Overview
Built a CRM-connected advertising sales platform for a leading Nordic digital marketplace. Connected audience data, targeting options, advertising formats, pricing and sales contacts into a single self-service portal for advertisers and media agencies, replacing a fragmented sales experience with a repeatable path from research to qualified inquiry.
Who This Is For
Digital marketplaces, media organisations, B2B platforms and advertising sales teams selling complex or configurable advertising products. This case is most useful if:
- buyers want to explore audience data, formats and pricing before speaking to anyone
- prospects contact sales for basic information
- your CRM and sales contacts are disconnected from self-service research
- you are changing pricing or account structures and need the website to support it
The Challenge
FINN, a leading Nordic digital marketplace, had a strong advertising proposition, extensive audience data and dedicated sales teams across several markets. Its digital sales experience did not connect them.
Information about audiences, targeting, formats, prices, specifications, research and sales contacts was fragmented, so buyers had to contact sales just to find out whether an opportunity was relevant.
FINN was also introducing a simpler pricing structure and a new key-account team for major advertisers and agencies. The portal needed to support those changes, not simply describe them.
Our Approach
We built an advertising portal that does the early part of the sale.
- One advertising services portal: audience reach, market data, targeting options, formats, prices, specifications, customer evidence and media-planning information across FINN's marketplaces, with each market linked to its sales contacts.
- Routing to the right person: contacts structured by market and customer type, so buyers reached whoever owned their opportunity.
- Commercial enquiries separated from FAQs: keeping sales capacity for qualified conversations.
- CRM-connected newsletter: sign-ups entered FINN's CRM as structured requests.
- Reusable market templates: a consistent structure across advertising markets, with market-specific content.
- Self-service publishing: market and sales teams managed their own contacts, presentations, pricing and supporting material.
Impact
Buyer education moved upstream. Advertisers and agencies could explore audiences, formats, targeting and prices before contacting sales, so salespeople spent less time on basic information.
A clearer route to the right conversation. Prospects ready to continue reached the relevant commercial team, not a generic contact form.
Digital interest became sales follow-up. Newsletter registrations arrived in the CRM as structured requests.
Scalable across markets. Market teams controlled fast-changing sales material while the structure stayed consistent across the whole advertising operation.
The result was one repeatable journey, from audience interest through targeting, product and pricing to an identified sales owner and CRM-connected follow-up, in place of an ad hoc sales process.
The design and build of FINN's CRM-connected advertiser pipeline was led by the people now behind ECM.DEV, working as a consultant to Confetti, a media agency engaged by FINN. Any public information referenced here is used for identification and does not imply endorsement.
Topics
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