Stringo
Building Stringo's brand with Invise's expertise

Stringo provides the automotive industry with safe and efficient vehicle movers. Founded in 1985, this family-owned company runs its factory in Sweden’s High Coast. While serving customers worldwide, Stringo has a particularly strong presence in the USA and Germany.

Staying top of mind in a changing industry

The automotive industry, traditionally conservative and slow-moving, has experienced a significant transformation over the past decade. Stringo, once without competitors, suddenly faced a wave of them. Prices were squeezing, delivery times shrinking. To maintain their position and remain top of mind with the target audience, Stringo needed to hit the gas.

Becoming synonymous with vehicle movers

Communicating with diverse B2B audiences worldwide carry several challenges. Can a Swedish vehicle mover build deeper relationships with German decision-makers on LinkedIn while also attracting the American market? How could Stringo, through digital efforts, bridge the gap and become synonymous with vehicle movers?

Aligning sales, marketing, and tech

The recent digitalization and automation within the automotive industry has significantly shortened sales cycles. Stringo, who had previously put a lot of work into established contacts and relationships, needed to become more agile. Additionally, they had potential for upselling to existing customers. To effectively engage with a diverse target audience spread across different markets, with numerous factories, departments, and decision-makers, Stringo needed better collaboration between marketing, sales, and technology. This is where Invise entered the picture – and started challenging on multiple fronts.

“Operation Handshake": A streamlined sales process

By mapping Stringo's sales processes and automating, optimizing, and streamlining where needed, sales teams started to work smarter. The new sales process, known as "Operation Handshake," allowed the sales team to deepen their relationships with existing customers. This pilot program set up by Invise for the digital sales process in the USA, is now being evaluated for implementation in other markets.

Qualified leads

Paid social and keyword advertising brought Stringo many, as well as the right kind, of leads. Smart conversion optimization and lead nurturing flows helped capture potential customers and make them sales-ready. The advertising is continuously analyzed and optimized based on new customer insights.

Content for the entire customer journey

With a clear inbound marketing strategy, all leads are nurtured with relevant content tailored to different stages of the buyer's journey. This depended on thorough buyer persona work, a well-thought-out content strategy, and an adapted tone of voice guide, translated into storytelling through both text and video.

A well-known brand for the entire industry

With their effective growth marketing strategy combining relationship marketing with smart digital solutions in HubSpot, Stringo increased their brand awareness within the target audience. They managed both to maintain and consolidate their position as thought leaders in the vehicle mover segment, becoming the household name they aspired to be.

Success that resonates internally

A seamless collaboration between Stringo's sales and marketing teams has contributed to many positive outcomes, including higher quality inbound leads and more closed deals. Employee satisfaction has also increased in both Sweden and the USA, where employees feel proud to be part of a groundbreaking transformation at the company.

1. Growth marketing strategy
2. Inbound marketing strategy 
3. Project management of the marketing team 
4. Tone of voice guidelines and buyer persona strategy 
5. Content strategy and content production 
6. Content review and conversion optimization 
7. SEO content 
8. Design 
9. Marketing automation in HubSpot Marketing Hub 
10. Lead nurturing 
11. Organic social media 
12. Paid performance marketing (LinkedIn + Facebook + Google) 
13. Web development in HubSpot's CMS 
14. Video production

• 109% more leads through paid advertising (LinkedIn Ads, Facebook Ads, Google Ads) 
• +150% exposure in social channels (from 1,142,349 to 2,870,550 exposures) 
• 55% reduction in ad costs on LinkedIn (from 199.93 to 90.27 SEK per thousand views) 
• 27,5% more clicks to the website from social media ads (from 15,342 to 19,585 clicks) 
• 224% ROAS – earning 2,24 SEK for every SEK spent in 2022 
• 2% of the total generated leads became customers in 2022
  
  * Time period: June-July 2022 compared to the same period the previous year.

• 109% more leads through paid advertising (LinkedIn Ads, Facebook Ads, Google Ads) 
• +150% exposure in social channels (from 1,142,349 to 2,870,550 exposures) 
• 55% reduction in ad costs on LinkedIn (from 199.93 to 90.27 SEK per thousand views) 
• 27,5% more clicks to the website from social media ads (from 15,342 to 19,585 clicks) 
• 224% ROAS – earning 2,24 SEK for every SEK spent in 2022 
• 2% of the total generated leads became customers in 2022
• 2% of the total generated leads became customers in 2022