Dooer
Sweden’s automated bookkeeping pioneer. Nine months, a new story, 180% more leads.
Dooer wanted to make managing business finances easier and more rewarding. The goal was straightforward: help people start and run companies without getting buried in paperwork. The launch plan needed improvement. Then Sam Nurmi, Pingdom’s founder and an old colleague, reached out and asked me to join as CMO to fix the marketing. I set a timeline of six to twelve months.
What we built
Our first priority was to make the pitch clear for any small business owner. We redesigned the website around one main message: Dooer handles your books so you can focus on running your business. We improved the funnel, ran targeted ads, and sent people to landing pages that highlighted real time savings, including the numbers.
I worked with the developers, a content specialist, and a videographer. We created short explainer videos, shared real customer stories, and designed a new interface that made the numbers easier to understand and more useful.
We made sure marketing and sales followed the same plan. CRM was connected to every step, and live dashboards tracked leads. Instead of posting random blogs, we wrote how-to guides that people searched for and earned backlinks from important partners. For paid search, we stopped using vanity keywords and focused on phrases like 'automated bookkeeping Sweden,' which real buyers use.
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
In four months, leads increased by 180%. By the sixth month, we increased the conversion rate from visitors to qualified leads by 30%.
We brought sales and marketing together in person. With shared dashboards, daily standups, and joint messaging, everyone worked toward the same goals.
Reflections
Dooer taught me that getting the story right comes first. If the pitch isn’t clear, no amount of budget can fix it.
Switching from traditional bookkeeping to digital is more challenging than it seems. Many people still rely on their accountants and bring in a shoebox of receipts rather than handling it 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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