The strategic partnership with Pölkky was kicked off in 2020 with a brand renewal. This was followed up the renewal of marketing and sales processes.
The goal of the partnership was to renew and streamline timber sales and procurement, for example by more efficient utilisation of data and marketing automation.
Brand renewal and content marketing
The brand renewal focused on highlighting Pölkky’s sustainability and partnership ideology throughout all new messaging and visuals.
We prepared a marketing strategy and annual plans, a thought leadership programme as well as several campaign plans.
We took over their social media channel and website management, focusing on search engine optimisation, and developed analytics and customer data management.
Customer data audit and marketing automation development
First, we audited all the technologies used in customer data handling, the systems architecture as well as integrations between the systems.
Next, we delved into what customer data Pölkky had been collecting and helped clarify their goals for marketing automation.
Based on the information we gathered, we prepared development plans for customer data systems, efficient use of marketing automation as well as for result monitoring and reporting.
Customer relationship management and customer care models
We helped Pölkky to renew the operating models of sales, procurement, and marketing. This included developing new customer classification, customer relationship management and customer care models.
The changes were documented in a sales handbook implemented across the international organisation.
We also developed a plan for customer data collection and enrichment as well as for lead management and scoring.
Marketing automation in lead generation
We succeeded in refining sales and marketing processes into an effectively functioning entity.
Lead production was based on social media advertising, search engine marketing and direct customer communications, all driving traffic to the company website.
We prepared marketing messages for different target groups and for the different stages on the customer journey and built a multi-stage automation campaign flow to nurture prospects.