Implementing Content Marketing strategy in a large B2B enterprise The Case of Schneider Electric content marketing approach Confidential Property of Schneider Electric Presented by: Giuseppe Caltabiano, VP Marketing Integration – Content, Social Media, PR Strategy, Schneider Electric @giusec, www.giusec.org
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How to implement Content Marketing Strategy in a large B2B enterprise
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Implementing Content Marketing strategy in a
large B2B enterprise The Case of Schneider Electric content marketing approach
Confidential Property of Schneider Electric
Presented by:
Giuseppe Caltabiano, VP Marketing Integration – Content, Social Media, PR Strategy, Schneider Electric
@giusec, www.giusec.org
Meet Giuseppe Caltabiano
@giusec
giusec.org
Confidential Property of Schneider Electric |
Vice President, Marketing Integration - Content, Social Media, PR strategy
IT Division, Schneider Electric
• 3 Takeaways
• The challenge for large B2B enterprises
• The first steps, the process, the editorial board
• Integrating Content, Social Media, PR
• “Big Rocks” and “Turkey Slices”
• The role of pilots
• Internal Comms and the challenge with
distribution
• Mar-tech
• Next steps
Outline
Page 3 Confidential Property of Schneider Electric |
Today’s Topics and takeaways Content Marketing strategy in a large B2B enterprise
• Insight on a transformation from a
traditional marketing to a modern
content marketing strategy in a large
B2B firm
• Case history on a seamless
integration of content, social media
and PR with a complex martech
infrastructure behind
• The challenge of going with pilots.
Highlights, lowlights and lesson
learned.
Page 4 Confidential Property of Schneider Electric |
Schneider Electric: a global specialist in Energy Management
and Efficiency technology
Balanced geographies – FY 2015 revenues
€26.6 billion FY 2015 revenues
43% of FY revenues as
Solutions
5% of FY revenues
devoted to R&D
43% of FY revenues in
new economies
Four integrated and synergetic businesses – FY 2015 revenues
27% North
America
18% Rest of
the World
26% Western
Europe
29% Asia-
Pacific
45% 21% 20% 14%
Industry Buildings & Partner Infrastructure IT
Page 5 Schneider Electric – Investor Relations Extract from Full Year 2015 Results presentation