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?

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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

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Roadmap

Vision & Strategy

Governance

Competences

ImplementAgile Sprint

Digitization Changes Processes

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Process

ToolsNew way of working

Obstacles for DigitalisationWhat … ?

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?Customer

Experience

Sales analytics Knowledge management

Product data management

Obstacles for DigitalisationGovernance … ?

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Governance & Vision

Execution & Capabilities

Read MIT Sloan & Capgemini research: http://www.capgemini-consulting.com/digital-transformation

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Sales Productivity

Digital Data

New CapabilitiesMarketing

Marketing & IT: Data, analyticsCustomer experience and CRM Content marketing

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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

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B2B buyers complain that only 29% of salesreps are well prepared to engaged with them. (IDC)

Drivers for marketing: User experience and processes

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Case: Ruukki (past) + SSAB (future)

Communication, CRM and Lead ManagementPersonalized and automated

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Website: Default version

Website:Download Asset

Newsletter

Subscribe to Newsletter

Website: Visits

Automotive

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2

3

5

6

Website: Personalized for automotive

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7

Web Leads - Automation

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Download

Send contact request

Information

database

www.ruukki Leads

Opportunities

B2B Web Leads

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2010 2012 2013

Integrate print with digital content

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Update info directly to webPersonalized e.g.local contacts

Static ProductDatasheet

Today Tomorrow

Dynamic Product Datasheet

Getting sales engaged: Example social selling

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Why Social Selling

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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

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Meeting Call Meeting

Traditional sales process

* Adapted from Dingle social selling

In Social Selling

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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