Dooer
Sweden’s automated bookkeeping pioneer. How 9 months of strategic marketing optimization delivered 180% lead growth and 30% better conversions.
Dooer had developed an innovative solution for automating small-business bookkeeping, but the go-to-market strategy needed refinement. Sam Nurmi – Pingdom’s founder and my previous colleague – asked if I could join as CMO to optimize their marketing approach and establish scalable growth systems. I wanted to give this 6-12 months, and accepted the challenge with a focused timeline and clear objectives.
What we built, shaped, and launched
First, we clarified the value proposition in language any small business owner could understand, then rebuilt the website around a single narrative: Dooer handles the books so you can handle the business. We developed a streamlined conversion funnel with targeted PPC and social ads driving prospects to carefully crafted landing pages that demonstrated the product’s time-saving features with concrete metrics.
I collaborated with the in-house development team and utilized a content specialist and videographer to create 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, integrated CRM throughout the customer journey, 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 partner backlinks. Paid search campaigns were optimized to focus on high-intent phrases like “automated bookkeeping Sweden” rather than broad vanity keywords.
Company
Role
CMO, 2019
Milestones
With its new business model I created and implemented a go-to-market strategy and increased lead generation traffic by 180%
Increased conversion from traffic to inbound leads by 30%
Managed team of up to 5 people.
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%, demonstrating that clear messaging combined with an intuitive user experience consistently outperforms complex tactics.
We also strengthened cross-functional collaboration by replacing departmental silos with shared metrics, daily coordination meetings, and live collaboration sessions where sales and marketing teams could iterate on messaging together. This alignment resulted in unified revenue goals rather than isolated departmental KPIs.
Reflections
The Dooer engagement reinforced that clear storytelling, thoughtful design, and data-driven processes form the foundation of sustainable growth. The experience also sparked my interest in exploring new challenges in digital transformation and product development, leading me to seek opportunities where I could work more closely with product teams and technology innovation.
After establishing scalable systems and documenting comprehensive playbooks for the team, I transitioned back to Sailors & Mermaids, energized by the potential to apply these insights to even more complex digital challenges.
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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