An Oulu-based digital marketing office, helping b2b businesses get more leads and results from marketing.
CRM , Marketing Automation
Company Profiles, Data Updates, Workflow Triggers
- Verkkoasema provides a wide range of services from search engine and social media marketing, digital sales data analytics, website design & development to content production and web software solutions.
- Verkkoasema wanted to grow their business, but their outbound sales process–especially sales prospecting–did not bring the desired results.
- With the help of Vainu, Verkkoasema has significantly improved their sales prospecting and lead generation processes.
- Verkkoasema has also taken the first steps of tapping into real-time data in their inbound sales process.
Verkkoasema had a challenge: They wanted to grow their business, but the existing outbound sales process, especially prospecting, did not bring the desired results. The primary motivation to start searching for a new solution was to book more meetings with potential customers.
According to Jyrki Sundström, Verkkoasema CTO & Partner, their prospecting process used to be very laborious: "Basically, there wasn't a clear process. We bought prospects lists here and there and tried to do active prospecting and booking, but it was too difficult and occupied way too much of our time. We knew that waiting aggressively for offer requests wasn't the path to success, as things don't work that way. We started to use an outsourced booking agency but still didn't get enough sales-qualified leads out of the prospects we sourced for them. We needed to find a new solution."
More time for customer work through efficient prospecting and lead generation
Verkkoasema implemented Vainu at the end of 2018. With Vainu, Verkkoasema first streamlined the way they do sales prospecting, and they can now finish the work that took up to 5 hours per week with a click of a button. The process from prospecting to booking is now straightforward: "We have a well-defined ideal customer profile. For the time being, it includes companies of a certain size in a specific industry that are already using a marketing automation tool but haven't quite yet stepped up their game in digital marketing," explains Sundström and continues. "Vainu has made sales prospecting easy, and it doesn't feel exhausting anymore. It's extremely straightforward to download prospect lists from Vainu for the booking agency. The agency books us on average eight meetings a week with a call-to-meeting hit rate of 25–30% whereas, before Vainu, the amount of booked meetings was from one to two weekly." Sundström goes on to tell that one person in Verkkoasema's sales team saves up to 1,5–2 months of work every year with the help of Vainu.
Another important use case for Vainu in Verkkoasema is lead generation. Verkkoasema has set triggers for different events signaling growth for the following groups: their former and current clients, as well as their current prospects. "We have also been using a tool called Zapier to route new accounts originated from some of our campaigns to a Vainu target group, where the accounts can quickly be sorted and qualified for sales. This way, we stay updated on the latest changes in these organizations, which may open up new opportunities for us to start discussions," Sundström elaborates.
Data-driven ideal customer profile and advanced lead scoring
For Verkkoasema, revising their sales prospecting process and lead generation wasn't enough. Besides more efficient prospecting and lead generation, another essential factor when choosing Vainu was easy access to Vainu's data through Vainu API. "With one click of a button, we can get all the basic company information to our CRM from Vainu," Sundström describes. Getting access to up-to-date company data in real-time opened up a significant number of new opportunities to tap into company data in their inbound sales processes as well. The third use case for Vainu is still a process in the making–like companies' inbound sales process should be; regularly revisited and modified.
The starting point culminated in one question: How can we better capitalize on our inbound leads? "Let's say someone downloads our eBook, and we get the name of the person's company. From Vainu, we can get all the information we need to build a picture, whether the account fits our ICP or not. The lead will automatically go to the booking agency for the first outreach if it matches our criteria. This kind of lead scoring system is currently in the making to take our inbound sales process to the next level," explains Sundström. He elaborates how they currently route inbound leads automatically to their CRM. However, the lead quality being too bad has led to the situation where people aren't motivated to grasp those opportunities as they're too often a miss rather than a hit. This is where Vainu's data can help them.
When asked to conclude the most significant benefits of implementing Vainu, Sundström highlights three things, the first one being integrateability. "When data moves automatically between different systems without manual work, it does not only make our work easier but improves our sales results." To finish, Sundström describes how they have been able to specify their ICP and how they have started to track their sales KPIs systematically after implementing Vainu.
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.
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.
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.
By enriching the company profiles directly in our CRM, we are now able to put real-time information directly in the hands of the salesperson. Vainu helps us prioritize our activities and to be more productive.
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.
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.
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.
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.
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.
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.
Vainu is a genuinely useful tool. I've recommended it to many colleagues in other companies, and many of them have chosen Vainu.
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.
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.
Vainu enables us to use our time and energy more wisely. Our business figures are heading in a positive direction, and Vainu supports our journey.
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.
When data moves automatically between different systems without manual work, it does not only make our work easier but improves our sales results.
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!"
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.
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