Marketing Automation Success -aamiaisseminaari 16.4.2015 @ Avaus Marketing Innovations: Success case: "Creating the global foundation for local digital marketing programs" Marja Jokinen, Director & Sini Koskinen, Senior Specialist, Marketing Communications Kemira Oyj

1. Success case:
Creating the global
foundation for local
digital marketing
programs
Kemira

2. Kemira in brief
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Global organization Typical B2B set-up
Operations in
several industry
areas

3. Focus
• Pulp & Paper
• Oil & Gas
• Mining
• Water management
Revenue
EUR 2.14 billion (2014)
Employees
4,250 (2014)
Revenue split by
customer benefit
Product quality or product yield
optimization 50%
Process and energy
efficiency 20%
Water quality and regulatory
compliance in raw water and
wastewater treatment 30%
We help customers create more value by applying
our expertise where water meets chemistry
Kemira is a global chemicals company serving customers in water-intensive industries
Kemira Company Presentation 3
Kemira shares are listed on the NASDAQ OMX Helsinki stock exchange.

4. Building the foundation
Finding a
partner +
selecting
tools
Piloting
Creating pull
in the
organization
Roadmap
& KPI’s
defined
Digital
campaigns
part of
marketing
plans
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5. Building blocks
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Campaign planning support
1. Target business outcome: What are you trying to achieve and why?
2. Business goal: How are you going to measure success?
3. Stakeholders and desired action: who needs to do what?
4. Barriers: why aren’t the stakeholders already doing what we want?
5. Communications activities & metrics: what is the right solution to addres sthe identified
problem?
Source: CEB – Communications excecutive board

6. Building blocks
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Campaign planning support Campaign galleries

7. Building blocks
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Campaign planning support Campaign galleries KPI and metric frameworks

8. Building blocks
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Campaign planning support Campaign galleries
Assesment tools
KPI and metric frameworks

9. Building blocks
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Campaign planning support Campaign galleries
Assesment tools
KPI and metric frameworks
Project reports & presentations

10. Building blocks
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Campaign planning support Campaign galleries
Assesment tools
KPI and metric frameworks
Project reports & presentations Templates

11. Building blocks
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Strategic planning support Campaign galleries
Assesment tools
KPI and metric frameworks
Project reports & presentations Templates

12. Localizations
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Content files

13. Localizations
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Tokens

14. Potential showstoppers
• IT organization
• Information security issues
• Maturity of organization, change
• Marketing & sales alignment
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15. Our learnings?
• Continuous development
• Agile way of working
• No major roll-outs
• Tolerance for incompleteness
• Documentation
• Courage to try new things
• Case by case
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16. Digital transformation is a journey,
not a project.
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17. Marja Jokinen
Director, Marketing Communications
marja.jokinen@kemira.com
Sini Koskinen
Senior Specialist, Marketing Communications
sini.koskinen@kemira.com
Questions?
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