The Story
Suomen Tilaajavastuu Ltd is a foundation born out of the need for companies in Finland to comply with the Act on the Contractor’s Obligations and Liability When Work is Contracted Out, the Act on Assessment Procedure and the Occupational Safety and Health Act in Finland. In short, Tilaajavastuu offers electronic services that help all parties comply with the different Acts, gathering, interpreting, and relaying all relevant data to the different parties and Authorities.
Owned by large Finnish organizations of the real estate and construction industry, Tilaajavastuu liaisons with their partners to take down grey economy in Finland’s society. Specialized services, such as The Reliable Partner service, help clients keep up to date with all required information from different registers.
No more extra hassle. All the information a client needs, all from one source. Smart.
The Challenge
To mirror the innovations in their work, Tilaajavastuu required an equally insightful CRM to boost their sales and awareness. With Big Data formed from over 86 000 contacts but no precise customer data, more accurate profiling was needed. Laborious, often manual customer service processes mixed with confusing content marketing, lead to fewer desired conversions. A frustrating situation, but not a hopeless one: with right attitude and cooperation, the challenge was turned into an opportunity.
The Mission
With such a vast contact base without sufficient profiling, first the behavior of buyer personas was analyzed, and then content was created based on the buyer’s journey. Accurate profiling was achieved through marketing automation: Tilaajavastuu switched from Salesforce to use Hubspot’s CRM.
Moving to a more customer-orientated service was critical. Social media platforms were activated. Conversion points were gained by creating content from intriguing and educational topics – boosted by optimized SEO.
The Results
The numbers are in, and they are impressive. Within a year, Tilaajavastuu’s domain saw a visitor count increase of +44%. Their blog view count went up a whopping +1350%, with social media platforms racking up a total increase sum of over 2000%.
Sales went up, too. Numbers increased in key product sales by +300% by using over 30 marketing automation processes. Out of over 100 000 contacts, 97% were profiled to buyers by the use of content marketing and automation.
By building clear workflows linking back-end systems with Hubspot’s API, Big Data was finally processed successfully. For the first time ever, Tilaajavastuu now has accurate information regarding their buyer personas and their buyer’s journey - armed with Hubspot’s proven CRM.
