1. B2B leads from online channels
Implementing online marketing – case Ruukki
26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager

2. B2B leads from online channels
Implementing online marketing – case Ruukki
• Web site renewal
• Reaching the target audience
• Encouraging customers to interact with us
• Marketing aligned with sales
• Measuring the outcomes
26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager

3. B2B website conversion funnel
Have good content
- easily accessed & well structrured
Get relevant people to your content
- SEO
- SEM, Linkedin advertising, email marketing,
other online advertising
1. Encourage customer dialogue and lead
generation
2. Take care of your leads
- SALES AND MARKETING ALIGNED
3. Measure the outcomes
- Quality, quantity, opportunities, Sales pipeline,
MROI
- Communicate the benefits
26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager

4. Web site renewal
• Reasons and business drivers
– 60 % of customers did not find the information
what they are looking for at the web pages The
“technical platform” was at the end of it's life cycle
– Online leads could not be followed up, their
number measured nor reported
• Main targets
– Serve the needs of target groups
– Grow traffic
– Additional 2M€ monthly sales from increased
online customer interaction
26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager

5. Web site renewal – project outcome
• Grand One 2011: Best B2B service
• Sitecore International Site of the Year
Winner 2011
• In less than a year after launching English
language master site: 25 country sites rolled
out
• Sales leads can be followed, measured and
reported
26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager

6. • Google.pl
• ”P yty warstwowe” = sandwich panel
Reaching the target
audience – SEO + SEM
26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager

7. Reaching the target audience –
SEM: general targets
• Pull relevant people to Ruukki´s sites
• Visitors to behave according with your online goals
• Get a the best possible return on your SEM ROI
– Set goals and specify their value
– Measure COST PER LEAD
– Optimizing campaign conversions
• 42 SEM campaigns running + LinkedIn ads +
display advertising + traditional banners
• Your ad on the best position, for lowest possible
CPC: campaign optimization to the max
26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager

8. Encouraging customers to interact with us
• Easiness to send contact requests to sales and technical support
• A new response time promise published 2nd May on all our 26
B2B country websites
• Balancing quantity vs. quality
26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager

9. Marketing aligned with sales
• Contact requests into CRM
• All lead receivers well aware of
their important role
• Lead assignment rules at
correct level. Examples of
criteria used:
– Country & district, source site /
campaign
– Product group & product sub-
group
– Request type (sales /
technical)
26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager

10. Measuring the outcomes
Defining the KPIs: What really matters?
26/04/2012 www.ruukki.com | Aleksis Moisio, Digital campaign manager