What is Sales and Marketing Strategy of SES Company?

How does SES drive growth through its sales and marketing strategy?

SES has transformed from a European broadcaster to a global multi-orbit connectivity leader. Its O3b mPOWER constellation is key to this evolution, offering advanced services. This shift highlights a dynamic sales and marketing approach.

The company's strategy now focuses on high-growth sectors, leveraging its expanded satellite network. This evolution from its broadcast origins showcases a significant adaptation to market demands.

What is the sales and marketing strategy of SES Company?

SES's sales and marketing strategy has evolved significantly, mirroring its transition from a European satellite broadcaster to a global multi-orbit connectivity provider. Initially focused on broadcasting, the company now targets diverse sectors including government, mobility, and cloud services. The Networks business now accounts for approximately 60% of SES's revenues as of Q1 2025, with Government and Mobility segments showing strong year-on-year growth of 13.1% and 8.5% respectively. This strategic pivot is supported by marketing efforts that emphasize high-throughput, low-latency connectivity solutions delivered via its unique multi-orbit satellite constellations. The recent acquisition of Intelsat further solidifies its market position, enabling a broader service offering and a more extensive customer base. Understanding the SES BCG Matrix can provide further insight into how different service lines are positioned for growth within the company's portfolio.

SES employs a multi-faceted sales approach, heavily relying on its direct sales force and a growing network of strategic partners to serve a global clientele. This dual strategy ensures broad market coverage and specialized engagement for diverse customer needs.

Direct Sales for Key Accounts

SES's direct sales teams are instrumental in securing substantial, long-term agreements with major entities. These include telecommunications firms, mobile operators, governmental bodies, and leading broadcasters, reflecting a focus on high-value relationships.

Strategic Partnerships for Market Expansion

The company actively cultivates partnerships to broaden its market reach and effectively deliver its multi-orbit satellite solutions. These collaborations are key to accessing new segments and enhancing service offerings.

Partner Program and Wins

The 'Unified Partner Programme' supports mutual growth by equipping partners with essential sales and marketing resources. Notable H1 2025 partnerships include collaborations in the aero sector with Open Orbits™ partners like Uzbekistan Airways and expanded cooperation with Thai Airways, alongside media wins with Mileto in Brazil and the ATP globally.

Contract Momentum and Growth

SES reported €690 million in new business and contract renewals in H1 2025, contributing to a gross contract backlog of €4.2 billion. This includes significant government contracts and a renewed multi-year agreement with Sky until 2029, serving over 17 million households.

Strategic Evolution and Acquisition Impact

SES's sales and marketing strategy is increasingly focused on deeper integration within customer ecosystems and high-growth sectors. The Networks business represented 60% of total revenue in H1 2025, a notable increase from 54% in Q1 2024, underscoring the success of its evolving go-to-market strategy. The acquisition of Intelsat in July 2025 is set to further enhance SES's commercial reach and scale, creating a combined entity with a contract backlog exceeding €8 billion.

• The Networks business now accounts for 60% of total revenue.
• The Intelsat acquisition is expected to drive significant revenue and Adjusted EBITDA growth.
• The combined entity targets a low to mid-single-digit revenue CAGR from 2024 to 2028.
• This strategic move enhances SES's customer acquisition strategy by expanding its service capabilities.
• The Marketing Strategy of SES is adapting to these changes to maintain its competitive edge.

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The SES sales strategy involves a comprehensive marketing approach that blends digital and traditional methods to boost awareness, generate leads, and drive sales for its satellite communication services.

Digital Marketing Focus

SES heavily emphasizes digital marketing, including content marketing, SEO, paid advertising, email campaigns, and social media engagement across platforms like X, Facebook, YouTube, LinkedIn, and Instagram.

Targeted Campaigns

Digital campaigns are strategically designed to promote SES's video solutions and generate leads, with content often tailored to specific regions and market maturity levels.

Data-Driven Strategy

The company utilizes a 'Maturity Matrix Map' to align regional marketing strategies based on market complexity, enabling effective customer segmentation and personalized messaging.

Influencer and Partnerships

SES engages in influencer partnerships, such as collaborations with its 'Open Orbits™' partners in the aero sector, to enhance visibility and build credibility.

Traditional Media and Events

While digital is key, SES also participates in industry events and utilizes public relations and media outreach to broaden brand awareness.

Product Innovation Marketing

Marketing efforts highlight the unique capabilities of its multi-orbit offering, particularly the O3b mPOWER system, which commenced commercial service in April 2024.

The SES marketing strategy is designed to underscore its strong market position in high-value segments such as government and mobility. These sectors have demonstrated significant growth, with Networks revenue seeing an increase of 8.4% year-on-year in Q1 2025, reflecting the effectiveness of their go-to-market strategy.

Key Marketing Tactics

SES employs a diverse range of marketing tactics to achieve its business objectives, focusing on both digital reach and traditional engagement.

• Content marketing to establish thought leadership and educate potential clients.
• Search Engine Optimization (SEO) to improve organic visibility for satellite services.
• Paid advertising campaigns to target specific demographics and industries.
• Email marketing for lead nurturing and customer communication.
• Social media marketing on platforms like X, Facebook, YouTube, LinkedIn, and Instagram for audience engagement.
• Regional marketing strategies informed by a 'Maturity Matrix Map' for personalized outreach.
• Partnership marketing, including collaborations with 'Open Orbits™' partners, to extend reach and credibility.
• Participation in industry events and trade shows for direct engagement and networking.
• Public relations and media outreach to enhance brand reputation and awareness.
• Highlighting technological advancements, such as the O3b mPOWER system, in marketing communications.
• Focusing messaging on high-value segments like government and mobility, which are key drivers of SES revenue growth strategy.
• Leveraging customer journey mapping to refine the SES customer acquisition strategy.
• Utilizing sales enablement tools to support the SES B2B sales process for telecommunications.
• Conducting ROI analysis of marketing campaigns to optimize SES marketing budget allocation.
• Implementing SES customer retention strategies explained through ongoing engagement and service excellence.

