Developing a winning SEO program and daily management process is tough. Developing this for a $20B corporation, with over 300 legal entities, while operating in all parts of the globe is a true challenge. Over the past few years Danaher has partnered with Conductor to build a winning Digital Marketing Center of Excellence for our top Operating Companies. View this presentation by Antonio Espinoza, the Director of Digital Marketing at Danaher, to learn the steps they took and the knowledge they gained in the process.

1. BUILDING A GLOBAL CENTER
OF EXCELLENCE
Antonio Espinoza
Director, Digital Marketing

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AGENDA
Building a Global Center of Excellence
• Who is Danaher Corporation
• Our Challenge
• What We Did
• Results
• Key Takeaways
• Q & A

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WHO IS DANAHER CORPORATION
$20B Global Science and Technology Company with over 300 Operating Companies
Industrial
Technologies
Life Sciences
& Diagnostics
Dental
Test &
Measurement
Environmental

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THE CHALLENGE
Scaling a Web Presence Management Solution Across a Global Decentralized Org.
• Decentralized organization with a
global scale
• Goal to on board 20 new OpCos
(Operating Companies) annually
• Differing level of digital marketing
maturity and no standardized process
for metrics and reporting
• Several company acquisitions each
year

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THE CHALLENGE
Finding a Partner Who Could Meet our Requirements
Strict Requirements:
• International capability for all major markets
• Not just a ranking and link checker tool
• Nimble and attentive account team
• A partner with deep domain expertise

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WHAT WE DID
Our Process
Establish
Foundation
Rollout
Sustainment
Develop
Roadmap w/
Conductor
Establish and
Gather Prework
from OpCos
Create MSA and
set-up COE
Platform Views
Establish OpCo
Global & Local
Ownership
Establish SEO
Keyword List
Establish SEO
Keyword
Mapping
Establish SEO
On-page
Optimization
Establish Std.
Metrics and
Visual Mgmt.
Set Review
Cadence
Bi-weekly
Office
Hours
Conductor
Led
Trainings
Conductor Review
Calls w/ OpCos &
COE
COE Support to
OpCos who are
Behind
QBR with
Conductor
and COE

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WHAT WE DID
PHASE I: Establish Foundation
 Develop a strategic Plan
 Created standard foundation
(Prework) each Operating Company
needed to complete to join initiative
 Established a Danaher level MSA with
Conductor
 Develop parent/child account
structure for our Center Of Excellence
 Select global and in-country owners at
each OpCo

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TWO KEY TERMS:
Kaizen
Continuous improvement
Daily Management
A regular cadence for campaign management aimed at incremental
improvement by focusing on the critical few

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WHAT WE DID
PHASE II: Rollout
Kaizen Workshop
Intended to set groundwork for both successful launch and sustainment
Part 1: Education
Part 2: Daily Management
How to build and
How to effectively manage
execute SEO campaigns
SEO campaigns
‘Train the Trainer’
• Develop keyword list
• Keyword Mapping
• On-Page Optimization
• Review standard metrics
• Roll out standard reporting and
visual management (utilized
Conductor Workspaces)
• Establish review cadence with
regional and local teams
• Enable global digital teams
as leads to train regional
associates

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WHAT WE DID
PHASE III: Sustainment
COE holds bi-weekly Digital
Marketing Office Hours
Conductor leads trainings via WebEx
and in person for new OpCos
Conductor team holds review
calls with OpCos every 2-4 weeks
Conductor team holds monthly review calls with COE
Quarterly Business Review
meetings with Conductor
COE prioritizes support to OpCos
based on Conductor input

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COE TIPS FOR SUCCESS AND SCALE
A Day in the Life . . .
 Know who your internal experts are and use them!
 Enable community wide sharing and leverage versus individual
responses to everything (e.g. office hours and peer review)
 Share internal success stories any way you can! (Webinars,
Blog, Newsletter, Case Studies, Yammer, etc.)
 Keep a central repository of documents for commonly asked
for items (e.g. RFPs, Proposals, Vendor Assessments, Standard
Reporting, etc.)
 Have an example of ‘what good looks like’ you can share for
key digital activities

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RESULTS
Esko Case Study: Who is Esko

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RESULTS
Esko Case Study: How did we do?
 Create high impact keyword
targets for top 3 BUs
 Implemented on-page
optimization to drive contact and
trial download forms fills
 Esko’s Content team used
Searchlight to ID how to optimize
existing content
 In just over 12 months, Esko saw a
20% growth in #1-#3 position
keywords as well as 20% growth
in Organic traffic

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KEY LEARNINGS
Insights gained
 Establish a standard foundation
 Enable successful rollouts through
workshops showing how to build and
manage campaigns
 Not one and done – need a kaizen
mindset & regular management cadence
 While COE is central driver, need local
ownership
 Provide a platform for users to voice
issues & evangelize success

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DISCUSSION TIME!
Q&A
Discussion

17. ANTONIO ESPINOZA
Antonio.Espinoza@Danaher.com
www.linkedin.com/in/antoniorespinoza