Digitization of sales and marketing seminar in stockholm 17 october 2014
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Transcript of Digitization of sales and marketing seminar in stockholm 17 october 2014
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Digitalization of Sales and Marketing
Kimmo KanervaOctober 17th, 2014
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Digitalization of Customer Facing Activities?
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eCommerce
Digital marketing
Sales analytics
Customer data
Sal
es t
ools
Product Data
Big Data: Customer insight
Knowledge management
CR
MIntranet
Marketing automationPersonalization
www
Proc
esse
sCustomer serviceS
ocia
l sel
ling
Gamification
Order tracking
Productivity
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Roadmap for Digitalization
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Roadmap
Vision & Strategy
Governance
Competences
Implement
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Digitization Changes Processes
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Process
ToolsNew way of working
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Obstacles for DigitalisationHard to Understand Abstract Concepts
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?Lead scoring
Big Data: Pre-sales analytics
Knowledge management
Product data management
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Obstacles for DigitalisationGovernance not Working. No Clear Execution Plan
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Governance & Vision
Execution & Capabilities
Read MIT Sloan & Capgemini research: http://www.capgemini-consulting.com/digital-transformation
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Sales Productivity
Digital Data
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New CapabilitiesMarketing
Marketing IT & digital marketingCustomer experience - Analytics - Customer insight (big data)
Content marketing
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50-70% of the buying decision is made before the salesrepresentative makes contact. (Forrester)
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New CapabilitiesSales
Social sellingAnalytics Digital collaboration & digital sales tools
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Sales reps using social selling have a 3.6x greater change to meeta decision maker. (Sales Benchmark Index)
B2B buyers complain that only 29% of sales reps are well preparedto engaged with them. (IDC)
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Big Data: Predictive Sales Analytics
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Big Data is Expected to Delivery GreaterSales Intelligence
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0% 10% 20% 30% 40% 50% 60% 70%
Improve lead quality/ quantity tomaximize selling time
Improve sales rep's knowledge tohave more consultative…
Identify high-value prospects
Automate the flow of externallysourced intelligence
Track prospect engagement
* Source: Eliminating the Noise: Best Practices for the Five W’s of Sales Intelligence”. Aberdeen Group, August 2013. Harvard Business Review Research. the New Age of B-to-B Selling
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Predictive Analytics – Understanding of Customers
Propose right products & solutions to customers
Predictive customer profiling/ analytics + accurate forecasting
Understand customer interest and similarities between customer types
www.ruukki.com | Firstname Lastname | INTERNAL 12
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Big Data Predictive Sales Analytics
Save time– Minimize ineffective sales calls– Information to mobiles
date/month/year 13
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SSAB (Ruukki) Lead Management
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Web Leads - Automation
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Download
Send contact request
Information
database
www.ruukki Leads
Opportunities
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Web Leads -> Relevancy of Content
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Personalisation
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B2B Web Leads
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2010 2012 2013
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Ruukki Marketing Automation – B2C
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Rautaruukki finalist in the following categories:• Best IT-Marketing Collaboration• Best Lead Nurturing Progam• Integration Innovation
Winner of ”Best IT-Marketing Collaboration”
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Marketing Automation -Lead Generation
www.ruukkiroofs
Retargetting
0400123456lead capture -competition
personalizedemails
personalized SMS
printed letter
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Marketing Automation - Results
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THE AMOUNTX2 OF LEADS DOUBLED
0 LOST CONTACTS
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Digitalization Requires
date/month/year 23
Renew processes
Strategy & governance
New capabilities: Leads (automation), big data, social selling, content ..
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Contact me:
date/month/year 24
Blog www.strategicmarketing.fi@StrategicDigihttps://www.linkedin.com/in/kanerva