HOW RUUKKI CREATED IT’S GLOBALLY AWARDED LEAD JOURNEY

Kimmo KanervaMarketing Director, Digital, SSABHelsinki, Savoy: Oracle and IDBBN Power LunchDecember 4, 2014

Ruukki residential roofs in brief

• Market leader with premium brand position and top-of-mind recognition

• Sales networks in:– The Czech Republic, Estonia, The Netherlands,

Latvia, Lithuania, Norway, Poland, Romania, Russia, Slovakia, Sweden and Ukraine

Roofmasters

• Roofmasters are at the core of the sales process in Finland and Estonia

– Roofmasters evaluate prospect needs, estimate projects and oversee renovations from start to finish.

• The main goals of Ruukki Lead Journey campaigns are producing roof evaluation visits and helping sales to close the deal.

Goals of marketing automation project

• Generate enough evaluation visit requests before the summer season and quiet months of the year

• Route the requests to the appropriate Roofmasterin real time, and follow the process within both Salesforce.com and Ruukki’s own ERP sales solution called KATA.

Challenges

• How to activate consumer leads who don’t click through emails or submit web forms about their status?

• How to alert Roofmasters who spend most of their time on-site away from CRM and email, in real time?

• How to bridge the gaps between systems and makes things as easy as possible to Roofmasters, marketing and sales?

• How to harvest as much sales as possible from the lead database by activating the passive leads?

Strategy and vision

• Our original vision was to build a complete end-to-end reporting system based on tracking the customer’s journey from the very first contact all the way to won / lost deals.

• Then we shifted our focus to automating repetitive tasks and providing the sales team with easy-to-use tools, with Eloqua providing the intelligence.

The award winningsolution

• The Journey starts when the prospect becomes a Marketing Qualified Lead (MQL) for a new, state-of-the-art steel roof by:

1. Entering Eloqua through Salesforce

2. Participating in a competition

3. Requesting a roof evaluation visit

4. Other inbound marketing channel

The Ruukki lead journey

• Emails, banners and remarketing that incite prospects to participate in a competition and request a visit from a Ruukki Roofmaster

• Campaign launched in five different countries

Attention campaign

• 4 Emails targeted to contacts that had participated in a campaign but had not yet requested an evaluation.

• Information on Ruukki roof products and signed by the local Roofmaster.

• Goal was to get the prospect to request the visit.

• The first lead nurturing campaign produced 20% of the final leads.

Lead Nurturing phase 1

• A special offer by SMS to leads whose lead status had not changed in the last 6 weeks or longer.

• Opportunity to ask for a Roofmaster to contact them again or to update their project status.

• Contacts with no valid phone numbers and the ones who did not respond, got an automated email and finally a direct mail with the same offer.

Lead Nurturing phase 2

Results and benefits

18 months after project started

+1000%

+90%

Leads generated by different channels

Priority order by Eloqua lead source:• Web banners• Web (www.ruukkikatot.fi)• Phone calls• Direct mail• Email• SEM• Social

Positive experiences from sales

• Volume and quality of leads has increased.

• Systematic, qualified data allows Roofmasters to focus their attention on customers that are ready to buy.

– Marketing is able to help sales close deals and update the CRM even after lead ownership has passed from marketing to sales.

• The sales department’s trust in marketing has increased. – Statistical campaign results that measure efficiency of sales and

marketing builds confidence

What has been achievedin the past two years

• In 2 years Ruukki Roofing has developed a mature stage of using marketing communications technology

• Eloqua is in a pivotal point of integration that includes 9 systems

– Each system has its own role along the customer’s journey– Connected cloud-based services allows us to build complex

transactional campaigns that align along the customer’s journey– Precise targeting has greatly improved conversion rates

• Integrations enable us to build easy-to-use tools for partners and sales reps

THE IT STUFF

Clear vision guided the process

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Blog www.strategicmarketing.fi@StrategicDigihttps://www.linkedin.com/in/kanerva