Leonardo ENERGYs new partnership model

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Leonardo ENERGYs new partnership model

• Webmeeting
• Winter, 2007-2008

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Where does content marketing support the sales
funnel?
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Perspective positioning
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From LPQI to LE

• A topic shift
• From PQ to 12 campaigns
• An activity shift
• From events to e-Marketing
• A communication shift
• From local language to English
• 3 language chapters (Spanish, French, Russian)
• A shift in partner status
• From 2 levels, various types to one level / one
  type

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Partnership concept

• Modular
• Define scope through tick-boxes
• Joint actions
• Define annual joint actions
• 1-3 actions
• 150 man-hours nominal
• Based on alignment of existing actions for
  content marketing

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Partnership concept

• New partners
• Unknown join action before invitation
• Known consultation procedure with existing
  partners
• Through partner blog
• Designated contacts
• From partner
• From LE team

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Partnership concept

• Partner page
• LE page with partner description, logo website
• Linked to partner actions on LE
• Part of partner catalog
• Partner can use LE asset, own assets
  denomination Partner of Leonardo ENERGY

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Our products

• Publishing your article, white paper, case study,
  application note
• Either as part of LEs content streams
• Or promotion of existing asset
• Produce rapid e-learning tools
• Webcast, howto manual, minute lecture, quiz,
  interactive tools,
• Interactive events
• Webinars

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Our products (contd)

• Technical hotline
• Individual or team blogs
• Collaborative projects
• Lead generation for content assets
• Tools
• Communities of Practice
• Market intelligence
• Other products foreseen for 2008

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Our value proposition

• Access to a leading content portal in its sector
• 90,000 monthly visitors, 11,000 subscribers
• Growing 500 between 2006 2007
• Your ongoing technical marketing
• Increased exposure (under some conditions)
• New content types
• E.g. rapid e-learning
• A broader more credible content offer
• E.g. webcasts, application notes,
• Lead generation ( qualification) for premium
  content assets
• Unique intelligence, available only through a
  collaborative initiative
• E.g. PQ survey
• Prospects
• E.g. through webinars

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leading to

• Broader market knowledge coverage
• Increased market exposure
• Qualified lead generation
• Deeper client relations
• Stronger brand identity

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Conclusion

• New partnership concept
• Broader scope
• Web-based
• International
• Wider opportunities for cooperation
• Leading to increased market presence, qualified
  leads, deeper account penetration, stronger brand
  reputation
• Contact your LE contact to define a joint
  marketing programme for 2008

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Annex I Partnership concept - campaigns

• Appliances lighting
• Distributed generation
• Ecodesign
• Energy efficiency/Motors
• Energy Buildings
• Home of the Future
• Policy Finance
• Power Quality
• Renewables
• Transformers
• Transport
• Slum Electrification

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Annex II Partnership concept content types

• Application notes
• Articles / Interviews
• Briefing papers
• eBooks
• Minute lectures / animations
• Quiz
• Reports discussion papers
• Surveys
• Tools
• Webcasts
• White papers

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Annex III Partnership concept content channels

• Website content management system
• ezine
• New media (video, podcast)
• Web events / 3D Forum
• Exhibitions, workshops conferences
• Press releases and articles
• Partners
• Media, events, industry, associations