What is Sales and Marketing Strategy of Siemens Company?

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What is Siemens' Sales and Marketing Strategy?

Siemens, a global technology leader, has strategically pivoted towards digitalization and sustainability, a transformation highlighted by its Siemens Xcelerator platform. This open digital business platform is designed to accelerate digital transformation across various industries, aiming for a 10% annual increase in digital sales from 2020 to 2025. In fiscal year 2024, the company reported substantial revenue of €75.9 billion, with a notable net income of €9.0 billion.

From its origins in telegraphy in 1847, Siemens has evolved into a diversified multinational conglomerate headquartered in Munich, Germany, employing approximately 312,000 people globally as of September 30, 2024. Its current focus lies in automation and digitalization solutions for industry, infrastructure, transport, and healthcare, effectively bridging the physical and digital realms.

Understanding Siemens' sales and marketing strategy involves examining its diverse sales channels, innovative marketing approaches for lead generation and brand awareness, its brand positioning centered on innovation and sustainability, and key campaigns that have fueled its recent growth. The company's consistent investment in research and development, amounting to €4.7 billion in 2016, reinforces its commitment to leading in automation and digitalization. This approach is crucial for its Siemens B2B strategy, ensuring its offerings remain competitive. The Siemens sales strategy is multifaceted, leveraging direct sales, channel partners, and a growing digital presence to reach its global customer base. Siemens global sales efforts are supported by a strong emphasis on building long-term customer relationships, a core aspect of its customer relationship management sales approach. In terms of marketing, Siemens digital marketing efforts are increasingly vital, utilizing digital channels to engage potential clients and promote its advanced solutions. Key components of Siemens marketing campaigns for industrial automation often focus on demonstrating efficiency gains and operational improvements for businesses. The company's go-to-market strategy for energy management products, for instance, targets specific industry needs with tailored solutions. Siemens B2B marketing channels for building technologies often involve industry trade shows and targeted digital advertising. Siemens' innovation in marketing for mobility solutions showcases its forward-thinking approach to reaching new markets and customers. The company's competitive analysis of sales and marketing reveals a constant effort to adapt to market dynamics and customer expectations. Siemens brand positioning in the global market emphasizes reliability, innovation, and sustainability. To support its vast product portfolio, Siemens sales enablement strategies are crucial, equipping its sales teams with the necessary tools and knowledge. Siemens marketing ROI analysis for its digital services helps optimize campaign spending and effectiveness. Siemens customer segmentation for industrial software allows for highly targeted marketing and sales efforts. Furthermore, Siemens sales funnel optimization techniques are employed to ensure efficient conversion of leads into customers. Siemens partnership marketing strategies are also key, collaborating with other technology providers to expand its reach and offerings. The company's approach to how does Siemens approach customer acquisition in new markets involves thorough market research and localized strategies.

Siemens employs a multi-faceted sales channel strategy to reach its diverse global customer base. This primarily involves a robust direct sales force, complemented by digital platforms and strategic partnerships. Given the complex and high-value nature of its B2B solutions across industrial automation, infrastructure, transport, and healthcare, direct engagement with customers through dedicated sales teams remains paramount. This approach facilitates in-depth consultations, tailored solution development, and comprehensive post-sales support, which are critical for large-scale industrial and infrastructure projects. For instance, Siemens Digital Industries has significantly enhanced its inside and field sales capabilities, as noted by Peter Barfuss, head of sales operation and sales transformation, in October 2024.

The evolution of Siemens' sales channels is marked by a significant strategic shift towards digitalization and omnichannel integration. The company's open digital business platform, Siemens Xcelerator, launched with the ambition to increase digital sales by an average of 10% per year from 2020 to 2025, plays a pivotal role in this transformation. This platform curates IoT-enabled hardware, software, and digital services from Siemens and certified third parties, aiming to make digital transformation easier, faster, and more scalable for customers of all sizes. Siemens Healthineers, for example, reported a 16% growth in digital revenue in 2024, driven by increased adoption of its digital platforms, demonstrating the effectiveness of integrating digital tools to streamline workflows and improve efficiency for healthcare providers.

