DigitalituM Podcast Episode 20 - Dr.Ing Eike Wolfram Schaeffer- Robotop - Hybrid Selling with 3D Content

DigitalituM Podcast - At the Intersection of Manufacturing and Digital Transformation

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DigitalituM Podcast – Episode 20
Guest: Dr.-Ing. Eike Wolfram Schäffer, Co-Founder & CEO of RoboTop
Host: Markus Rimmele, Managing Principal of DigitalituM
Theme: Hybrid Selling, Digital Tools, and the Future of Manufacturing Sales

In this episode of the DigitalituM Podcast – Manufacturing at the Intersection of Digital Transformation, Markus welcomes Dr.-Ing. Eike Wolfram Schäffer from Nuremberg, Germany. Eike shares his journey from holding dual master’s degrees in mechanical and economic engineering to earning a PhD in factory automation, and now leading RoboTop, a spin-off from the University of Erlangen, which focuses on turning advanced digital planning concepts into market-ready solutions. The conversation dives deep into the shift in manufacturing sales processes. Both the DE and US face similar challenges: generational change, reliance on outdated relationship-based selling, and the urgent need to adopt modern digital tools. Eike and Markus discuss how hybrid selling—combining trade shows, customer visits, and advanced digital platforms—can bridge the gap.

They explore how extended reality, AI, and 3D visualization can replace expensive, logistically complex machine showcases at trade fairs. Instead of shipping large machinery, companies can utilize virtual models, augmented reality, and interactive digital twins to demonstrate value, enhance training, and facilitate remote sales engagements.

Eike shares examples of creative marketing—like the AI-generated “dancing robot” at Automatica—that capture attention and boost reach on LinkedIn. He emphasizes multi-channel strategies: creating 3D assets once and reusing them across trade show planning, sales presentations, marketing content, AR experiences, training modules, and virtual showrooms.

The discussion also covers how AI agents will further transform industrial sales by automating complex product configuration, integrating with AR/VR tools, and acting as real-time assistants, moving towards an “Iron Man & Jarvis” style of collaboration.

Key Takeaways:

• Hybrid selling is the future—mix in-person and digital channels.
• 3D content should be multi-use, applicable to sales, marketing, training, and virtual showrooms.
• Trade shows are shifting from contract signings to networking and PR hubs—leverage them for content creation.
• AI and extended reality will dramatically reduce the cost and complexity of showing industrial equipment.
• Creativity (yes, even dancing robots) gets attention in B2B marketing.

Sponsor Highlight:
This episode is proudly sponsored by SPS Atlanta 2025 – Smart Production Solutions, happening September 16–18, 2025, at the Georgia World Congress Center in Atlanta, GA. Experience the latest in manufacturing automation, digitalization, and Industry 4.0 technologies—right in the heart of the Southeast.
📍 Learn more: www.SPSAmericas.com

Connect with our guest and host:
🔹 Dr.-Ing. Eike Wolfram Schäffer – LinkedIn
🔹 RoboTop – Website
🔹 Markus Rimmele – L

Stay tuned for more inspiring conversations about manufacturing and digital transformation. Also, remember to follow and subscribe to the DigitalituM Podcast for exclusive insights from industry leaders and innovators.
We appreciate your likes and comments. If you feel you can add value to this podcast series and want to be our guest, send an email to [email protected]