Digitalisation of sales and marketing seminar presentation in Sweden 10 July 2014
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Transcript of Digitalisation of sales and marketing seminar presentation in Sweden 10 July 2014
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Digitalisation of Sales and MarketingSeminar in Sweden - BåstadKimmo KanervaMarketing Director, Ruukki10.7.2014
date/month/yearwww.ruukki.com | Firstname Lastname | INTERNAL
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Digitalisation of sales and marketing ?
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL2
eCommerce
Digital marketing
Big Data: Sales analytics
Customer data
Sales tools
Product Data
Bid Data: Customer insight
Knowledge managementC
RM
Intranet
Marketing automationPersonalisation
www
Proc
esse
s
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Roadmap for digitalisationand selected examples
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL3
Roadmap
Vision, Strategy
Governance
Competences
Implement• Leads• Big Data• Social Selling
• Analytical• Marketing IT• Collaboration
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Digitalisation is changing processes
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL4
Impact
Governance & strategy
New ways of working
= Renew processes
Tools
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Obstacles for digitalisationLack of indentification - understanding of digital opportunities”Abstract concepts” like..
Big Data: Pre-sales analytics– Analysing internal and external customer data
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL5
? Knowledge management
Product data Management– Master data, data for customers ..
Lead scoring– Marketing automation,
personalisation
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Digital + Data = Sales Productivity
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL6
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New capabilties are neededMarketing
• Marketing IT & Digital marketing• Customer Experience - Analytics - Customer insight (big data)
• Content marketing
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL7
50-70% of the buying decision is made before the sales representative makescontact. (Forrester)
B2B buyers complain that only 29% of sales repsare well prepared to engaged with them. (IDC)
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New capabilties are neededSales
• Social selling• Analytics • Digital collaboration & sales tools
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL8
Sales teams that use social selling techniquesexceed their quota 31% more than non-users. (Aberdeen)
Sales reps using social selling have a 3.6x greater change to meet a decision maker. (Sales Benchmark Index)
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Big Data: Predictivesales analytics
date/month/yearwww.ruukki.com | Firstname Lastname | INTERNAL
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date/month/year www.ruukki.com | Firstname Lastname | INTERNAL10
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Big Data Predictive sales analytics
• Understanding of the customer– Propose right products to customers– Understand customer interest and understand similarities between
customer types
• Predictive analytics -> accurate forecasting
• Save time– Minimize ineffective sales calls– Information to mobiles
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL11
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Ruukki LeadManagement
date/month/yearwww.ruukki.com | Firstname Lastname | INTERNAL
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Web leads
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL13
Download
Send contact request
Information
database
www.ruukki
Leads
Opportunities
www.ruukki (personalisation)
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B2B Web Leads
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL14
2010 2012 2013
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Social Selling
date/month/yearwww.ruukki.com | Firstname Lastname | INTERNAL
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Social sellingJoins Marketing and Sales
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL16
ContentWhite papers (3rd party), videos
Social MediaSEO
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Social selling
www.ruukki.com | Firstname Lastname | INTERNAL
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Digitalisation requires
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL18
Renew processes
Strategy & Governance
New capabilities: Leads, big data, content ..
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www.strategicmarketing.fi
Twitter: KimmoKanerva@StrategicDigihttps://www.linkedin.com/in/kanerva
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL19