This document discusses digital transformations at Oracle Dyn and Schneider Electric. It includes: 1) A presentation on Oracle Dyn's digital rebranding process from 2016-2017 that improved website engagement metrics like form fills and live chats. 2) An overview of Schneider Electric's 7 step marketing transformation process and examples of how they create experiences for customers through various touchpoints. 3) Recommendations to find your company's "technical authenticity" and follow creative strategies all the way from development to website experience.

1. #B2BMX
Brand, Demand &
Digital Transformations
Evan Kent
VP Marketing, US Energy
Schneider Electric
@evankent22
Trip Kucera
Director of Marcom
Oracle Dyn GBU
@TripKucera

2. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. |Copyright © 2016, Oracle and/or its affiliates. All rights reserved.
Dyn Digital Brand Relaunch
Trip Kucera, Head of Marketing Communications
Oracle Dyn GBU
Building a ”Technically Authentic” Inbound Experience
@tripkucera

3. #B2BMX
Dyn Digital Rebrand
4
Rally support:
Identify the burning
platform
Digital
Engagement
Strategy
Design &
Test
Launch!
Brand out of
Phase w/
Strategy
Summer ‘16 Fall ‘16 Winter ‘17 April ‘17
Recognized, but
confused brand
voice
Highly
dependent on
site for leads &
ecomm ARR

4. Copyright © 2018, Oracle and/or its affiliates. All rights reserved. |
Confidential – Oracle Internal/Restricted/Highly
Restricted 6
Champion Charlize
Overview
Charlize lives on the front-lines of IT with
a day-to-day focus on owning, managing
and optimizing performance and
continuous uptime of her company’s
infrastructure. She feels the pressure and
purpose to configure new automation
solutions that result in increased
performance and team bandwidth. When
she’s not putting out fires, managing
multiple vendors and/or giving the latest
download to SLT, she is staying up to
speed with anything she can get her
hands on, from events to analyst reports
to training. She thrives on being able to
respond to alerts whenever and wherever
they surface to maintain uptime. She
knows everyone relies on her, both
peers and end customers, to keep
operations running, hence, what wins for
her are solutions that help her and her
team be continuously “awesome”.
Prospect Needs
• Easily envision solution benefits in “real-
life” scenarios
• Feel confident through “test drive“
evaluations
• Easy to find and digest solution details
• Proven reliability and trust to ensure
peace of mind and solution creditability
• The rationale to build a case to her
superiors
• Avoid the sales process and sales reps
• Understand and experience support
capabilities
Focus / Pain
• Streamlining and
automating
operations
• Maintaining security
• Increasing uptime and
performance
• Vendor management
Channels
**** Website
*** Email
** Phone
* In-Person
Buying
Criteria
“My ears are always open to solutions that help me do my job faster and better…. The bottom line is that if I catch wind of a new solution that
checks out with my community and it makes me look like a hero in the eyes of my superiors, peers and organization at large, then you have my
attention. Furthermore, don’t just tell me, show me in a way that reflects both my current challenges as well as my future ones. Lastly, help me
build a case to get buy-in from my manager, but for shits sake please don’t put me in your sales funnel.”
Configurability /
Automation
Ease of use
Resource
Efficiency
Seamless
Integration
Support
Solutionsthat
Scale
Titles: Network Admin/Engineer;
System Admin/Engineer
Experience: 7-10 Years

5. 7
I don’t care for any sort of
marketing spin. I just need to
cut straight to the core of what
I need and how to get it.

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7. Copyright © 2018, Oracle and/or its affiliates. All rights reserved. | 9
Marketing BS

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Provocative,
yet geeky tag

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Clear path to product info;
no BS

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11. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | 13
Results
Average monthly
website form fills
+19%
Average monthly
form fills + livechat
+39%
CY17 old site vs. new site

12. #B2BMX
§ Find your technical authenticity
§ Personas alone aren’t enough
§ Follow it all the way, from creative to site experience
Recommendations
14

13. #B2BMX
Thank you
trip.kucera@oracle.com
@tripkucera
15

14. Page 16Confidential Property of Schneider Electric |
RESHAPE INDUSTRIES TRANSFORM CITIES ENRICH LIVES
Energy Management and Automation,
we create connected technologies that ……
As a leader in digital transformation of

15. #B2BMX
642
Strategy
development
focused on key
priorities and what
we can afford.
Formulation
Working media
through PR, SEM,
Email, Social,
Programmatic
Media, DM, etc.
Activation
Keep the best,
test the rest..
Darwinism
Interviews with
business leaders for
short, mid and long
term objectives
Listen & Learns
Asset & content
development.
Build Out
Utilizing tools to
measure impact – Web,
Marketing Automation,
Social, CRM, ERPs
Measurement
1 3 5
Add additional
markets utilizing
past learnings
Expansion
7
7 STEP MARKETING TRANSFORMATION:

16. #B2BMX
BRAND, DEMAND, DIGITAL:
Creating experiences
Paid
Search
Web
Ads
Organic
Search
SE.us
Capture
Forms
News-
letters
Nurture Tele
Win-
back
Refill
PR
Speaking
Opps
Social
Media
Events
Theme 1
Theme 2
Theme 3
Listen
(EarlyStage)
Discover
(MidStage)
Select
(LateStage)
Industry
Report
Mighty
Microgrids
Blog
Are Microgrids
mainstream yet?
Video
New World of
Energy in 3D
Webinar
How New Tech
Enables D.E.R.
Cooperation
Gated
Whitepaper
Business Models
and Value Chains
Gated
Case Study
Montgomery
County Microgrid
Gated
Product
Energy Control
Center
Case Study
Fairfield
Microgrid
Briefing
EcoStruxure
Microgrid
Advisor
Touch 1 Touch 2 Touch 3

17. #B2BMX

18. #B2BMX
§ Aging infrastructure
§ “to provide medicine to the highest
order, we need buildings to perform
to the highest order.”
§ As a consumer, we take energy for
granted. An outage at a critical
facility could be catastrophic
DIGITAL:
Customer Story - The Healthcare Guardian

19. #B2BMX
§ Objective
Provide sales with highly qualified leads that
result in closed-won revenue.
§ Target
§ Installed base
§ Critical facilities
§ Plant/facility/engineering leader
§ Scoring models
§ Approach
§ Data verification
§ Ship box
§ Nurture & tele
§ Books sales appointment
DEMAND:
‘Out of the box’ thinking for Digital Offers

20. #B2BMX
§ 300+ keywords added
§ 2x ads served
§ 5x click through rates
§ 14x web traffic
§ 10x conversions
DIGITAL:
Maximizing real estate & expanding keywords
BEFOREAFTER
Capabilities &
related solutions
Gated &
ungated content
Frequently
searched
phrases/themes

21. #B2BMX
DIGITAL & DEMAND:
Web Optimization
BEFORE
Stagnant content
Low CTR
on rotating content
Minimal copy
with no SEO
Doesn’t provide useful
information or CTAs
No contact information
AFTER
Rotating web banners
w/calls to action
Demand Gen content
SEO designed copy to
address customer pain
points
Embedded Forms
+133% Net New
Inquiries

22. #B2BMX
§ Transformations are tough!
§ They take time – be patiently persistent
§ Start with the future in mind
§ Inspect what you expect
In closing