ON Semiconductor Corp. Bundle
How did onsemi pivot its sales and marketing to lead in EV power?
From 2021–2024 onsemi refocused on 'intelligent power and sensing', centering campaigns on SiC power devices for EVs and securing multibillion-dollar LTSAs with automakers. A rebrand and product push drove automotive revenue to over 50% of mix by 2024, despite industry cyclicality.
onsemi sells via direct OEM design‑ins, channel distributors, and targeted partnerships, using thought leadership, co‑engineering LTSAs, and visibility campaigns to win design slots and scale SiC production. See ON Semiconductor Corp. Porter's Five Forces Analysis.
How Does ON Semiconductor Corp. Reach Its Customers?
onsemi uses a hybrid go-to-market model combining direct enterprise sales for strategic OEM and Tier‑1 accounts with global distributors to reach mid‑tail and long‑tail customers, backed by expanded e‑commerce and digital tools to shorten time‑to‑prototype and improve supply transparency.
Direct enterprise sales
Dedicated field teams pursue top automotive, industrial automation and cloud power OEMs, securing multi‑year design‑ins and long‑term supply agreements that align capacity with demand.
Distributor network
Global distributors such as Arrow, Avnet, Digi‑Key, Mouser and WPG serve mid‑tail and long‑tail segments, providing sampling, logistics and FAE support to broaden market reach.
Digital sales and e‑commerce
onsemi expanded its e‑commerce portal and partner e‑stores since 2022, adding self‑service design resources and real‑time stock visibility to mitigate supply volatility and accelerate prototyping.
Omnichannel integration
Real‑time inventory APIs for distributors and digital quoting tools for volume buyers rolled out in 2023–2024 to improve lead‑time transparency and order conversion.
Channel evolution emphasized verticalization: pre‑2018 distribution focus shifted from 2019–2024 toward strategic direct engagement in automotive and industrial, with targeted power‑module teams and application engineers driving design wins and higher‑value relationships.
Strategic capacity and SiC leverage
Investments in SiC capacity and substrate/wafers have become a sales lever for EV platforms where supply assurance matters; onsemi reported SiC revenue passing $1B run‑rate in 2024 with LTSAs reportedly exceeding $9B cumulative through late 2024–2025.
- Direct sales drive most automotive and industrial revenue and design wins.
- Distribution dominates fragmented IoT and industrial edge markets.
- Preferred‑channel programs with Arrow and Avnet focus on power solutions.
- Collaborations with Tier‑1s and EV ecosystems support traction inverters and on‑board chargers.
Channel performance contributed to automotive revenue growing at a double‑digit CAGR from 2020–2024, and onsemi gained share in SiC where industry TAM is projected to exceed $10B by 2027–2028; see a concise company background at Brief History of ON Semiconductor Corp.
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What Marketing Tactics Does ON Semiconductor Corp. Use?
onsemi’s marketing tactics blend account-based marketing for enterprise buyers with digital demand generation and traditional technical engagement to accelerate design wins across EV, industrial, and data center power segments.
ABM for enterprise programs
Targeted ABM integrates technical content, reference designs, and co-marketing with OEM/Tier‑1 partners to prioritize in‑design accounts and shorten sales cycles.
SEO and paid search
SEO targets keywords like SiC MOSFET, traction inverter, ADAS image sensors, and industrial drives; paid search supports high‑intent queries and demo requests.
LinkedIn & thought leadership
LinkedIn campaigns and promoted engineering thought leadership reach design engineers and procurement with persona‑driven messaging and case studies.
Webinars and gated content
Webinar series with FAEs plus gated whitepapers feed Marketo/Pardot‑class automation to generate CRM‑qualified leads and nurture pipelines.
Email segmentation & personalization
Email nurturing is segmented by application (EV traction, charging, renewables, factory automation, data center) and lifecycle stage; 2024–2025 used dynamic persona and maturity personalization.
Events, PR & earned media
High‑profile presence at electronica, CES, PCIM Europe, and APEC; PR amplifies capacity expansions, ESG milestones, and design‑win announcements to drive awareness.
Data‑driven stack & innovations
Marketing integrates Salesforce with intent‑data and account scoring to prioritize outreach; virtual labs, interactive BOM optimizers, and SiC cost‑of‑ownership calculators (rolled out 2023–2024) improved MQL‑to‑SQL conversion and shortened evaluation timelines.
- Marketing automation platforms enable opportunity tracking and win/loss analysis.
- Intent tools and account scoring focus resources on in‑design programs and high‑value OEM/Tier‑1 targets.
- Virtual labs and BOM optimizers increased demo engagement and reduced design cycle time; internal reports showed lift in MQL‑to‑SQL conversion after 2023 launches.
- SiC calculators highlighted total cost of ownership, aiding procurement and system architects in ROI comparisons.
Influencer outreach targets engineering communities via YouTube teardowns and technical podcasts, while regional language content in China, Germany, and Japan supports local buyer journeys; see Marketing Strategy of ON Semiconductor Corp. for broader context on on semiconductor marketing strategy and go‑to‑market approach.
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How Is ON Semiconductor Corp. Positioned in the Market?
onsemi positions its brand around intelligent power and sensing to deliver measurable efficiency, safety, and reliability at scale, emphasizing sustainable electrification and automation through high‑performance, dependable semiconductors and secure supply.
