2. main sponsor
AgendaAgenda
• Scenario B2B
• Gli attori nel mondo Engineering
• La Need
• Company Profiling: Albacross
• Retargeting con Linkedin Ads
• Business Case
20. Technical SEO: Innalzare la posizione in SERP
sia con articoli broad che narrow su specifici contenuti
KW Results Rank
[ Industrial Silencers ] >12 mln 1
+ Manufacturers > 4 mln 1
+ Supplier > 4.6 mln 2
+ Italy > 15.1 mln 1
+ Provider > 1.mln 2
“Industrial Silencers” > 12 mln 1
[ Industrial Soundproofing ] > 5.3 mln 1
+ Oil and Gas > 1.2 mln 1
[ Noise Control ] 900.000 -
+ Industrial > 133 mln 1
+ Manufacturing > 61 mln 1
[ Noise Reduction ] 343 mln 3
+ Oil and Gas 48 mln 4
+ Power Generation plant > 47 mln 2
“Vent Silencers” > 2.6 mln 1
“Engine Exhaust Silencers” 21 mln 2
“Inline Silencers” 3 mln 1
21. I “Core Topic” sono termini non specifici con un volume di ricerche molto
importante, e composti da una media di 2-4 parole combinate.
I “Sub Topic” sono blog post o sezioni di blog post focalizzate sulle keywords a
coda lunga (longer-tail).
Costruzione “Pillar Page”
es. “Noise Pollution”
80,500,000 res
Noise pollution in Oil and Gas
Noise impact on marine species
Noise and Diseases
Noise in Europe:
limits and human tolerance
Noise and public health in U.S.
Noise Exposure Limits in U.S.
Technical SEO
29. Behavioral Pattern Analysis
Identifichiamo come potenziale prospect un utente che compie queste azioni:
News
Chi Siamo
Prodotti
Certificazioni
Referenze
Home
> 2 minuti DownloadDownload> 2/3
Permanenza sul sito
complessiva:
> 3 minuti
32. Key Profile Search
Azienda Target, fonte di traffico rappresentativo
Company Sector Address Country Turnover Website PageViews Date of visit Time spent Contacts Qualification Phone Mail
PipeLine Supply Company Oil & Gas
4A, 4th Floor - Coral Building (#3235), Dohat Al Adab Street
Al Khuwair South, Way no. 3341 - Muscat, Sultanate of OmanOman N.A. http://psc-llc.com Proflex 27 dicembre 2018 15min Mohan Joseph Product Manager 001 713 623 8777 mohan.joseph@psc-llc.com
National Australia Bank Finance 800 Bourke Street Docklands 3008 - Melbourne Melbourne N.A. https://www.nab.com.au/ Who We Are 3 gennaio 2019 2 min Ian Rattray Executive 0061 3 8872 2461 ian.rattray@nab.com.au; duncan.harvey@nab.com.au
Trasporti Internazionali Savino Del Bene Spa Logistics Via del Botteghino, 24/26/28A, 50018 Scandicci (Florence) ItalyScandicci - Padova1.5 bln https://www.savinodelbene.com/Home + Contact 4 gennaio 2019 8 min Mario Schiavo Corporate Director Global Account and Project0039 055 52 191 mario.schiavo@savinodelbene.com
Chene van Tonder Procurement Controller 0039 055 52 191 chene.vantonder@sdb.it
Ener S.r.l. Service Engineering Via V.Topazzi 27 - 51037 Montale (PT) Montale PT N.A. http://enerconsulting.it/ Service + Products + Who We Are + Production Site 7 gennaio 2019 3 min Enrico Becherini Chief Engineer at Ener Consulting S.r.l.0039 0573 959170 ebecherini@enerconsulting.it; becherini@enerconsulting.it
RSM Infinity A.s. Design Engineering Amazon Court – Karolinská 661, 186 00 Praha 8, Czech republicRep Ceca 75 mln https://rsm.cz Home 9 gennaio 2019 15 min Daniel Zak Logistics Manager 00420 226 219 000 dzak@infinity.cz
00421 226 219 000 lhajkova@infinity.cz
00421 226 219 000 bhavel@infinity.cz
Martin Zeman Sales Director Infrastructure 00421 226 219 000 mzeman@infinity.cz
Applus+ Testing, Inspection & Certifications Campus UAB – Ronda de la Font del Carme, s/n, 08193, Bellaterra, Barcelona, SpainSpain 1.7 bln https://www.applus.com/en/Home + Contact 9 gennaio 2019 15 min Gemma Deler Chief Information Security Officer 0034 900 103 067 gdeler@applus.com
Celeste Reglá Díaz Project Engineer 0034 900 103 067 cdaz@applus.com
Carlos Camenforte Montes Cathodic Protection Engineer 0034 912 080 800 cmontes@applus.com
Rafael Alcántara Alejo Energy Project Engineer 0034 900 103 067 ralejo@applus.com
Aitor Retes Executive Vice President, Executive aitor.retes@applus.com
Elisa Castano Project Manager elisa.castano@applus.com
Kenneth Olsen Account Manager, Sales kenneth.olsen@applus.com
