Enhanced customer journeys with supercharged data

Optimizing SSAB’s conversation rates with a precise lead qualification process

Deliverables

Central lead management
CRM integrations
Dashboards

Long story short

To enhance customer journeys and increase lead conversions, SSAB needed to get more from its data and improve its lead management. Up stepped Luxid to develop a comprehensive, flexible, set up that streamlined processes and brought Sales and Marketing together.

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Context

About SSAB

SSAB is a global steel giant with around 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.

Challenge

SSAB was on a mission to supercharge its lead quality, speed up sales, and make the most of its data to enhance customer journeys. This needed a game plan to get things rolling, and Luxid was ready for the challenge.

Our task was clear: transform the lead management process, visualize and fine-tune the digital customer journey using data, and boost both lead generation and conversion rates. All in just 14 months. Plus, align Sales and Marketing with shared goals, making teamwork a breeze.

Solution

Our automated processes push leads into SSAB’s CRM with detailed info on their origin, campaign data, and descriptions. Eloqua then sorts these leads into hot, warm, and cold categories based on criteria like lead scoring, webinar engagement, and even a single form fill.

Technologies we used include Eloqua as the central hub for lead management, Salesforce CRM for integration, and Sitecore CMS for the main website. Google Tag Manager and Analytics, ON24 for webinars, Axaco for custom forms, Extranet for customer data, and mobile apps for downloads and consents — all seamlessly feeding data into Eloqua.

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Results

he new setup is incredibly flexible, letting Marketing and Sales team up to decide how leads enter the CRM. Sales now get only the most relevant, pre-qualified leads, leading to fantastic conversion rates.

Custom dashboards provide detailed campaign reports, while Marketing and Sales collaborate more smoothly than ever. This boost in digital marketing and automation benefits the whole company, enhances customer insight sharing, and elevates the marketing function within SSAB.

6,485

Leads - up by 56,8%

1,363

Conversions - up by 101.6%

Let's talk!

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