Case Study: Content House
With the help of Vainu, Content House saves up to 20 working hours on a weekly basis and has a constant flow of qualified leads.
Book a Live Demo
Data Updates, Company Profiles, Workflow Triggers
Content House is a company producing native content inserts released within newspapers. Insert themes vary monthly; finding the most relevant partners for each publication can take time. With Vainu, Content House has automated the finding of the right companies, and the work that took up to 20 hours per week is now finished with a click of a button.
Content House composes advertorial supplements for newspapers such as Helsingin Sanomat – The biggest newspaper in Finland. Supplements typically follow a specific theme, and Content House is constantly searching for companies that are leading experts and front runners in – for example – medical technology. According to Content House Co-Founder Valtteri Syväniemi, the search used to be manual labor: “We used Google and monitored media looking for companies, for example, releasing a new product in the field or having an interesting story to tell. It was quite slow.” During the summer of 2016, Content House invested in Vainu and automated their prospecting process.
In search of expert organizations
Companies such as Cramo have a specific ideal customer profile (ICP). They need to find all the construction companies. Content House releases 1-3 inserts monthly with varying themes, and the search for prospects is much more complicated. Their ICP links to the up-to-date expertise the company holds. “We look for the companies that have something fresh to speak of,” Syväniemi reveals and continues: “Usually it’s companies with innovations or larger companies with a proven track record.” Situations such as this are when Vainu comes in handy.
Buzzwords are the key to Content House prospecting. Emerging technologies and innovations always come with a buzzword. If a company is confident enough to use the buzzword, they are more likely to have confidence in writing about the subject. For Syväniemi, the favorite Vainu-feature is the “keywords on website” search. It enables Syväniemi to find all the companies using certain buzzwords on their websites or social media.
Cold calling is no more
The rules regarding cold calling at Content House are simple: Don’t.
Calling through a list of random companies from a relevant industry is not something Content House wants to spend their time or energy on. For every call, there should be a purpose. With Vainu, they can increase the probability of finding the expertise they are looking for. If there occasionally is a lead from outside Vainu, they still check the overview of the company from Vainu before calling.
Thousand prospects with just a few clicks
As a Vainu customer, Content House has imported over 1,000 accounts from Vainu to their Pipedrive CRM. On average, it’s about 50 qualified leads per month. “Earlier, I could’ve spent a whole afternoon finding a list of 100 prospects. With Vainu, I can get the list instantaneously with a few clicks,” Syväniemi grins and says that Content House saves up to 20 hours weekly with the help of Vainu. “
During the time we’ve been Vainu-customers, we’ve grown a lot, and Vainu has played a part in it,” Syväniemi concludes.
Vainu has made us see the value of unique data points that help us be more relevant than our competitors. We already know how we add value for our customers, but the timing has been a hard nut to crack–that’s where Vainu comes in and gives us good prospects to contact at the right time.
Vainu is clearly the best comparable software I've ever used. In less than one month our investment reached positive ROI, and in less than 9 months we gained 350 new customers – all of them practically from Vainu.
At the beginning of the year we recruited three new sales reps to solely search for new business and they have closed new deals worth 5 million euros with the help of Vainu.
When we get a scent of a customer, we are fast to react and use the data from Vainu to tailor an offer to fit the particular customer and their current situation.
We were impressed by the Vainu playbook and the atmosphere at the Academy. We listened carefully, and think it was an excellent idea to take part in this.
Vainu has been the right solution for us. What Vainu excels at is consolidating all the necessary company information in one place.
All our sales prospecting in Finland, Sweden and Norway is done through Vainu and our employees are nuts about it! Everyone uses Vainu and it is a part of the onboarding process of every new salesperson.
Earlier I could have spent a whole afternoon finding a list of 100 prospects. With Vainu, I'm able to get the list instantaneously with a few clicks.
We've grown 300% year-to-year so far, and without Vainu, it would have impossible to do that.
Previously our salespeople could spend a whole day on prospecting. Now all that's needed to get the same job done is one search in Vainu. We find better prospects while spending a staggering 90 percent less time on prospecting.
Vainu is a genuinely useful tool. I've recommended it to many colleagues in other companies, and many of them have chosen Vainu.
Our transformation was about establishing a crystal clear goal and a routine for our sales. The insights provided by Vainu's data are inseparable from our sales process and fundamental for the team's success every day.
Our first call resolution has gone up from 75% to around 90%. Also, our contact volume has gone down about 20%, and our net benefit can be counted in millions by the end of the year. And we’re just getting started.
I think it's fantastic that Vainu develops continuously and I think there are many ways of using Vainu that neither party has yet realized.
Soon after starting to use Vainu, we won a public tender which translated into a large deal. The fact that we were even involved in a deal like this gave us enough reason to count the yearly investment of Vainu as profitable. We would never have been part of this deal without Vainu.
I've acquired several new accounts by simply following the reports of new companies from Vainu. In this business, being the first is being the winner!"
When we're managing a significant customer portfolio either in terms of the number of customers or the value, Vainu helps us prioritize them and focus our efforts on the ones that matter the most right now. Vainu's notifications help us find new opportunities to do business.
Our time spent on prospecting has decreased by 67% from what it was before Vainu. It is now extremely easy to identify the companies with many open positions who are already using other SaaS technologies.
What's really good about Vainu, is that you can find companies that aren't that visible everywhere - hidden gems! Those are also easier to close because they haven't been contacted that heavily. For 95% of prospects that we're looking for it's much much faster with Vainu.
Start your free trial today
Ready to chat?
Get your free trial and see how we help B2B professionals discover and connect with their most potential customers.