A pitch presentation made for Atlas Copco to target B2B customers and go Digital.

2. An all inclusive digital road-map for Atlas Copco

3. Evolution of B2B Marketing Google Think Report, 2017
Overview of the B2B marketing landscape over digital channels
B2B Digital Landscape
1 Who are the decision makers? What do they seek? What’s their
biggest perceived risk?
Target Audience Analysis
2
What do our customers think of us? What do we wish to speak?
Understanding the Brand
3
Proposed approach to establish Atlas Copco – Digitally!
Way Forward
4
Communication Strategy, Routes & Samples
Communication
5
A landscape, Status Quo, Social Media Concept & Samples
Social Media Strategy
6
Digital Platforms to be explored, Spends vs Results Analysis
Media & Targets
7

4. Revenue in leading B2B organizations is
driven/influenced by mobile phones
40%
B2B product searches are made through
cell phones
50%
Research is done by the purchase
managers before connecting with the
vendors
2/3rd
Of the budget is devoted to digital
platforms
12%
Business-to-business (B2B) consumers are increasingly utilizing digital channels to create opinions about their major purchases
B2B consumers spend similar amount of time over laptops & mobile phones
Evolution of B2B Marketing Google Think Report, 2017

6. Apparels
Conveying, clamping, tool
powering, controls and actuators,
automated equipment
Automotive
Tool powering, stamping, controls
and actuators, forming, conveying
Chemicals
Conveying, controls and actuators
Food & Agro
Dehydration, bottling, controls and
actuators, conveying, spraying
coatings, vacuum packing
Manufacturing
Clamping, stamping, tool powering
and cleaning, controls and
actuators
Lumber & Wood
Sawing, hoisting, clamping,
pressure treatment, controls and
actuators
Metal Fabrication
Assembly station powering, tool
powering, controls and actuators,
injection moulding, spraying
Petroleum
Process gas compressing, controls
and actuators
Construction
Mining, Rock Excavation,
Compaction, Road Construction
Primary Metals
Vacuum melting, controls and
actuators, hoisting
Pulp & Paper
Conveying, controls and actuators
Rubber & Plastics
Tool powering, clamping, controls
and actuators, forming, mould
press powering

7. Decision Making Unit
Infrastructure Buyer
Economic Buyer User Buyer
An economic buyer is a typical
member of the DMU. The buyer is
buying the product to achieve some
sort of business advantage
Department: Purchase or Finance
The infrastructure buyer, another
typical member of the DMU,
influences the buying decision
because he’s the guy that is going to
make the purchase happen
Department: R&D
The user buyer, another member of
the DMU, influences the buying
decision because he is one of the
people through which the economic
buying objective will be realized
Department: Manufacturing
Important Stakeholders

8. A conventional decision making process
Recognize the Problem
Machine malfunction, firm introduces or
modifies a product
Develop product specifications
Buying center participants assess
problem and need to determine
what is necessary to
resolve/satisfy it
Evaluate possible products and suppliers
Scout for various options through
every possible resource such as
past vendors, trade magazines et
al.Selection
Identification of the best suited
product and the vendor based on
evaluation
Evaluate Product and Supplier
Once the machinery/equipment is
procured, an evaluation of the
product is initiated. This is
inclusive of servicing, longevity and
spares availability.

9. Online Behaviour
Platforms Engaged Content Engaged Time Spent
• Social Media
• Google
• YouTube
• Trade Magazine Websites
• LinkedIn
• Technical Website
• Trends
• Solutions
• Case Studies
• Competitor Information
5 mins

10. Air Compressor
Compressor Types
Air Compressor Price
Compressor Price
Air Compressor Types
Atlas Copco Compressor
Air Compressor Manufacturers
Scroll Compressor Scroll Compressor
Fridge Compressor
Fridge compressor
Refrigerator Compressor Price
Compressor Motor
Compressor Ac
Portable Air Compressor
Air Compressor Parts
Copeland Compressor
Danfoss Compressor
Generic Keywords
Google Keyword Planner Tool
Average Monthly Searches: ~54,000

11. Kirloskar
Elgi Equipments Ltd
Elgi Equipments
Elgi Air Compressor
Revathi Equipments
Elgi Compressor Price List
Ingersoll Rand Air Compressor
Ingersoll Rand Compressor elgi equipments
Veljan Pump
Elgi Compressor
Elgi Compressor Priceksb pumps
Rotary Screw Compressor
Elgi Air Compressor Price List
Elgi Air Compressor Price
Copeland Compressor
Danfoss Compressor
Competitor Keywords
Google Keyword Planner Tool
Average Monthly Searches: ~70,000

12. The greatest risk B2B buyers battle with, is the return on investment on purchase

13. OBJECTIVE To understand the purchase journey and buying preference
COMPANIES LnT, Eaton
PROFILE Procurement Manager (LnT Constructions)
MODE Qualitative
FINDING There is a remarkable gap between the expectations of the buyer and the
communication that the brands offer. This makes the decision making process more
elaborate and lengthy.

