Digitalizing Sales and Marketing Seminar in Malmö Sweden. Organized by Pyramid & Petra Kimmo Kanerva Head of Digital Marketing, SSAB 5 June, 2015
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Digitalizing Sales and MarketingSeminar in Malmö Sweden. Organized by Pyramid & Petra
Kimmo Kanerva Head of Digital Marketing, SSAB
5 June, 2015
2
Foundation: Creating cross functional solid roadmap
Drivers for marketing: User experience and processes Personalization Lead managementIntegrating channels: Print and online
Getting sales engaged: Example social selling
Foundation: Creating cross functional solid roadmap
Digitalization of Customer Facing Activities?
4
eCommerce
Digital marketing
Sales analytics
Customer data
Sal
es t
ools
Product Data
Big Data: Customer insight
Knowledge management
CR
MIntranet
Marketing automationPersonalization
www
Proc
esse
sCustomer serviceS
ocia
l sel
ling
Gamification
Order tracking
Productivity
Roadmap for Digitalization
5
Roadmap
Vision & Strategy
Governance
Competences
ImplementAgile Sprint
Digitization Changes Processes
6
Process
ToolsNew way of working
Obstacles for DigitalisationWhat … ?
7
?Customer
Experience
Sales analytics Knowledge management
Product data management
Obstacles for DigitalisationGovernance … ?
8
Governance & Vision
Execution & Capabilities
Read MIT Sloan & Capgemini research: http://www.capgemini-consulting.com/digital-transformation
9
Sales Productivity
Digital Data
New CapabilitiesMarketing
Marketing & IT: Data, analyticsCustomer experience and CRM Content marketing
10
50-70% of the buying decision is made beforethe sales representative makes contact. (Forrester)
New CapabilitiesSales
Social sellingAnalytics: Targeting & increased consultative capabilitiesDigital collaboration & digital sales tools
11
B2B buyers complain that only 29% of salesreps are well prepared to engaged with them. (IDC)
Drivers for marketing: User experience and processes
12
Case: Ruukki (past) + SSAB (future)
Communication, CRM and Lead ManagementPersonalized and automated
13
Website: Default version
Website:Download Asset
Newsletter
Subscribe to Newsletter
Website: Visits
Automotive
1
2
3
5
6
Website: Personalized for automotive
4
7
Web Leads - Automation
14
Download
Send contact request
Information
database
www.ruukki Leads
Opportunities
B2B Web Leads
15
2010 2012 2013
Integrate print with digital content
16
Update info directly to webPersonalized e.g.local contacts
Static ProductDatasheet
Today Tomorrow
Dynamic Product Datasheet
Getting sales engaged: Example social selling
17
Why Social Selling
18
Sales reps using social selling have a 3.6x greater change to meet a decision maker. (Sales Benchmark Index)
Sales teams that use social selling techniquesexceed their quota 31% more than non-users. (Aberdeen Group)
Normal sales interactions
19
Meeting Call Meeting
Traditional sales process
* Adapted from Dingle social selling
In Social Selling
20
Meeting Call Meeting
Traditional sales process
* Adapted from Dingle social selling
Active communication and interactions
Digitalization Requires
date/month/year21
Renew processes
Strategy & governance
New capabilities: User experience, CRM, data, social selling, content ..
Friday, June 05, 2015 First Last name22
Blog www.strategicmarketing.fi@StrategicDigihttps://www.linkedin.com/in/kanervahttp://www.slideshare.net/KimmoKanerva
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