From 20,000 companies to 1,000 that fit

A market too broad to work by hand

Axla set out to digitalise its sales and marketing, working with Joona Kapanen from the Finnish B2B marketing agency MicroMedia to put new systems in place, including HubSpot CRM. Joona found that Axla’s approach to sales and prospecting was unsystematic, and with 20,000 e-commerce businesses in Finland, the target market needed refining. Conventional company data could not pinpoint the profile Axla was after: Finnish retailers with specific shipping requirements. Before Vainu, the team spent a lot of time searching for companies manually with search engines.

By targeting, searching, and filtering, we found our true ICP that we were then able to add to our prospect lists.

Filtering down to the true ICP

Joona had built a clear picture of Axla’s Ideal Customer Profile and recommended Vainu to find the best-fit prospects. Using Vainu’s filtering, including the Vainu Custom Industry dataset and website keywords, Axla identified companies running particular e-commerce platforms and matched them against its profile. Going from 20,000 random companies to 1,000 strategic target companies let the team spend its effort on the prospects that matter. The Vainu CRM Connector delivers the data straight into HubSpot, so the data arrives instead of being searched for. The freed-up hours went into contacting more of the right companies, and the sales pipeline grew. The Vainu Custom Industry dataset also gave Axla market insight to decide which companies to focus on.

The pipeline has grown immensely and our investment in Vainu will soon be, if it is not already, net positive.

Joona Kapanen, Strategy Director, MicroMedia