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