Core Message
Empower sustainable electrification and automation with high‑performance power and sensing solutions that prioritize efficiency, safety, and reliability backed by secure supply commitments.
Visual Identity
Post‑rebrand the visual style is minimalist and technical, using product‑centric imagery and schematics to underscore engineering rigor and application focus.
Differentiation
Distinctive end‑to‑end SiC capability, automotive‑grade quality (AEC‑Q, functional safety, PPAP) and leadership in energy efficiency set the brand apart in EV, ADAS and industrial markets.
Sustainability Pillar
Reports on Scope 1 and 2 reductions and markets system‑level energy savings of devices; sustainability is used in positioning to reduce total cost of ownership for customers.
Brand consistency is enforced across web, datasheets, distributor pages, trade shows and executive communications while actively monitoring supply resilience and TCO sentiment.
Supply Assurance
Public LTSA programs, capex disclosures for wafer/substrate capacity expansion and transparent lead‑time updates reassure OEMs and tier‑1s about secured manufacturing capacity.
Automotive Ecosystem Recognition
Repeated placements in automotive supplier ecosystems and industry awards for power device innovation validate onsemi's automotive product positioning and go‑to‑market strength.
Tone and Messaging
Authoritative, data‑backed, and solution‑oriented tone emphasizes engineering metrics, reliability statistics and system‑level savings rather than lifestyle imagery.
Channel & Distribution
Consistent distributor and value‑added reseller materials reinforce product claims; distributor pages reflect technical depth and application support for design‑wins.
Monitoring Competitive Threats
Tracks sentiment on SiC supply and competitor capacity; counters with secured capacity messages and expanded design support to protect market share versus other SiC leaders.
Measurable Impact
Highlights device energy reductions and system‑level savings—many power products claim efficiency gains of up to 30% versus legacy solutions in specific applications, supporting ROI messaging.
Brand Activation & GTM
Combination of technical content, account‑based marketing for OEMs and tier‑1s, trade show engineering showcases, and distributor enablement drives onsemi go‑to‑market execution across automotive and industrial segments.
- Focus on EV powertrain, ADAS, industrial automation and sensing markets
- Sales collateral emphasizes AEC‑Q and functional safety compliance
- Distributor strategy balances broad reach with value‑added technical support
- Executive communications and financial disclosures reinforce supply and capex investments
See a broader strategic view in this article: Growth Strategy of ON Semiconductor Corp.
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What Are ON Semiconductor Corp.’s Most Notable Campaigns?
Key campaigns prioritized EV powertrain SiC, industrial drives, ADAS imaging, supply assurance, and distributor enablement to convert engineering wins into volume and long‑term contracts, driving revenue and design‑ins across automotive and industrial segments.
SiC For EV Powertrains (2022–2024)
Objective: win traction inverter and on‑board charger sockets at scale through messaging of 'efficiency that extends range'; channels included co‑marketing with Tier‑1s, webinars, PCIM demos, whitepapers and ROI calculators; results: SiC revenue reached a >$1B run‑rate by 2024 with reported LTSAs > $9B+ across multi‑year horizons and multiple OEM platform design‑ins.
Industrial Drives & Automation (2023–2025)
Objective: expand in motor control, UPS and renewable inverters using 'kWh saved is margin earned' messaging; channels: account‑based outreach, distributor seminars, APEC demos; results: resilient industrial segment through the 2024 downturn with a robust design‑in pipeline and improved EMEA/APAC distributor sell‑through.
ADAS & Machine Vision (2021–2024)
Objective: sustain leadership in automotive image sensors and industrial vision; concept: 'see more, decide faster' with low‑light and safety focus; channels: CES demos, perception partner tie‑ups and technical PR; results: more ADAS camera sockets and higher inbound from Tier‑1 module makers.
Supply Assurance & ESG Credibility (2022–2025)
Objective: reassure customers amid shortages and differentiate via sustainability; channels: executive keynotes, analyst days, press on facility expansions and ESG microsites; results: greater LTSA penetration and improved RFP win rates when ESG disclosures were required.
Cross‑Channel Distributor Enablement (2023–2024)
Objective: accelerate the long tail with 'Design fast, order faster' tooling—parametric search, inventory APIs and sample programs; channels: co‑branded pages with Arrow/Avnet/Digi‑Key, webinars and YouTube how‑tos; results: higher web‑to‑sample conversion and faster time‑to‑first‑order for SMBs adopting new MOSFETs and gate drivers.
Success Drivers
Capacity assurances paired with engineering collateral and application support enabled SiC adoption; ROI proof tools converted procurement and finance stakeholders in industrial accounts; tying imaging roadmaps to safety standards boosted ADAS wins.
Quantifiable Outcomes
By 2024 SiC exceeded a $1B run‑rate and LTSAs were reported > $9B+; industrial program maintained pipeline through 2024 downturn; distributor enablement raised SMB adoption and reduced order latency.
Channels & Tactics
Blend of co‑marketing with Tier‑1s, account‑based marketing, technical webinars, distributor training, trade show demos (PCIM, APEC, CES), whitepapers, ROI calculators and self‑serve e‑commerce integrations drove demand across automotive and industrial markets.
Marketing‑Ops Alignment
Linking capex announcements to customer programs and ESG reporting increased LTSA renewals and RFP win rates; operations transparency acted as a demand generator in supplier‑constrained markets.
Further Reading
See related market and target‑market analysis in this article: Target Market of ON Semiconductor Corp.
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