Origo Group — focus on generating leads and strengthening the brand
Summary
- Challenge
Build trust and create an even stronger brand for Origo Group, especially in the private sector.
- Solution
The team from Smarkify came in as external experts to support the sales and marketing team at Origo Group in analyzing and mapping the target audience and the buying journey. Based on these workshops, content and campaign plans were then developed to build a business-driven inbound campaign.
- Results
The collaboration with Origo Group has been an important piece of the puzzle in their brand building and growth journey. Both the Inbound campaign and the Smarketing Playbook meant a lot in generating leads and new customer relationships.
Background and Challenge
Origo Group has been working with research and insights for over 20 years and is a strong mainstay for organizations that want to develop and move forward. With large customers mainly in the public sector but also private companies, Origo Group provides solid and accurate evidence to make important decisions from the outside.
Origo Group is a merger of 6 different companies in the research industry. We have approximately 90 employees and have offices in Stockholm, Gothenburg and Linköping. What we want is to simplify the possibilities for making good decisions, with different types of surveys such as customer, employee and brand surveys,” says Roland Gustavsson, CEO of Origo Group.
Solution / About the Collaboration
Origo Group has a skilled marketing manager in-house. She takes care of the daily work and all ongoing marketing activities. When Origo Group wanted to invest further in a brand building campaign that would generate both traffic and leads, they received a recommendation on Smarkify. Growth targets for the company are strong and in order to achieve these, sales and the market need to collaborate on business opportunities.
The goal of this effort was to build trust and create an even stronger brand for Origo Group, especially in the private sector. This is where the journey with Smarkify began. The team from Smarkify came in as external experts to support the sales and marketing team at Origo Group in analyzing and mapping the target audience and the buying journey. Based on these workshops, content and campaign plans were then developed to build a business-driven inbound campaign. The focus was on a converting guide in the Customer Experience area (CX) that would drive traffic and leads to the origo Group
The initial effort resulted in documented persona-cards, an analysis of the buying journey as well as all content for the campaign. Components that make it easier for Origo Group to continue working with inbound marketing in-house going forward.
Smarketing Playbook, Part Two of the Collaboration
The collaboration between Smarkify and Origo Group later continued with a project to create a Smarketing Playbook together. The purpose of this work was to lay the foundations for a more scalable and repeatable sales and marketing function at Origo Group.
Bringing sales and market together is a matter of course for Origo Group, which already had a lot of interaction within the company. Now it wanted to bring together the sales and marketing process, strategy, definitions and the way they worked in a documented Playbook. This Playbook would serve as support for everyone within the company who has customer contact in various business dialogues. It serves as an on-boarding document for new colleagues in sales and marketing and it is also the basis for ensuring consistency with potential customers.
“I would recommend Smarkify. The best part is that they are knowledgeable, competent and on in the customer relationship. They are fast in their delivery and in communication. They are engaged.”
Roland Gustavsson
CEO of Origo Group
Results
“We have had two collaborations with Smarkify so far. We have helped with a concrete inbound campaign and also made a Smarketing Playbook together. The aim was to bring sales and marketing together into a unified team that creates more business opportunities together. Smarkify helped us set up the smarketing process, but has also produced the Playbook itself for us. It is a work that we will benefit greatly from in the future,” says Roland Gustavsson.
Origo Group recommends Smarkify
Smarkify aims to help companies that want to develop and build the sales and marketing function of the future. The collaboration with Origo Group has been an important piece of the puzzle in their brand building and growth journey. Both the Inbound campaign and the Smarketing Playbook meant a lot in generating leads and new customer relationships and Roland looks forward to continued collaboration.