Jaime López, Digital Marketing Specialist from Wärtsilä. Presented in Marketo Success Morning event in Stockholm on October 6th 2015.

1. M A R K E T I N G G O A L S
My team
WÄRTSILÄ
ENERGY SOLUTIONS
VIVA LA
REVOLUCIÓN!
OF B2B MARKETING
THE REVOLUTION
JAIME LÓPEZ
DIGITAL MARKETING SPECIALIST

2. Founded more than
180 years ago
ENERGY SOLUTIONS
WÄRTSILÄ
1 2 3 4
70%
Over EUR 1bn sales Has supplied close to
60 GW to 176 countries
Dominates the engine
market
Established Large Global Leader
EUR
1,15 bn
1883

3. ENERGY SOLUTIONS
WÄRTSILÄ
Average sale: >EUR 50M
We sell power plants based on
reciprocating engines
Average length of sales process: >2 years

4. ENERGY SOLUTIONS
WÄRTSILÄ
5-30 times larger companies
Who are we competing with?
Radically different technology: gas turbines

5. ENERGY SOLUTIONS
WÄRTSILÄ
The situation
competitors around since the 50s
Every consultant has built plants for them
Every owner knows turbine technology
Every operator has experience with them
We have been fighting for a market spot for decades.
We have a few die-hard customers that make a lot of
money with our power plants

6. ENERGY SOLUTIONS
WÄRTSILÄ
The lead user
2013
2014
+500%
Plant Revenue
?

7. ENERGY SOLUTIONS
WÄRTSILÄ
40+ unaware
customers already
talking to competitors
5 salesmen in the area
New market rules
that boost our
business case
200+ potential
projects
COOL NOT SO COOL

8. HACKING CONTENT MARKETING
HOW CLEVER MARKETING CHANGED THE
COURSE OF THE CUBAN REVOLUTION

9. CUBA, 1950s
General Batista seizes power
Widespread corruption and poverty
>20% illiterate population
No fear of changes, but no freedom
Healthcare and education only for the wealthy

10. CUBA, 1956
80 thousand 7 million 20
Extremely outnumbered
Deep in enemy territory
Nothing to lose
army population revolution

11. BE GENUINE
BE WORTH
CONNECTING
WITH
SETH GODIN
BE REMARKABLE

12. RADIO
REBELDE
The story of

13. RADIO
REBELDE
Truthful, transparent info about current affairs
Educational content
No matter if you join the revolution or not
What info are you lacking? We’ll provide it.
Earn your respect amid the deluge of biased info

14. RADIO
REBELDEstrategy
Attract Engage Convert

15. ENERGY SOLUTIONS
WÄRTSILÄ
Content Marketing Strategy
Attract
engage
Convert

16. RADIO
REBELDE
HOMEBASE
CHANNEL
CONTENT
AUDIENCE
MANAGEMENT
www.smartpowergeneration.com
AB-advertising
Retargeting
Social Media
Expert White Papers
Conference papers
Articles
Nurturing program
Outbound campaigns
ENERGY SOLUTIONS
WÄRTSILÄ
Sierra Maestra, Cuba
20m wavelength
40m wavelength
Revolutionary news
Educational content
Word of mouth

17. PROJECT FOX
CONQUERING THE SOUTHWEST
marketing revolution is in the making

18. PROJECT FOX
IT-DRIVEN
DIGITAL
MARKETING
IP-BASED TARGETED ADVERTISING
COOKIE-DRIVEN PROFILING
RETARGETING
WANNA SEE IT IN ACTION?
SMARTPOWERGENERATION.COM

19. HIGH
VALUE
CONTENT
EXPERT WHITE PAPERS
PROVOCATIVE INFOGRAPHICS
CUSTOMIZED FOR EACH SEGMENT
BRICKS & FEATHERS STRATEGY
WANNA SEE IT IN ACTION?
SMARTPOWERGENERATION.COM
PROJECT FOX

20. MARKETING
AUTOMATION
MASTER LIST
AUTOMATED LEAD MANAGEMENT
NURTURING PROGRAM
OUTBOUND CAMPAIGNS
WANNA SEE IT IN ACTION?
SMARTPOWERGENERATION.COM
PROJECT FOX

21. D I G I T A L T A R G E T I N G
01
W e c a n n o t w a i t f o r o u r t a r g e t
t o f i n d o u t a b o u t u s . W e m u s t
m e e t t h e m w h e r e t h e y a r e w i t h
h y p e r - r e l e v a n t , e n g a g i n g h o o k s .
Own their
quality time

22. B E S P O K E C O N T E N T
02
Our target reacts to very
different stimuli, but pretty
graphics without a solid
technical background are a
recipe for failure.
Understand the
target

23. A U T O M A T I O N
03
When the salesman leaves the
meeting, marketing automation
keeps serving content and tracking
lead temperature and actions
Marketo multiplies
the efforts of the
sales force

24. ENOUGH WITH THE STATUS QUO
REVOLUTIONIZE
B2B MARKETING

25. JAIME LÓPEZ
THANKS FOR YOUR TIME
SMARTPOWERGENERATION.COM
WANNA KNOW MORE?
JAIME.LOPEZ@WARTSILA.COM