Digitalisation of Sales and MarketingSeminar in Sweden - BåstadKimmo KanervaMarketing Director, Ruukki10.7.2014
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Digitalisation of sales and marketing ?
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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
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Roadmap
Vision, Strategy
Governance
Competences
Implement• Leads• Big Data• Social Selling
• Analytical• Marketing IT• Collaboration
Digitalisation is changing processes
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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
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? Knowledge management
Product data Management– Master data, data for customers ..
Lead scoring– Marketing automation,
personalisation
Digital + Data = Sales Productivity
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New capabilties are neededMarketing
• Marketing IT & Digital marketing• Customer Experience - Analytics - Customer insight (big data)
• Content marketing
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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
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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
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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
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Ruukki LeadManagement
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Web leads
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Download
Send contact request
Information
database
www.ruukki
Leads
Opportunities
www.ruukki (personalisation)
B2B Web Leads
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2010 2012 2013
Social Selling
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Social sellingJoins Marketing and Sales
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ContentWhite papers (3rd party), videos
Social MediaSEO
Social selling
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Digitalisation requires
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Renew processes
Strategy & Governance
New capabilities: Leads, big data, content ..
www.strategicmarketing.fi
Twitter: KimmoKanerva@StrategicDigihttps://www.linkedin.com/in/kanerva
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