The revolution of b2b marketing

M A R K E T I N G G O A L S

My team

WÄRTSILÄENERGY SOLUTIONS

VIVA LAREVOLUCIÓN!

OF B2B MARKETINGTHE REVOLUTION

JAIME LÓPEZDIGITAL MARKETING SPECIALIST

Founded more than180 years ago

ENERGY SOLUTIONSWÄRTSILÄ

1 2 3 4

70%

Over EUR 1bn sales Has supplied close to60 GW to 176 countries

Dominates the enginemarket

Established Large Global Leader

EUR1,15 bn

1883


Average sale: >EUR 50M

We sell power plants based onreciprocating engines

Average length of sales process: >2 years


5-30 times larger companies

Who are we competing with?

Radically different technology: gas turbines


The situation

competitors around since the 50s

Every consultant has built plants for themEvery owner knows turbine technologyEvery operator has experience with them

We have been fighting for a market spot for decades.

We have a few die-hard customers that make a lot ofmoney with our power plants


The lead user20

13

2014

+500

%

Plant Revenue

?


40+ unawarecustomers alreadytalking to competitors

5 salesmen in the area

New market rulesthat boost ourbusiness case

200+ potentialprojects

COOL NOT SO COOL

HACKING CONTENT MARKETING

HOW CLEVER MARKETING CHANGED THECOURSE OF THE CUBAN REVOLUTION

CUBA, 1950s

General Batista seizes power

Widespread corruption and poverty

>20% illiterate population

No fear of changes, but no freedom

Healthcare and education only for the wealthy

CUBA, 1956

80 thousand 7 million 20

Extremely outnumberedDeep in enemy territory

Nothing to lose

army population revolution

BE GENUINE

BE WORTH CONNECTING WITH

SETH GODIN

BE REMARKABLE

RADIOREBELDE

The story of

RADIOREBELDE

Truthful, transparent info about current affairs

Educational content

No matter if you join the revolution or not

What info are you lacking? We’ll provide it.

Earn your respect amid the deluge of biased info

RADIOREBELDE

strategy

Attract Engage Convert


Content Marketing Strategy

Attract

engage

Convert

RADIOREBELDE

HOMEBASE

CHANNEL

CONTENT

AUDIENCE

MANAGEMENT

www.smartpowergeneration.com

AB-advertisingRetargetingSocial Media

Expert White PapersConference papers

Articles

Nurturing programOutbound campaigns


Sierra Maestra, Cuba

20m wavelength40m wavelength

Revolutionary newsEducational content

Word of mouth

PROJECT FOXCONQUERING THE SOUTHWEST

marketing revolution is in the making

PROJECT FOX

IT-DRIVENDIGITAL

MARKETING

IP-BASED TARGETED ADVERTISING

COOKIE-DRIVEN PROFILING

RETARGETING

WANNA SEE IT IN ACTION?SMARTPOWERGENERATION.COM

HIGHVALUE

CONTENT

EXPERT WHITE PAPERS

PROVOCATIVE INFOGRAPHICS

CUSTOMIZED FOR EACH SEGMENT

BRICKS & FEATHERS STRATEGY


PROJECT FOX

MARKETINGAUTOMATION

MASTER LIST

AUTOMATED LEAD MANAGEMENT

NURTURING PROGRAM

OUTBOUND CAMPAIGNS


PROJECT FOX

D I G I T A L T A R G E T I N G01W e c a n n o t w a i t f o r o u r t a r g e tt o f i n d o u t a b o u t u s . W e m u s tm e e t t h e m w h e r e t h e y a r e w i t hh y p e r - r e l e v a n t , e n g a g i n g h o o k s .

Own t h e i rqua l i t y t ime

B E S P O K E C O N T E N T02Our t a rge t r e a c t s t o v e ryd i f f e r en t s t imu l i , bu t p r e t t yg raph i c s w i t hou t a s o l i dt e chn i c a l b a ckg round a r e ar e c i p e f o r f a i l u r e .

Under s t and t h et a r g e t

A U T O M A T I O N03When the salesman leaves themeeting, marketing automationkeeps serving content and trackinglead temperature and act ions

Marke t o mu l t i p l i e st h e e f f o r t s o f t h esa l e s f o r c e

ENOUGH WITH THE STATUS QUO

REVOLUTIONIZEB2B MARKETING

JAIME LÓPEZ

THANKS FOR YOUR TIME

SMARTPOWERGENERATION.COMWANNA KNOW MORE?

[email protected]