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Siemens

Siemens

Result

41% increase in CTR from data-driven campaigns

Activities

Digital ecosystem
E-mail marketing automation
Data-driven campaigns

To become future-proof, it is important for Siemens to create authority within their specific business domains. All digital touchpoints therefore needed to be relevant. The challenge presented to Green Orange: help with the journey towards the digital transformation of the Siemens marketing & communications department.

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Approach

As a B2B company, Siemens recognized the importance of adding value in communicating towards their stakeholders. They therefore centralized content marketing as their main marketing instrument. Green Orange provided the digital backbone to make sure content could be distributed via relevant channels through Real Time Magazines (RTM). These online magazines make sure the Dutch business departments can share content to their stakeholders in their specific branch in a relevant way. It allows the marketing team to add and keep track of Siemens events throughout the year by enabling the teams with an easy to manage back-end & CMS. E-mail marketing automation tooling has a central role in distributing the content from the magazines to relevant stakeholders & making sure interested parties can sign-up for Siemens events.

In the past few years there have been 7 RTMs deployed and connected with the extensive internal Siemens landscape. On this sustainable basis, Siemens and Green Orange launched data-driven awareness campaigns, ensuring new and existing target audiences are reached with relevant content, through the right channels, communicating the Siemens brand in a relevant way. Real-time dashboards provide insights into the performance of their marketing channels and digital campaigns.

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The result

The data and content driven approach to digital campaigns so far resulted in 41% increase of CTR from the campaign. It also led to a growth of returning visitors, proving a firm content strategy and data-driven approach can provide structural growth. The digital ecosystem has now also been enrolled to other European countries and shows how Siemens NL is paving the way for digital transformation of the Siemens B2B business.

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Contact

Marije ten Vergert
Account Director
06 12 54 94 39
marije@greenorange.com

Client

Siemens

Activities

Digital ecosystem
E-mail marketing automation
Data-driven campaigns