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ONEOK Marketing

Connect energy resources to markets by becoming North America's leading energy infrastructure company

ONEOK logo

SWOT Analysis

7/2/25

ONEOK's SWOT analysis reveals a company with exceptional infrastructure assets and financial strength, yet faces significant marketing challenges. The organization's extensive pipeline network and stable cash flows provide a solid foundation, but limited brand awareness and outdated digital capabilities hinder growth potential. The energy transition presents both opportunity and threat - positioning ONEOK as essential bridge infrastructure while combating negative fossil fuel perceptions requires sophisticated messaging. Priority focus on brand building, digital transformation, ESG communication, and specialized talent acquisition will be critical for achieving market leadership by 2040.

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Connect energy resources to markets by becoming North America's leading energy infrastructure company

Strengths

  • INFRASTRUCTURE: Extensive 40,000+ mile pipeline network across key basins
  • FINANCIAL: Strong $2.1B+ EBITDA performance with 8% dividend yield
  • POSITION: Strategic midstream location connecting Permian to Gulf Coast
  • GROWTH: $3B+ capital expansion program driving volume increases
  • STABILITY: Long-term fee-based contracts providing predictable revenues

Weaknesses

  • BRAND: Limited consumer awareness outside of energy sector stakeholders
  • DIGITAL: Outdated marketing technology stack limiting data analytics
  • CONTENT: Insufficient thought leadership in energy transition discussions
  • TALENT: Marketing team lacks specialized energy infrastructure expertise
  • MESSAGING: Complex technical operations difficult to communicate clearly

Opportunities

  • TRANSITION: Energy transition narrative positioning as bridge infrastructure
  • ESG: Growing investor focus on environmental and governance metrics
  • EXPORT: Expanding LNG export demand creating new market positioning
  • DIGITAL: Social media engagement with sustainability-focused audiences
  • PARTNERSHIPS: Collaborations with renewable energy companies for credibility

Threats

  • REGULATION: Potential pipeline regulations impacting growth messaging
  • PERCEPTION: Negative sentiment toward fossil fuel infrastructure companies
  • COMPETITION: Kinder Morgan and Enbridge with stronger brand recognition
  • CLIMATE: Climate activists targeting pipeline companies with campaigns
  • ECONOMIC: Recession fears affecting energy infrastructure investment

Key Priorities

  • BRAND: Build comprehensive brand awareness strategy beyond energy sector
  • DIGITAL: Implement advanced marketing technology for data-driven campaigns
  • ESG: Develop compelling energy transition and sustainability messaging
  • TALENT: Recruit specialized energy marketing talent and agency partnerships
ONEOK logo

OKR AI Analysis

7/2/25

This SWOT analysis-driven OKR plan strategically addresses ONEOK's core marketing challenges through four interconnected objectives. Brand building and technology modernization form the foundation, while ESG leadership and talent development ensure sustainable competitive advantage. The plan balances immediate tactical needs with long-term strategic positioning, leveraging AI capabilities and energy transition opportunities. Success requires disciplined execution and significant investment, but positions ONEOK for marketing leadership in the evolving energy landscape. The integrated approach ensures each objective reinforces others, creating compound value and accelerating progress toward the 2040 vision.

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Connect energy resources to markets by becoming North America's leading energy infrastructure company

BUILD BRAND

Establish ONEOK as premier energy infrastructure brand leader

  • AWARENESS: Increase brand awareness from 45% to 75% among key stakeholders by Q4
  • DIGITAL: Launch comprehensive digital marketing platform with 50% engagement increase
  • THOUGHT: Publish 24 thought leadership pieces positioning ONEOK as industry expert
  • MEDIA: Secure 120 positive media mentions highlighting infrastructure leadership
MODERNIZE TECH

Transform marketing technology with AI-powered capabilities

  • PLATFORM: Implement integrated marketing automation platform by Q3 2025
  • ANALYTICS: Deploy predictive analytics dashboard for campaign optimization
  • PERSONALIZATION: Launch AI-powered content personalization achieving 35% CTR lift
  • INTEGRATION: Connect all marketing systems for unified customer data platform
LEAD ESG

Position as energy transition infrastructure leader

  • MESSAGING: Develop comprehensive ESG messaging framework launched across channels
  • CONTENT: Create 36 pieces of sustainability-focused content driving engagement
  • PARTNERSHIPS: Announce 3 strategic partnerships with renewable energy companies
  • RECOGNITION: Achieve top 25% ESG rating improvement from current benchmark
GROW TALENT

