Presentation in Enterprise Digital Transformation Conference in Stockholm, 3rd November, 2015. Making a new web sites creates an opportunity to renew marketing processes. It doesn’t make sense to just upgrade a web platform or build up a new content. Digitization should focus on improving processes. This will create a path for improved business performance. Two steel manufacturers - SSAB and Ruukki - have emerged into one company. Digital landscape was fragmented. In order to accelerate content creation and customer communication, we integrated web, CRM and customer newsletters. This way, we can utilize the same content in newsletters and in the web. Personalization is also bringing new possibilities to make communication more relevant for customers. Because there was no CRM system in place, marketing was using excels in managing newsletter subscriptions. We have now introduced a Salesforce.com. Integration between Sitecore and SF.com is enabling systematic way to manage newsletter subscriptions. At the beginning of the year, we will introduce a basic lead routing to sales. Next lead management process improvements include a lead categorization and a behavioral lead scoring. By combining print with online will improve content management processes. In the past, it has taken a huge amount of time and effort to maintain manually product datasheets in a PDF format. Now, the product datasheets are created dynamically from the web pages - structural data and data is maintained in one product database. Localization is one of the most important aspects of a successful web. SEO and local keywords must be taken into account. We have designed the pages that it will be easy to combine global and local content. Renewing web pages creates a great opportunity to reshape marketing processes and build a better customer services.

1. Renewing SSAB website
Revitalizes marketing processes
Kimmo Kanerva
Head of Digital Marketing, SSAB
Twitter: @StrategicDigi

2. Renewing www.ssab.com
Revitalizes marketing processes

3. Process
Impact
Old way
New way

4. TWO STEEL COMPANIES

5. Benefits
Saturday, November 07, 2015 First Last name5
Improved lead management
Agile content production
Advanced localization (SEO)
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2
3

6. Improved lead
management

7. Website:
Default version
1
Subscribe to Newsletter
Automotive
2
Newsletter
3
Website:
Personalized for automotive
4 Website:
Download Asset
5
Website: Visits
6
7

8. FROM EXCELS
CRM + WWW
TO MANAGING EXPERIENCES

9. Improved lead management
• Now
Lead Routing
Lead Scoring
Behavioural
Scoring

10. Agile content production

11. ► Combining print with online
Static Dynamic
Agile content production

12. Agile content production
► Product datasheets directly from online content – structured data
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13. New information structure
Agile content production

14. Advanced localization
(SEO)

15. =
SEO
OPTIMIZATION
MORE ORIGINAL
LOCALIZED
CONTENT
SNACKABLE AND SHARABLE CONTENT

16. Advanced localization and translation
process
► LOCALITY:
− Language specific SEO
− Content shown based on location
− Country URL
► TRANSLATIONS:
− Integrated translation module
− Global and local content separately
GLOBAL CONTENT
LOCAL CONTENT

17. Renewing web pages is an opportunity to
reshape marketing processes

18. Kimmo Kanerva
Head of Digital Marketing, SSAB
Twitter: @StrategicDigi
www.strategicmarketing.fi
https://fi.linkedin.com/in/kanerva