Wärtsilä Energy Solutions’ digital marketing strategy, Account Based Marketing, took bronze in Effie Awards Finland in the Products and services/Business challenges category. The strategy was implemented by Avaus.Wärtsilä was looking for a new approach to marketing, following the regulatory reforms carried out in the US electricity markets. This opened great market opportunities for Wärtsilä’s novel and efficient power plant. However, the company’s technology was not particularly well known in the US.
Avaus set as its goal to boost awareness for Wärtsilä among key decision makers in companies. The goal was achieved through an ABM (account-based marketing) strategy, in which marketing measures are designed in detail and over the long term according to the target customers’ needs and situations. The strategy made use of, for example, the purchasing profile model and hyperlocal marketing.
“The results of the strategy surpassed our expectations, and account-based marketing has now become part of our marketing strategy,” says Jukka-Pekka Niemi, General Manager, Marketing, at Wärtsilä.
“Wärtsilä’s success in the US proves that the digital marketing of a large industrial company must operate close to sales,” explains Emma Storbacka, Head of B2B at Avaus.
“We are very pleased with our customer’s success as well as with Effie showing appreciation for our work. What makes us happiest, however, is that Wärtsilä has made this new approach an integral part of its marketing and sales activities worldwide.”
Head of B2B, +46 76 051 8087
General Manager, Marketing, +358 50 465 2805
Avaus is a marketing agency with the mission of providing the most personal data-driven marketing in the Nordic countries. Avaus connects consumers and the things that matter to them. Avaus helps B2B and B2C customers boost customer value and the effectiveness of marketing. The company has offices in Helsinki, Stockholm and Gdansk. Avaus employs a total of 150 professionals in digital marketing, analytics and technology.
Effie Awards Finland measures the effectiveness and results of marketing. In Finland, it is organized by the Finnish Association of Marketing, Technology and Creativity (MTL). Effie is the only event in Finland that evaluates the results and success of marketing communications. The number of entries submitted to Effie make it Finland’s largest competition measuring the effectiveness of marketing.