Dooer
Sweden’s automated bookkeeping pioneer. Nine months, a new story, 180% more leads.
Dooer was founded on a mission to change the financial and administrative aspects of running a business. The vision was to make it easier, more enjoyable, and more profitable to start and run a business. However, the go-to-market strategy needed refinement. Sam Nurmi — Pingdom’s founder, and an old colleague — called and asked if I could come in as CMO and fix the marketing. I gave myself 6–12 months.
What we built
First, we clarified the value proposition in language that any small business owner could understand, then rebuilt the website around a single narrative: Dooer handles the books so you can focus on the business. We developed a streamlined conversion funnel, utilizing targeted PPC and social ads to drive prospects to carefully crafted landing pages that showcased the product’s time-saving features with concrete metrics.
I worked with the dev team, a content specialist, and a videographer to build micro-explainers, customer case studies, and a redesigned interface whose clean design made financial management feel approachable and intuitive.
We implemented structured processes across marketing and sales, wired CRM into every stage of the sales process, and established real-time dashboards for lead tracking and analysis. The SEO strategy shifted from scattered blog posts to intent-driven how-to articles and strategic backlinks from partners and news outlets. I optimized paid search campaigns to focus on high-intent phrases, such as “automated bookkeeping Sweden,” rather than broad, vanity keywords.
Company
Role
CMO, 2019
Milestones
Built and launched a new go-to-market strategy. Lead traffic up 180%
Increased conversion from traffic to inbound leads by 30%
Built and ran a five-person marketing team from scratch..
Bookkeeping made easy for businesses by using the Dooer app.
Highlights and wins
Within 4 months, lead volume increased by 180% By month six, we had improved conversion from visitor to qualified lead by 30 percent.
We also got sales and marketing in the same room, literally. Shared dashboards, daily standups, and joint messaging sessions meant both teams were pulling toward the same number.
Reflections
Dooer reminded me that the story has to come first. Get that wrong and no amount of spend fixes it.
Digitizing a traditional business, much like bookkeeping, is not easy and it’s littered with traps everywhere. There is a reason people trust their old accountants and like to bring them a shoebox of receipts rather than do things themselves.
Lesson learned.
Dooer went through a lot of changes until we found a good market fit.
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“Jonas brings a wealth of real-world marketing experience, honed by working with top-level CEO’s, to every challenge. He’s exceptionally easy to work with and a true team player. I wholeheartedly recommend Jonas for any marketing leadership position; he would be an invaluable asset to any organization.”
Morgan Sundqvist, CTO
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