Marketing automation and it collaboration. Eloqua Markie Award winner 2014 Rautaruukki. How Ruukki created it's globally awarded lead journey. Oracle & IDBBN power lunch in Helsinki on Dec 4, 2014 +1000% increase in contact database. +90% sales qualified leads No more lost leads 9 different IT systems integrated

1. HOW RUUKKI CREATED IT’S
GLOBALLY AWARDED LEAD
JOURNEY
Kimmo Kanerva
Marketing Director, Digital, SSAB
Helsinki, Savoy: Oracle and IDBBN Power Lunch
December 4, 2014

2. Ruukki residential roofs in brief
• Market leader with premium
brand position and top-of-mind
recognition
• Sales networks in:
– The Czech Republic, Estonia, The Netherlands,
Latvia, Lithuania, Norway, Poland, Romania,
Russia, Slovakia, Sweden and Ukraine

3. Roofmasters
• Roofmasters are at the core of the
sales process in Finland and
Estonia
– Roofmasters evaluate prospect needs,
estimate projects and oversee
renovations from start to finish.
• The main goals of Ruukki Lead
Journey campaigns are producing
roof evaluation visits and helping
sales to close the deal.

4. Goals of marketing automation project
• Generate enough evaluation visit requests before
the summer season and quiet months of the year
• Route the requests to the appropriate Roofmaster
in real time, and follow the process within both
Salesforce.com and Ruukki’s own ERP sales
solution called KATA.

5. Challenges
• How to activate consumer leads who don’t click
through emails or submit web forms about their status?
• How to alert Roofmasters who spend most of their
time on-site away from CRM and email, in real time?
• How to bridge the gaps between systems and makes
things as easy as possible to Roofmasters, marketing
and sales?
• How to harvest as much sales as possible from the
lead database by activating the passive leads?

6. Strategy and vision
• Our original vision was to build a complete end-to-end
reporting system based on tracking the
customer’s journey from the very first contact all the
way to won / lost deals.
• Then we shifted our focus to automating repetitive
tasks and providing the sales team with easy-to-use
tools, with Eloqua providing the intelligence.

7. The award winning
solution

8. The Ruukki lead journey
• The Journey starts when
the prospect becomes a
Marketing Qualified Lead
(MQL) for a new, state-of-
the-art steel roof by:
1. Entering Eloqua
through Salesforce
2. Participating in a
competition
3. Requesting a roof
evaluation visit
4. Other inbound
marketing channel

9. Attention campaign
• Emails, banners and
remarketing that
incite prospects to
participate in a
competition and
request a visit from a
Ruukki Roofmaster
• Campaign launched
in five different
countries

11. Lead Nurturing phase 1
• 4 Emails targeted to
contacts that had
participated in a campaign
but had not yet requested
an evaluation.
• Information on Ruukki roof
products and signed by
the local Roofmaster.
• Goal was to get the
prospect to request the
visit.
• The first lead nurturing
campaign produced 20%
of the final leads.

12. • A special offer by SMS to
leads whose lead status
had not changed in the last
6 weeks or longer.
• Opportunity to ask for a
Roofmaster to contact them
again or to update their
project status.
• Contacts with no valid
phone numbers and the
ones who did not respond,
got an automated email and
finally a direct mail with the
same offer.
Lead Nurturing phase 2

13. Results and
benefits

14. 18 months after project started
+1000%
+90%

16. Leads generated by different channels
Priority order by Eloqua lead source:
• Web banners
• Web (www.ruukkikatot.fi)
• Phone calls
• Direct mail
• Email
• SEM
• Social

20. Positive experiences from sales
• Volume and quality of leads has increased.
• Systematic, qualified data allows Roofmasters to focus their
attention on customers that are ready to buy.
– Marketing is able to help sales close deals and update the CRM even
after lead ownership has passed from marketing to sales.
• The sales department’s trust in marketing has increased.
– Statistical campaign results that measure efficiency of sales and
marketing builds confidence

21. What has been achieved
in the past two years
• In 2 years Ruukki Roofing has developed a mature
stage of using marketing communications technology
• Eloqua is in a pivotal point of integration that includes 9
systems
– Each system has its own role along the customer’s journey
– Connected cloud-based services allows us to build complex
transactional campaigns that align along the customer’s journey
– Precise targeting has greatly improved conversion rates
• Integrations enable us to build easy-to-use tools for
partners and sales reps

22. THE IT STUFF

23. Clear vision guided the process

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