The road to personalised business communication at Företagarna
Företagarna is the Swedish Federation of Business Owners, a non-profit organisation with roots stretching back to 1905. Today, the organisation represents 60,000 members through a network of 250 local associations across Sweden. It shapes opinion and policy on issues that matter to its members and the wider business community, aiming to create a better climate for entrepreneurs in Sweden. Members also benefit from networking events, discounts on business purchases and legal advice.
Why Företagarna chose Spotler
Until March 2023, Företagarna managed member communications internally but outsourced lead generation and other marketing activities to an agency. That agency was already using one of Spotler’s platforms, so Spotler was involved from an early stage.
Företagarna decided to bring lead generation fully in-house so they could learn what worked well in their communication and, in turn, communicate more relevantly with their members.
“The main reason is that we want to be able to send both our member communications and our marketing sends from the same account.”
As they defined their needs, it also became clear that a Customer Data Platform (CDP) was necessary.
“To be able to do everything we want to do, we must have a CDP. What we hope to do once the CDP is in place is to use the insights we collect in the lead process in our member communication.”
Företagarna’s interest in Spotler’s email platform and CDP was twofold. They needed tools that could integrate smoothly, and user access had to be handled without friction. This was important because separate teams manage Företagarna’s content and journey, and while the teams collaborate, they must remain distinct.
A platform with multiple sender domains
What makes Spotler’s solution particularly attractive compared with previous platforms is the ability to use separate domains to contact different target groups.
Företagarna has two main priorities in its email strategy. Existing members receive automated updates on topics they’ve expressed interest in. New leads and prospects receive a different kind of communication designed to convert them into members, with smart, relevant messaging tailored to their interests.
Higher engagement among recipients has improved Företagarna’s metrics, especially in deliverability.
Spotler’s platform makes it easy to manage multiple databases and keep different user groups separate. It also includes an approval system across all domains, enabling Företagarna to build a tailored, dynamic communication strategy.
The next step is to integrate with Företagarna’s CRM, so the sales team can automatically receive warm leads as part of their routine.
“Right now we have to do many things manually, like exporting lists for our telephone sales team.”
Spotler’s Customer Data Platform solution
At the time of writing, Företagarna has significant activity happening in the test environment for its CDP and is preparing to go live. The highest-priority project is a newsletter subscription form launching in spring 2024. This will be the first time Företagarna uses a personalisation block, and the team is looking forward to seeing the results.
What Företagarna appreciates is that audiences will be fed into their analytics tools, making it easy to track the entire customer journey. In the next phase, social media activity and app data will also be measured.
Företagarna’s CRM already feeds data into Spotler’s CDP. Once data flows back from the CDP, people who have filled in forms or are in a decision phase can be contacted straight away.
A future that’s tailored and personal
Rolling out Spotler’s email and CDP platforms has highlighted Företagarna’s need for deeper personalisation and more automation in their marketing activities, both for existing members and new leads.
Connected systems have also helped bring internal teams closer together, especially by strengthening the link between sales and marketing. As they spend more time with Spotler’s CDP, it is set to become the central hub of their marketing; the node that connects platforms and teams with accurate, useful data.
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