Based on information on customer behavior, 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
Outokumpu’s partner ID BBN 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 the four-week sprints together with IDBBN.
Specific creative concepts and marketing campaigns were created for two different grades, Forta FDX 27 and Supra 316plus. 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, ID BBN created universal, not language- nor cultural-dependent creative ideas which could be used in any market.