14. Expectations vs Communication
A mismatch between the client
expectation from the communication;
and the actual communication
Clarity
Communication must give clarity to the
decision makers about the product. This
helps in making the process quicker

16. High Productivity
Fuel Efficiency
Minimal FailureEnergy Efficiency
Customer Relation
Partners in Growth
Innovation
Pride of Association
What do our clients have to say?

17. Efficiency Sustainability Reliability
Customer ServiceEnvironment FriendlyEthics

19. Communicate our brand attributes in a way the DMU comprehends

20. What is my
problem?
How do I solve it?
Are you right for
me?

21. What is my problem?
Information Needed
What needs to be communicated?
Education and thought leadership
• Trends
• Industry Information
• 101 education
• How-to guides
How do I solve it?
Information Needed
What needs to be communicated?
Solutions & Product Sustainability
• Solutions & how they help
• Suitability assessments
• How to choose the right vendor
Are you right for me?
Information Needed
What needs to be communicated?
Credentials & Decision Support
• Products & demos
• Use cases
• How to purchase
• Post-sales service

23. We have Solutions
We aim to emerge from an overarching school of thoughts that could reflect at Atlas Copco India brand level for all their
solutions. But the same could be made vertical specific (compressed air solutions in our case). Through this route we are aiming
to discard the competitive scenario as Atlas Copco has lead the industry with innovations. By saying we have solutions, we put
Atlas Copco on a pedestal portraying it as a solutions company that a product company.
Big brand names Extreme Customisations Industry Specific Solutions Small Solutions Post-sales case studies

26. No Pressure Too Big
This route is more of a functional pro-active approach. It touches on various USPs by creating amplified problems emerging for
businesses by not opting Atlas Copco as their preferred air compression technology experts. So let’s try to visualise the ‘worst
case scenario’ in case the customer doesn’t get timely service / repair technicians. There could be crores of rupees at stake
considering the problem halts the production-line, or reputation of the company could be at stake considering the time
commitments to the customers.
Big brand names Extreme Customisations Industry Specific Solutions Small Solutions Post-sales case studies

29. HERO HUB HELP
This is the content you want to push
to a big, broad audience. Most likely,
you’ll only have a few hero moments
a year - events, expos, launches or
seasonal tent poles
Hub content comprises episodic or
multi-part series designed to give a
fresh perspective on your audience’s
passions and interests. This is ideally
staggered through the year.
Answer the questions your
consumers are asking to stay relevant
throughout the year. Examples
include product information, how-to
videos, application cases and
interviews.
KPI: Sign Up, New Users & Sessions
Buckets –
• Product launches & new trends
incorporated
• Landmark calendar events
• In-house interviews & video
launches
KPI: Returning User, Time on Site
Buckets –
• Use cases
• Industry information
• How-to guides
• Company culture updates
KPI: Time On Site, Bounce Rate,
Pages/Session, New Users
Buckets –
• Post-sales service
• 101 education
• How to guides
• Company updates

30. HERO - Samples
In conversation with Nitin Lall:
The role of sustainability in air
compressors
Video
We Have Solutions: Launching
the new GA 75-110 VSD+ - the
answer to your compressed air
problems
Blog Post
Atlas Copco at Excon 2019:
Launching Landmark Products at
Excon’s 10th Anniversary Event!
Social Coverage

31. HUB - Samples
Meet Mr.XXX - He uses the (product
& model name) at his dairy in
Punjab
Video
Podcast: Find out how a dinosaur
was named “Atlascopcosaurus”
back in the 1980s! Listen on
SoundCloud
Podcast - Social Media
Post
How is the learning curve at Atlas
Copco? Find out from Poojitha
Devarapalli, Software Developer.
Blog Post