Strategic partnerships and a growing ecosystem are integral to Siemens' market reach and growth. Siemens Xcelerator, as of June 2023, had onboarded up to 96 partners, including major technology providers like AWS, Microsoft, and SAP. This expansion highlights a focus on broadening market presence and accelerating solution development through collaboration. These partnerships provide access to complementary expertise, extend market reach, and speed up the creation of cutting-edge solutions. The company also acknowledges the increasing demand for digital sales channels in the B2B sector, emphasizing the need for convenient and secure digital payment solutions that rival consumer platforms to enhance customer satisfaction and competitiveness. This aligns with the broader Growth Strategy of Siemens.

Direct Sales Force

Siemens heavily relies on its direct sales force for complex B2B solutions. This allows for deep customer engagement, tailored solutions, and essential post-sales support for major industrial and infrastructure projects.

Digital Platforms

The Siemens Xcelerator platform is central to the company's digital sales strategy. It aims to boost digital sales and offers a curated marketplace of IoT-enabled solutions from Siemens and its partners.

Strategic Partnerships

Collaborations with technology leaders are key to expanding market reach and accelerating innovation. These partnerships enhance Siemens' ecosystem and solution development capabilities.

Omnichannel Integration

Siemens is integrating digital and physical sales channels to create a seamless customer experience. This includes developing user-friendly digital payment solutions for B2B transactions.

Key Sales Channel Components

Siemens' approach to sales channels is designed to cater to the specific needs of its diverse industrial and technological markets.

• Direct sales teams for high-value, complex solutions.
• Digital platforms like Siemens Xcelerator for scalable digital sales.
• A growing ecosystem of strategic partners to enhance market reach and innovation.
• Focus on omnichannel integration for a unified customer journey.
• Emphasis on digital payment solutions to improve B2B transaction efficiency.

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Siemens employs a multifaceted marketing strategy, with a significant emphasis on digital channels to foster brand awareness, generate leads, and drive sales across its business-to-business sectors. A cornerstone of this approach is establishing thought leadership, positioning the company as a pioneer in technological innovation and digital transformation, particularly within the industrial, energy, and healthcare industries. This is underpinned by substantial investment in content marketing, which includes the creation of high-quality whitepapers, case studies, blog posts, and videos designed to educate target audiences and showcase Siemens' expertise and solutions.

The company has adopted a digital-first mindset, bolstering its online marketing efforts through a strong social media presence, comprehensive search engine optimization (SEO) to ensure visibility for relevant industry keywords, and targeted digital advertising campaigns, often incorporating retargeting to maintain engagement with prospective clients. Email marketing is also a key component for nurturing leads and maintaining customer relationships. Siemens' 'business technologists' campaign, for example, features an advanced digital and social media engagement strategy, complemented by a dedicated social web portal offering SEO-optimized content in various formats. Virtual events and webinars have also gained prominence, serving as crucial platforms for customer interaction and technology demonstrations.

Siemens' proficiency in data-driven marketing, customer segmentation, and personalization is highly developed. The company meticulously categorizes its extensive product portfolio to address specific industry requirements, enabling the delivery of tailored marketing messages that resonate effectively with each target demographic. For instance, marketing for its medical imaging division highlights quality and reliability for healthcare providers, while industrial automation messaging emphasizes efficiency improvements for manufacturers. The strategic use of intent data targeting has yielded remarkable outcomes for Siemens Energy AG, including a 90% increase in sales acceptance of Marketing Qualified Leads (MQLs), an 80% reduction in cost-per-click (CPC) for programmatic advertising, and a 99% decrease in telequalification costs per sales-accepted lead (SAL). Technology platforms and analytics tools, such as Bombora's Company Surge®, are instrumental in these data-driven initiatives, assisting Siemens in generating over 400 new pipeline opportunities and mitigating customer churn. The marketing mix has evolved to concentrate on the tangible outcomes enabled by their technologies, such as enhanced patient care or more sustainable urban environments, rather than solely focusing on product features, reflecting a strong customer-centric orientation. This strategic focus aligns with the broader Revenue Streams & Business Model of Siemens.

