Ruukki Roofs is a Finnish company that produces top-of-the line steel roofs for residential buildings. For years Ruukki has been the market and brand leader in Finland with a premium brand position and top-of-mind recognition. Ruukki’s products are of high value, high quality and continuing innovation. For example Ruukki was the first company in the world to launch residential roofing with integrated solar energy collector. Ruukki has salespeople in 14 European countries and is heavily increasing its international sales efforts. At the core of the sales process in Finland are the local Roof Masters who evaluate the prospect needs, quote the renovation project and oversee the renovation form start to finish. The major challenge was to generate enough evaluation visit requests before the short summer season, route the requests to the Roof Masters in real time and follow the process from Salesforce. Roof Masters don’t spend time on the internet and don’t use smartphones, so getting the form submission data to the local masters as an SMS depending on the form submitters zip code was the key technological challenge and the starting point of the process. The SMS messages needed to be routed to correct masters according on the 5000 different zip-codes. The Roof Masters also work as entrepeneurs so every extra second they spend in the CRM must offer true benefits.
The goal of the roof master campaigns was to get people to book Roof Master evaluation visits and build top-of-mind position before the summer renovation season begins. Internal goal was to create a fast, transparent and reportable lead pipeline starting from the evaluation booking form and ending up to SMS notification and CRM entry. Before Eloqua Ruukki was not able to follow up on the evaluation requests to quotes and sales or identify the speed of the pipeline. The working bridge from Eloqua to Salesforce was buildt by IDBBN. The 2-way integration between Eloqua and Salesforce is one of the most complex ID BBN’s implemented so far. Each country has unique integration rules due to differences in sales processes / lead handling between countries. Data normalization washing machines have a big role in the integration process especially in the SMS notification process. ID BBN is currently adding more countries to the integration and automating the sending of personalized print mail as a part of the marketing / sales process. After the contact had identified the postal code in the campaign competion form or Roofmaster search form, all the subsequent communication from thank-you pages to emails were personalized to mach the correct Roof Master.
The campaign featured a wide media mix and differing competition according to the market. The Finnish campaign featured a 5000€ rebate of the purchased roof. This also helped to target the campaign only to those interested. All the dozens of medias were tracked to Lead Source Original and analyzed accorging to their cost per lead to help plan the future media investents. The campaign launched only three weeks after Eloqua was set-up, and has significantly increased the size of the sales pipeline, made the process more transparent, increased the awareness in the target audience and generated true appraisal from the sales team. The first ever Eloqua campaign placed Ruukki directly among the best-in-class in the Eloqua Benchmark index. The first Eloqua email campaign resulted with 27% unique open rate, 20% unique click through rate, 76% click-to-open rate and 15% form conversion rate. The contact database grew 400% in 3 months and 73% of the contacts of reachable contacts became active. The campaigns produced 137% increase in generated leads, decreased lead contact time from seven to two days and plugged all the holes in the lead pipeline. Eloqua also reduced costs. The savings produced by the automated print mail process that sends on-boarding letters to new customers more than alone covered Eloqua licence fees.
Never before have Ruukki’s campaigns been this successful and never before has their marketing earned such praise from sales. The campaign also earned Ruukki a nomination for the European Rookie of The Year nomination in European Markies 2013.
Campaing landing page
Campaign thank-you page in Finnish with a Roof Master evaluation visit request form, personalized according to the contcts own roofmaster.
Personalized nurturing email in Finnish featuring contacts own Roof Master.