Tolpagorni is a Swedish, leading knowledge company in Product Management. They sell training and consulting services to a wide range of impressive clients. The company consists of specialists with long and deep experience in Product Management and their focus is to help clients put their knowledge to practical use - creating business value.
"It's absolutely fantastic. I don't understand why more people don't invest in this. It's worth the investment many times over."
- Kristin Svensson, Product Management Training Specialist, Tolpagorni
Tolpagorni wants to be at the absolute forefront and realized that the new business climate places completely different demands on their website as well as their sales processes - they must be streamlined.
The new website had to be modern, user-friendly and knowledge-sharing. Tolpagorni offers a wide range of services and this naturally places demands on the website. Among other things, customers need to be able to register for training courses, book places on courses and register interest in other types of offers - directly via the website.
Tolpagorni has a number of large, impressive customers in its customer list, but found it more difficult to attract new customers. They simply didn't manage to generate enough new and quality leads.
"We discovered HubSpot and it felt like a system that suited us perfectly".
- Kristin Svensson, Tolpagorni
With the above challenges in mind, Tolpagorni chose to invest in HubSpot to attract more potential customers. Previously, the company worked in several different systems that could all be replaced with ONE single system, namely HubSpot. Previously, Tolpagorni had a CRM system, a system for MA and another system for running the website. The sheer number of systems meant that efficiency suffered. Having to move information between systems in order to accomplish anything at all eventually became too laborious and complicated. HubSpot was the system that could replace all the old systems and help Tolpagorni become significantly more efficient in their processes.
Once the decision was made about HubSpot, it was time to find a partner to work with to implement HubSpot, to create a website and build processes to generate more quality leads.
- What we quickly landed in was a web agency that was great at setting up beautiful, designed sites. But connecting systems and processes for effective lead generation was secondary - and that was really our primary focus," says Kristin Svensson, Tolpagorni.
For Tolpagorni, it is important to be agile. Therefore, they wanted to be able to drive and implement changes to the website themselves and quickly. For this, HubSpot was a brilliant tool thanks to the system being intuitive and very easy to use. As a user, minimal knowledge of web design and code is required to make changes, which suited Tolpagorni perfectly. What remained was to find a suitable partner.
- For us, it is much more important that the website creates real business opportunities rather than being super flashy or having special effects and design components. In addition, we are not interested in being dependent on a web agency to be able to change the color of a small text or the like, says Kristin Svensson, Tolpagorni.
This is where Tolpagorni came into contact with Structsales and the collaboration began with a clear and tight timetable for when the company would be able to run both the website and lead generation on its own.
In two months, a website would be built and everyone trained. In addition, effective processes for Inbound Marketing would fall into place. Intensive work began where large amounts of information and knowledge had to be packaged and taught. Dedicated people from Tolpagorni, with the support of Structsales, were responsible for the implementation of Inbound Marketing as well as the HubSpot tool. In addition, a process for cooperation between sales and marketing was set up with the support of Structsales. All while the daily work was going on.
We held workshops together, ongoing training and work to get the lead generation process in place. As Tolpagorni's people got up to speed, they took over the lead generation themselves and instead held bi-weekly follow-up meetings to ensure they were on track and had access to the support they needed.
We know from experience that it is important to be close to each other in this work - to take responsibility for the work together as a true business partner. We also know the importance of clear documentation - a Playbook.
- What we needed was to undergo a journey of change - we needed to change behaviors in our daily work. Here, our Playbook played a big role. We can go back to it to make sure we are doing things the right way. That we are pulling in the same direction," says Kristin Svensson, Tolpagorni.
HubSpot is a system with endless possibilities and benefits. To maximize these, Structsales developed a Playbook together with Tolpagorni. This contains a detailed guide on how the company works in HubSpot and what their internal processes should look like to maximize the business value from the system as well as the collaboration between sales and marketing. This Playbook has subsequently been very helpful when more people have been hired at Tolpagorni. This Playbook then becomes a central framework for how Tolpagorni should work with CRM and Marketing Automation in HubSpot.
Already after the first month, Tolpagorni could see that their Inbound Marketing activities were bearing fruit. The company could see that they were getting in touch with more potential customers and, above all, they themselves were contacted by companies that needed their help. They started getting some inbound calls and contacts which was great.
Tolpagorni sought automated marketing activities that produced measurable results. Already after the first month, they were able to count in a clean lead which then also became a deal. This is unusual, normally it takes longer, but nevertheless it is proof that these new processes work!
- The collaboration with Structsales has given us our entire process for Lead Generation. We have also gotten good content out on the market and thus grown to be "thought leaders" in our area. We are driving many more visitors to our website, we went from 130 to 5000 visitors per month, that's an increase of about 3800%. There is a huge difference between how many people see us and what we do now. It creates a brand awareness that we were nowhere near having before.
- After working with Structsales, we have become a stronger name in the industry, we now get leads from all over the world, which we didn't get before, and we can now also through our content position ourselves and really be seen as specialists in our fields. This means a lot for our business," says Kristin Svensson.