Speakers: Evan Kent, Global Vice President, Schneider Electric Chandos Quill, Vice President, International Solutions, Merkle. In today’s world, high performance BtoB marketing requires an integrated, streamlined mid-funnel approach to data and technology. This requires organizations to rethink their internal structure, processes, and marketing supply chain. During this session Evan Kent, Global Vice President at Schneider Electric, will share the journey he has undertaken to transform the company’s mid-funnel approach to marketing. Attendees will hear about the complexities of operating in a global environment, learn how to create a business case that convinced management to support key foundational programs, and how to implement initiatives in a way that reduced risk and ensures success.

1. © 2015 Merkle. All Rights Reserved. Confidential
SiriusDecisions Summit 2015:
Building a Foundation for
Global Digital Marketing
Evan Kent
Global Vice President,
Digital Marketing
Chandos Quill
Vice President,
International Solutions

2. © 2015 Merkle. All Rights Reserved. Confidential
We are the Global
Specialist in Energy
Management™
24
billion € revenue
(FY 2013)
43%
of revenue in new economies
(FY 2013)
150 000+
employees in 100+ countries
4-5%
of sales dedicated to R&D A large company, with a balanced
geographical footprint and a
commitment
to sustainability

3. © 2015 Merkle. All Rights Reserved. Confidential
Enabling personalized customer experiences requires three C’s
CONTEXT
Phase 1:
Our knowledge
of the customer
Phase 2:
Every asset we
have to put in front
of the customer
CONTENTCONNECTIVITY
Phase 3:
When we bring
the two together
in media and channels
At Schneider Electric, we have started on a journey to transform the company’s use
of data and technology to enable personalization via digital marketing. This journey
can be broken down into three phases:
3

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Context is everything we know about the customer
Demographic
Age and Gender
Lifestyle
Relationship
Education
Job Title
Frequency
Devices
Estimated Income
Home Ownership
Household Size
Home Market Value
Spending Methods
Job Title
Role / Function
Decision Making Authority
Tenure
Web Activity
Professional Groups
Professional Subscriptions
Geography
Marketing Response History
Sales History
Net Promoter Score
Preferences
Industry
Revenue
Employees
Geography
Competative Install
Account Type
Order History
Share of Wallet
Propensity to Buy
4
Centralized
database
Personal
Profile
Professional
Profile
Company
Profile

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Experiences don’t happen without content
5

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The roadmap we used to define the key initiatives to support this journey
6
Data Integration
and Enrichment
Digital
Contact
Strategy
Data Quality and
Validation
Integrated
Performance
Creative
Marketing Database and
Technology Infrastructure
Phase 3:
Connectivity
Phase 2:
Content
Phase 1:
Context

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Phase 1: Context
7
CONTEXT
Phase 1:
Technology,
data quality and
enrichment
CONTENTCONNECTIVITY
Phase 2:
Globally-integrated
performance
creative
Phase 3:
Personalization
via Digital
Marketing

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Technology Foundation
8
Marketing DB
Database Mgmt
DB Enhancement
CDI Processing
Campaign Support
Reporting Support
Data Mgmt Support
Pref. Center Support
App. Version Updates
• 16M Sites, with 1M with Enriched Attributes
• 31M Contacts, with 10.6M Locally Cleansed
• Over 1,150 Campaign Deliveries Since 2013
• Over 111m Touches Since 2013
• Executed Over 1,000 Unica Email & DM Campaigns
Since 2013
• Central Access to Contact Interactions with SE
• Campaign Performance Information
• Content Preferences for Analysis
• GMDB access to Global & Local Teams
• Bi-Weekly Updates Integrates 30 Sources
• Synchronized Contacts & Permissions Across Systems
• Integration with Responsys

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Data Hygiene and Enrichment
9
Data/Analytics
Data Hygiene
Data Enrichment
Campaign Support
Lead Generation
• Provide in region support to address CRM strategy
globally
• Local, multi-sourced approach provides “best of the
best” data
• Reduce marketing costs & optimize ROI through data
quality processing
• Enable customer insights and segmentation with the
enhancement of valuable third party data
• Improve targeting capabilities across offline & digital
channels
• Support new customer acquisition through lead
generation

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Data Hygiene Results
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Summary
• Develop a process of locally
reviewed/cleansed address quality
• Allows for a one-time cleanse as well
as quarterly updates to new contacts
• Business case made with initial 3
countries – ultimately resulting in 22
countries
Impact
• Cost savings
• Generating new mailable names
• ROI of 17:1
235,200,000
pages of paper saved
28,224
trees conserved
€ 3.4 Million
in savings over 3 years

