”…So sitting for many hours in a local pub and having our first ”management meeting” (yeah, there’s sarcasm in that) we finally came up to a conclusion what our internal slogan should be – the one that guides us every day we walk in to this sub-rented shed in the suburbs of Helsinki. We came up with the slogan ”It’s about getting things done”. No matter what we decide, we get it done. Now when we are having the software in order our focus is on getting it to the market – and you know what, we have a great tool to help us achieve that!”
That was the last paragraph of our first blog ever written to our site. 55 Blogposts later a lot has happened, and maybe one of the biggest step to date is today when we have our first official day at the Swedish office. As the company language turns into English, it is at the same time long waited but still unreal. ”Don’t try to be something you’re not”, says one on the other shoulder, ”But we need to” says the other one.
“In a bigger perspective a good market entry should be like a good SaaS product: scalable but open for little alterations.”
Lot of people outside the company have been asking questions regarding our efforts. Why to Sweden? What is your go-to-market strategy? Are you using external consultants? Are you raising capital? Are you making any PR efforts when you are expanding? To be honest we don’t know the answers to many of those questions. They just come along the way when we are busy talking to clients and future clients. But in a bigger perspective a good market entry should be like a good SaaS product: scalable, but open for little alterations. It needs have clear focus, and developed through market feedback. But most importantly, it needs to be sticky.
“We have been very open with almost everything we do. In the end that’s what our business is, analyzing open data.”
Through out our company history (almost 15 months now), we have been very open with almost everything we do. In the end that’s what our business is, analyzing open data. Therefore I want to explain our market entry strategy. I am not saying that it is a successful one as this is the first time we doing this, but it still is a plan. So here it goes, in four steps:
We use our own software to find Swedish prospects that are alike our Finnish clients
We use data from Vainu to contact these companies to set up a meeting. If we can’t have a meeting we send them to our lead nurturing funnel. If the meeting doesn’t turn out well we add them to our nurturing process as well.
“Effective content marketing doesn’t require a complex marketing automation system to get started.”
And in the world of B2B sales, effective content marketing doesn’t require a complex marketing automation system to get started. Sometimes a free Mailchimp account and some blog posts, ebooks or webinars each month are all it takes to get the ball rolling . And once the number of leads in the funnel increase it's easy to add more automated rules in the process by implementing some sort of automation software in the workflow.
In a sales process the answer is rarely a strict ”yes”, or a strict ”no”. It is usually somewhere in between and then it either comes in or fades away. So it is important that these prospects that we’ve discussed with are aware of us in the long run. And in the world of B2B sales, marketing automation doesn’t need to be a complex system. It can be also a free Mailchimp account and few blogposts every month.
Below is a quick example of how well our newsletter is received when we obey step 1 & step 2:
“It’s about getting things done.”
Repetition is key: When we are able to convert 50% of sales conversations into meetings and over 10% of sales meetings into deals we can trust that the market is ready for scale.
After strategy comes execution. This is the second time our slogan ”It’s about getting things done” needs to be lived up to what is expected.
So I guess no matter whatever we decide, we need get it done. As we wrote in the last sentence of the first blog post we published: ”...we have a great sales prospecting tool to help us achieve that!”