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HOLISTIC DIGITAL SUCCESS: INFOMEDIA

They manage our investment - that requires trust

Dedicated specialist effort and a trusting relationship are key to successful collaboration across multiple markets
#1

on Google in all markets

90%

Growth in the number of sales qualified leads (SQLs)

200%

Growth in email subscribers

400%

Time savings on reporting

Collaboration: 2021-now

Education and training
Strategic consulting
Bing Ads
Meta Ads
Google Ads
LinkedIn Ads
Search engine optimization/SEO
Marketing Automation
Dashboards
Reporting

Industry sector
B2B - Media Monitoring, Media Intelligence, Social Media Management, Social Media Listening.

How we create results together through trust, transparency and data

In a close and trust-based collaboration, InboundCPH and Infomedia have together created a positive development in marketing performance through a wide range of activities over the past years.

Infomedia is the Nordic region's leading media intelligence company. They help their customers visualize and optimize their place in the media landscape through media monitoring, their well-known media archive and media analytics and insights. In addition, Infomedia offers digital platforms for Social Media Management and Social Media Listening. So! Do you want to know exactly where you are in the media landscape and what is being said and written about you in the media? Then Infomedia can definitely help you find out.

Anders Uttrup, Group CMO & Digital Officer, took over a communications department at Infomedia just over four years ago, and at that time the department consisted of content-heavy employees with a primary focus on output rather than outcome. In general, no goals were set for what the department wanted to achieve with all their content, and Anders Uttrup wanted to change that.

Today, Infomedia works with a comprehensive KPI framework, and InboundCPH helps support and optimize the numbers.

In addition, the marketing department at Infomedia consists primarily of generalists with specialist experience "fortunately"says Anders Uttrup himself. This means that they can get specialist knowledge from outside the company where they don't have it in-house, so the employees in the department can "play" with the marketing disciplines they want to become more skilled at.

01
Why did you choose InboundCPH?

"I could quickly assess that InboundCPH had the competencies and the right people to handle the tasks and did not need to scrutinize the market and obtain lots of alternative solutions and offers," says Anders Uttrup about the choice of InboundCPH as an external partner for the marketing department at Infomedia.

02
The respect and trust is mutual

There is no doubt that the trust and respect in the collaboration with InboundCPH and Infomedia is mutual: "Anders Uttrup and the rest of his team are positive, likeable and competent. We have a solid and trusting collaboration," says Lasse Grubbe, Partner & Senior Marketing Consultant, who is the project manager and primary contact person for the collaboration with Infomedia A/S.

03
A super strong and concrete set-up

The result is that Infomedia has a super strong and concrete set up today, where everything is transparent and all results are visible through both numbers and tests. The collaboration has resulted in Infomedia A/S ranking #1 on Google for their most important keywords in all their markets, and has also grown by 200% in email subscribers.

How the collaboration grew big

01 Situation: Visibility and documented efforts

Infomedia partnered with InboundCPH to streamline and document all activities across channels and increase awareness in all countries through, among other things, paid advertising on both Google and social media. They also wanted to automate their lead management, ensure transparency and overview through dashboards and data and finally consultancy across InboundCPH's specialist areas.

But why did you choose InboundCPH? "I could quickly assess that they had the competencies and the right people to handle the tasks and didn't need to scrutinize the market and obtain lots of alternative solutions and offers," says Anders Uttrup about the choice of InboundCPH as an external partner for the marketing department at Infomedia.

02 Process: Trust, numbers and full transparency

Infomedia is strong in content creation. They produce whitepapers, e-books, articles, blogposts, organic social media content, all with the aim to:

  • increase awareness of the company and its position, and
  • Generate qualified leads for the sales department.

And it is precisely these two purposes that InboundCPH supports them in. We do this through SEO, paid advertising (Google and Social Media), and marketing automation consulting.

"It's not like we outsource everything and then close our eyes and concentrate on something else," says Anders Uttrup. "When you team up with a competent marketing performance agency like InboundCPH, you actually get even more tasks than you already had. And that's actually completely logical and exactly how it should be when you use external partners to boost your performance. You also need to be able to deliver yourself. It goes both ways," says Anders Uttrup.

Together, we have worked hard to find the right set-up in Infomedia's marketing automation. And we've done this primarily by jointly answering crucial questions about the visitors:

  • Which interactions on the website signal a progression in the customer journey?
  • What are they really looking for?
  • When are they interested enough for us to send them further in our qualification?
  • How can we best offer them the knowledge they seek?
  • How do leads differ across our markets?

Specifically, we focus on three types of leads: MQLs (Marketing Qualified Leads), LSQLs (Lead Scoring Qualified Leads) and SQLs (Sales Qualified Leads), and it's all about where they are in the buying journey. The work and adjustment around marketing automation and lead optimization is of course also the reason why Infomedia has been able to grow the number of SQLs by more than 90% over the past few years.

Moreover, the collaboration not only works well on performance, but also on chemistry and relationships in particular. "It takes trust to let an external partner manage your media investments, and InboundCPH has always lived up to that trust."

There is no doubt that the trust and respect in the collaboration with InboundCPH and Infomedia is mutual.

"Anders Uttrup and the rest of his team are positive, friendly and competent. We have a solid and trusting collaboration. In addition, Anders is sharp on numbers and performance, so it is very motivating to take part in their marketing efforts," says Lasse Grubbe, project manager and primary contact person for the collaboration with Infomedia A/S.

 03 Result: An investment we continue to make

As a result, Infomedia has a super strong and concrete set up today, where everything is transparent and all results are visible through both numbers and tests. Infomedia's marketing has moved from being considered a cost center to an investment area. And they have done this through clear documentation and correlation between effort and return. In other words, how much money is returned per dollar invested.

All efforts on SEO, Social Media Ads and Google Ads help to create both visibility around Infomedia, but to a large extent also quality leads. The collaboration has resulted in Infomedia A/S ranking #1 on Google for their most important keywords in all their markets and has also grown by 200% in email subscribers.

The 90% growth in leads is partly due to a well-developed lead scoring system that recognizes users, awards points for their interactions on the website and automated email flows to drive leads down the funnel. Infomedia's marketing automation flow ensures that lead scoring leads (LSQLs) are handed over to their sales department when they are "ripe" enough for it. "We can now clearly document that marketing impacts Infomedia's top line through our many different activities and investments. At the same time, we have achieved a 4x time saving compared to internal reporting because we run all performance measurements in dashboards and other digital tools," says Anders Uttrup.

The focus going forward for the collaboration is primarily on maintaining Infomedia's solid SEO foundation, executing and testing new ad campaigns, and expanding and optimizing their marketing automation setup across their markets.

"Our partnership is not only professionally, but also personally rooted"

"In a partnership, we are responsible for each other's success. And when you work with this mindset, you end up achieving much more than expected - solutions that go beyond the agreement. Good ideas don't just happen during working hours, they also happen in your free time, which is why it's beneficial to be top of mind with each other. So loyalty to InboundCPH consists of several elements. They help create results in collaboration with our internal team. They help us develop our competencies and skills. And finally, our partnership is not only professionally, but also personally rooted. That's why I recommend InboundCPH to others."

Anders Uttrup
Group CMO & Digital Officer, Infomedia

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