UPDATED FINAL JP Wärtsilä ABM 4info.avaus.fi/rs/878-EHZ-827/images/UPDATED FINAL JP Wärtsilä AB… · ACCOUNT BASED MARKETING IN INDUSTRIAL B2B CASE: Texas energy market Jukka-Pekka

© Wärtsilä NOT YET CLASSIFIED

ACCOUNT BASED MARKETING IN INDUSTRIAL B2BCASE: Texas energy marketJukka-Pekka Niemi, General Manager - Marketing and CommunicationsWärtsilä Energy Solutions

2.2.2017 [Presentation name / Author]2

© Wärtsilä NOT YET CLASSIFIED 2.2.2017 [Presentation name / Author]3

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


WÄRTSILÄ CORPORATION AND ENERGY SOLUTIONS


© Wärtsilä NOT YET CLASSIFIED Corporate presentation 20165

Wärtsilä in brief

WÄRTSILÄ

ENERGY SOLUTIONS

MARINE SOLUTIONS

SERVICES


A global system integrator for greener and more efficient energy systems

SOLAR PV AND ENGINE-SOLARHYBRID POWER PLANTS

ENGINE POWER PLANTS

LNG INFRASTRUCTURE


Total: 60 GWCountries: 176


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


MARKETING BEFORE



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


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


MARKETING NOW



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


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


CASE: TEXAS ENERGY MARKET



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


SOME EXAMPLES

• IP- and street address based advertising for prospect orginiation and ABM


SOME EXAMPLES

• Engagement programs for sales nurturing – enganging, scoring and delivering MQLs to sales


SOME EXAMPLES

Market specific web presence in all formats


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

Documents

UPDATED FINAL JP Wärtsilä ABM 4info.avaus.fi/rs/878-EHZ-827/images/UPDATED FINAL JP Wärtsilä AB… · ACCOUNT BASED MARKETING IN INDUSTRIAL B2B CASE: Texas energy market Jukka-Pekka