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Conocophillips Marketing

To responsibly deliver energy to the world by pioneering a new standard of excellence in sustainable energy development

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To responsibly deliver energy to the world by pioneering a new standard of excellence in sustainable energy development

Strengths

  • PORTFOLIO: Diversified global asset base with low-cost production
  • SUSTAINABILITY: Industry-leading ESG metrics and carbon footprint
  • TECHNOLOGY: Advanced digital and operational technology integration
  • FINANCIAL: Strong balance sheet with $8.7B in operating cash flow
  • BRAND: Recognized industry leader in responsible energy production

Weaknesses

  • DIGITAL: Underdeveloped digital marketing ecosystem
  • PERCEPTION: Fossil fuel industry stigma affecting talent acquisition
  • CONTENT: Limited content marketing strategy for sustainability story
  • VISIBILITY: Insufficient public awareness of low-carbon initiatives
  • INTEGRATION: Siloed marketing efforts across global operations

Opportunities

  • TRANSITION: Position as leader in energy transition narrative
  • PARTNERSHIPS: Strategic sustainability alliances with tech companies
  • ENGAGEMENT: Digital platforms to showcase carbon reduction progress
  • DIFFERENTIATION: Capitalize on lower-CI advantage vs competitors
  • REGULATION: Proactive messaging on evolving energy policies

Threats

  • ACTIVISM: Increasing pressure from climate activists and NGOs
  • COMPETITION: Renewable energy companies gaining market share
  • POLICY: Uncertain regulatory environment in key operating regions
  • INVESTMENT: ESG-focused funds divesting from traditional energy
  • PERCEPTION: Public opinion shifting against fossil fuel producers

Key Priorities

  • NARRATIVE: Develop compelling energy transition storytelling
  • DIGITAL: Build integrated digital marketing ecosystem
  • PARTNERSHIPS: Create strategic sustainability alliances
  • METRICS: Showcase transparent carbon reduction progress
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To responsibly deliver energy to the world by pioneering a new standard of excellence in sustainable energy development

TRANSITION LEADER

Own the energy transition narrative in the industry

  • PLATFORM: Launch integrated sustainability storytelling hub with 500K unique visitors by Q3
  • CONTENT: Produce 25 data-driven assets showcasing carbon reduction progress across channels
  • ENGAGEMENT: Achieve 40% increase in sustainability content engagement metrics YoY
  • PERCEPTION: Improve energy transition leadership score by 15 points in brand tracking study
DIGITAL POWERHOUSE

Build world-class digital marketing ecosystem

  • INFRASTRUCTURE: Implement unified marketing technology stack connecting all global teams
  • AI: Deploy AI-driven content optimization engine across 85% of digital touchpoints
  • ANALYTICS: Create real-time dashboard connecting marketing metrics to business objectives
  • CAPABILITY: Train 100% of marketing staff on digital and AI fundamentals with 90% proficiency
ALLIANCE BUILDER

Forge strategic sustainability partnerships

  • TECHNOLOGY: Establish 3 partnerships with leading tech companies on carbon innovation
  • ACTIVATION: Generate $12M in earned media value from partnership announcements
  • VISIBILITY: Secure 5 high-profile speaking engagements at sustainability forums
  • COLLABORATION: Create cross-industry consortium with 15+ companies on energy transition
METRICS CHAMPION

Lead industry in transparent ESG performance

  • DASHBOARD: Launch interactive carbon reduction tracker with quarterly public updates
  • RECOGNITION: Improve position in top 3 ESG ratings by average of 2 ranking positions
  • TRANSPARENCY: Publish comprehensive ESG report with 25% more metrics than industry average
  • STANDARDS: Lead development of industry-wide carbon reporting framework with key partners
METRICS
  • CARBON INTENSITY: 10% YoY reduction from current baseline
  • DIGITAL ENGAGEMENT: 45% increase in sustainability content engagement
  • BRAND PERCEPTION: 15-point improvement in energy transition leadership score
VALUES
  • SAFETY: We operate safely
  • PEOPLE: We respect one another
  • INTEGRITY: We act ethically
  • RESPONSIBILITY: We are accountable for our actions
  • INNOVATION: We embrace new ideas and technology
  • TEAMWORK: We work together
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Align the learnings

