New digital channels, e-commerce, track-and-trace logistics, even social networks and what some are calling the »Amazon-ification« of B2B industries all affect how and what we sell. It’s marketing specialists that will help us lead the way on all these fronts. By building the »Leading Marketing Organization« we aim to push and lead this digital transformation.
Differentiating and professionalizing certain tasks are a vital part of this process. We’re adding a whole set of functions and methodologies that help us answer the relevant questions of »where to play« and »how to win«. »Big data and marketing go hand in hand.« The right market segments and geographies, as well as a matching product portfolio, delivery model, business model, and digital strategy are all key to this.
Successful examples underline the potential of this approach: Big-data enabled pricing already helps us reveal order patterns that correlate to certain price points. This allows predictions about customer behavior and lets us segment our customer base more accurately and proactively instead of just looking back and analyzing who bought what.
As a result of marketing and digital innovation working closely together, I’d also name VERITRAX™ as a bold step. It’s the first intelligent chemical management system of its kind, offering oil and gas producers a fully transparent, automatic solution for chemical control, monitoring and ordering. To me, that shows how marketing intelligence, a strict customer focus, and a dedicated, well-experienced team can create the kind of new and profitable business opportunities that go beyond retention.
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Segment Marketing
Britta Fünfstück, Member of the Executive Committee
On the intelligence of digital marketing
New digital channels, e-commerce, track-and-trace logistics, even social networks and what some are calling the »Amazon-ification« of B2B industries all affect how and what we sell. It’s marketing specialists that will help us lead the way on all these fronts. By building the »Leading Marketing Organization« we aim to push and lead this digital transformation.
Differentiating and professionalizing certain tasks are a vital part of this process. We’re adding a whole set of functions and methodologies that help us answer the relevant questions of »where to play« and »how to win«. The right market segments and geographies, as well as a matching product portfolio, delivery model, business model, and digital strategy are all key to this.
»Big data and marketing go hand in hand.«Successful examples underline the potential of this approach: Big-data enabled pricing already helps us reveal order patterns that correlate to certain price points. This allows predictions about customer behavior and lets us segment our customer base more accurately and proactively instead of just looking back and analyzing who bought what.
As a result of marketing and digital innovation working closely together, I’d also name VERITRAX™ as a bold step. It’s the first intelligent chemical management system of its kind, offering oil and gas producers a fully transparent, automatic solution for chemical control, monitoring and ordering. To me, that shows how marketing intelligence, a strict customer focus, and a dedicated, well-experienced team can create the kind of new and profitable business opportunities that go beyond retention.
Join us
to think ahead.
Price Marketing
