Prospects reached by event marketing campaign
Digital experience attendees
Shell is a global group of energy and petrochemical companies that aims to meet the world’s growing need for more and cleaner energy solutions in ways that are economically, environmentally and socially responsible. Under the Shell brand, around 84,000 employees across more than 70 countries work together to power progress through more and cleaner energy solutions.
Once known as three separate brands with unique specialties, CRI, Criterion Catalysts & Technologies and Shell Global Solutions are now unified as one brand: Shell Catalysts & Technologies. The company combines over 100 years of operating knowledge to serve customers better and create opportunities for an evolving energy industry.
Shell Catalysts & Technologies is a manufacturer and licenser of products in the natural gas, petrochemical and refining sectors. The organization provides global expertise with a local presence and boots-on-the-ground support, no matter where its customers are in the world.
Today, many manufacturers are reimagining the way they showcase their products to prospects, resellers and customers. To stay competitive in a digital-first world, the marketing team at Shell Catalysts & Technologies uses digital experiences to differentiate the brand, showcase thought leadership and connect with audiences worldwide.
A complex and evolving customer landscape
The global population is continuing to grow, and there is a need for not only more energy, but also cleaner energy. The industry is diversifying, and Shell’s customers are shifting focus toward reducing their respective carbon footprints.
Creating content that shows Shell understands its customers’ challenges is crucial. Previously, the company’s field marketing efforts involved a great deal of trade shows, conferences and one-on-one, in-person customer events. Those tactics changed significantly in 2020 in the midst of the COVID-19 pandemic, lockdowns and travel bans.
Due to the public health crisis and the necessity for Shell to communicate with customers across borders and time zones, virtual events quickly became a must-have for the company. Shell needed a solid strategy to connect with global stakeholders, build brand awareness, showcase thought leadership and drive sales pipeline.
Thought leadership content on a global scale
As part of its new digital strategy, Shell decided to purchase ON24 Webcast Elite and ON24 Connect to help revolutionize the company’s communications. One of the main criteria for a digital experience platform was that it would work for a global audience—not just stakeholders in the U.S.—and ON24 delivered on that need.
Leveraging the ON24 Platform, Shell has been able to deliver valuable, educational messages to customers during the COVID-19 pandemic with a click of a button, no matter where they are in the world. This enables the organization to show up in front of prospects and customers, share updates and knowledge, and answer questions in real time.
“People have seen the potential of communicating virtually and the ability of using video to share knowledge and information, and still have an effective relationship,” said William Potter, Digital Marketing Manager.
Shell developed a content strategy and consulted with ON24 around how best to use the platform. Now, the company produces thought leadership content, as well as content that demonstrates Shell’s future thinking around complex issues such as climate change and how the energy industry can evolve over the next 30 years.
The Make Every Molecule Matter campaign positioned Shell as an energy transition thought leader. The goal was to help customers thrive through dynamic global changes in the energy sector. ON24 was integral in delivering this campaign.
With ON24 Connect, Shell can see if people are downloading digital experience content, which content they’re downloading, what questions they have and how many times they are watching the content on-demand.
“With ON24, we can better understand our customers, which allows us to improve how we serve them,” Potter said.
“With ON24, we can better understand our customers to improve how we serve them.”
Digital Marketing Manager, Shell
Leveraging the ON24 Platform, Shell has been able to successfully attract, qualify and segment leads generated from digital experiences. The company can now reach global audiences with thought-leadership webinars and digital events—and drive and track digital engagement.
The ON24 Platform integrates with Salesforce to streamline Shell’s lead handoff process between its marketing and sales teams. The organization can easily review leads and see whether digital experiences were a part of their journey.
Shell’s Make Every Molecule Matter campaign reached 15,457 prospects, as well as generated 1,764 microsite visits, 1,137 event registrations and 583 event attendees.
Moving forward, the company’s vision is centered around learning from past digital experience successes to evolve stakeholder relationships, grow industry influence and close deals among dynamic market challenges. ON24 will be an integral part of this journey.