SSAB
Helping SSAB on the journey of marketing transformation
What did we do?
Event planning & production
The need
SSAB, a leading global steel company, launched a strategic initiative to enhance its marketing efforts through data-driven strategies. The focus was to transition from traditional to more segmented and predictive marketing practices, utilizing data to inform business decisions and enrich customer dialogue.
Valve joined SSAB on this transformative journey, primarily to implement growth marketing methodologies and integrate digital tools and channels into SSAB’s day-to-day marketing operations.
Introducing “The Growth Marketing LAB”
The initiative to integrate data-driven marketing into SSAB's daily operations led to the creation of the SSAB Growth Marketing Lab. Developed in close cooperation with SSAB, the Growth Marketing LAB was structured into three phases:
The project kicked off with a survey distributed within the marketing organization. The survey aimed to assess the current competencies of SSAB marketers across various growth marketing elements. The results informed the planning of subsequent phases and provided a benchmark of the current state before program implementation.
Growth AcademyA series of hands-on trainings, termed the "Growth Academy," was then planned. The trainings aimed to prepare all marketing teams for the upcoming changes and a data-driven approach. The survey results informed Academy planning by identifying areas where marketers needed training and topics of interest.
The Growth LABIn the project's third stage, it was time to apply the growth marketing methodology and tactics learned. The Growth LAB brought together stakeholders from different organizational areas to collaboratively work on data-driven growth cases using agile methods and a spirit of curiosity.
Results
Following the Growth LAB project, a significant improvement in working methods was observed. Breaking down interdepartmental silos fostered a collaborative environment, promoting cross-functional teamwork and innovation. Agile project methods are a norm and have continued to evolve.
Moreover, a deep commitment to digital proficiency has armed marketers with essential digital and data skills, positioning the organization to adeptly navigate the complexities of the digital landscape.
