Every call backed by a buying signal

4,000 customers, tracked by hand

Berggren has a broad, long-established customer base, and serving all of it had become increasingly difficult and time-consuming. Two things were hard to keep up with manually: keeping a growing volume of customer data up to date, and knowing what was currently happening at any given firm so the right service could be offered at the right time. With more than 4,000 companies to follow, manual labour did not scale. Berggren first bought Vainu for new business efforts, but the focus shifted quickly to enriching CRM data and monitoring changes at existing customers.

In the world of IPR, one needs to seize the day. If you – by chance – make a call when there’s an invention that needs a patent, you’re a lucky person. When we reach out, there’s always a buying signal to back it up. To use static calling lists is not relevant in today’s business.

Firmographics and signals inside HubSpot

Berggren started by building target groups of companies matching its Ideal Customer Profile. Alongside that came the need for up-to-date firmographic data, industry, revenue, personnel and so on, inside the CRM. Vainu company information is now integrated into Berggren’s HubSpot CRM and updates the firmographics in real time. On top of the firmographics, Berggren uses Vainu’s sales alerts to monitor its current customer base and see when to reach out. The buying signals it watches for include brand-related recruitments, internationalisation and new product releases. Berggren used to reach out to roughly 100 contacts to acquire 10 customers; with Vainu’s company data the process is 5 times more efficient, and only 20 contacts are necessary to close 10 new deals. As Berggren employees are better informed of their customers’ situations, they are able to provide improved customer service. During the past years, Berggren’s Net Promoter Score has improved by 20 points, in which Vainu played a vital role.

We’ve tried many premium services, but they haven’t worked for our niche business. Vainu’s comprehensive data sets and versatility make it worthwhile, even for us!

Heikki Kinnunen, Vice President / Business Development and Digitalization at Berggren