ACCOUNT BASED MARKETING IN INDUSTRIAL B2B CASE: Texas energy market Jukka-Pekka Niemi, General Manager - Marketing and Communications Wärtsilä Energy Solutions 2 Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]
AGENDA 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? 3 Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]
WÄRTSILÄ CORPORATION AND ENERGY SOLUTIONS 4 Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]
WÄRTSILÄ Wärtsilä in brief SERVICES ENERGY SOLUTIONS MARINE SOLUTIONS 5 Wärtsilä NOT YET CLASSIFIED Corporate presentation 2016
A global system integrator for greener and more efficient energy systems SOLAR PV AND ENGINE-SOLAR HYBRID POWER PLANTS ENGINE POWER PLANTS LNG INFRASTRUCTURE 6 Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]
INSTALLED BASE* WÄRTSILÄ POWERING THE WORLD The peak load in Sweden is around 14 GW Europe: Output: 15.6 GW Americas: Output: 12.1 GW Total: 60 GW Countries: 176 Asia & Middle East: Output: 25.5 GW Utilities IPPs Industry Municipalities, co-ops, Oil &Gas etc. Africa: Output: 6.9 GW *) December 2015 7 Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]
MARKETING BEFORE 8 Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]
MARKETING BEFORE AND NOW Marketing before A few good salesmen, a lot customers Static, generic web presence Challenges in this setup: Who do we reach? Who do not get our message? ROI? Cost / lead? One-way intercation and messaging Generic message in fairs Advertising, to who? ROI? 9 Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]
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 relevant content along the way 10 Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]
MARKETING NOW 11 Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]
MARKETING BEFORE AND NOW Marketing now Personalized web presence Technology helps sales guys to influence customer IP & geo based advertising Segment or market based engagement programs We meet the guests we want to meet at fairs Usage of SoMe metadata 12 Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]
ENERGY SOLUTIONS Benefits achieved through technology and automation 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 based even) web experience to our customers We invest marketing euros (kronor) more efficiently and in a more targeted way = higher ROI and lower costs 13 Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]
CASE: TEXAS ENERGY MARKET 14 Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]
ENERGY SOLUTIONS Starting point Actions Results 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 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 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 15 Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]
SOME EXAMPLES IP- and street address based advertising for prospect orginiation and ABM 16 Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]
SOME EXAMPLES Engagement programs for sales nurturing enganging, scoring and delivering MQLs to sales 17 Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]
SOME EXAMPLES Market specific web presence in all formats 18 Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]
WHAT ENABLED US TO GET HERE IN A RELATIVELY SHORT TIME? Wärtsilä and Avaus Effie award winners 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 19 Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]
Jukka-Pekka Niemi General Manager, Marketing Wärtsilä Energy Solutions Wärtsilä Finland Oy Puotikuja 1, 65380 Vaasa, Finland Tel: +358504652805 jukka-pekka.niemi@wartsila.com www.wartsila.com