Build world-class energy marketing organization

  • HIRING: Recruit 5 specialized energy marketing professionals by Q2 2025
  • TRAINING: Complete AI marketing certification for 100% of marketing team
  • AGENCIES: Partner with 2 top-tier energy-focused marketing agencies
  • RETENTION: Achieve 95% marketing team retention through development programs
METRICS
  • Brand Awareness: 75%, Revenue Attribution: $125M, ESG Score: Top 25%
VALUES
  • Safety First
  • Operational Excellence
  • Environmental Stewardship
  • Stakeholder Value
  • Community Partnership
ONEOK logo
Align the learnings

ONEOK Marketing Retrospective

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Connect energy resources to markets by becoming North America's leading energy infrastructure company

What Went Well

  • FINANCIAL: Strong Q3 earnings with $847M adjusted EBITDA beating estimates
  • GROWTH: Successful completion of $1.2B in expansion projects ahead of schedule
  • VOLUMES: Record natural gas liquids volumes driven by Permian production
  • DIVIDEND: Maintained consistent dividend payments strengthening investor confidence

Not So Well

  • COSTS: Higher than expected operational costs impacting margin guidance
  • TIMING: Some expansion projects delayed due to permitting and weather issues
  • VOLATILITY: Commodity price fluctuations affecting frac spread margins
  • COMMUNICATION: Investor concerns about long-term energy transition strategy

Learnings

  • FLEXIBILITY: Need for more flexible capital allocation during volatile periods
  • MESSAGING: Clearer communication needed on energy transition positioning
  • EFFICIENCY: Operational efficiency improvements required to maintain margins
  • STAKEHOLDER: Enhanced stakeholder engagement during challenging periods

Action Items

  • COMMUNICATION: Develop comprehensive investor communication strategy
  • EFFICIENCY: Launch operational cost reduction and efficiency programs
  • POSITIONING: Create energy transition messaging and positioning framework
  • ENGAGEMENT: Implement enhanced stakeholder engagement and education programs
ONEOK logo

AI Strategy Analysis

7/2/25

ONEOK possesses strong operational AI foundations but lacks marketing AI sophistication. The company's extensive data assets and financial resources create excellent AI implementation potential, while current marketing technology gaps present immediate opportunities for competitive advantage through automation and analytics.

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Connect energy resources to markets by becoming North America's leading energy infrastructure company

Strengths

  • DATA: Extensive operational data from 40,000+ miles of pipeline systems
  • OPERATIONS: Advanced SCADA systems providing real-time infrastructure monitoring
  • ANALYTICS: Existing predictive maintenance capabilities using machine learning
  • RESOURCES: Strong financial position enabling AI technology investments
  • PARTNERSHIPS: Relationships with tech vendors already implementing AI solutions

Weaknesses

  • MARKETING: No AI-powered marketing automation or customer analytics platforms
  • TALENT: Limited AI expertise within current marketing organization
  • INTEGRATION: Legacy systems require significant upgrades for AI implementation
  • STRATEGY: Lack of comprehensive AI roadmap for marketing transformation
  • BUDGET: Marketing AI investments not prioritized in current spending plans

Opportunities

  • PERSONALIZATION: AI-driven content personalization for investor relations
  • PREDICTIVE: Predictive analytics for market demand and pricing optimization
  • AUTOMATION: Marketing automation reducing manual campaign management costs
  • INSIGHTS: Customer sentiment analysis from social media and news sources
  • COMPETITIVE: AI-powered competitive intelligence and market positioning

Threats

  • COMPETITORS: Rivals implementing AI marketing solutions gaining advantages
  • DISRUPTION: New AI-powered energy companies challenging traditional models
  • SKILLS: Talent shortage in AI marketing expertise increasing costs
  • PRIVACY: Data privacy regulations limiting AI marketing capabilities
  • TECHNOLOGY: Rapid AI advancement making current solutions obsolete quickly

Key Priorities

  • AI-AUTOMATION: Implement AI marketing automation for personalized campaigns
  • AI-ANALYTICS: Deploy predictive analytics for market intelligence systems
  • AI-TALENT: Recruit AI marketing specialists and upskill current team
  • AI-INTEGRATION: Modernize marketing technology stack for AI capabilities