The challenge
Innovation Support offers appointment-setting services to the Norwegian B2B market, having booked meetings for companies like Microsoft, Knowit, PwC and Ernst & Young. They came to us wanting a digital strategy that would let them reach more customers earlier in the buying process.
Before working with us:
- The website attracted little traffic and generated almost no warm inquiries.
- The few inquiries that came through Google Ads weren't from decision-makers — they were unqualified and overly focused on price.
- These leads didn't see Innovation Support as a strategic sparring partner for structured, high-value sales.
- With an average new customer worth around €27K and engagements running two to 36 months, even a handful of qualified leads could deliver a strong return — but those leads weren't coming.
What we did
We took Innovation Support through our process for building a digital strategy designed to attract qualified leads — combining ICP work, a content engine, and a full HubSpot setup. Together we:
- Defined an Ideal Customer Profile based on the attitudes, behaviours and characteristics buyers show when evaluating a solution.
- Interviewed strategic sales directors, sales managers and CEOs about their buying process to surface common objections, questions, and the content they actually want to read.
- Built a content strategy grounded in those interviews — most of it written as articles and customer stories that address objections around outsourcing appointment setting and prove past results.
- Implemented HubSpot Marketing Professional to segment contacts into lists, send a weekly newsletter, and route the most qualified inquiries straight to Innovation Support's salespeople to take over the sale.
- Designed and built a new, more modern website in HubSpot CMS — together with design agency Kult Byrå — positioning them as a premium, professional partner for appointment setting and B2B sales.
The results
Over six years, Innovation Support grew revenue from €1M to €4.8M (NOK 10M to 55M) on the back of a predictable, inbound-led lead engine:
- €1M → €4.8M — revenue growth over six years with HubSpot CRM.
- 125+ articles produced, lifting the site from a few hundred to several thousand visitors a month.
- 10–15 qualified inquiries per month requesting a quote through the website, on top of their own appointment setting.
- A predictable stream of qualified leads that also strengthens their outbound — cold prospects now read the articles and see past results before they say yes.