32. HELP – Samples
How often you should change the
oil in your vacuum pump (and
other helpful tips)
Blog Post Social Post
Renting equipment shouldn’t end
with the renting - get a support
team & custom solutions at Atlas
Copco!
Video
5 things to consider before
choosing the right power generator
for your needs

34. LinkedIn Facebook Twitter
YouTube Pinterest Instagram
B2B Marketers on Social Media

35. How does Social Media help our brand?
Provide rich customer experience
Stay connected with the audience
Nurture the community
Geo-target Content
Through content & creatives
Reaching out pan-India or by pin-
dropping on particular location
Brand followers, Job seekers and
Industry followers
Using Behaviour, industry and
demographic targeting methodology
to stay connected with the right
audience

36. FACEBOOK LINKEDIN TWITTER
Fans - 7,436 - 36% [organic
increase from Sep 2017]
Engagements - 8719 - 110%
organic increase from Sep 2017
Total Impressions - 2.4 Million
Link Clicks - 1318
Engagement Rate - 167/7436 =
2.24%
Industry Benchmark - 2-3%
Followers - 288 K (Global)
Impressions - 16.6 m
Engagement Rate - 277/67000 =
0.41%
Industry Benchmark - 0.5-1%
Followers - 820 (Increase by
0.62%)
Impressions - 80.8 K

37. Concept #MappingTheWorld
Rationale Atlas - a book of maps or charts. The book shows where particular things are made or found.
Explore how the book and we, as a brand, go on a similar line
• 1 out of 3 products that we see, use or sit on are manufactured using Atlas Copco tools.
Therefore, we are leaving our footprints as a brand in every small or big industry possible,
globally
• Air is everywhere and so are we, with our wide range of air compressors that are used in almost
every industry
• Along with the daily innovation in technology, the brand is also taking sustainable steps towards
water management crisis globally and nationally
• As a brand, we are sustainable, innovative, productive and a global thought leader and this is
what we will communicate as a brand to our audience with #MappingTheWorld

38. #DidYouKnow?
1 out of 3 products that you see or use are manufactured
using Atlas Copco tools!
#MappingTheWorld

39. The sanctity and hygiene of numerous hospitals across
the globe are maintained by our SF MED oil-free scroll
compressors. Its silent operation & ultra-clean, 100% oil-
free air function makes it the most preferred choice for
hospital environments.
#MappingTheWorld

40. Redo Content Buckets New Content Buckets
Brand Posts
Product Posts
Customer Testimonials
#DidYouKnow - informative
conversational series
Application of products
Service offered by the brand
Leadership focussed
Industry innovation based
Employee testimonialsCSR Activities

41. Application of Products Services Offered Leadership Focused Industry Innovation
Areas of compressor
applications: Automotive,
fertilizer, chemical and
petrochemical, food and
beverages, railways, glass
industry, LNG industry,
industrial gases, marine,
medical, mining, power
generation, textile,
wastewater treatment,
semiconductor industry,
renewables and energy
recovery.
Why do Atlas Copco
Customers stay loyal to the
brand?
Answer: Service provided
after sales
Services include inspection
plan, overhauls, upgrades
and much more.
Customer testimonials that
talk about the company’s
service will help build trust
for upcoming customers.
● Atlas Copco is an industry
leader in the field of
compressors. A good
company is driven by
great leaders and we need
to highlight them on social
media.
● Leaders talking about
company goals,
achievements, innovations
in the industry, company
culture and the loyal
customer base can get
higher engagement.
At present, blogs and link
based content is not getting
posted on social media.
As market leaders, we
should be constantly posting
about the latest happenings
in the field of
manufacturing, compressors,
tech expo and more.
Retweeting and sharing such
relevant content is also
suggested to portray brand’s
share of voice on latest
happenings.

43. Adobe Experience Manager (Unified
Digital Asset Management System) -
Across all the channels - web, social,
mobile
First Party Data
a) Website Data
Second Party Data
Tie ups with companies /
publishers
Third Party Data
Prospecting /
Lookalike Audience
Adobe Analytics - performance of all
marketing channels in one place with
accurately assigned credit to every
conversion. It analyses where to
invest resources and marketing
budget and when to change course. It
facilitates in increasing the ROI.
Adobe Audience Manager collects all
your data in one place, to get an
integrated view of customer.
Adobe Target - Optimization
solutions for the website, mobile,
apps
Adobe Campaign Manager -
Marketing Automation System for
Email, SMS, App Notification
With Analytics and Campaign can track
engagement metrics and measure the
effectiveness of campaigns across the
customer journey.
Adobe Campaign Manager ensures that all
channels are in sync, such as email, web,
mobile and social, while also matching your
offline channels. Adobe Media Optimizer
helps allocate and optimise marketing
budgets across channels. Then, tie in
programmatic advertising to plan, expand
your reach with retargeted search and
display content sent to the best audiences.
Adobe Audience Manager and Adobe Media
optimiser can be combined to get optimised
targeting and look-alike audience using
cookie syncing and email-phone number
matching
Data Platforms Outcomes

