covered product development and market launch for hardware.
• Before and during the development of the Pyro-ClinX, the team held more than 1,000 conversations with potential customers.
• The club evening is part of the series Marketing vor Ort.

From the first sketch to market launch

Using the Pyro-ClinX as an example, the talk addressed when customers should be involved in development, the role of economic viability and standards from the start, and how a hardware start-up can explain its technology clearly.

• Talk to potential customers early and often, ideally on site.
• Consider economic viability, law and standards from the beginning.
• Explain technology so that non-specialists can understand it too.

Lessons from the Pyro-ClinX

The Pyro-ClinX was not developed at a desk but in dialogue with businesses, energy suppliers and municipalities. The majority of these conversations took place in person rather than online. They produced requirements for output, fuel and space. At the same time, it was important to define early on at what price, efficiency or operating effort a plant would no longer stand a chance on the market.

More on this topic

• Lucie Töpfer: talks and topics
• Pyro-ClinX: the result of the development
• Project support: how a project works
• News and press: events and webinars

Talk to us

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