Victor Salvachua Technical Expert, It victor.salvachua@applus.com
Mark Synnott Information Systems Development Manager, It mark.synnott@applus.com
Raquel Pereira Lead Auditor raquel.pereira@applus.com
LCM Italia SpA Engineering & Project Management Via Dei Ciclamini 8 - 20020 Vanzaghello (MI) Milano >100 mln https://www.lcmitalia.comCompany + Product + Proflex 4 - 10 Gennaio 2019 16 min Davide Federico Application Engineer 0039 0331 308511 davide.federico@lcmitalia.com
Dario Geremia Valve Engineer 0039 0331 308511 dario.geremia@lcmitalia.com
Andrea Mangiagalli Senior Mechanical Design Engineer 0039 331307307 andrea.magniagalli@lcmitalia.com
Marco Crespi Job Coordinator 0039 331307307 marco.crespi@lcmitalia.com
Santos Ltd Oil & Gas Producer 60 Flinders Street Adelaide 5000 Australia 2.7 bln https://www.santos.com Products 11 gennaio 2019 13 min K.B Ramachandran (Ram) Operations and Technical Excellence Manager0061 2 8016 2832 ramachandran@santos.com
Javier Fernandez Operations Manager at Santos Ltd 0061 2 8016 2832 fernandez@santos.com
Paul Lyford Manager Production Planning & Allocation0061 2 8016 2832 lyford@santos.com
Thang Van Senior project engineer 0061 2 8016 2832 van@santos.com
Will Baker Maintenance Engineer at Santos Ltd 0061 2 8016 2832 baker@santos.com
Amada Engineering Europe Engineering, Industry 4.0 via Amada I. 1/3 - 29010 Pontenure (PC) Piacenza http://www.amada-engineering.euHome + Contact 4 febbraio 2019 15 min Alessandro Dosio Responsabile tecnico alessandro.dosio@amada-engineering.eu
Technimont SpA Via Gaetano De Castillia 6/a Milano 20124 Milano 1.1 bln https://www.mairetecnimont.com/Home + Company + Product + ProBox + Contact 4 febbraio 2019 2 min Francesca Rinaldo Investor Relation francesca.rinaldo@tecnimont.it
Tommaso Verani tommaso.verani@tecnimont.it
Alessio Gerosa Procurement Manager alessio.gerosa@tecnimont.it
Fabrizio Raimondo Coordination of purchasing activities related to Oil&Gas bids and projects.fabrizio.raimondo@tecnimont.it
Christian Mascia Project procurement Manager christian.mascia@tecnimont.it
Pernod Ricard Spirit Industry 12 Place Des Etats Unis Paris 75116 Parigi https://www.pernod-ricard.com/Production Site + Home + ProFlex + Probrid 5 febbraio 2019 6 min Andrea Sanzani Procurement Manager 0044 20 8538 4038 andrea.sanzani@pernod-ricard.com
Sirio Sistemi Elettronici Spa EPC Via Fleming, 16 – 59100 PRATO (PO) – Italy Prato https://www.sse.cc/ Who We Are + ProBox + References + Contacts 12 febbraio 2019 27 min Giulio Maria Pollio Project Manager 0039 0574 52941 giulio.pollio@sse.cc
Domenico Contursi Senior Buyer 0039 0574 52941 domenico.contursi@sse.cc
Sergio Castronovo Operation Manager 0039 0574 52941 sergio.castronovo@sse.cc
Letizia Santini Docente in materia di salute e sicurezza sui luoghi di lavoro presso SSE0039 0574 52941 letizia.santini@sse.cc
Emerson Valve Actuators Solutions Via Montello, 71/73 Seregno (MI) Milano 15bln https://www.emerson.comHome 16 febbraio 2019 16 min Simona Stefanelli Project Manager 0039 0362 22851 simona.stefanelli@emerson.com
Adriano Marziali Tier 2 Project Management Leader Europe Isolation Valves001 314 553 2000 adriano.marziali@emerson.com
Stefano Gavaz Technical Manager PWS Italy and Project Manager001 314 553 2000 stefano.gavaz@emerson.com
Kromamec Materiale elettrico antideflagrante, stagno e antincendioVia Dell' Informatica 22 Gaggiano 20083 Milano 2 mln http://www.kromamec.it ProBox + Components + ProBrid + CableTray + It 19 febbraio 2019 2 min Filippo Spalla Managing Director 02 9081760 filippo@kromamec.it
02 9081760 fabio@kromamec.it
02 9081760 formenti@kromamec.it
02 9081760 guerreschi@kromamec.it
Pure Velvet Home Decoration Lighting Hoedlgasse 15 Wien 1230 Vienna NP https://www.purevelvet.at/ProFlex + Certification + Contact 19 febbraio 2019 2 min NP 0043 1 865 05 43 bewerbung@purevelvet.at
Teufelberg Fiber ropes, steel wire ropes and strappingVogelweiderstr, 50 - 4600 Wels Wels (Austria) 249 mln https://www.teufelberger.comHome + Production Site + Contact 24 febbraio 2019 2 min Chelsea Carpenter Procurement and Supply Chain 0043 7242 413-0 chelsea.carpenter@teufelberger.com
