ssab case study
Raising the bar with a precise lead qualification process
Revolutionizing SSAB's entire lead management process in only 14 months.
01
Challenge accepted
SSAB is a highly-specialized global steel company with approximately 14,000 employees in over 50 countries. They wanted to improve the quality of leads generated for sales, shorten the sales cycle, make better use of data improve their customer journeys.
Luxid's help was needed to:
- Revolutionize the entire lead management process in only 14 months.
- See and visualize the digital customer journey and use customer data to improve the nurturing process.
- Gain thousands of new leads and double the conversion rates.
- Align Sales and Marketing with shared goals.
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02
The solution
Lead management program powered by Eloqua:
- Automated processes push the leads to the CRM system with detailed information on lead origin, campaign data, and description.
- Eloqua creates three different levels of leads based on each qualification: hot, warm, and cold.
- Lead warmth is automatically assessed from a range of criteria: lead scoring, webinar engagement, even a single form fill.
Technologies used:
- Eloqua – Works as a central hub for the lead-management process
- Salesforce CRM – Heavily integrated to Eloqua.
- Sitecore – CMS – Main website.
- Google Tag Manager & Analytics – Sends data to Eloqua.
- ON24 – Webinar platform – Integrated to Eloqua.
- Axaco – Sends custom form submissions to Eloqua.
- Extranet – Customer portal – Sends customer-activity data to Eloqua.
- Mobile apps – Sends downloads & consents to Eloqua via custom user database.
03
Measurable outcomes
Results 6 months after the new programs started:
Leads 6,485 (+56.8%)
Conversions 1,363 (+101.6%)
Benefits:
- The environment is now very flexible.
- Marketing & Sales can decide together how leads enter the CRM.
- Sales are only receiving relevant and already-qualified leads.
- Very high conversion rates.
- Detailed reports on campaign performance through custom dashboards.
- Improved cooperation between Marketing & Sales.
- Company-wide benefits with digital marketing & marketing automation.
- Ability to communicate customer insights for the whole company.
- Enhancing the position of marketing function inside SSAB.
