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Seminar presentation in Stockholm on 17 October 2014. Successful Digitization Requires: Clear Vision and Road Map, Agile Governance, Renewing Processes, New Competences and Data Orientation. SLIDE 2: Digitalization of customer facing activities means e.g. product data management, eCommerce, CRM, knowledge management, marketing automation SLIDES 3: Digitization Roadmap SLIDE 4: Digitalization changes processes SLIDE 5: Too many difficult concepts like knowledge management SLIDE 6: Good vision & agile governance is required in order to be successful SLIDE 7: Digital + Data = Sales Productivity SLIDE 8: New marketing competences like customer experience, analytics, content marketing SLIDE 9: New sales competences like social selling, analytics, digital collaboration SLIDE 10-13: Predictive analytics. Sales want to have more consultative discussions SLIDE 14-17: Ruukki B2C lead managment process and results SLIDES: 18-22. Ruukki marketing automation example. Eloqua global winner of the Markie Award "The Best IT - Marketing Collaboration" SLIDE 23: Summary: Renew processes, strategy and governance, new capabilities
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Digitalization of Sales and Marketing
Kimmo KanervaOctober 17th, 2014
Digitalization of Customer Facing Activities?
2
eCommerce
Digital marketing
Sales analytics
Customer data
Sal
es t
ools
Product Data
Big Data: Customer insight
Knowledge management
CR
MIntranet
Marketing automationPersonalization
www
Proc
esse
sCustomer serviceS
ocia
l sel
ling
Gamification
Order tracking
Productivity
Roadmap for Digitalization
3
Roadmap
Vision & Strategy
Governance
Competences
Implement
Digitization Changes Processes
4
Process
ToolsNew way of working
Obstacles for DigitalisationHard to Understand Abstract Concepts
5
?Lead scoring
Big Data: Pre-sales analytics
Knowledge management
Product data management
Obstacles for DigitalisationGovernance not Working. No Clear Execution Plan
6
Governance & Vision
Execution & Capabilities
Read MIT Sloan & Capgemini research: http://www.capgemini-consulting.com/digital-transformation
7
Sales Productivity
Digital Data
New CapabilitiesMarketing
Marketing IT & digital marketingCustomer experience - Analytics - Customer insight (big data)
Content marketing
8
50-70% of the buying decision is made before the salesrepresentative makes contact. (Forrester)
New CapabilitiesSales
Social sellingAnalytics Digital collaboration & digital sales tools
9
Sales reps using social selling have a 3.6x greater change to meeta decision maker. (Sales Benchmark Index)
B2B buyers complain that only 29% of sales reps are well preparedto engaged with them. (IDC)
10
Big Data: Predictive Sales Analytics
Big Data is Expected to Delivery GreaterSales Intelligence
11
0% 10% 20% 30% 40% 50% 60% 70%
Improve lead quality/ quantity tomaximize selling time
Improve sales rep's knowledge tohave more consultative…
Identify high-value prospects
Automate the flow of externallysourced intelligence
Track prospect engagement
* Source: Eliminating the Noise: Best Practices for the Five W’s of Sales Intelligence”. Aberdeen Group, August 2013. Harvard Business Review Research. the New Age of B-to-B Selling
Predictive Analytics – Understanding of Customers
Propose right products & solutions to customers
Predictive customer profiling/ analytics + accurate forecasting
Understand customer interest and similarities between customer types
www.ruukki.com | Firstname Lastname | INTERNAL 12
Big Data Predictive Sales Analytics
Save time– Minimize ineffective sales calls– Information to mobiles
date/month/year 13
14
SSAB (Ruukki) Lead Management
Web Leads - Automation
15
Download
Send contact request
Information
database
www.ruukki Leads
Opportunities
Web Leads -> Relevancy of Content
16
Personalisation
B2B Web Leads
17
2010 2012 2013
18
Ruukki Marketing Automation – B2C
19
20
Rautaruukki finalist in the following categories:• Best IT-Marketing Collaboration• Best Lead Nurturing Progam• Integration Innovation
Winner of ”Best IT-Marketing Collaboration”
Marketing Automation -Lead Generation
www.ruukkiroofs
Retargetting
0400123456lead capture -competition
personalizedemails
personalized SMS
printed letter
Marketing Automation - Results
22
THE AMOUNTX2 OF LEADS DOUBLED
0 LOST CONTACTS
Digitalization Requires
date/month/year 23
Renew processes
Strategy & governance
New capabilities: Leads (automation), big data, social selling, content ..
Contact me:
date/month/year 24
Blog www.strategicmarketing.fi@StrategicDigihttps://www.linkedin.com/in/kanerva
