Skip to content
Customer story


Building a marketing engine for 9+ years and increasing blog traffic by 354%

About Salesforce

Everyone knows Salesforce. But that wasn't the case in Finland when we started working with them nearly a decade ago when they had just started operating here.

Salesforce's main target groups in Finland are marketing, customer service, sales, and e-commerce, but their solutions are suitable for many other functions as well. 

Salesforce is literally a trailblazer, and we've had the honor of working with them for over nine years!

In this customer story, we present some of the things we've achieved together, and what we're planning for tomorrow.

Services provided

Marketing Strategy
Brand and content marketing
Social media marketing
Webinar production

"Working together with Advance B2B is always a pleasure. Together for the past years, we have managed to find ways to work seamlessly together as one team without forgetting the fun!"

Krista Kajaala
Marketing Lead Finland, Salesforce


Nearly a decade together

When did it all start?

  • Our story began with an ABM project in 2014, and Salesforce was Advance B2B's very first customer.
  • Continued with inbound marketing services in 2016
  • Transformed into a brand marketing customer in July 2017
  • Since 2020, the focus has been on brand and content marketing

Still going strong 

  • Team spirit has been great and the cooperation has been really smooth from the get-go
  • Good results from our efforts: We now have around 5,000 organic page views each month on the Finnish blog — we started from zero in 2016
  • We’ve been involved in the blog since the very beginning, and the numbers speak for themselves: there’s been around 354% growth from January 2017

Starting point

What did Salesforce originally need help with?

  • They needed help with a project but then decided to continue with ongoing cooperation as they were pleased with our work.
  • Other solutions besides the Salesforce CRM were not well-known.
  • Salesforce was seen as an expensive tool.
  • They wanted help with building brand awareness and spreading knowledge.
  • There was really no product-specific Finnish content on Salesforce.

Our original goals together

  • Increasing brand awareness in Finland
  • Producing high-quality leads to sales
  • Creating Finnish content about Salesforce to serve their Finnish customers
  • Specific goals for blog traffic and social media engagement

"What always amazes me is our team's ability to adapt to changing situations and find a way around possible problems. I believe that anything is possible with this partnership."


Some examples of our work

From the beginning, we’ve been heavily involved in their content, doing things like:

  • Writing content for their blog and also columns and guest posts for Kauppalehti, Talouselämä, Tivi, and Bonfire
  • Social media advertising
  • Organic social media posts
  • Newsletter content
  • Content audit to optimize our current content and gain new ideas for the future. 

Throughout the years, we've conducted multiple customer research projects to guide our content work and determine Salesforce ICPs. We've also conducted keyword research and built a content strategy based on our findings. 

We've been heavily involved in: 

  • The concept and production of the Salesforce #Älytuubi webinar
  • E-books and downloadables
  • Paid advertising including ad copies and optimization

Salesforce live events: We provide live tweeting and materials for the events. We've even written dad jokes for the speakers to add to their keynotes—that’s one of our special skills. We also attended Dreamforce with the Salesforce Finland team in 2018 and interviewed Salesforce customers there.


"Salesforce was my first customer back in 2017 when I joined Advance B2B.

Looking back, I'm not just happy about the results we got, but also about the fantastic people I met.

It's never just the business, it's really all about the people. Salesforce really knows what partnership management can be at its best, and it's a privilege to have worked with them."

Sari Venäläinen
CEO at Advance B2B, formerly Content Marketing Strategist working with Salesforce


The best-performing post

We'd love to highlight the best-performing blog post of 2021 on the differences between millennials and Gen Z when it comes to marketing

For this piece, we researched what topics were performing well in other target countries and  checked if this was popular in Finland as well. Then, we did some keyword research and wrote the piece in Finnish. 

A Sámi-language blog post

Another great and dear memory for us is this Sámi-language blog post published on the Sámi national day on February 6th in 2019.

The article is written by Tapio Niittyvuopio, a Sámi employee at Salesforce Finland at the time.

"We have grown not just our blog results but also the level of the content we produce."

Krista Kajaala
Marketing Lead Finland, Salesforce


The best webinars

The #Älytuubi webinar series was another success.

In 2020, #Älytuubi webinars gained around 2,000 individual watchers and listeners, and most of them were ICP attendees.

The great news is that the webinar recordings are still being actively watched: most have been watched around 500-1,000 times since publication.

Social media

Many things have been worth tweeting about... 


Future plans

Salesforce is a true company of trailblazers: pioneers, innovators, and lifelong learners.

We aspire to be their trusted strategic marketing partner for many many years to come.

Hopefully, we’ll keep trying, testing, and coming up with new, awesome ways of doing the things we are already great at — and learn as much new as we can along the way.

Let's have a talk!

If you’d like to talk to us about working together, your best bet is our calendar below. Find a time that's most convenient for you and simply book it! You'll be booked with someone from our sales team.

Alternatively, you can fill out this form and we’ll hit you back with an email within the next 24 hours (unless it’s the weekend or a national holiday, in which case we might take a tad longer, you know how that goes).

* if you're interested in working for us, visit our careers page!