© ABB Slide 1 October 25, 2016

From local tradeshows to customer journey management

Susan Trast, Head of Marketing Communications, ABB Drives and Controls, November 2016

© ABB Slide 2 October 25, 2016

ABB Drives and Controls World’s leading manufacturer of variable speed drives

•  Conducts business in over 100 countries •  Service centers in over 60 countries •  Over 10 million drives delivered •  All-compatible drives portfolio to meet all customer needs

© ABB Slide 3 October 25, 2016

Our marketing has always been about reaching the stakeholders

Chris the channel partner

John the manager

ABB Drives Global Marcom

team

Bob the engineer

Local marcom team

Local sales unit

© ABB Slide 4 October 25, 2016

Digitalization brings global and local teams closer to each other

Local marcom team

Local sales unit

Chris the channel partner

John the manager

ABB Drives Global Marcom

team

Bob the engineer

Marketing technology

© ABB Slide 5 October 25, 2016

Digitalization is a transformation journey

Local offline activities

From awareness to lead generation

Scalability of campaigns

Marketing programs

© ABB Slide 6 October 25, 2016

The goal is to manage customer journeys with targeted programs

Pull marketing Push marketing

Customer focus Product focus

Processes Campaigns

© ABB Slide 7 October 25, 2016

Small Elephant #1 Persona-based content across channels

Web Ads Email

© ABB Slide 8 October 25, 2016

Small Elephant #2 Customer experience drives lead generation

© ABB Slide 9 October 25, 2016

Small Elephant #3 Educative & entertaining interactive experiences

© ABB Slide 10 October 25, 2016

Data allows us to connect the dots across journeys

REACH ENGAGE ACTIVATE NURTURE

Digital experiences

Customer journeys

Data and insights CRM Online analytics

KPI Dashboards

Content management system

Marketing automation

Interactive content Web personalization SoMe SEM & SEO

Display

IP-level analytics

Digital Transformation in Industrial B2B Marketing and Sales

Henri Syvänen B2B Strategy Lead Avaus Marketing Innovations @syvaenen

A SHIFT IN MANUFACTURING

DIGITALIZATION SERVITIZATION INDUSTRY 4.0

BUT IN REALITY...

MANUFACTURING COMPANY

END CUSTOMER

OEM

CHANNEL

OEM

HOW TO BUILD RELATIONSHIPS?

A

B

C

UNDERSTANDING CUSTOMER BASE

Account Based Marketing (ABM)

Digital Relationship Management (DRM)

20%

80%

Identification Exploration Evaluation

PROSPECTS LEADS OPPORTUNITIES

UNDERSTANDING COMPLEX JOURNEYS

Identification Exploration Evaluation

PROSPECTS LEADS OPPORTUNITIES

UNDERSTANDING COMPLEX JOURNEYS

F2F Digital

Identification Exploration Evaluation

UNDERSTANDING THE ROLE OF DIGITAL

”TRADITIONAL” THINKING: 70% OF THE JOURNEY IS DIGITAL

Digital

F2F

Identification Exploration Evaluation

UNDERSTANDING THE ROLE OF DIGITAL

REALITY: DIGITAL IS 70% THROUGHOUT THE JOURNEY

BUILDING 1:1 RELATIONSHIPS

CUSTOMER JOURNEY MANAGEMENT

ACCOUNT BASED MARKETING

MARKETING AND SALES ALIGNMENT

UNDERSTANDING COMPLEX JOURNEYS

UNDERSTANDING CUSTOMER BASE

UNDERSTANDING THE ROLE OF DIGITAL

Thank you!

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