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SES positions itself as a global leader in satellite communications, emphasizing its unique multi-orbit constellation and commitment to high-quality video and seamless connectivity worldwide. Its core message highlights global coverage and high-performance services through a combination of geostationary (GEO) and medium Earth orbit (MEO) satellites, including the O3b mPOWER system.

Global Multi-Orbit Leadership

SES differentiates itself through its advanced multi-orbit satellite constellation, offering a unique blend of GEO and MEO capabilities. This approach ensures flexible and scalable connectivity solutions for a diverse global clientele.

Bridging the Digital Divide

The brand's messaging focuses on its critical role in providing essential communications infrastructure. SES aims to enrich lives and foster innovation by connecting underserved regions and enabling technological advancements.

Technological Prowess and Reliability

SES's visual identity and tone of voice project technological leadership and unwavering reliability. The company emphasizes innovation and a forward-thinking strategy in its pursuit of advanced connectivity solutions.

Strengthened Market Position

The acquisition of Intelsat in July 2025 significantly bolsters SES's global reach, operating approximately 120 satellites. This expansion reinforces its status as a dominant force in multi-orbit connectivity, covering 99% of populated areas.

SES maintains brand consistency across all touchpoints, from investor relations to customer interactions, reinforcing its strong financial fundamentals. The company reported a substantial customer contract backlog of €4.2 billion in H1 2025, ensuring high cash flow visibility. This strategic adaptability is evident in its continuous evolution of offerings, such as expanding the O3b mPOWER network capacity. The focus on high-growth segments, like Government and Mobility, which saw Networks revenue increase by 10.3% year-on-year in H1 2025, underscores its robust and differentiated brand identity, aligning with its Brief History of SES.

Target Audience Appeal

SES appeals to its target audience by highlighting the critical nature of its communications infrastructure. It emphasizes its role in bridging the digital divide and enabling global connectivity.

Financial Strength

The company emphasizes its strong financial position, evidenced by a €4.2 billion customer contract backlog in H1 2025. This provides significant visibility into future cash flows.

Strategic Adaptability

SES demonstrates strategic adaptability by continuously evolving its offerings and expanding network capacity. This ensures it remains responsive to market shifts and competitive pressures.

Focus on Growth Segments

The company's focus on high-growth segments like Government and Mobility is a key aspect of its strategy. Networks revenue in these areas grew by 10.3% year-on-year in H1 2025.

Brand Messaging

The core message revolves around providing global coverage and high-performance services through its multi-orbit satellite approach. This highlights its unique selling proposition.

Differentiated Identity

SES's robust and differentiated brand identity is built on its technological leadership, reliability, and strategic focus on key growth markets.

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Key campaigns for SES have centered on the successful deployment and commercialization of its O3b mPOWER constellation and forging strategic partnerships. These initiatives aim to highlight the company's expanding network capabilities and secure new business wins across various sectors.

O3b mPOWER Deployment and Commercialization

A significant campaign focused on promoting the O3b mPOWER constellation, which commenced commercial service in April 2024. The objective was to showcase its high-throughput, low-latency services for mobility, government, enterprise, and cloud customers. This involved highlighting network expansion and ground infrastructure, including 12 operational gateways, with five co-located at Microsoft Azure data centers.

Strategic Partnerships and New Business Wins

Campaigns also emphasize strategic collaborations and new business achievements. In H1 2025, SES secured €690 million in new business and contract renewals. Notable successes include expanded cooperation with Thai Airways and wins by 'Open Orbits™' partners in the aero sector, alongside a $200 million NATO government contract for O3b mPOWER services in 2024.

Media Sector Renewals and Growth Focus

The media sector saw significant renewals with major broadcast clients like Sky, RTL, and Warner Brothers Discovery, reinforcing the long-term cash generation of this business segment. This segment represented 40% of total revenue in Q1 2025, underscoring its importance within the SES business strategy.

Intelsat Acquisition Integration

The acquisition of Intelsat, finalized on July 17, 2025, is a major strategic campaign aimed at creating a global multi-orbit connectivity leader. This integration is projected to yield synergies of €2.4 billion (NPV) and bolster the company's financial standing, with a combined pro forma revenue of €3.7 billion for 2024.

These campaigns collectively underscore SES's commitment to expanding its high-growth Networks business, which experienced a 10.3% year-on-year growth in H1 2025, while strategically managing the anticipated decline in its Media business. The SES sales strategy is clearly focused on leveraging technological advancements and strategic alliances to drive revenue growth and expand market reach, aligning with the broader SES business strategy.

O3b mPOWER Capabilities

Highlighting high-throughput and low-latency services at scale for diverse customer segments.

Strategic Partnership Wins

Securing new business and contract renewals through collaborations, boosting brand visibility.

Media Business Stability

Maintaining long-term cash generation through renewals with major broadcast customers.

Intelsat Integration Synergies

Creating a global connectivity powerhouse with significant projected financial benefits.

Networks Business Growth

Achieving substantial year-on-year growth in the Networks segment, indicating a successful SES go-to-market strategy.

Target Market Expansion

Focusing on mobility, government, enterprise, and cloud sectors demonstrates effective Target Market of SES segmentation and targeting.

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