From Zero Leads to International Recognition

In today's society, which is constantly characterised by everyday life being digitised 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. However, 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's no longer enough. 

The biggest challenge for Enonic to succeed therefore, 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. Econic CEO, Morten Øien Eriksen confirms 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.

With changing consumer buying habits, visibility is a recognisable challenge for many businesses. It is simply a challenge to get people to find your business online and make their services or products visible.

Econic had a website that more or less only existed. They had about 300-400 visitors a month. With inbound marketing, and all marketing initiatives and activities, these numbers have now skyrocketed. Today, Econic has about 9,000 unique visitors a month.

Morten now believes that there are no other options for Enonic than to ensure increased visibility. New ways of consumer habits require new approaches. With the typical Enonic customer needing longer buyer journeys, providing content, teaching and nurturing them along the journey in a more modern way has been a new discovery for them:

"We even get feedback from potential customers who say that they have spent several days reading up on all our content and that they are very happy with what we teach them."

The increase in traffic has also meant that Enonic has a better and more seamless sales process. Cold calling has been replaced with automated and systematic follow-ups of ready-to-sell prospects.