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thyssenkrupp - New Digital B2B Sales Methods for the Traditional Metals Industry by Leveraging Marketo and e-Commerce
For thyssenkrupp, it was essential that they automate their processes in order to keep up with their rapidly innovating industry. This was further driven by the company’s pursuit of a successful entry into the aluminium commodity market with a digital go-to-market approach.
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Background & Challenges
thyssenkrupp Materials Services expressed the need to automate processes due to an undergoing paradigm shift in the industry which saw increasing pressures in competition and price as well as the rising pace of innovation. The company intended to enter the aluminum commodity market with a digital go-to-market approach that required automatic campaign workflows which would be orchestrated by a marketing automation platform such as Marketo Engage. In general, thyssenkrupp Materials Services acknowledged that whilst they are a traditional B2B organization, the future of B2B was and is moving toward digitalization. As a result of this paradigm shift, they decided to innovate and pursue the digital optimization of traditional methods.
Additionally, thyssenkrupp Materials Services was facing the challenge of selling products online to a target audience that was not used to directly ordering online. This means that not only was the company itself undergoing a significant change regarding their business practice, but their target audience was also experiencing change in how they typically purchased their products. Ultimately, this led the company to want a better understanding of their target audience through identifying customer needs, pain points and what works best for who and when. However, gaining this understanding and determining the best marketing tactics would require extensive experimentation.