Schneider Electric

Marketing in long sales cycle business

Confidential Property of Schneider Electric |

Schneider Electric is leading the digital transformation
of energy management and automation
Key figures for 2018 A well-balanced global presence (2018 revenues breakdown)

5% 16%
of revenues devoted to R&D 28% 27% Rest of
North
America Western the world

€26 bn
Europe

2018 revenues

29%
42% Asia
Pacific
of revenues in new economies

137,000+ Four end markets:

employees in over 100 countries
% 40% 14% 29% 10% 7%
Commercial & Industrial & Data Center Industry Infrastructure Utilities
Residential Buildings & Networks

© 2019 Schneider Electric. All Rights Reserved I Page 2

Schneider Electric has an extensive partner network

© 2019 Schneider Electric. All Rights Reserved I Page 3

We have aligned for Segments on 4 fundamental sales
operating model principles

• Few Strategic Accounts drive the biggest growth potential for Schneider
Focus • Concentration of our investment and sales team on those Accounts as first priority

• BU & Geography agnostic sales team

Customer • With strong level of dedication in front of Customer – Customer intimacy
at the center • Sized & located according to Customer business

• Added value to come from cross & up selling

Segment expertise • Key success factor is to position the right Segment expertise in front of the Customer

• Growth
Sales efficiency • Share of wallet increase with each selected Customer
• €M sales / sales head ratio monitored and continuously improving

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We have simplified our End-User segmentation along 3
sales models supported by V1-V2 approach

Strategic Accounts Targeted Accounts Proximity Accounts

Schneider
Revenue Value

Account Management
Sales sales team (Strat.
V1 Account Exec. + KAMs)
with Segment expertise
Domain Specialized
Sales sales teams (e.g.,
V2 MV, PA, Field
Services, …)
No. of
Customers
V1/ V2 coverage
model for targeted
Accounts defined
among Domain Coverage through Partners,
Specialized sales Field Services, Marketing (e.g.,
PRM), Inside sales
teams during Country
platforming

Relevant marketing content and placement 5

Confidential Property of Schneider Electric
2019 Strategic Accounts # 74
MMM #10 OGP #15 WWW #5 Cloud #12 Building #10

Healthcare

Cumberland
Good

Sinoma/CNBM Semiconductor #2 Hotels

CPG #8
Food & Beverage
Electricity
Companies #6

Finance

Automotive #6
Household & Life Sciences
Personal Care

Relevant marketing content and placement

2019 Multi-Country Targeted Accounts # 97
Mining Minerals Metals #4 Consumer Pack’ed Goods #25 Cloud & Service Providers #30 Building #21
Food & Beverage Healthcare

Hotels

Oil Gas & Petrochemicals #9

Finance

Real Estate
Houselhold & Personal Care
Water Waste Water #4

Life Sciences
Automotive #3

Semiconductor #1

Relevant marketing content and placement

Case Study 1 – Smart Data Centre
Confidential Property of Schneider Electric |
Customer testimonial video
 Create a Sales and Marketing mix that resonates and aligns with the
persona’s buying journey throughout the 12-month sales cycle

Data Centre Project example

Education Solution Selection

Data Centre Manager / CIO

Digital

Blogs/Press White Paper/ Webinar Case

Google Online Ads/
Release Nurture eDMs Series Studies
SEO/SEM Website/Social
Engagement

4 7 9
1 2 14
Face-to- Face

Sales Sales Cloud DC BDM Innovation GM/VP Innovation Customer

Edge/DCD Sales
Rep Rep Visit Day Meeting Talks Rep Rep
3 5 8 11 12 13
6 10 15

6 months + 3 months + 3 months

Marketing

Sales – Account
Management
Invest in tactics that align to persona’s insights and buying journey.
Leverage data to tailor approach to a target customer

Education Solution Selection

Case Study 2 – Smart Electrical Grid
Confidential Property of Schneider Electric |
Customer testimonial video
 Marcom Activities Supporting Executive & Sales Engagement Since 2015
AMSP Objective: Develop EcoStruxure Grid full offer awareness in DSO via thought leadership, digital & demand gen
Attract & Convert Engage Amplify
1 Thought Leadership 3 Online/Offline Marketing Mix 4 Executive Engagement 5 Demand Generation

2017
Gartner Pipeline • Customer Story • Customer Story Video
Acceleration Demand Gen Video: SAPN ADMS • Strong Executive Engagement • Written Case Study
• eNewsletters (Global and Local) with • Web Landing Page
2 customer Leadership Team
• Visit of Serbia ADMS Centre
• Visit of Schneider HQ Press Release x 3 -
• Innovation Summit • Direct interaction w European Upcoming
Sydney, Singapore and Australian customers to
• Innovation Day: discuss ADMS capability
EcoStruxure Power Whitepaper x 1 –
• Energy Networks • ADMS Product Workshops Upcoming
Australia
• EESA NSW
Events
• CIGRE SEAPAC
Engaging with customers at all levels

Educate: ADMS webinar: 212 registrants (108), 312+ downloads 46% Share of Earned
Media
2019
• EcoStruxure Grid Nurture Path ≥€15.7M marketing
Engage: EcoStruxure Grid ADMS Nurture Path +22% open rate
• Unlock the Digital Grid with EcoStruxure influenced orders
ADMS and Microgrids On24 webinar
Multi-marketing • eBook Digital Grid Unleashed Australia - Energy BU Performance
Amplify:
Property of11,000+ views of SAPN ADMS video Check In YTD Feb 2019
Confidential Schneider Electric | Page 14
touchpoints • PRM Electricity Companies – tbc
Webinar – Unlock the digital grid with Ecostruxure™ ADMS and Microgrids
End Users, Specifiers, Contractors, Regulators
Specifier newsletter

Date: March 2019

Speakers:
James Colbert, Radivoj Sadzakov & Ras Jayawickrama – SE
Brendon Hampton – SA Power Networks, Future Networks Leader
Title:
Unlock the digital grid with EcoStruxure™ ADMS and Microgrids
Audience:
Electricity Companies, Specifiers, Contractors, Regulators

Registration page

Webinar banner, FB social posts LinkedIn posts eDM invite

Webinar - Unlock the digital grid with Ecostruxure™ ADMS and Microgrids
Key data

Attendees:
• 212 registered, 158 attended - 108 attended the live webinar (68%) and 50 on demand (32%)
• 175 registered from Australia, 13 from New Zealand + rest from other countries
(56 NSW, 30 VIC, 24 SA, 3 TAS, 14 WA, 5 NT, 38 QLD)
• 52 attendees from electricity companies, inc. Ausgrid, Clarke Energy, Endeavour Energy, Energex,
Energy Queensland, Ergon Energy, Evoenergy, Power Water Corp, SAPN, Vector Ltd NZ
• 11 from consultancy companies inc. AECOM, ARUP, Beca, Clough, Jacobs, WSP …+ regulator: AEMO
• 5 partners inc. AZZO

Resources:
5 ADMS/grid whitepapers and Digital Grid eBook and 3 videos (312 downloads)
Interactions: 25 questions asked