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Seamless customer experience through tailored marketing automation

At the heart of marketing and selling Sanoma Pro’s learning content are the hundreds of events aimed at teachers, attracting thousands of participants each year.

Marko Saarinen

Head of Salesforce and Marketing Science

The challenge

Opening new events into the system, event enrolment, cancellations, special diets, and contacting customer service were partly automated and partly taken care of manually. The information was located in several places. Sanoma Pro wanted to ease the workload of both event participants and their own personnel.

The solution

An event management service, which looks like it is simply an easy to use web site for event enrolment. Underneath the hood there is an application and user interface designed to fully meet Sanoma Pro’s needs.

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About the customer

Sanoma Pro is Finland’s largest publisher of printed and digital learning content. Events are one of its most pivotal sales and marketing channels and multiple events take place simultaneously all around Finland.

Marketing automation has made arranging events easier, as people in sales, customer service and marketing use the same tool.

Easier everyday life

Marketing automation has made arranging events easier, as people in sales, customer service and marketing use the same tool.

Sanoma Pro no longer needs to adjust its own actions to match the system’s preconditions. Everything is intuitive and easy to use.

A system that matches Sanoma Pro’s needs

Sanoma Pro no longer needs to adjust its own actions to match the system’s preconditions. Everything is intuitive and easy to use.

Mutual openness, trust and understanding are extremely important to Sanoma Pro. They feel that Tieto’s experts understand them from half a word.

Trustworthy collaboration

Mutual openness, trust and understanding are extremely important to Sanoma Pro. They feel that Tieto’s experts understand them from half a word.

- We are Finland’s largest publisher of printed and digital learning content. Events are one of our most important sales and marketing channels. We have multiple events taking place simultaneously all around Finland, describes head of Sanoma Pro’s marketing team, Jonna Palo.

Sanoma Pro is a forerunner in marketing automation. It has been using marketing automation system Selligent since 2014.

- Opening new events into the system, event enrolment, cancellations, special diets and contacting customer service were partly automated and partly taken care of manually. The information was located in several places. We wanted to ease the workload of both event participants and our own personnel.

Marketing automation has made arranging events easier, as people in sales, customer service and marketing use the same tool.

Jonna Palo

Marketing Manager, Sanoma Pro

Information in one location

Palo and her team grew enthusiastic when they heard that Tieto has both Selligent expertise and competence in marketing automation and optimization.

– We knew that we could get much more out of the system. There was no need to think twice about starting collaboration.

It was a decision that Sanoma Pro has not regretted once. Every aspect relating to events is now managed from the same place and the process is automated as far as possible.

– We feel that arranging events has become easier, as sales, customer service and marketing are using the same tool. In addition, the workload has decreased significantly. Invitations, for example, are sent automatically based on the subjects taught by the teachers.

Exceeding boundaries of traditional marketing automation

Solution architect Tommi Ilonen was part of the project from day one. According to Ilonen, the traditional boundaries of marketing automation were significantly exceeded in this project.

– Together, we have built an entire event management service. The basic features have been considerably stretched. The service looks like it is simply an easy to use web site for event enrolment. Underneath the hood there is an application and user interface designed to fully meet Sanoma Pro’s needs.

Palo is particularly pleased about the way that the system is tailored to meet their needs: it even uses the industry’s own terminology. The solution has also sparked interest in other countries we operate in.

We no longer need to adjust our own actions to match the system’s preconditions. Everything is intuitive and easy to use!

Jonna Palo

Marketing Manager, Sanoma Pro

Trust and openness are important

When you are working at the very core of the business, expectations run high for collaboration.

– Mutual openness, trust and understanding are extremely important in these projects. We feel that Tieto’s experts understand us from half a word.

Palo is wholeheartedly pleased with the collaboration.

– We are delighted that we can work with a local company. The collaboration has been smooth both during the most hectic part of the development project and after it. We are a good match: we have the ideas for what we need and Tieto employees have the skills to promptly get us to the finish line.

End users have also embraced the event enrolment page enthusiastically.

– We get enrolments to events even before the invitations are sent out. The site is known by teachers, and they feel that they get inspiration for their work from the events. Now that we have the automation up and running, it’s a good time to stop and start thinking about our next steps, says Palo, happily.

Mutual openness, trust and understanding are extremely important in these projects. We feel that Tieto’s experts understand us from half a word.

Jonna Palo

Marketing Manager, Sanoma Pro

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