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

1. © ABB
Slide 1November 6, 2016
From local tradeshows to customer journey
management
Susan Trast, Head of Marketing Communications, ABB Drives and Controls, November 2016

2. © ABB
Slide 2November 6, 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

3. © ABB
Slide 3November 6, 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

4. © ABB
Slide 4November 6, 2016
ABB Drives
Global Marcom
team
Digitalization brings global and local teams closer to each other
Local marcom
team
Local sales
unit
Chris the
channel
partner
John the
manager
Bob the
engineer
Marketing technology

5. © ABB
Slide 5November 6, 2016
Digitalization is a transformation journey
Local offline
activities
From awareness to
lead generation
Scalability of
campaigns
Marketing
programs

6. © ABB
Slide 6November 6, 2016
The goal is to manage customer journeys with targeted programs
Pull marketingPush marketing
Customer focusProduct focus
ProcessesCampaigns

7. © ABB
Slide 7November 6, 2016
Small Elephant #1
Persona-based content across channels
WebAds Email

8. © ABB
Slide 8November 6, 2016
Small Elephant #2
Customer experience drives lead generation

9. © ABB
Slide 9November 6, 2016
Small Elephant #3
Educative & entertaining interactive experiences
ode.abb-drives.com

10. © ABB
Slide 10November 6, 2016
Data allows us to connect the dots across journeys
REACH ENGAGE ACTIVATE NURTURE
Digital
experiences
Customer
journeys
Data and
insights
CRMOnline analytics
KPI Dashboards
Content management system
Marketing automation
Interactive contentWeb personalizationSoMe
SEM & SEO
Display
IP-level analytics