Developing a global growth marketing process: Vaisala case study
Heimola, Suvi (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202205128793
https://urn.fi/URN:NBN:fi:amk-202205128793
Tiivistelmä
This study aimed to develop the international growth marketing process in collaboration with cross-functional stakeholders. The purpose of this study was to create and execute a marketing insight sharing and a growth marketing campaign model. The overall study problem is “what kind of international marketing process creates most value (1) to the cross-functional teams, (2) to the customers, and (3) eventually to the company”.
The study was executed by creating and putting a marketing insight-sharing model into practice, which offered a repeatable way to lead multicultural projects and share marketing insight within cross-functional teams. The process was created in the framework of a global growth marketing campaign, examining how to utilize the international digital marketing mix as an optimized customer value offering tool. The study was performed as a constructive activity analysis. Both the process development and the campaign execution were implemented during the second half of 2021.
In the study, it was discovered that the marketing process that creates the most value for cross-functional teams is the one that offers multiple sessions to share the knowledge and to learn not only the personal performance but also from the discoveries that others have made during the process. Team learning type of approach, with enough space for personal actions and clear communication, were the key benefits of the international cooperation process.
The growth marketing process offered value for various cross-functional stakeholders and customers. Creating hypotheses and targets and then evaluating them in a fast phase gave insight into marketing performance overall. It also offered a clear view of how customer behavior changes and the impact of marketing actions modified according to the need, based on performance data. Explicit marketing target and performance communication to the stakeholders proved an excellent way to provide value. It should be continued in the further research to confirm the trend also within a more extended period.
The study was executed by creating and putting a marketing insight-sharing model into practice, which offered a repeatable way to lead multicultural projects and share marketing insight within cross-functional teams. The process was created in the framework of a global growth marketing campaign, examining how to utilize the international digital marketing mix as an optimized customer value offering tool. The study was performed as a constructive activity analysis. Both the process development and the campaign execution were implemented during the second half of 2021.
In the study, it was discovered that the marketing process that creates the most value for cross-functional teams is the one that offers multiple sessions to share the knowledge and to learn not only the personal performance but also from the discoveries that others have made during the process. Team learning type of approach, with enough space for personal actions and clear communication, were the key benefits of the international cooperation process.
The growth marketing process offered value for various cross-functional stakeholders and customers. Creating hypotheses and targets and then evaluating them in a fast phase gave insight into marketing performance overall. It also offered a clear view of how customer behavior changes and the impact of marketing actions modified according to the need, based on performance data. Explicit marketing target and performance communication to the stakeholders proved an excellent way to provide value. It should be continued in the further research to confirm the trend also within a more extended period.