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TAPIO’S JOURNEY 
TO BECOME A BUYER OF RUUKKI’S ROOF
TAPIO CONSIDERS 
HIS ROOF’S CONDITION
TAPIO STARTS TO 
GATHER INFORMATION
roof renovation
TAPIO’S VISIT TO 
RUUKKI’S WEBSITE 
IS NOTICED
TAPIO STARTS 
TO SEE MORE 
OF RUUKKI’S ADS 
WHEN ONLINE
TAPIO NOTICES 
RUUKKI’S CAMPAIGN
CLICK!
TAPIO GIVES PERMISSION 
FOR DIGITAL MARKETING
TAPIO IS NOT 
YET READY TO BOOK 
AN ESTIMATION VISIT 
BUT IS INTERESTED IN 
GETTING MORE 
INFORMATION
THE NURTURING CAMPAIGN BEGINS
BECAUSE OF THE 
DIGITAL FOOTPRINT 
TAPIO LEAVES, 
WE KNOW WHAT KIND OF 
INFORMATION HE’S 
INTERESTED IN
FOUR E-MAILS
THE SENDER IS 
ROOFMASTER JOUKO, WHO 
HAS BEEN CHOSEN BASED 
ON TAPIO’S POSTAL CODE
TAPIO TAKES 
THE BAIT
TAPIO BOOKS 
AN ESTIMATION VISIT 
AFTER THE SECOND E-MAIL
Hi! Tapio has booked 
an estimation visit on 
15.5. at 6:00 PM. 
ROOFMASTER JOUKO 
RECEIVES AN SMS 
CONSIDERING THE VISIT
Hi! Tapio has booked 
an estimation visit on 
15.5. at 6:00 PM.
ROOFMASTER JOUKO 
COMES TO ESTIMATE 
THE CONDITION 
OF TAPIO’S ROOF
TAPIO RECEIVES AN OFFER
TAPIO LOOKS 
ALSO FOR OTHER 
POSSIBLE VENDORS 
TAPIO ASKS 
FOR OTHER 
OFFERS AS WELL
DURING THE SUMMER 
TAPIO FORGETS THE WHOLE 
RENOVATION PROJECT
RUUKKI DOESN’T FORGET
IN OCTOBER TAPIO 
RECEIVES AN SMS 
FROM JOUKO 
WITH AN OFFER 
HE CAN’T RESIST
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
IF TAPIO HAD 
NOT REACTED 
ON THE SMS 
HE WOULD HAVE 
GOT AN OFFER 
AUTOMATICALLY 
TO HIS LETTERBOX
TAPIO SEALS 
THE DEAL
IN ADDITION TAPIO GETS 
A RAINWATER SYSTEM 
FOR AND FREE A FINANCING 
YEAR
THE RESULTS 
OF THE PROGRAM =
X2 THE AMOUNT 
OF LEADS DOUBLED
0OF THE NUMBER LOST CONTACTS 
IN THE SALES FUNNEL 
DROPPED TO ZERO
RESPONSE TIME 
DROPPED FROM A WEEK 
TO LESS THAN 
TWO DAYS
Blog www.strategicmarketing.fi 
@StrategicDigi 
https://www.linkedin.com/in/kanerva

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