The Challenge

The main challenge was reaching an extremely segmented audience: companies that already used Siemens equipment or whose systems were compatible with Siemens solutions. This significantly reduced the potential customer base while demanding a high level of precision in digital campaign targeting. The goal was clear — to capture truly qualified prospects for high-ticket products within a technical and industrial niche.

CLIENT
Siemens

PROJECT
Cyberstrategy

YEAR
2020 - 2021

The Transformation

With ZAV’s guidance, a specialized digital strategy was implemented that included:

Highly targeted Google Ads campaigns, with specific keywords for industrial cybersecurity and IT/OT network management solutions.
Audience refinement and optimization, focusing on clients who already had Siemens equipment or compatible infrastructure.
Technically aligned messaging, emphasizing IT/OT integration and security as key differentiating factors.
Lead tracking and traceability, ensuring that every captured contact was efficiently managed by Siemens’ commercial teams.

This approach helped overcome the challenge of a limited audience, ensuring that every click and every lead had a high potential for conversion.

The Results

The campaign’s impact was significant:

Qualified prospects in a highly restricted and specialized market.
Greater lead precision, reducing irrelevant contacts and maximizing ad investment efficiency.
Generation of high-value opportunities, considering that this unit typically handles high-ticket sales.

Thanks to the strategy developed in partnership with ZAV, Siemens | Industrial Communications successfully validated the effectiveness of digital marketing in complex technical niches, opening new business opportunities in strategic segments.

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