Thought Leadership Content

Siemens positions itself as a leader in innovation through high-quality content like whitepapers and case studies. This strategy aims to educate potential clients and demonstrate the company's expertise.

Digital Marketing Channels

A strong online presence is maintained through social media, SEO, and targeted digital advertising. Retargeting campaigns are used to keep the brand visible to interested prospects.

Virtual Engagement

Virtual events and webinars have become a key tactic for customer engagement and showcasing technologies. This approach has proven effective in reaching a broad audience.

Data-Driven Personalization

Siemens leverages data to segment its audience and personalize marketing messages. This ensures that communications are relevant to specific industry needs.

Intent Data Impact

The use of intent data has led to significant improvements in lead quality and cost efficiency. This data-driven approach optimizes advertising spend and lead qualification processes.

Outcome-Focused Messaging

Marketing messages now emphasize the benefits and outcomes of Siemens' technologies, such as improved patient care or sustainability. This customer-centric approach enhances relevance.

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Siemens positions itself as a leader in leveraging digital technologies to solve real-world challenges, emphasizing innovation and sustainability. Its core brand essence revolves around transforming the everyday for everyone through technology, aligning with its long-standing mission to enhance quality of life and create lasting societal value. The company's brand purpose, 'make real what matters,' directly communicates its commitment to electrification, automation, and digitization, resonating with customers by highlighting impactful solutions.

The company's visual identity is marked by a bold design, with teal as its dominant color, ensuring it stands out in the digital sphere. Its tone of voice is pioneering, innovative, global, human, and positive, reflecting a transition from a traditional engineering firm to a forward-looking digital leader. Siemens attracts its target audience through a unique selling proposition that includes holistic sustainability services, open interoperability, and long-term value driven by innovation. This is exemplified by its Siemens EcoTech label, which offers transparency on the environmental performance of certified products, and its focus on sustainable solutions like blue GIS (SF6-Free) and heat reuse systems.

Innovation and Digitalization Focus

Siemens' brand positioning is deeply rooted in its commitment to digital technologies. This focus allows them to address complex real-world challenges effectively. Their strategy emphasizes innovation as a key differentiator in the market.

Sustainability as a Core Value

Sustainability is a central pillar of Siemens' brand identity. They actively promote solutions that reduce energy consumption and environmental impact. This commitment is evident in initiatives like the Siemens EcoTech label and SF6-Free technologies.

Human-Centric Approach

The brand's purpose, 'make real what matters,' underscores a human-centric approach. Siemens aims to create technologies that improve quality of life and generate lasting value for society. This narrative emphasizes the tangible benefits of their innovations.

Evolving Brand Narrative

Siemens continuously evolves its brand narrative to remain relevant, particularly in the context of digital transformation. The shift from 'Ingenuity for life' to emphasizing 'Transform the everyday' reflects this dynamic approach. This ensures their messaging aligns with current market demands and technological advancements.

Brand consistency is maintained across all of Siemens' diverse divisions and customer touchpoints, fostering overall brand recognition and trust. The company's proactive approach to market shifts and competitive pressures is evident in its continuous evolution of its brand narrative to highlight technology with purpose. This is further solidified by embedding sustainability into its core business strategy through the DEGREE framework, which encompasses Decarbonization, Ethics, Governance, Resource Efficiency, Equity, and Employability. This comprehensive strategy ensures Siemens remains highly relevant in an increasingly purpose-driven and digitally transformed global market. In 2024, Siemens received the Global Company of the Year Award from Frost & Sullivan for its data center infrastructure solutions, underscoring its market leadership and strong performance in key areas. This recognition validates their strategic focus and execution in a competitive landscape, a crucial aspect of their Competitors Landscape of Siemens.

