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© Wärtsilä NOT YET CLASSIFIED
ACCOUNT BASED MARKETING IN INDUSTRIAL B2BCASE: Texas energy marketJukka-Pekka Niemi, General Manager - Marketing and CommunicationsWärtsilä Energy Solutions
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Agenda for today:
• A few words about Wärtsilä Corporation and Wärtsilä Energy Solutions
• Marketing before• Features of our industry and our customers in an ABM context• Marketing now
• Case: Experiences from the energy market in Texas, USA• What enabled us to get where we are?
AGENDA
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WÄRTSILÄ CORPORATION AND ENERGY SOLUTIONS
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Wärtsilä in brief
WÄRTSILÄ
ENERGY SOLUTIONS
MARINE SOLUTIONS
SERVICES
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A global system integrator for greener and more efficient energy systems
SOLAR PV AND ENGINE-SOLARHYBRID POWER PLANTS
ENGINE POWER PLANTS
LNG INFRASTRUCTURE
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Total: 60 GWCountries: 176
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INSTALLED BASE* – WÄRTSILÄ POWERING THE WORLD
Municipalities, co-ops,Oil &Gas etc.
IPPsUtilities
Industry
*) December 2015
Americas:Output:12.1 GW
Europe:Output:15.6 GW
Asia &Middle East:
Output:25.5 GW
Africa:Output:6.9 GW
The peak load in Sweden is around 14 GW
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MARKETING BEFORE
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Marketing before
MARKETING BEFORE AND NOW
A few good salesmen,a lot customers
Static, generic web presence
Advertising, to who? ROI?
Generic message in fairs
Challenges in this setup:• Who do we reach? • Who do not get our message?• ROI?• Cost / lead?• One-way intercation and messaging
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OUR INDUSTRY AND CUSTOMERS
Things that describe our customers and industry:• Industrial• B2B• Traditional• Long sales cycles• Massive projects• Low volume• Governments, ministries, state utilities• Almost all markets are unique
Because of this we need an ABM approach:• Mass marketing is not really good idea to
drive demand• Focusing on accounts that are hot pays off• Generic content doesn’t work – it needs to be
market and customer specific• We need to nurture prospects through their
customer journey, touching them with relevantcontent along the way
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MARKETING NOW
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Marketing now
MARKETING BEFORE AND NOW
Personalized web presence
We meet the guestswe want to meet
at fairs
Technology helps sales guys
to influence customer IP & geo based advertising
Usage of SoMemetadata
Segment or market based engagement
programs
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Benefits achieved through technology and automation
ENERGY SOLUTIONS
• We make sure that we focus on the correct leads and accounts (nurturing programs, IP-targeting)
• We can communicate account-specific value props (BOF nurturing and IP-based advertising)
• We can re-target• We can promote our events more efficiently to
exactly the contacts/leads we want to have attend the event (targeted outbound campaigns)
• We can deliver a personalized (account basedeven) web experience to our customers We invest marketing euros (kronor) more
efficiently and in a more targeted way= higher ROI and lower costs
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CASE: TEXAS ENERGY MARKET
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ENERGY SOLUTIONS
› New rules in the energy markets = a new opportunity for our technology
› Comepting technology as ”default” in the market
› A few salesmen, thousands of prospect customers
Starting point
› Targeted content (market specific value proposition)
› Segmentation and priorisation of customers – creation of nurturing streams (four segments, two levels)
› Energy market specific, tailor-made websites
› Targeted webinars – both in target groups and content
Actions
› Dramatic increase in number of leads to about 3600 in nine months
› Brand and technology awareness to a new level
› 10 solid project leads (site ready and bid in with our technology) in a new market (for us)
› We made 6x more deals in USA in 2015 compared to an average year 2005-2014
Results
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SOME EXAMPLES
• IP- and street address based advertising for prospect orginiation and ABM
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SOME EXAMPLES
• Engagement programs for sales nurturing – enganging, scoring and delivering MQLs to sales
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SOME EXAMPLES
Market specific web presence in all formats
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WHAT ENABLED US TO GET HERE IN A RELATIVELY SHORT TIME?
Wärtsilä and Avaus Effie awardwinners on Account Based
Marketing – January 26th, 2017
• A true and honest need to grow our business and create demand
• A will to develop and no fear of failure• Devoted and driven people• Support from management• Aiming high and not feeling content• Planning big but executing in smaller portions• Use a partner
Jukka-Pekka NiemiGeneral Manager, Marketing – Wärtsilä Energy SolutionsWärtsilä Finland Oy – Puotikuja 1, 65380 Vaasa, Finland
Tel: [email protected]
www.wartsila.com