Digitalisation of Sales and Marketing Seminar in Sweden - Båstad Kimmo Kanerva Marketing Director, Ruukki 10.7.2014 date/month/year www.ruukki.com | Firstname Lastname | INTERNAL 1
Digitalisation of sales and marketing seminar presentation in Sweden 10 July 2014
Jan 15, 2015
Seminar presentation in Sweden, Båstad.
Slide 2: What I mean with digitalisation: CRM, big data, analytics, customer data, product data, www pages, digital marketing, personalisation, marketing automation, knowledge management
Slide 3: Setting up a clear roadmap is a must in order to succeed. Map out digital opportunities, prioritise them and build a clear vision and roadmap for execution. After this form a solid and simple governance model. Someone needs to own budgets and have direct authority to make decisions.
Slide 4: Digitalisation is about change management and renewing processes. Digital tools and applications are many times just playing a minor part of improving productivity or increasing sales.
Slide 5: Obstacles for digitalisation: Many times digital concepts and words are too abstract for management to really understand what they mean. You need to explain and show what different things mean e.g. lead scoring.
Slide 6: Digital + Data = Sales Productivity
Slide 7: New capabilities and competences for marketing: “Marketing IT”, customer experience, content marketing
New capabilities and competences for sales: Social selling, collaboration, analytics (big data), digital sales tools
Big data: Sales is expecting to improve lead quality and improve ability to have consultative discussions with customers.
Slide 7: Big data: Predictive sales analytics is extending the understanding of customers, enables accurate forecasting and save time sales time.
Slide 13: Ruukki web lead management: Automated process includes web page personalisation
Slide 16: Social selling: SEO, content and social media
Social selling: If 1000 sales persons would distribute content in their own Linkedin group members, one individual content piece might get even 100 000 views, which is definitely much more than one could get by having only corporate blog.
Slide 18: Digitalisation requires renewing processes, solid strategy, clear governance model and new capabilities.
Slide 2: What I mean with digitalisation: CRM, big data, analytics, customer data, product data, www pages, digital marketing, personalisation, marketing automation, knowledge management
Slide 3: Setting up a clear roadmap is a must in order to succeed. Map out digital opportunities, prioritise them and build a clear vision and roadmap for execution. After this form a solid and simple governance model. Someone needs to own budgets and have direct authority to make decisions.
Slide 4: Digitalisation is about change management and renewing processes. Digital tools and applications are many times just playing a minor part of improving productivity or increasing sales.
Slide 5: Obstacles for digitalisation: Many times digital concepts and words are too abstract for management to really understand what they mean. You need to explain and show what different things mean e.g. lead scoring.
Slide 6: Digital + Data = Sales Productivity
Slide 7: New capabilities and competences for marketing: “Marketing IT”, customer experience, content marketing
New capabilities and competences for sales: Social selling, collaboration, analytics (big data), digital sales tools
Big data: Sales is expecting to improve lead quality and improve ability to have consultative discussions with customers.
Slide 7: Big data: Predictive sales analytics is extending the understanding of customers, enables accurate forecasting and save time sales time.
Slide 13: Ruukki web lead management: Automated process includes web page personalisation
Slide 16: Social selling: SEO, content and social media
Social selling: If 1000 sales persons would distribute content in their own Linkedin group members, one individual content piece might get even 100 000 views, which is definitely much more than one could get by having only corporate blog.
Slide 18: Digitalisation requires renewing processes, solid strategy, clear governance model and new capabilities.
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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
1
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
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
Digitalisation is changing processes
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL4
Impact
Governance & strategy
New ways of working
= Renew processes
Tools
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
Digital + Data = Sales Productivity
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL6
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)
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)
Big Data: Predictivesales analytics
date/month/yearwww.ruukki.com | Firstname Lastname | INTERNAL
9
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL10
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
Ruukki LeadManagement
date/month/yearwww.ruukki.com | Firstname Lastname | INTERNAL
12
Web leads
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL13
Download
Send contact request
Information
database
www.ruukki
Leads
Opportunities
www.ruukki (personalisation)
B2B Web Leads
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL14
2010 2012 2013
Social Selling
date/month/yearwww.ruukki.com | Firstname Lastname | INTERNAL
15
Social sellingJoins Marketing and Sales
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL16
ContentWhite papers (3rd party), videos
Social MediaSEO
Social selling
www.ruukki.com | Firstname Lastname | INTERNAL
Digitalisation requires
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL18
Renew processes
Strategy & Governance
New capabilities: Leads, big data, content ..
www.strategicmarketing.fi
Twitter: KimmoKanerva@StrategicDigihttps://www.linkedin.com/in/kanerva
date/month/year www.ruukki.com | Firstname Lastname | INTERNAL19
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