Personalisation and marketing automation case rautaruukki
13
Personalisation and marketing automation Case Rautaruukki Kimmo Kanerva, Marketing Director Digi & Mobile Summit, Helsinki 28.1.2014 date/month/year www.ruukki.com | Digital Deep Dive | INTERNAL 1
-
Upload
kimmo-kanerva -
Category
Marketing
-
view
437 -
download
1
description
Presentation at "Digi & Mobile Summit, Helsinki 28 Jan 2014. Marketing automation and personalisation have both very positive impact how marketing is operated. They trigger cycle of continuous improvement around understanding the customers, content and media mix. Slide 2: Ruukki marketing challenges: Product focus, wide variety of customer industries Slide 3: Personalisation is changing marketing more customer focused Slide 4: www front page is good place to start with personalisation Slide 6: Transforming traditional customer satisfaction survey to personalised, automated and action oriented Slide 7: Taking lead management as one of the development priorities Slide 11: Learning: - Without content you cannot automate - Increased systematic way of working - Analytic taken to a new level Slide 12: Benefits - from products to customers - from guessing to facts - from channels to customer relevant content www.strategicmarketing.fi
Transcript of Personalisation and marketing automation case rautaruukki
Personalisation and marketing automation Case Rautaruukki Kimmo Kanerva, Marketing Director Digi & Mobile Summit, Helsinki 28.1.2014
date/month/year
www.ruukki.com | Digital Deep Dive | INTERNAL
1
Marketing Challenges Product focus, variety of different customer industries, wide portfolio of products
Product Focus
Building
Metals - Engineering
Consumers - roofs
Personalisation changes marketing towards
• Consumers
• ….
• Architects, Designers
• Construction companies
• Real estate investors
• …..
• Mechanical Designers
• Purchasing
• …..
Customer Focus
Example: www.ruukki.com Starting from front page - personalisation
Engineering – Metal industry Building industry - Architects
Example: www.ruukki.com Personalisation – basis
Target groups Objective Point per web page
Consumer
Direct to
www.ruukkiroofs.com
Pages + points
Architect
Colours, walls
Pages + points
Structural Designer
CAD, structures
Pages + points
Mechanical Designer – Engineering industry
High strengh and wear
resistant steel
Pages + points
.. .. ..
Example: Customer satisfaction survey Personalisation and automation
• Customers get only ”relevant” questions.
• Results immediately with sales persons in
SF.com
pvm www.ruukki.com | etunimi sukunimi | INTERNAL 6
NOW - AUTOMATED
PREVIOUSLY
• Same questions to all customers. Survey
results on a yearly basis.
Marketing automation Leads and lead nurturing
27/01/2014 www.ruukki.com | Kimmo Kanerva, Digital marketing manager
• Lead routing directly to the
right sales person through
SF.com
– Product groups
– Country, region
Where to start: Leads to the center of business Automation
Service promise
Leads to the center of business Automation
B2B
0400123456
Lead nurturing Automation and personalisation
SMS EMAIL DIRECT MAIL
Tactic based on availability of customer details
Automation is changing way of working
• New content
– First you need to plan what to automate and how
– After having the right content you can start marketing automation
• Capabilities
– Marketing CRM and analytics
– Customer focused planning: content and customer nurturing models
• Increased systematic way of working
– Other “IT” systems also needs to be integrated
– Understanding of analytics and continuous improvements are increasing
Now Previously
Benefits
Product oriented Customer focused
Maybe… $ Facts: xx eur
Marketing
channels
Content to target
group
Blog: www.strategicmarketing.fi fi.linkedin.com/in/kanerva/ http://www.slideshare.net/KimmoKanerva