Conocophillips Marketing Retrospective

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To responsibly deliver energy to the world by pioneering a new standard of excellence in sustainable energy development

What Went Well

  • FINANCIAL: Generated $8.7B in cash from operations exceeding analyst expectations
  • PRODUCTION: Delivered 1.8M barrels of oil equivalent per day, up 3% YoY
  • EFFICIENCY: Reduced operating costs by 7% through digital technology deployment
  • SUSTAINABILITY: Achieved 15% reduction in GHG intensity compared to 2016 baseline
  • ACQUISITION: Successfully integrated Concho Resources assets ahead of schedule

Not So Well

  • VISIBILITY: Sustainability achievements underrepresented in market messaging
  • DIGITAL: Digital marketing efforts failed to reach key institutional investors
  • NARRATIVE: Energy transition story not effectively communicated to stakeholders
  • PERCEPTION: Stock price multiple lower than peers despite ESG leadership position
  • MEDIA: Limited earned media presence for technological innovation breakthroughs

Learnings

  • MESSAGING: Technical sustainability achievements need translation to public value
  • CHANNELS: Institutional investors require targeted digital engagement strategy
  • INTEGRATION: Marketing must align closer with operations for authentic storytelling
  • STRATEGY: Proactive communication approach needed on regulatory developments
  • METRICS: Stronger connection required between marketing efforts and ESG ratings

Action Items

  • PLATFORM: Develop integrated digital storytelling platform for energy transition
  • TRAINING: Upskill marketing team on sustainability metrics and AI technologies
  • METRICS: Implement dashboard connecting marketing activities to ESG performance
  • PARTNERSHIPS: Establish strategic alliances with tech firms for innovation story
  • CONTENT: Create data-driven content strategy highlighting carbon reduction path
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To responsibly deliver energy to the world by pioneering a new standard of excellence in sustainable energy development

Strengths

  • DATA: Vast operational data sets ideal for AI optimization
  • INFRASTRUCTURE: Robust digital foundation for AI implementation
  • TALENT: Growing data science and AI expertise in analytics teams
  • INVESTMENT: $100M+ committed to digital technology advancement
  • PILOT: Successful AI projects in drilling and production optimization

Weaknesses

  • INTEGRATION: Limited AI integration in marketing operations
  • TALENT: Skills gap in AI-powered marketing technologies
  • CULTURE: Hesitancy to adopt AI solutions across all departments
  • SILOS: Fragmented data architecture limiting AI effectiveness
  • METRICS: Insufficient AI-related KPIs for marketing initiatives

Opportunities

  • PERSONALIZATION: AI-driven stakeholder communication targeting
  • ANALYTICS: Predictive insights for sustainability messaging impact
  • EFFICIENCY: Automated content optimization for global audiences
  • ENGAGEMENT: AI-powered digital experience across customer journey
  • INSIGHTS: Real-time market sentiment analysis to inform strategy

Threats

  • ADOPTION: Competitor advantage from faster AI implementation
  • TRUST: Public skepticism of AI-generated sustainability claims
  • REGULATION: Emerging rules on AI transparency and data usage
  • INVESTMENT: Limited ROI measurement for AI marketing initiatives
  • DISRUPTION: Rapid AI advancement outpacing implementation capacity

Key Priorities

  • PROGRAM: Launch AI-powered sustainability storytelling platform
  • TALENT: Develop AI marketing capabilities through training/hiring
  • MEASUREMENT: Implement AI-driven marketing performance metrics
  • INTEGRATION: Connect operational and marketing data for AI insights