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Ruukki Construction Doubles Leads and Decreases Support Time by 92%

In the Nordics and Eastern Europe, the warmer days are extremely busy for roof masters who need

to prepare and repair. And while they are expected to deliver the most innovative materials out there,

they also need roof manufacturers like Ruukki to help them monitor the customer journey and close

those leads that went cold along the way. Following up on customer requests used to be time-con-

suming and costly for Ruukki, who had to manage and reconcile data from nine different systems.

So the market leader reached out to Oracle Marketing Cloud to provide “A central marketing brain for

segmentation, execution, and reporting,” says Mika Autio, Marketing Manager at Ruukki.

CHALLENGES

• Ensuring roof master calendars are filled with appointments before the renovation season

• Re-activating leads that did not respond to first offer and enticing them to update their status

• Building a central hub for all applications with a fast, transparent, and reportable lead pipeline

SOLUTIONS

• Cross-channel marketing

• Lead nurturing

RESULTS

• Achieved 2,400% MROI on mobile lead activation campaign with 49% response rate.

• Decreased customer support time by 92%.

• Doubled sales leads by nurturing prospects.

Using custom data objects and cloud connectors, Ruukki created a single source of truth that cap-

tures all data values in all phases of the customer journey. “Oracle Marketing Cloud now plays a

pivotal role in integrating, operating, and analyzing Ruukki’s data while determining what actions to

take,” Mika says. “It automates repetitive tasks and empowers sales with easy-to-use tools.”

Ruukki used Oracle Marketing Cloud to orchestrate a three-phased roof master campaign—from

awareness all the way to lead nurturing and reactivation—using email, landing pages, SMS, and

direct mail. While the awareness phase grew Ruukki’s marketing database by 62% with a 23% con-

version rate, the mobile lead activation campaign registered a staggering 2,400% MROI with a 49%

response rate. “Of the 15% of prospects that responded to the SMS campaign, 35% ended up buying

a new roof,” Mika says.

Ruukki teams don’t waste time anymore trying to figure out what may have gone wrong or who

made a mistake. “Customer support time decreased by 92% and the metrics provided by Oracle Mar-

keting Cloud enable us to support internal and partner confidence with hard numbers,” Mika says.

Learn more about Oracle Markteting Cloud at: oracle.com/marketingcloud

2,400%Market-leading steel roof

manufacturer in Finland

achieved a 2,400% marketing

return on investment (MROI)

and doubled sales leads

with a mobile lead activation

campaign powered by Oracle

Marketing Cloud.

CUSTOMER SUCCESS STUDY ENGAGEMENT