44. Facebook
Search
Display
LinkedIn
Content
Frequency: 5
Atlas Copco
Official Website
Fill Enquiry Form
Solutions
Blog
Media Coverage
Contact
Variations: 3
Sequential Communication
Brand Lift Study
Brand Safety PRIMARY OBJECTIVE
Creative Fatigue
AWARENESS CAMPAIGN
KPIs: Bounce Rate, Session Duration,
Pages Per Session, Leads

45. PROPOSED LEAD ANALYSIS TOOL
Facebook
Search
Display
LinkedIn
Content
LANDING PAGE
Enter user details – Name,
Company Mail ID, Phone No.
Company Details – Company
Name, Location, Turnover,
GSTIN
Industry Details
Machine/Equipment
Requirement – Specifications
Submit
Proposed Solutions
Supplemented with client testimonials

46. Objective:
Assist the consumer path to purchase with the most relevant long tail & short tail searches for all product categories.
Be present from the awareness to the purchase stage as the most high intent performance platform
Targeting Methodology:
Based on keyword types as below -
Generic: air compressor, compressor types, air compressor price
Guerrilla: Kirloskar, Elgi
Brand: Atlas Copco Compressors, Atlas Copco
Success Metrics:
Impressions share, Exact Searches, CTR and form fills
SEARCH

47. Objective:
Understand the buyers’ interest categories and tap them on relevant high volume websites to maximize product awareness and brand
recall
Targeting Methodologies:
Demographics: Profession, Industry, Age, Gender
Managed Placements: Using premium placements and managed placements e.g. Garage Journal, Wood Working Talk, Grainger etc.
Location Targeting: PAN India
Contextual Targeting: Based on website content and ads relevance
Audience Targeting: Affinity (targeting websites and apps based on the content on your website and ads and the interest category of the
TG), and In-market (Reach the audience who are already in the market comparing or looking for the specific product category rather
than just targeting them by interest category)
Success Metrics: Clicks, Visits, CTR, Time on site
DISPLAY

48. Objective:
Engage the prospective audience through engaging content in the form of blogs and listicles. The engagement level of
content marketing platforms is traditionally higher. Ensuring relevant communication to prevent bounce rate
Targeting Strategy:
Target people based on content type like Business, Finance, Heavy Machines, Industry Information
Yahoo Mail – Industry Interest-based targeting related to Compressors
Contextual-based Targeting
Ad-history or click-history of user
Collaborative Filtering (Showing ads based on user's previous interest)
Success Metrics:
Website Visits, Time on site, Assisted Conversions
CONTENT

49. Objective:
Using database marketing and emailers to create awareness and maximize brand recall
Gmail Sponsored Promotions
Contextual Targeting – Specific machinery, equipment search/interest category
LinkedIn In Mail
Campaigns to purchase managers, R&D Managers, process managers et al. from Atlas Copco
EMAIL

50. Total Budget 15 Lakh
Media Plan Tenure 3 month - Pan India - Tier 1 and Tier 2
Campaign Objective Awareness and Branding
Products Various Range of Compressors
Platforms Budget Est. Clicks Est. Visits
Google Search 250,000 20833 17708
Google Display + GSP 200,000 28571 12571
LinkedIn Leadgen 300000 3261 -NA-
Facebook Newsfeed 500,000 38462 21154
Content Marketing ( Taboola | Yahoo) 250,000 22727 14773
Total 1,500,000 113,854 66,206
Detailed Plan

51. Activation Frequency # of Posts Estimated
Reach
Engagement Budget
(yearly)
Page Likes Once in 3 months - 12,00,000+ 30,000+ 1,50,000
Post Boost 15 posts/month –
5 from each topic
180+ 5,40,000+ 90,000+ 1,80,000
Video Promotion 3 posts a month –
1 from each topic
36+ 3,60,000+ 20,000+ 72,000
Event Promotion As per
requirement
- - -
Total 4,02,000