Long story short
With Luxid as their digital marketing partner, Outokumpu employed intelligent B2B digital marketing strategies to reach the ambitious target of 9,000 marketing leads in 2023.
- Ultra-defined target audiences leveraging ABM lists, buyer personas, channel execs and audience & competitor analyses
- Planning, executing, managing and optimizing phased social media campaigns
- Creative concepts and AI-assisted campaign assets
- Power BI dashboards for a full-funnel view of performance
THE CONTEXT
Outokumpu is accelerating the green transition as the global leader in sustainable stainless steel. Outokumpu’s business is based on the circular economy: their products are made from 95% recycled materials, which they then turn into fully recyclable stainless steel. This steel is utilized in various applications across society, including infrastructure, mobility, and household appliances. Outokumpu has been a Luxid client since 2018. Watch the video below to find out what their Head of Marketing, Markku Havukainen, thinks about our journey together.
THE CHALLENGE
With an end-to-end digital marketing ecosystem already in place, Outokumpu set out to enhance the strategic use of social media for awareness and lead generation during 2023.
They had a straightforward target for the year: 9,000 Marketing Leads
Given the Outokumpu team’s increased stringency in the lead generation and qualification process, this target was ambitious.
THE IDEA
Luxid worked closely with Outokumpu to develop a comprehensive strategy:
Define target audiences by leveraging existing buyer personas and ABM lists, with strategic input from LinkedIn, Meta, and X account executives to optimize channel utilization.
Creative and analytical approach:
- Create compelling, long-lasting creative concepts to drive sustained audience engagement.
- Leverage generative AI for cost-effective and striking visual content creation.
- Conduct in-depth audience and competitor analyses using advanced tools like SparkToro to effectively pinpoint and engage niche B2B decision-makers.
Phased social media campaigns:
- Phase 1: Build awareness using video ads, with view rates providing a good basis for further targeting.
- Phase 2: Create interest among engaged audiences with still image ads to drive website traffic.
- Phase 3: Generate marketing leads through gated content targeted at users who engaged with Phase 2 ads.
Utilise Power BI dashboards for a single view of all KPIs across campaigns, enabling real-time insights and adjustments to strategies.
THE RESULTS
Marketing leads – up 10.6%
Increase in sales qualified leads from previous year
Outokumpu met and exceeded its lead target, generating 9,736 marketing leads, an increase of 10.6% over the previous year. Furthermore, they generated 32.3% more sales qualified leads, due to more precise targeting and enhanced campaign strategies.
Our success brought Outokumpu and Luxid the 2024 Global Social Media Award for Best long-term strategic use of social media.
