How Rockwell Automation Aligned the Enterprise to One, Consistent Message

3 minute read

Upland Admin

Powerful B2B marketing strategies don’t always start with eBooks, blogs, or social media—and one of the most inspiring rock star marketing moments of 2015 proves it.

Although sales and marketing had been communicating and creating collateral around this concept for years, the company realized that internal employees across departments and job roles didn’t have a unified perspective of the Connected Enterprise.

Rockwell Automation, providers of industrial automation and information solutions, realized that a consistent customer experience must first start inside the company. Enter the Connected Enterprise campaign.


The Connected Enterprise
is a key focus at Rockwell, exploring the interconnectivity between industrial and information technologies, the impact on businesses and industries, and how Rockwell’s family of products, services, and strategies support customers within this evolving environment. Although sales and marketing had been communicating and creating collateral around this concept for years, in 2015 the company realized that internal employees across departments and job roles didn’t have a unified perspective of the Connected Enterprise, and didn’t have the information they needed to speak to this core topic.

screen_shot_2016-01-05_at_12.18.25_pm.pngTo remedy this disconnect, the internal communication team built a robust, company-wide campaign to support consistency and complete alignment around what the Connected Enterprise is, what it offers customers, and what it means to Rockwell.

Here’s a snapshot of the campaign:

The internal communications team created short, easy-to-consume videos on high-level topics, followed by five in-depth videos describing the specifics of the Connected Enterprise. These five videos were released every week, and employees were given the opportunity to subscribe, further encouraging engagement. They also created an infographic and articles coinciding with the videos. These videos were delivered through internal community channels and strategically targeted emails, tailored to each internal audience.

For example, they developed unique emails for subscribers and nonsubscribers for each business unit, made sure to send concise and to-the-point messaging to sales, and activated trigger-based campaigns to deliver related content. They also created a news-style website for the campaign to surface the content more effectively.

With the entire company aligned around one, consistent message they were able to apply more personalization through segmentation, execute on a stronger multi-channel marketing strategy, and improve their customers’ overall experience across every channel.

But the crowning moment of this five-week internal campaign was the delivery of the final piece of content. On the day of Rockwell’s annual customer event, Automation Fair, the internal communications team sent out a mobile-friendly email with an infographic and quick talking points on the Connected Enterprise—timed so employees attending the event received this final piece while en route, keeping the content top-of-mind and fresh and empowering them to speak to customers and prospects with consistent language.

By investing in complete internal alignment around the Connected Enterprise campaign, Rockwell Automation was able to improve efficiencies internally, while simultaneously improving engagement with their content. With the entire company aligned around one, consistent message they were able to apply more personalization through segmentation, execute on a stronger multi-channel marketing strategy, and improve their customers’ overall experience across every channel.

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