Shift from traditional to digital

Client: Outokumpu

Type: Integrated Marketing Automation

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.​

Results

The goals set for the first two marketing automation campaigns were clearly exceeded: ​

  • ​Leads produced – 50% more than the set goal​
  • The CTR of LinkedIn ads was 20% better than the industry average​
  • The opening rate of e-mails was 44% better than the industry average​
  • The average conversion rate for landing pages was 1.25%. ​

Sales and Marketing cooperation intensified and both teams have adopted new tools and processes. Outokumpu won the Marketing and Sales Cooperation category in Finland’s first LinkedIn Awards and was a Markie Awards 2020 finalist in the Best International Campaign category. ​

Landing page conversion
1.25%

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We have helped a number of companies in the Construction & Manufacturing industries improve their marketing results.