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Enterprise Products Partners Marketing

To provide reliable midstream energy services connecting vital energy supplies to essential markets while becoming North America's premier provider

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To provide reliable midstream energy services connecting vital energy supplies to essential markets while becoming North America's premier provider

Strengths

  • INFRASTRUCTURE: Extensive integrated asset network spanning 50,000+ miles
  • FINANCES: Strong balance sheet with $5.8B available liquidity
  • CONTRACTS: 90% fee-based contracts providing stable cash flow
  • DIVIDENDS: 25+ consecutive years of distribution growth
  • INTEGRATION: Fully integrated value chain from wellhead to exports

Weaknesses

  • DIGITAL: Limited digital marketing presence compared to competitors
  • BRAND: Insufficient brand differentiation in crowded energy space
  • TALENT: Aging workforce with 23% eligible for retirement by 2026
  • EMISSIONS: Higher scope 1&2 emissions than industry peers
  • DIVERSITY: Below-industry-average representation in management

Opportunities

  • EXPORTS: Growing global LNG demand, projected 50% increase by 2030
  • PETROCHEMICALS: Expanding petrochemical production capacity by 12%
  • SUSTAINABILITY: ESG-focused investor capital seeking aligned companies
  • RENEWABLES: Strategic partnerships in renewable natural gas projects
  • DIGITAL: Customer experience enhancement through digital platforms

Threats

  • POLICY: Shifting regulatory landscape affecting fossil fuel infrastructure
  • COMPETITION: Increasing consolidation among midstream competitors
  • TRANSITION: Energy transition accelerating faster than anticipated
  • CYBERSECURITY: Rising sophistication of attacks on critical infrastructure
  • CAPITAL: ESG investor pressure redirecting capital from traditional energy

Key Priorities

  • DIGITAL: Develop comprehensive digital marketing strategy by Q3 2025
  • BRAND: Reposition brand with sustainability leadership narrative
  • ESG: Launch measurable emissions reduction initiative with bold targets
  • EXPORTS: Accelerate marketing of export terminal capabilities
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To provide reliable midstream energy services connecting vital energy supplies to essential markets while becoming North America's premier provider

DIGITAL MASTERY

Transform our digital marketing capabilities and presence

  • PLATFORM: Implement integrated marketing automation platform with 85% feature adoption by end of Q2
  • ANALYTICS: Establish advanced attribution modeling across all channels with 90% tracking accuracy
  • TALENT: Complete digital marketing training for 100% of marketing staff with 90% certification rate
  • ENGAGEMENT: Increase digital customer engagement metrics by 35% across all web and social properties
BRAND LEADERSHIP

Reposition our brand around sustainability and innovation

  • NARRATIVE: Launch new sustainability-focused brand narrative with 85% positive sentiment score
  • AWARENESS: Increase brand awareness among key customer segments by 25% as measured by surveys
  • CONTENT: Create and distribute 50 pieces of thought leadership content on energy transition topics
  • EVENTS: Host 5 industry sustainability forums with 90% attendance from target account list
ESG EXCELLENCE

Lead the industry in measurable ESG initiatives and reporting

  • EMISSIONS: Launch program with measurable goal to reduce operational emissions by 30% by 2030
  • REPORTING: Publish comprehensive ESG report aligned with TCFD standards by end of Q2
  • CERTIFICATION: Achieve third-party verification of ESG metrics with 95%+ accuracy rating
  • ENGAGEMENT: Secure 20+ speaking opportunities at ESG/sustainability industry conferences
EXPORT DOMINANCE

Accelerate global awareness of our export capabilities

  • CAMPAIGN: Launch integrated global marketing campaign reaching 90% of target export customers
  • LEADS: Generate 200 qualified export terminal service leads from international markets
  • CONVERSION: Achieve 15% conversion rate from marketing qualified leads to sales opportunities
  • ANALYTICS: Implement export customer journey analytics with 95% visibility into decision process
METRICS
  • REVENUE GROWTH: 8.5% YoY
  • MARKETING QUALIFIED LEADS: 1,250 per quarter
  • BRAND PERCEPTION SCORE: 78/100
VALUES
  • Integrity and transparency in all operations
  • Safety as our highest priority
  • Operational excellence and reliability
  • Environmental stewardship and sustainability
  • Innovation and continuous improvement
Enterprise Products Partners logo
Align the learnings

