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
