Activ 8

Mikko Seppä and Paavo Laaksonen founded Advance B2B as an agency that would harness the power of the inbound marketing methodology. However, their experience of using disparate, unintegrated tools at their previous company had made them sure of one thing – an all-in-one solution was a necessity. Their research led them to the HubSpot software, and they realised that it was also something that they could use to help their clients achieve success. They signed up to the HubSpot Partner Program and couldn’t be happier with their results. Website visitors are up 226%, leads have been boosted by 267% and 90% of clients are on retainer contracts.

400%

INCREASED
PRODUCTIVITY

5000

NEW STAFF ADDED

650

HOURS SAVED
IN A MONTH

A Company Hooked on Inbound From Day One

Finnish entrepreneurs Mikko Seppä and Paavo Laaksonen founded Advance B2B as an agency that would harness the power of inbound marketing. They both had considerable sales experience at software as a service (SaaS) companies, and they had witnessed how much the buying process had changed during the 2010s.

“We transformed Snoobi, the company we used to work for, from a business that was using more traditional marketing to one that had a steady, predictable inbound lead flow,” explains Mikko Seppä, ‎now VP of international operations at Advance B2B. “We created a wide range of content: webinars, ebooks, blogs – we even had our comic series. By the time we left, 70% of Snoobi’s total new sales was coming from inbound marketing leads.”

That success didn’t go unnoticed. The pair were inundated with questions from interested parties, asking how they had successfully ditched cold calling and increased their web traffic.

“We had a feeling that this model would be something we could scale for other companies, and that’s how Advance B2B was born.”

The founders had previously used individual tools for different marketing functions, including Hootsuite, Qualaroo, Unbounce and Visual Website Optimizer, but they had been frustrated by their lack of integration.

“We ended up spending far too much time gathering even basic intelligence on how our marketing campaigns were performing. When we had a chance to start from the zero, we decided to go with an all-in-one solution that would save us time and give us better insights about our buyers,” says Mikko.

The next step was to find the right platform. Mikko had previously used Marketo but had seen its time-to-value ratio lacking. They also evaluated Eloqua, but in the end, it was the HubSpot software that emerged as the best fit.

“I started a HubSpot trial to see how easy it would be to create a complete buyer’s journey within the software. In just two hours, I had the whole conversion process in place; a few blog posts with CTAs, Forms and Landing Pages, as well as personalised website pages based on the visitor’s context. If I could achieve that in a couple of hours, I knew that it would be a game changer to us.”

A Company Hooked on Inbound From Day One

Finnish entrepreneurs Mikko Seppä and Paavo Laaksonen founded Advance B2B as an agency that would harness the power of inbound marketing. They both had considerable sales experience at software as a service (SaaS) companies, and they had witnessed how much the buying process had changed during the 2010s.

“We transformed Snoobi, the company we used to work for, from a business that was using more traditional marketing to one that had a steady, predictable inbound lead flow,” explains Mikko Seppä, ‎now VP of international operations at Advance B2B. “We created a wide range of content: webinars, ebooks, blogs – we even had our comic series. By the time we left, 70% of Snoobi’s total new sales was coming from inbound marketing leads.”

That success didn’t go unnoticed. The pair were inundated with questions from interested parties, asking how they had successfully ditched cold calling and increased their web traffic.

“We had a feeling that this model would be something we could scale for other companies, and that’s how Advance B2B was born.”

The founders had previously used individual tools for different marketing functions, including Hootsuite, Qualaroo, Unbounce and Visual Website Optimizer, but they had been frustrated by their lack of integration.

“We ended up spending far too much time gathering even basic intelligence on how our marketing campaigns were performing. When we had a chance to start from the zero, we decided to go with an all-in-one solution that would save us time and give us better insights about our buyers,” says Mikko.

The next step was to find the right platform. Mikko had previously used Marketo but had seen its time-to-value ratio lacking. They also evaluated Eloqua, but in the end, it was the HubSpot software that emerged as the best fit.

“I started a HubSpot trial to see how easy it would be to create a complete buyer’s journey within the software. In just two hours, I had the whole conversion process in place; a few blog posts with CTAs, Forms and Landing Pages, as well as personalised website pages based on the visitor’s context. If I could achieve that in a couple of hours, I knew that it would be a game changer to us.”