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.


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qualified leads / month


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Content House >


Online Marketing


Helsinki, Finland






Pipedrive CRM


Data Updates, Company Profiles, Workflow Triggers

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The company

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.

“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.”

Valtteri Syväniemi

Co-Founder of Content House

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.

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