B2B leads from online channels

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B2B leads from online channels

  1. 1. B2B leads from online channels Implementing online marketing – case Ruukki26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager
  2. 2. B2B leads from online channelsImplementing online marketing – case Ruukki• Web site renewal• Reaching the target audience• Encouraging customers to interact with us• Marketing aligned with sales• Measuring the outcomes26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager
  3. 3. B2B website conversion funnel Have good content - easily accessed & well structrured Get relevant people to your content - SEO - SEM, Linkedin advertising, email marketing, other online advertising1. Encourage customer dialogue and lead generation2. Take care of your leads - SALES AND MARKETING ALIGNED3. Measure the outcomes - Quality, quantity, opportunities, Sales pipeline, MROI - Communicate the benefits26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager
  4. 4. Web site renewal• Reasons and business drivers – 60 % of customers did not find the information what they are looking for at the web pages The “technical platform” was at the end of its life cycle – Online leads could not be followed up, their number measured nor reported• Main targets – Serve the needs of target groups – Grow traffic – Additional 2M€ monthly sales from increased online customer interaction 26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager
  5. 5. Web site renewal – project outcome• Grand One 2011: Best B2B service• Sitecore International Site of the Year Winner 2011• In less than a year after launching English language master site: 25 country sites rolled out• Sales leads can be followed, measured and reported 26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager
  6. 6. • Google.pl • ”P yty warstwowe” = sandwich panelReaching the targetaudience – SEO + SEM26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager
  7. 7. Reaching the target audience –SEM: general targets• Pull relevant people to Ruukki´s sites• Visitors to behave according with your online goals• Get a the best possible return on your SEM ROI – Set goals and specify their value – Measure COST PER LEAD – Optimizing campaign conversions• 42 SEM campaigns running + LinkedIn ads + display advertising + traditional banners• Your ad on the best position, for lowest possible CPC: campaign optimization to the max26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager
  8. 8. Encouraging customers to interact with us• Easiness to send contact requests to sales and technical support• A new response time promise published 2nd May on all our 26 B2B country websites• Balancing quantity vs. quality26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager
  9. 9. Marketing aligned with sales• Contact requests into CRM• All lead receivers well aware of their important role• Lead assignment rules at correct level. Examples of criteria used: – Country & district, source site / campaign – Product group & product sub- group – Request type (sales / technical)26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager
  10. 10. Measuring the outcomesDefining the KPIs: What really matters?26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager

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