Pioneering Tone of Voice

Siemens employs a tone of voice that is pioneering, innovative, global, human, and positive. This communication style reflects their transition to a forward-thinking leader in the digital age.

Unique Selling Proposition

Their unique selling proposition centers on holistic sustainability services, open interoperability, and long-term value driven by innovation. This combination appeals to customers seeking comprehensive and future-proof solutions.

Visual Distinctiveness

The dominant use of teal (petrol) in their visual identity ensures distinctiveness, particularly within the digital landscape. This color choice aids in brand recognition and recall.

Commitment to Transparency

The Siemens EcoTech label provides crucial transparency on the environmental performance of their certified products. This commitment builds trust and supports informed purchasing decisions.

Embedding Sustainability

Sustainability is deeply integrated into their business strategy through the DEGREE framework. This demonstrates a holistic approach to responsible business practices across multiple dimensions.

Market Recognition

Receiving the 2024 Global Company of the Year Award for data center infrastructure solutions highlights their market leadership. This award validates their strategic direction and execution in key technological areas.

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Siemens consistently launches campaigns that underscore its strategic focus on digital transformation, sustainability, and solving real-world challenges, defining its brand and driving growth. These initiatives are crucial to its overall Siemens business strategy, aiming to enhance its market position and foster innovation.

The company's approach to its Siemens marketing strategy involves creating impactful campaigns that resonate with its diverse B2B audience, highlighting how its technologies improve everyday life and address global issues. This is a key aspect of its Siemens sales strategy, as it builds brand recognition and trust.

Siemens Xcelerator Platform

Launched in June 2022, the Siemens Xcelerator platform aims to accelerate digital transformation for customers. It serves as an open digital business platform, offering a curated portfolio of IoT-enabled hardware, software, and digital services. This initiative is fundamental to Siemens' ambition to increase digital sales by an average of 10% per year from 2020 until 2025.

Tech for Sustainability Campaign 2024

This global campaign, launched in late 2023, targeted students, researchers, startups, and innovators to use technology for sustainability challenges. With a total prize money of EUR 60,000, it sought ideas for areas like ecodesign and energy data security. The campaign successfully boosted brand visibility by aligning Siemens with critical global issues.

'Transform the Everyday' Campaign

This central branding initiative, with iterations in 2024 and 2025, aims to reposition Siemens as a B2B organization that transforms daily life through technology. It focuses on the broader societal impact and end-consumer benefits of Siemens solutions. The campaign reinforces Siemens' role as a problem-solver for people and societies.

Campaign Reach and Impact

These campaigns leverage a blend of digital platforms, thought leadership content, and industry events to reach their B2B audience effectively, supporting the Siemens global sales efforts. The Siemens Xcelerator platform, for instance, has seen a significant traffic increase and integrated over 400 sellers globally, with over 200 India references as of November 2024.

The effectiveness of these campaigns is measured not only by direct sales but also by shifts in brand perception, talent attraction, and reinforcing the company's commitment to innovation and sustainability, which are core to its Siemens business strategy. Understanding how Siemens approaches customer acquisition in new markets is often tied to the success of these broad outreach initiatives.

Digital Transformation Focus

Siemens Xcelerator is central to the Siemens digital marketing strategy, aiming to make digital solutions more accessible and scalable.

Sustainability Integration

The Tech for Sustainability Campaign highlights Siemens' dedication to environmental responsibility and fostering external innovation.

Brand Repositioning

'Transform the Everyday' shifts the perception of Siemens from an industrial manufacturer to a technology enabler of daily life.

Customer Acquisition

These campaigns support Siemens' customer acquisition efforts by showcasing the tangible benefits of their technological solutions.

Ecosystem Growth

The Siemens Xcelerator platform fosters a partner ecosystem, crucial for expanding market reach and offering integrated solutions.

B2B Marketing Channels

Siemens utilizes digital platforms, thought leadership, and industry events as key B2B marketing channels for these campaigns.

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