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Data Enrichment Results
Summary
• Develop a process of locally provided
enrichment services
• Appending of key firmagraphic data
• Targeting marketing actionable
contacts (mailable/emailable + 15
month recency)
• 23 total countries prioritized
Impact
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• Enriched 575k sites with combination of industry code (SIC), number of employees, &
annual revenue
• Campaigns and content are more effective and relevant with enriched view of
audience

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Data Hygiene and Enrichment – customer impact
12
Name: Beth Moore
Company: Global Switch
Email: bethm@gmail.com
Date: March 2015
Action: Visited SE’s
booth at Data Center
World Expo 2015 London
BFO ID created for
Beth Moore @
Global Switch
Beth Moore @ Global
Switch added to the
GMDB and is locally
enriched in the UK with…
Market Segment: Cloud
Company: $100 million
+
Employees: >1,000
Email: bethm@gmail.com
Date: April 2015
Action: Receives latest
news on SE’s large Data
Center trends
Simple example here shows the ability to enrich
incomplete records locally into SE classifications
Allowing for targeted communications, in this case on large DC trends

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Phase 2: Content
13
CONTEXT
Phase 1:
Technology,
data quality and
enrichment
Phase 2:
Globally-integrated
performance
creative
CONTENTCONNECTIVITY
Phase 3:
Personalization
via Digital
Marketing

14. © 2015 Merkle. All Rights Reserved. Confidential
Customer Experience
14
Creative/Digital
Creative Concepting
Content Development
Design Support
Studio Execution
Localization
Ad Traffic
Imaging & Video
Development
Digital Execution
Brand Refresh
• Local to Region Resources
• Engineered for Efficiency & Accuracy
• Led Establishment of Global Processes & Timelines
• Immersed in Brand & Leverages SE Tools & Systems
• Centralized Production Model Ensures Consistency
• Facilitates Drive Towards Digital
• Global Pool of Resources Expand to Support Volume
• Standardized Rates w/Business Entity Allocations
• Full Agency Capabilities Available

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Customer experience
15
Objectives
Provide a full suite
of Creative
Services to local
regions globally.
Execution accuracy
and brand
standardization
Highly efficient to
handle a large
volume of requests
and drive towards
less resources.

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Customer Experience
Summary
• Need to quickly optimize Creative Execution
Operations supporting 100 countries
• Included building the request workflow and approval
structures around the Studio’s existing processes
• Secured a team of global resources to have in
region support
• A new Global Studio was ready and fully functional in 6
weeks to support every creative execution request
• Created a centralized Model of Creative oversight to
ensure global consistency of communications.
Merkle was able to achieve a 30% reduction
in execution time of combined global work,
Which means as volume increased
we achieved 30% more throughput
with the same amount of resources.
Impact
Developed an easy to leverage service model resulting in :
© 2015 Merkle. All Rights Reserved. Confidential16
Internal cost
savings
Increased
productivity
Reduced time
to market
Increased
quality control

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Phase 3: Connectivity
17
CONTEXT
Phase 1:
Technology,
data quality and
enrichment
Phase 2:
Globally-integrated
performance
creative
CONTENTCONNECTIVITY
Phase 3:
Personalization
via Digital
Marketing

18. © 2015 Merkle. All Rights Reserved. Confidential
Context and content are connected in a media moment
CONTEXT
Watching golf on TV and has phone
Matched to Bizo file
Business Keyword Re-Marketing Pool
Visits site 2 days later on his iPad,
recognized as same user
Searches for branded generic keyword;
Attitudinal Segment A
Target persona, CMO in Enterprise
Technology Company
Segment A
CONTENT
Awareness TV Spot and
Twitter Sponsored Tweet Ad
Awareness messaging via Linkedin
Remarketing mobile display ad with
customized offer
Customized, responsive landing page:
with Exec Summit details
YouTube video on B-to-B Marketing
Personalized event invite to exec summit
Personalized site landing page with
B-to-B Blog
CONNECTIVITY
Desktop Phone Tablet TV
18

19. © 2015 Merkle. All Rights Reserved. Confidential
Thank You!
© 2015 Merkle. All Rights Reserved. Confidential19
Evan Kent
Global Vice President Digital Marketing
Schneider Electric
evan.j.kent@schneider-electric.com
Chandos Quill
Vice President, International Solutions
Merkle Inc.
cquill@merkleinc.com
Decide build or
buy
Create a baseline
through a
business case
Test > Roll out >
Refine