In today's society, which is constantly characterized by everyday life being digitized more and more, is it enough to just have a good product? 2015 marked the year of a new launch in Enonic’s history. They had faith in their new platform and at first thought it was going to sell itself, they discovered this was not the case.
– Our marketing strategy was simple and straightforward: If the product is good enough, then it sells itself. And the product is good, but in an Enterprise world it is no longer enough. After the launch, we participated in a number of events to get the platform out into the world, but we quickly found out that this was not the solution, says Morten Øien Eriksen.
The biggest challenges for Enonic to succeed was to get leads and visibility, not only in Norway, but also abroad.
Enonic’s platform targets the B2B market. With a complex product, a longer buyer’s journey also follows. Morten further says that the inbound marketing method has contributed to them now being able to meet the customer’s needs throughout the customer journey. Previous activities such as cold calling and traditional advertising have had to give way to more modern approaches.
– We started using HubSpot and we saw early results. This led us on to inbound marketing, says Morten.