Background
Outokumpu’s goal is to be the global leader in stainless steel, creating the best value in the industry by being customer-oriented and efficient. In marketing, this means taking advantage of new technologies, services and channels, and shifting the focus from traditional to digital marketing tailored and more targeted to customer needs.
Approach
Based on information on customer behaviour, Outokumpu’s Marketing team began systematic development work which aimed at digitalizing marketing and improving efficiency and effectiveness.
Three main objectives were set for the development project:
- Finding new potential customers
- Closer Sales and Marketing cooperation and reform of practices
- Creating processes required for support functions such as monitoring and analytics, and making marketing more data-driven
BBN Finland is involved in implementing and operating marketing automation, as well as planning and implementing marketing campaigns and long-term marketing programs aimed at finding new leads. Marketing content and ads are tailored to address selected buyers and the development work is done in four-week sprints.
Specific creative concepts and marketing campaigns were created for two different grades of steel. It is worth noting that stainless steel is rarely sold, if at all, by means of a creative concept. The industry is focused on product-based marketing. Since the campaigns were to be run in 20 countries, we created universal, language and culturally agnostic creative ideas which could be used in any market.
