The Challenge

The Industrial Automation unit sought to promote SITRAIN, a training program designed to educate professionals on Siemens products, services, and solutions. The challenge was to attract a very specific audience of technical professionals and companies interested in advanced industrial automation training. Additionally, the campaign needed to expand beyond Colombia to reach other Latin American countries with similar educational needs.

CLIENT
Siemens

PROJECT
Industrial automation

YEAR
2020 - 2021

The Transformation

With ZAV’s support, a strategic approach was developed that differed from other business units:

Exclusive Google Ads campaigns, leveraging high-intent search traffic from users seeking technical training.
Precise audience segmentation, targeting specialized profiles and minimizing irrelevant registrations.
Regional expansion, extending campaigns beyond Colombia to other Latin American countries where industrial automation training represented a growing need.
Value-focused messaging, highlighting the practical applicability of SITRAIN for professional development and business efficiency.

The Results

Despite being short-term campaigns, the results were remarkable:

Nearly 300 registrations from professionals interested in SITRAIN training programs.
Expanded regional reach, with participation from multiple Latin American countries.
Validation of market interest in specialized technical training, confirming SITRAIN’s relevance in the industrial automation sector.

Thanks to the strategy developed in partnership with ZAV, Siemens | Industrial Automation strengthened SITRAIN’s visibility and established a new channel for attracting professionals interested in high-level technical education.

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