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Kimmo Kanerva

@KimmoKKanerva

Presentation to Trelleborg AB

28.2.2017

RUUKKI CONSTRUCTIONROOFING BUSINESS TRANSFORMATION DURING2010-2016

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SSAB

2014- 2017

Digitalization, CRM

Ruukki

2007-2014

Digitalization, CRM, strategic

marketing, customer insight

Nokia

1998-2007

Sales, marketing,

digitalization: APAC, Latin and

North America, Middle East

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TWO STEEL COMPANIES MERGED SUMMER 2014

Ruukki Construction is One of SSAB Divisions

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Ruukki Construction Division

• Number of employees: 3,000

• Sales in 2015: SEK 5,260 million

• Share of SSAB Group's total sales 2015: 9%

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Ruukki Roofs for Home Owners

• Ruukki is a market leader

with premium brand position

and top-of-mind recognition

e.g. Finland, Russia,

Poland, Eastern Europe

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Rooofing Business Challenges -Year 2010

• Changing consumer expectations

– Full service offering

– Consumer purchase pattern towards online, women taking a bigger role etc

• Almost entire focus on dealers

– Demand generations was based on dealer activity and it wasdifficult to influnce this

• Increased competition

– Huge over capacity of steel materials

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Transformation Journey

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Consumer Insight

Disruption:

New Positioning > New Services

Marketing

Case: Marketing Automation

Situation Now – Summary

Continuous improvements

Consumer Insight

28/02/2017

www.ruukki.com | Kimmo Kanerva

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Journey of Transformation

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Consumer Insight

Disruption:

New Positioning > New Services

Marketing

Case: Marketing Automation

Situation Now - Summary

Continuous change

- Obsess about customer pain points and

unmet needs

- Lifecycle pattern

- Marketing/ media mix

- Needs based segmentation

Obsessed about Customer Pains and Needs

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Obsessed about Customer Pains and Needs

Consumer Insight Extended with NeedsBased Segmentation during 2015

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4 Segments Based on Needs Targetted Sales & Marketing

Transformation Started

28/02/2017

www.ruukki.com | Kimmo Kanerva

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Journey of Transformation

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Consumer Insight

Disruption:

New Positioning > New Services

Marketing

Case: Marketing Automation

Situation Now - Summary

Continuous change

- Competitor and channel analyzes

- Internal distruption workshops

- Define value you offer

- Service design and CX to create:

Installation, renovation, customer service

28/02/2017 www.ruukki.com | Kimmo Kanerva16

Defining what value Ruukki Roofing offers

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New Positioning – Transformation

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https://www.youtube.com/watch?v=01nmZH7ihNw

New Services to Meet up CustomerExpectations

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Installation - Renovation Roof Doctor

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New Services to Meet up Customer Expectations

Chat

New Promise – 50 Year Guarantee

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Marketing

28/02/2017

www.ruukki.com | Kimmo Kanerva

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Journey of Transformation

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Consumer Insight

Disruption:

New Positioning > New Services

Marketing

Case: Marketing Automation

Situation Now – Summary

Continuous change

Marketing Mix

Marketing

1. Activity 2. Activity

3. Activity 4. Activity

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Marketing

1. Activity 2. Activity 3. Activity4. Activity 5. Activity

OLD NEW

Challenges with Leads

• How to activate leads who don’t submit web

forms?

• How to alert Ruukki Roofmasters who spend

most of their time on-site?

• How to harvest lead database by activating the

passive leads?

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Marketing Automation as One of Tactics

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See slideshare:

https://www.slideshare.net/KimmoKanerva

Situation Now -Summary

28/02/2017

www.ruukki.com | Kimmo Kanerva

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Journey of Transformation

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Consumer Insight

Disruption:

New Positioning > New Services

Marketing

Case: Marketing Automation

Situation Now - Summary

Continuous change

Situation Now: MarketingDigitalization is about Continuous Change

Background:

• Cost cutting pressure and continuous seek for

improvements during 2015

• New CRM and www.ruukki.com was introduced during

2016. Digital development focus on www pages and

CRM.

– Both web and CRM launched – but in reality still lot to do

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Transformation Learnings

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1 Obsess about customer pains

2 Define value you want to offer

3 Transform your business

4 Build new services to eliviate pains. • Create service design and CX culture

5 Segment your customers based on needs.

• Start more targetted sales and marketing

6 Create solid digital vision, governance and culture

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Customer Pain Points Discruption

New Services Targetted Sales & Marketing

Continuous Cultural Change

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Blog www.kimmokanerva.com

Twitter @kimmokkanerva

LinkedIn https://www.linkedin.com/in/kanerva

Slideshare Marketing automcation case:

• http://www.slideshare.net/KimmoKanerva/marketing-automation-

case-ruukki-eloqua-markie-award-finalist-2014-40053965