Energy Tech White Space

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Energy Tech Thought Leadership Trends

In the United States, some key trends around thought leadership in the energy technology space include thought leadership through presentation at events or event hosting, thought leadership through demonstration of knowledge in company repositioning and digital transformation, and the use of multiple thought leadership content formats.

Thought Leadership Through Presentation or Event Hosting

  • The following examples suggest that key players in the energy technology space are demonstrating thought leadership through participation in or hosting of events.
  • It appears that, by hosting or participating in events, key players in the energy technology space get the opportunity to mingle and share their knowledge with other experts in the space, and learn from them as well. Players in the energy technology market become more knowledgeable as a result.
  • Texas-based oilfield service provider Halliburton has participated in numerous events in the past two years by sending in high-ranking executives to speak or present at these events. Among the events it participated in were the Data Driven Drilling & Production Conference, the ARC Industry Forum, and the FT Digital Energy Summit USA.
  • Halliburton also recently hosted the Landmark Innovation Forum and Expo (LIFE). Speakers included top executives from Aker BP, Woodside Energy, Anadarko Petroleum Corporation, Microsoft, Amazon Web Services, Nvidia, Shell, Petrobras, Gartner, and Halliburton.
  • Schlumberger, another Texas-based oilfield service provider, participated as an exhibitor at the Offshore Technology Conference and even won a Spotlight on New Technology Award for its "Schlumberger Concert well testing live performance."

Thought Leadership Through Demonstration of Repositioning and Digital Transformation Knowledge

  • The following examples suggest that thought leadership executions in the energy technology space focus on company repositioning in response to market conditions, and digital transformation.
  • It appears that, with this trend, companies in the oil and gas industry become better equipped to adapt to changing market conditions, especially the plunge in oil prices and the shift to digital systems and clean energy.
  • The LIFE event that Halliburton recently hosted focused on "community, science, technology and digital innovation across the oil and gas industry." Among the topics covered in this event were the ways by which companies can reposition themselves through collaboration and the use of data, digitization, and science. Insights about cloud, the Internet of Things (IoT), big data analytics, mobility, automation, and artificial intelligence were provided.
  • The Data Driven Drilling & Production Conference that both Halliburton and Schlumberger participated in covered how companies in the oil and gas industry can improve safety, minimize downtime, and achieve digital transformation through the use of various available technologies.
  • When Halliburton's Dion Billard talked at the ARC Industry Forum, he discussed how companies in the oil and gas industry can leverage operational analytics and the Industrial Internet of Things (IIoT) in achieving digital transformation.
  • At the FT Digital Energy Summit USA, Halliburton Chief Data Scientist Satyam Priyadarshy talked about best practices for improving system resilience and integrity in light of cybersecurity threats, while Schlumberger Chief Information Officer Eric Abecassis talked about digital positioning to encourage millennials to join the industry.
  • BP periodically publishes its BP Technology Outlook, which explores how technology can change energy production and consumption.
  • Shell's The Energy Podcast covers topics such as blockchain, carbon capture and storage, and battery technology.

Use of Multiple Thought Leadership Content Formats

  • The following examples suggest that key players in the energy technology space use various content formats in demonstrating thought leadership.
  • It appears that, with this trend, professionals in the space gain better access to resources. Depending on their needs, they can choose from videos, white papers, interviews, webinars, and other content formats.
  • Halliburton has a Tools & Resources section on its website wherein it shares calculators, case studies, downloads and mobile apps, safety-related resources, technical papers and articles, and webinars.
  • Halliburton has LinkedIn, Facebook, Twitter, YouTube, and Instagram accounts, but thought leadership content is mostly found in its YouTube channel. On YouTube, its videos are categorized into Unconventional Resources, Deep Water, and Mature Fields.
  • Schlumberger has a Resource Library on its website where resources include articles, books, brochures, case studies, executive presentations, industry articles, interviews, technical papers and reports, videos, and webinars.
  • Schlumberger has LinkedIn, Instagram, and YouTube accounts, but thought leadership content is mostly found in its YouTube channel. On YouTube, its videos are categorized into Drilling, Production, Reservoir Characterization, Upstream Technology Leadership, and Mobile Solutions.

Research Strategy

In identifying the key trends around thought leadership in the United States energy technology space, our initial strategy focused on determining whether the trends are readily available in the public domain. In essence, we looked for articles or reports that readily list or directly tackle these trends. While we were able to find a number of sources covering trends in thought leadership, including articles and reports published by communications firm Edelman, marketing communications strategist Trade Press Services, and thought leadership and content marketing specialist Grist, sources specific to the energy technology industry are nowhere to be found.

To find information specific to the United States energy technology space, we identified the leading players in the space and examined their recent thought leadership executions. We figured that, in doing so, we would be able determine the key trends surrounding the most effective thought leadership formats and content types. Since the purpose of this research is to inform the future marketing strategy of Texas-based Baker Hughes, "the leading energy technology company," we looked for Baker Hughes's key competitors. As confirmed by an article, Halliburton and Schlumberger, both Texas-based, are Baker Hughes's key competitors. By examining the most recent thought leadership executions of these companies and major oil and gas companies such as Shell and BP, we were able to identify trends around the best-in-class thought leadership formats and thought leadership topics, and the implied impact of these trends on the market.