Piero Giannoni Materials Manager pgiannoni@teufelberger.com
Wood Plc Oil and Gas Service Provider Via Sebastiano Caboto 15, 20094 Corsico (MI) Worldwide 10 bln https://www.woodplc.comProduct + ProFlex 28 febbraio 2018 1 h Davide Franchini Project Procurement Manager 0039 02 4486 1 fdavide@woodplc.com
Kurt Scotland Project Procurement Manager kscotland@woodplc.com
Neil Garabette Supply Chain Director ngarabette@woodplc.com
Brian Smale Oil and Gas Project Procurement Manager bsmale@woodplc.com
Piero Ippoliti Senior Procurement Manager pippoliti@woodplc.com
Fiat Chrysler Automobiles NV Car Production Londra Worlwide 110 bln https://www.fcagroup.com//tag/fireproof-plant-for-actuators 28 febbraio 2019 6 min Ferrua Michele Purchasing System Manager 800-334-9200 ferrua.michele@fcagroup.com
Luca Tonda Roc Purchasing System Manager 800-334-9200 luca.roc@fcagroup.com
Fabio Viri Pivano Supply Chain Specialist 800-334-9200 fabio.pivano@fcagroup.com
Strategy #1
33. Personal Presentation Mail
Strategy #1
“…+50% of customers will find someone else –
even when they’re looking for a provider – if they
don’t receive personalized emails…”
- Salesforce survey (2018)
35. LinkedIn Ads
Target Website Visitors
Obiettivo Lead Generation
Tempo Ret Last 30gg
Area World
Azienda %Nome Azienda X%
Profili + Collegamenti dell’Azienda X
Anni di Esperienza almeno 4
Area di Studi
Ingegneria Meccanica, Industriale,
Petrolchimica, etc
Funzione Program & Project Management
Pagine Visitate
[ G1] Home + Products + References
[ G2 ] Time on site > 4 min
Escludiamo:
AZIENDE CLIENTI
Strategy #2
38. “Fork Model”Ads destinata anche ai contatti della stessa azienda, audience di retargeting
C-Level / Manager Azienda prospect
Project Manager + Procurement Azienda prospect
Website Retargeting Audience
Company Connections of:
AZIENDE TARGET (1st degree)
SOCIAL PROOF
Optimization: Impressions
CLASSIC
39. “Fork Model”Ads destinata anche ai contatti della stessa azienda, audience di retargeting
C-Level / Manager Azienda prospect
Project Manager + Procurement Azienda prospect
Website Retargeting Audience
Company Connections of:
AZIENDE TARGET (1st degree)
SOCIALPROOF
Optimization: Conversion
Optimization: Click
CONVERSION
VARIANTE
40. Lookalike Ads
Troviamo nuovi clienti da quelli che già possediamo
Nome Accounts Website
ABB abb.com
Rotork www.rotork.com
GE Oil & Gas www.bhge.com
BP www.bp.com
Fincantieri www.fincantieri.com
Saipem www.saipem.com
Petrofac www.petrofac.com
Petronas www.petronas.com
Total www.total.it
Saudi Aramco www.saudiaramco.com
45. La strategia
Promuovere un approccio di totale trasparenza
e responsabilità verso gli attori dell’Oil & Gas
Creare nuovi lead qualificati
Content Asset
Goal
Contenuto SEO + LinkedIn Ads + Area Download
Mezzi
47. Targeting
Target HVAC Group
Obiettivo Website Visit
Periodo April 2018 (30gg)
Area Europe + US + Africa + Asia
Budget 150 €/gg ( € 4.500-5200 )
Max CPC € 4.80 per click
Audience Size 138.000
Impressions Stimate 190.000 / 265.000
RISULTATI
Impressions 226.000
Clicks 1.952
CTR* 0,86%
Pubblico registrato 1400 circa
Budget speso 4.750 €
CPC 2,43 €
Obiettivo: Registrazione pubblico “Narrow” su sito
1 Maggio 2018
*CTR medio per questo obiettivo = 0.52% - 0.78%
Step #1
48. Re-targeting
Target Retargeting su “Full Compliance”
Obiettivo Conversione
Periodo 30-Apr/4 Maggio e 7-11 Maggio 2018
Area Europe + US + Africa + Asia
Budget 60 €/gg ( € 600-800 )
BID Automatico
Audience Size 1.400
RISULTATI
Obiettivo: Acquisizione Lead da pubblico registrato
18 Novembre 2018
*CPC medio per questo obiettivo = € 7-9
Step #2
Impressions 3.498
Clicks 192
CTR 5%
Conversioni 96 contatti
Budget speso 640 €
CPConversion* 6,74 €
50. Recap
Nel mese di Maggio 2018 il reparto sales ha
inviato 96 mail personalizzate
48 hanno avuto risposta12 i meeting effettuati
che hanno portato a
2 commesse chiuse nei 6 mesi successivi
Valore medio ordine
€ 186k4 richieste di quotazione