“We use BMoreRaw to optimise our value proposition and to generate new leads,” says Henrik Kristiansen, partner and co-founder of the company. “They first call our existing customers and find out why they chose our solution, what they particularly appreciate and what they would like added. Based on that insight, they formulate the information to be used when contacting potential customers.”

Henrik Kristiansen

Agency360 (for agencies) and Evolution360 (for companies) provide marketing software that accumulates data and analyses about SEO, online advertising and social media activities and presents them in easy-to-understand dashboards. Also, the software converts the visitors’ IP addresses into company names, which, in a B2B context, can be used for outbound sales purposes.

For lead generation, BMoreRaw gets a list of company names and phone numbers. Then they call them, identify the relevant contact person and find out if there is interest in the Agencey360/Evolution360 solutions.

“The primary goal is to get a potential customer to visit our website and sign up for a free trial subscription,” says Henrik Kristiansen. “The secondary goal is to get the lead to participate in a web meeting. If we cannot achieve one of the two options, we will try to arrange a follow-up at a later date.”

With BMoreRaw’s approach, Evolution360 achieves a fifty per cent hit rate, which, according to Henrik Kristiansen, is remarkably high. Also, they get valuable feedback from the leads that have no immediate interest. Overall, BMoreRaw has managed to get through and have a useful conversation with approximately 90 per cent of the leads they call.

“I have worked with telesales for many years, and must admit that the BMoreRaw approach is different and much more effective,” concludes Henrik Kristiansen. “Their dialogue with our existing customers provides valuable input for making the messages to potential customers shorter and sharper. They are substantially more effective at getting through to the relevant people and having a fruitful conversation. A hit rate of 50 per cent of the goals we set is very satisfactory.”

Out of a total potential of around 5,000 leads in Denmark and Norway, BMoreRaw has so far completed two hundred calls. Shortly, Evolution360 will launch a similar activity in the Swedish market, where the potential is also estimated to be around 5,000 customers.

“We continuously optimise the three pitches that we use during the activity,” says Henrik Kristiansen. “Although the customers’ needs are identical, the market conditions are not the same in the three countries, which is why we may have to use a different presentation. When we have finished penetrating Sweden, we will take a look at some of the major markets south of the border.”

Hans Peter Bech is a bestselling author and a frequent blogger on how to make information technology companies global market leaders. He has produced numerous books, papers, podcasts and videos on international business development in the IT industry. Hans Peter is also a keynote speaker, workshop facilitator, and an advisor for governments and companies. He holds an M.Sc. in macroeconomics and political science from the University of Copenhagen.

LinkedIn: https://www.linkedin.com/in/hanspeterbech
Blog: https://tbkconsult.com/?p=26714&preview=1&_ppp=6c79488f91

“Growing from two to over fifty employees in seven years is not without its challenges,” says Kenneth Junge Hermansen, partner and co-founder. “My associate, Henrik Kemp, and I are entrepreneurs with a focus on the client and delivery side of the business. The internal management and organisational issues came second. We, therefore, decided to take a break, review internal processes and measure employee satisfaction. We wanted to make sure that the organisational energy pointed in the same direction and that we fixed some of the issues that Henrik and I had neglected.”

Kenneth Junge Hermansen

Nordic Innovators P/S is a consulting company that helps their clients apply for funding for research, development and innovation projects. The customers are private and public companies, universities, colleges and research institutions. Since October 2013, Nordic Innovators has grown to over fifty employees and has activities in Denmark, Norway, Spain and France.

To assess employee satisfaction and understand how they saw the company’s strengths and weaknesses, Nordic Innovators engaged BMoreRaw to run an internal survey. In parallel, they conducted similar surveys among customers in Denmark and Norway. That way, they could compare internal and external perceptions.

“The advantage of using BMoreRaw is their ultra-short and simple questionnaire, which still manages to illustrate the difference between what we want to be and how we are perceived,” says Kenneth Junge Hermansen. “With a very reasonable investment, we have identified several adjustments to both our organisation, management structure and the way we position ourselves vis-à-vis the market.”

Nordic Innovators plans to perform a new round of interviews with existing customers to measure the effectiveness of the initiatives and to make their positioning statements even sharper.

“Even though we are in a very competitive market,” explains Kenneth Junge Hermansen, “we have never been particularly proactive in our sales work. We do not even have a sales department. We have enjoyed word of mouth marketing which has been sufficient to support our growth. With increased growth ambitions, we must ensure an increased influx of projects. We are considering making BMoreRaw responsible for lead generation, where we take over when potential customers express interest.”

Hans Peter Bech is a bestselling author and a frequent blogger on how to make information technology companies global market leaders. He has produced numerous books, papers, podcasts and videos on international business development in the IT industry. Hans Peter is also a keynote speaker, workshop facilitator, and an advisor for governments and companies. He holds an M.Sc. in macroeconomics and political science from the University of Copenhagen.

LinkedIn: https://www.linkedin.com/in/hanspeterbech
Blog: https://tbkconsult.com/?p=26714&preview=1&_ppp=6c79488f91

“Our go-to-market approach is primarily outbound,” says sales director Peter Haahr Rasmussen. “We call the potential customers, uncover the interest and get a sales process started. Of course, we take our own medicine, which means that we also need to continuously ensure that we sell to the right customers and that we use statements that the customers find important.”


Peter Haahr Rasmussen

Running a traditional sales department is difficult and expensive. Salespeople are individualists, and each has her preferred process for dealing with potential customers. Across a sales department, the exchange of information between the salesperson and the potential customer is typically inconsistent, analogue and asynchronous.

Swedish GetAccept, which offers a software platform for digitisation and optimisation of the sales process, has been operating in Denmark since 2018. Where the company is the market leader in Sweden, they have to start in the Danish market from scratch.

Therefore, Peter Haahr Rasmussen engaged BMoreRaw to contact the existing customers and get them to reveal the main reasons why they had chosen the solution. The feedback was to be used to make market segmentation more precise and to make the initial conversations with new customers more effective.

“We got answers to our questions, but we got a lot more than that,” explains Peter Haahr Rasmussen. “It turned out that many of our customers had a harder time getting started than we expected. Using a product such as GetAccept requires the introduction of a new way of working in the sales department, the implementation of a document repository that supports the process and training of the staff. Everything must be in place. Otherwise, you will not get full value from the platform.”

With the newfound insight, GetAccept re-engineered its customer success processes and reassessed which types of customers derived most value from the solution. We often assume that it is the largest customers that have the resources to become the first to implement digital solutions, but this is not the case. It is more a matter of attitude, including willingness and the ability to implement organisational and behavioural changes. GetAccept’s platform represents a new digital approach to sales, and it is, therefore, subject to the law on the dissemination of innovations.

“The Covid-19 situation has intensified the awareness of and the need for digitisation of sales processes,” emphasises Peter Haahr Rasmussen. “When the salespeople cannot visit the customers, and they each have to work from home, there is automatically a need to rethink several issues. Where the mainstream market probably would have waited a while with digitalisation of their sales processes, the situation has forced them back to the drawing board. In this way, the pandemic has increased both the interest and the need for a solution like ours.”

Hans Peter Bech is a bestselling author and a frequent blogger on how to make information technology companies global market leaders. He has produced numerous books, papers, podcasts and videos on international business development in the IT industry. Hans Peter is also a keynote speaker, workshop facilitator, and an advisor for governments and companies. He holds an M.Sc. in macroeconomics and political science from the University of Copenhagen.

LinkedIn: https://www.linkedin.com/in/hanspeterbech
Blog: https://tbkconsult.com/?p=26714&preview=1&_ppp=6c79488f91