Case description of Ruukki b2c marketing automation. Ruukki is competing for the best global marketing automation award. See: http://markies.eloqua.com/ Ruukki is one of the finalist in the following categories: - Best IT-Marketing Collaboration - Best Lead Nurturing Progam - Integration Innovation

2. TAPIO’S JOURNEY
TO BECOME A BUYER OF RUUKKI’S ROOF

3. TAPIO CONSIDERS
HIS ROOF’S CONDITION

4. TAPIO STARTS TO
GATHER INFORMATION

5. roof renovation

8. TAPIO’S VISIT TO
RUUKKI’S WEBSITE
IS NOTICED

9. TAPIO STARTS
TO SEE MORE
OF RUUKKI’S ADS
WHEN ONLINE

11. TAPIO NOTICES
RUUKKI’S CAMPAIGN

13. CLICK!

17. TAPIO GIVES PERMISSION
FOR DIGITAL MARKETING

18. TAPIO IS NOT
YET READY TO BOOK
AN ESTIMATION VISIT
BUT IS INTERESTED IN
GETTING MORE
INFORMATION

19. THE NURTURING CAMPAIGN BEGINS

20. BECAUSE OF THE
DIGITAL FOOTPRINT
TAPIO LEAVES,
WE KNOW WHAT KIND OF
INFORMATION HE’S
INTERESTED IN

21. FOUR E-MAILS

22. THE SENDER IS
ROOFMASTER JOUKO, WHO
HAS BEEN CHOSEN BASED
ON TAPIO’S POSTAL CODE

23. TAPIO TAKES
THE BAIT

26. TAPIO BOOKS
AN ESTIMATION VISIT
AFTER THE SECOND E-MAIL

29. Hi! Tapio has booked
an estimation visit on
15.5. at 6:00 PM.
ROOFMASTER JOUKO
RECEIVES AN SMS
CONSIDERING THE VISIT

30. Hi! Tapio has booked
an estimation visit on
15.5. at 6:00 PM.

31. ROOFMASTER JOUKO
COMES TO ESTIMATE
THE CONDITION
OF TAPIO’S ROOF

32. TAPIO RECEIVES AN OFFER

33. TAPIO LOOKS
ALSO FOR OTHER
POSSIBLE VENDORS
TAPIO ASKS
FOR OTHER
OFFERS AS WELL

34. DURING THE SUMMER
TAPIO FORGETS THE WHOLE
RENOVATION PROJECT

35. RUUKKI DOESN’T FORGET

36. IN OCTOBER TAPIO
RECEIVES AN SMS
FROM JOUKO
WITH AN OFFER
HE CAN’T RESIST

37. Hi, Tapio! We have some
unfinished roofbusinesses
from the summer. If you order
your roof renovation now,
you'll get a free rainwater
system in addition! Reply Y, if
you're interested, or N, if the
matter is no longer relevant.
Best regards,
your roofmaster Jouko
Y
Hi, Tapio! We have some
unfinished roofbusinesses from
the summer. If you order your
roof renovation now, you'll get
a free rainwater system in
addition! Reply Y, if you're
interested, or N, if the matter is
no longer relevant.
Best regards,
your roofmaster Jouko

38. IF TAPIO HAD
NOT REACTED
ON THE SMS
HE WOULD HAVE
GOT AN OFFER
AUTOMATICALLY
TO HIS LETTERBOX

39. TAPIO SEALS
THE DEAL

40. IN ADDITION TAPIO GETS
A RAINWATER SYSTEM
FOR AND FREE A FINANCING
YEAR

42. THE RESULTS
OF THE PROGRAM =

43. X2 THE AMOUNT
OF LEADS DOUBLED

44. 0OF THE NUMBER LOST CONTACTS
IN THE SALES FUNNEL
DROPPED TO ZERO

45. RESPONSE TIME
DROPPED FROM A WEEK
TO LESS THAN
TWO DAYS

47. Blog www.strategicmarketing.fi
@StrategicDigi
https://www.linkedin.com/in/kanerva