Enterprise Products Partners Marketing Retrospective

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To provide reliable midstream energy services connecting vital energy supplies to essential markets while becoming North America's premier provider

What Went Well

  • VOLUMES: Record NGL pipeline transportation volumes increased 8% YoY
  • EXPORTS: LPG export terminal utilization reached 95%, exceeding targets
  • CONTRACTS: Secured 12 new long-term transportation & processing contracts
  • CONSTRUCTION: Completed 5 major expansion projects under budget and on time
  • RELIABILITY: Achieved 99.7% system reliability across all operating assets

Not So Well

  • DIGITAL: Digital marketing initiatives underperformed by 35% against targets
  • COSTS: Operating expenses increased 7% YoY, exceeding budget projections
  • RETENTION: Marketing department turnover rate increased to 14% from 9%
  • AWARENESS: Brand awareness metrics declined 5% among key customer segments
  • CONVERSION: Digital lead conversion rates 12% below industry benchmarks

Learnings

  • INTEGRATION: Cross-functional teams deliver 24% faster project execution
  • CONTENT: Industry-specific content generates 3x higher engagement rates
  • SEGMENTS: Mid-market customers represent underserved growth opportunity
  • AUTOMATION: Marketing automation pilots reduced campaign launch time by 40%
  • ENGAGEMENT: Virtual customer events delivered 60% higher participation rates

Action Items

  • PLATFORM: Implement comprehensive marketing automation platform by Q3 2025
  • TRAINING: Launch digital marketing capability building program for all staff
  • CONTENT: Develop industry-specific content strategy for key vertical markets
  • ANALYTICS: Deploy advanced attribution modeling across all marketing channels
  • EXPERIENCE: Redesign customer digital experience journey with new touchpoints
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To provide reliable midstream energy services connecting vital energy supplies to essential markets while becoming North America's premier provider

Strengths

  • DATA: Vast operational data across 50,000+ miles of infrastructure
  • ANALYTICS: Strong existing analytics team with engineering expertise
  • INTEGRATION: Centralized SCADA systems enabling AI implementation
  • INVESTMENT: Committed $50M to digital transformation initiatives
  • OPTIMIZATION: Successful pilot predictive maintenance programs

Weaknesses

  • TALENT: Limited AI/ML specialist talent within marketing organization
  • SILOS: Fragmented data architecture across business units
  • ADOPTION: Slow AI technology adoption compared to industry leaders
  • STRATEGY: Absence of formalized AI marketing strategy and roadmap
  • TOOLS: Outdated marketing technology stack limiting AI capabilities

Opportunities

  • PREDICTIVE: AI-driven demand forecasting to optimize operations
  • EXPERIENCE: Personalized digital customer experience platforms
  • OPTIMIZATION: Dynamic pricing models using machine learning
  • EFFICIENCY: Automated content creation for targeted segments
  • INSIGHTS: Real-time customer insights through advanced analytics

Threats

  • COMPETITION: Competitors' aggressive AI marketing investments
  • PRIVACY: Evolving data privacy regulations limiting data usage
  • TALENT: Industry-wide competition for limited AI marketing talent
  • SECURITY: AI-powered cyber threats targeting energy infrastructure
  • EXPERTISE: Knowledge gap in AI marketing best practices

Key Priorities

  • PLATFORM: Implement integrated AI marketing platform by Q4 2025
  • TALENT: Develop AI expertise through strategic hiring and training
  • ANALYTICS: Deploy predictive analytics for customer segmentation
  • AUTOMATION: Launch AI-powered content generation and optimization