To hear the full story behind this rock star marketing campaign, check out this 15-minute webinar series, featuring four of the best B2B marketing brands: http://bit.ly/1USwU05 Learn how Rockwell Automation's internal communications team aligned the entire enterprise around a single message. Their Connected Enterprise campaign not only drove incredible results, but secured them a spot on the Kapost 50, the top 50 brands in B2B marketing.

1. WEBINAR SERIES
5 Ways to Align the Enterprise to One,
Powerful Message featuring

2. Your Hosts
Tressa Knutson Bruggink
Director
Internal Communications
and Engagement
Anthony Jones
Manager
Internal Digital Communications

3. THE
Connected
ENTERPRISE

4. The Challenge
§ Internal teams didn’t have a unified perspective on
The Connected Enterprise
§ Many employees didn’t have the information they needed to speak
to this core initiative
§ Lack of internal alignment was leading to a risk in creating a
confusing customer experience

5. 5 CORE
STRATEGIES

6. Over 90 assets of various formats were
created and distributed internally for
The Connected Enterprise campaign
Defined content strategy
• Alignment of message at a high level
• Strategic choice of content formats (e.g.,
video, infographics, emails)
• Technology to manage the process
Infographics Intranet Articles
Social Media
Videos
Segmented Emails
Content EngineDynamic Ads Landing Pages
Use Content Strategically

7. Five short, easy-to-consume videos were released over a
course of five weeks, followed by five more in-depth
videos explaining the what, why, and how of The
Connected Enterprise
• Kick-start the campaign with short, concise and
engaging videos
• Further promote engagement with more in-depth
learning materials
• Targeted video content to each team
Increase Engagement with Video

8. Social MediaPersonalized EmailsNews-style Website
Content was delivered to the places our audience was already digesting information
Execute a Multi-Channel Distribution Strategy

9. Final Delivery: Automation Fair
At the end of this five-week campaign, employees
received the final piece of content the day before our
company’s largest annual customer event – with
15,000 people registered
• Mobile-friendly e-mail with brief talking points on
The Connected Enterprise
• Timed to be received en route to the event
• Empowered employees to speak to customers
and prospects with consistent language
Focus on Timelines

10. Personalize the Message
Unique, personalized content was delivered to
various segments, depending on their
relationship to and perspective of The Connected
Enterprise
• Segmented messaging approach to increase
engagement across all business units
• Developed unique emails for subscribers and
non-subscribers for each business unit

11. RESULTS

12. 3K 100 10
Subscribers Referrals Unsubscribesx
The Results

13. 18.5K 16K 50K
Minutes WatchedUnique ViewsTotal Views
The Results: Videos

14. 24K
Total Pageviews
16K
Unique Pageviews
8K
Home Page Views
39%
Bounce Rate
02:22
Avg Time on Page
2.58
Avg Pages Per Session
300
Downloads
RAIN (intranet)
Top Referrer
The Results: Website

15. Impressions Clicks CTR
Non-Subscribers Subscribers
10.8% 27.8%
Non-Subscribers Subscribers
398 1,563
Non-Subscribers Subscribers
3,704 5,632
Pop-up Modals
Inline Ads
Impressions Clicks CTR
Non-Subscribers Subscribers
.48% 1.7%
Non-Subscribers Subscribers
27 63
Non-Subscribers Subscribers
5,652 3,699
The Results: Dynamic Ads

16. GIC Posts
Overall Engagement
Overall Sentiment
21 Posts from GIC Account
179 Likes
22 Comments
Positive
3 Shares
678 Clicks
The Results: Yammer

17. § “In addition to this being strikingly beautiful, this is a seamless flow of information – better than anything
I’ve experienced as a consumer.”
§ “As a company we’ve needed something like this to educate employees and make The Connected
Enterprise message a priority internally. For me, it’s provided much-needed clarity to what we are trying
to accomplish through The Connected Enterprise. So far, I’ve been really impressed with the content,
the communication plan – and I especially love the colleague referral feature. I think the campaign will
prove to be impactful.”
§ “You'll be delighted to know that in two separate meetings today I used the knowledge I gained from
these great materials…the first meeting was with the commercial section of the U.S. Embassy in ho chi
Minh City where I was trying to find out how we can work better with the Vietnamese government and
U.S. Companies in Vietnam; our TCE message played right into a "smart cities" campaign the U.S.
Commercial department is running in the region. So it was great to be able to fluently explain our
offering.”
The Results: Feedback

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