When you’re selling complex software that helps companies innovate and build world-class products, consistency and clarity of marketing communications is a must. Maintaining that message consistency is a challenge for any company, but for Siemens PLM Software, it’s compounded by a large, global marketing organization that supports regional programmes across diverse geographies. The provider of Product Lifecycle Management software needs to tell its story on a global scale, across multiple languages and in a way that is contextually relevant to a variety of different industry segments and international audiences.
For the Siemens PLM Software global marketing organisation, driving universal brand and message consistency was an elusive target. A one-size-fits-all marketing message didn’t work across the myriad of challenges faced by customers and prospects and the unique requirements for each industry, region and regulatory compliance issues. While marketers in different countries and regions were enjoying moderate success with independent campaigns, their isolated marketing activities were spawning silos of customer data and preventing Siemens PLM Software from effectively building a consistent worldwide brand.