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

1. Digitalization of Sales and Marketing
Kimmo Kanerva
October 17th, 2014

2. Digitalization of Customer Facing Activities?
Knowledge management
Customer service
Big Data: Customer insight
Processes
Sales analytics
www Personalization Digital marketing
Customer data
eCommerce
2
Sales tools
Product Data
CRM
Intranet
Marketing automation
Social selling
Gamification
Order tracking
Productivity

3. Roadmap for Digitalization
Competences
3
Roadmap
Vision & Strategy
Governance
Implement

4. Digitization Changes Processes
4
Process
Tools
New way of working

5. Obstacles for Digitalisation
Hard to Understand Abstract Concepts
Big Data: Pre-sales
analytics
Lead scoring ?
5
Knowledge
management
Product data
management

6. Obstacles for Digitalisation
Governance not Working. No Clear Execution Plan
Governance & Vision
6
Execution &
Capabilities
Read MIT Sloan & Capgemini research: http://www.capgemini-consulting.com/digital-transformation

7. Digital Data
Sales Productivity
7

8. New Capabilities
Marketing
50-70% of the buying decision is made before the sales
representative makes contact. (Forrester)
X Marketing IT & digital marketing
X Customer experience - Analytics - Customer insight (big data)
X Content marketing
8

9. New Capabilities
Sales
Sales reps using social selling have a 3.6x greater change to meet
a decision maker. (Sales Benchmark Index)
B2B buyers complain that only 29% of sales reps are well prepared
to engaged with them. (IDC)
X Social selling
X Analytics
X Digital collaboration & digital sales tools
9

10. Big Data: Predictive Sales Analytics
10

11. Big Data is Expected to Delivery Greater
Sales Intelligence
0% 10% 20% 30% 40% 50% 60% 70%
11
Track prospect engagement
Automate the flow of externally
sourced intelligence
Identify high-value prospects
Improve sales rep's knowledge to
have more consultative…
Improve lead quality/ quantity to
maximize selling time
* 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

12. 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

13. Big Data
Predictive Sales Analytics
X Save time
– Minimize ineffective sales calls
– Information to mobiles
date/month/yea
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14. SSAB (Ruukki) Lead Management
14

15. Web Leads - Automation
www.ruukki Leads
15
Send contact request
Download
Information
database
Opportunities

16. Web Leads -> Relevancy of Content
Personalisation
16

17. B2B Web Leads
17
2010 2012 2013

18. Ruukki Marketing Automation – B2C
18

19. 19

20. Rautaruukki finalist in the following categories:
• Best IT-Marketing Collaboration
• Best Lead Nurturing Progam
• Integration Innovation
Winner of ”Best IT-Marketing Collaboration”
20

21. Marketing Automation -
Lead Generation
www.ruukkiroofs
Retargetting
0400123456 lead capture -
competition
personalized
emails
personalized SMS
printed letter

22. Marketing Automation - Results
X2 THE AMOUNT OF LEADS DOUBLED
0 LOST CONTACTS
22

23. Digitalization Requires
Renew processes
Strategy & governance
New capabilities:
Leads (automation), big data, social selling, content ..
date/month/yea
r 23

24. Contact me:
Blog www.strategicmarketing.fi
@StrategicDigi
https://www.linkedin.com/in/kanerva
date/month/yea
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