GetJenny faced the challenge of increasing SQLs (Sales Qualified Leads) with large corporations in the Swedish market. To achieve this, the company needed to come up with a strategy specifically tailored for Sweden. 

As part of this strategy, they needed an industry report focusing on the Swedish market. This report was identified as the most effective content to attract and engage potential leads.

The industry report would provide valuable insights into the Swedish market, making it a compelling tool for capturing the attention of big corporations and initiating meaningful engagements..

Content Marketing is the Key:

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Our team created two major content pieces:

Tool Landscape Ebook: A comprehensive guide listing all customer experience (CX) tools on the market and their applications by customer service teams.

Customer Service Experience Benchmark Report: An in-depth industry report with data and insights on customer service experiences provided by the largest companies in the Nordic region.

  1. Research framework and extensive research:

   Our research process started with building the research framework for the benchmark research. The research framework listed out the criteria to measure, types of research and analysis to do properly and so on. It also involved thorough observation studies and a manual review of each company's website regarding the customer services of the Nordic region's biggest companies in the oil, gas, and energy market.
Lean approach for our methodology

   We first examined 25 random companies from the list to formulate how to compare the company. The preliminary results were surprisingly varied, and gave us significant scope to grade companies based on the three factors of trustworthiness, clear purpose and communicability. “Do I trust the company behind this website, can I understand their purpose immediately and can I contact them with a query easily?”

We examined each website for each of the 363 companies using 26 data points to get a detailed answer to this question.

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We were one of the very first startup teams to conduct this topic with thorough extensive research, observations and analysis on 360+ companies on such a short time with a small team.

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   By closely examining these companies' support systems, we aimed to identify trends, best practices, and areas where our chatbot will be useful in the customer service landscape within the Nordic oil, gas, and energy market. 

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2. Conduct observation, data collection and analysis 

   We assessed the accessibility of customer support on these websites, including whether they were reachable via phone, email, and chat and whether they had implemented chatbots. This approach allowed us to gather valuable insights into these companies' customer service practices, which was essential for the industry report.

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    Also, we came up with specific questions to learn more about the customer support landscape in the Nordic region. We aimed to identify the most popular customer support tools utilized by these companies and analyzed metrics such as the average response time for customer inquiries and the duration taken to resolve a request. 

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   Furthermore, we evaluated the responsiveness of customer support tools, determining the response rate regarding providing an answer or non-response.

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   The benchmark reported helped companies get the real feedback of their online customer support and understand the value of AI chatbots in customer satisfaction. 

3. Publish, repurpose and distribute on various channels

After the research, we built a big benchmark report of 60 pages with interesting findings and beautiful data visualizations. The benchmark report has been the key lead magnet for GetJenny to generate MQLs and convert to SQLs. 

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Mini Reports Creation:

We produced mini-reports for individual companies, tailored to GetJenny's ideal customer profile (ICP) for the ABM strategy. These detailed reports enabled sales representatives to directly target large corporations, enhancing the ABM approach.

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 Our research provided valuable insights for the industry report and equipped GetJenny with the necessary understanding of the customer service practices within their target market.

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 The report was refreshing and interesting as never before there was a report on this topic of these industries in the Nordics. The report got clicks, comments, and sharing. It was a big blast! 

The content pieces are the primary lead magnets for getJenny to turn cold traffic into inbound leads, which resulted in an increase of more than 40% in MQLs after 2 months. For companies with B2B long sales cycle, the benchmark report helped GetJenny shorten the sales pipeline and increase SQLs significantly. According to the client team, this is the best content piece for them to use for ABM campaigns as well. 

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For further details, you can view the report that we published online here.

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