Creating a cohesive and individualized digital ecosystem

Client Overview

ROCKWOOL GROUP is the world’s leading manufacturer of stone wool insulation.

Technologies Applied
  • EpiServer
  • Marketo
  • Demandbase
  • Converse AI
The Challenge

ROCKWOOL partnered with Vertic as part of a larger digital transformation

As a world leader in thermal insulation, ROCKWOOL GROUP was part of a traditional and slow moving B2B industry, relying on traditional sales models and outlets. To effectively and efficiently scale into new markets including consumer ones, as well as competing with known and unknown competitors, a new digital model was needed.

The Vision
Our industry-leading digital universe will deliver personalized interaction that's data-driven and customer-focused. The goal is to build a customized journey generating leads and achieving true zero-degree of separation with all users.
Mirella Vitale
SVP Marketing Communications, ROCKWOOL GROUP
The Strategy

Create individualized, relevant experiences that enable ROCKWOOL GROUP to entangle with the user

The Solution

Vertic provided an end-to-end digital strategy and implementation of ROCKWOOL GROUP new marketing platform. Some of the platform's prominent features are:

Intelligent Search

An intelligent search functionality that predicts the user's intent and structures the search results according to the user's known information needs.

Artificial Intelligence (AI)

The use of AI allows the platform to continuously evolve  by creating new user journeys that will shorten the users decision journeys

Machine Learning

Over time the platform and its features will provide insights that can be leveraged for future innovations and platform optimizations    


Rocky humanizes the information seeking process by prompting a dialogue, which enables users to be guided to the right information across the entire ecosystem


Leveraging DemandBase enables a personalized experience based on the user's segment data, previous content engagement and digital behavior. Further, use of self segmentation enables the platform to dynamically tailor content.


The new digital universe has accelerated ROCKWOOL GROUP's commercial excellence through three elements; digitizing customer service through chatbot and enabling scale, generate demand and leads through form submission, and enriching sales process with stakeholder insights and data.


Visits since launch


Worth of paid traffic since launch


Contact forms submitted

Relevant Cases

Redefining the digital world
with our clients

Relevant Cases

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