building a global center of excellence | antonio espinoza – director of digital marketing, danaher
DESCRIPTION
Developing a winning SEO program and daily management process is tough. Developing this for a $20B corporation, with over 300 legal entities, while operating in all parts of the globe is a true challenge. Over the past few years Danaher has partnered with Conductor to build a winning Digital Marketing Center of Excellence for our top Operating Companies. View this presentation by Antonio Espinoza, the Director of Digital Marketing at Danaher, to learn the steps they took and the knowledge they gained in the process.TRANSCRIPT
BUILDING A GLOBAL CENTER OF EXCELLENCE
Antonio Espinoza
Director, Digital Marketing
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AGENDABuilding a Global Center of Excellence
• Who is Danaher Corporation
• Our Challenge
• What We Did
• Results
• Key Takeaways
• Q & A
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WHO IS DANAHER CORPORATION$20B Global Science and Technology Company with over 300 Operating Companies
Dental
Life Sciences & Diagnostics
Test &Measurement
Industrial Technologies
Environmental
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• Decentralized organization with a
global scale
• Goal to on board 20 new OpCos
(Operating Companies) annually
• Differing level of digital marketing
maturity and no standardized process
for metrics and reporting
• Several company acquisitions each
year
THE CHALLENGEScaling a Web Presence Management Solution Across a Global Decentralized Org.
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Strict Requirements:
• International capability for all major markets
• Not just a ranking and link checker tool
• Nimble and attentive account team
• A partner with deep domain expertise
THE CHALLENGEFinding a Partner Who Could Meet our Requirements
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WHAT WE DIDOur Process
Establish
Foundation
Rollout
Sustainment
Develop Roadmap w/
Conductor
Establish and Gather Prework
from OpCos
Create MSA and set-up COE
Platform Views
Establish OpCo Global & Local
Ownership
Establish SEO Keyword List
Establish SEO Keyword Mapping
Establish SEO On-page
Optimization
Establish Std. Metrics and
Visual Mgmt.
Set Review Cadence
Bi-weekly Office Hours
Conductor Led
Trainings
Conductor Review Calls w/ OpCos &
COE
COE Support to OpCos who are
Behind
QBR with Conductor and COE
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Develop a strategic Plan
Created standard foundation
(Prework) each Operating Company
needed to complete to join initiative
Established a Danaher level MSA with
Conductor
Develop parent/child account
structure for our Center Of Excellence
Select global and in-country owners at
each OpCo
WHAT WE DIDPHASE I: Establish Foundation
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TWO KEY TERMS:
KaizenContinuous improvement
Daily ManagementA regular cadence for campaign management aimed at incremental improvement by focusing on the critical few
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WHAT WE DIDPHASE II: Rollout
Kaizen WorkshopIntended to set groundwork for both successful launch and sustainment
Part 1: EducationHow to build and execute SEO campaigns
Part 2: Daily ManagementHow to effectively manage SEO campaigns
‘Train the Trainer’
• Develop keyword list• Keyword Mapping• On-Page Optimization
• Review standard metrics• Roll out standard reporting and
visual management (utilized Conductor Workspaces)
• Establish review cadence with regional and local teams
• Enable global digital teams as leads to train regional associates
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WHAT WE DIDPHASE III: Sustainment
COE holds bi-weekly Digital Marketing Office Hours
Conductor leads trainings via WebEx and in person for new OpCos
Conductor team holds review calls with OpCos every 2-4 weeks
Conductor team holds monthly review calls with COE
COE prioritizes support to OpCos based on Conductor input
Quarterly Business Review meetings with Conductor
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Know who your internal experts are and use them!
Enable community wide sharing and leverage versus individual
responses to everything (e.g. office hours and peer review)
Share internal success stories any way you can! (Webinars,
Blog, Newsletter, Case Studies, Yammer, etc.)
Keep a central repository of documents for commonly asked
for items (e.g. RFPs, Proposals, Vendor Assessments, Standard
Reporting, etc.)
Have an example of ‘what good looks like’ you can share for
key digital activities
COE TIPS FOR SUCCESS AND SCALEA Day in the Life . . .
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RESULTSEsko Case Study: Who is Esko
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Create high impact keyword
targets for top 3 BUs
Implemented on-page
optimization to drive contact and
trial download forms fills
Esko’s Content team used
Searchlight to ID how to optimize
existing content
In just over 12 months, Esko saw a
20% growth in #1-#3 position
keywords as well as 20% growth
in Organic traffic
RESULTSEsko Case Study: How did we do?
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Establish a standard foundation
Enable successful rollouts through
workshops showing how to build and
manage campaigns
Not one and done – need a kaizen
mindset & regular management cadence
While COE is central driver, need local
ownership
Provide a platform for users to voice
issues & evangelize success
KEY LEARNINGSInsights gained
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DISCUSSION TIME!
Q&ADiscussion
