The Onlinification Pod

Inbound journey with Ulrik Andersson

For most people in Zooma's hometown of Gothenburg, Stadsmissionen is a familiar institution. For over 70 years, they've worked to help the city's most vulnerable with emergency help and long-term support - whether they're dealing with homelessness, mental illness, addiction, domestic violence poverty or social exclusion.   Today, Göteborgs Stadsmissionen (or Gothenburg City Mission in English) is an organisation with over 500 employees, as well as more than 450 volunteers. Stadsmissionen runs food kitchens, a network of second-hand stores, housing facilities, therapy and support groups, work placement schemes and much more.   In order to keep things going, they depend on donations from private individuals and companies - and that's where marketing and communications comes in. In this week's episode, I spoke to Tomas Carlström, Stadsmissionen's Marketing Communications Manager, to find out how they make it happen.   Thanks for listening! Make sure to subscribe if you want to hear more, either right here or at zooma.agency/podcast   You can find out more about Stadsmissionen at stadsmissionen.org, and about Tomas on LinkedIn, here: https://www.linkedin.com/in/tomascarlstrom/

Webinars are nothing new in the world of online communication, but they're still unfamiliar territory for a lot of B2B companies. In this episode of The Onlinification Pod, I spoke to Bryan van Anrooij, head of marketing at WebinarGeek, to talk about why more companies should add webinars to their content mix.   Companies we work with often feel a bit unsure about starting with webinars. For a B2B business that is used to creating articles for the knowledge hub or publishing lead-generating ebooks, making the jump to broadcasting live in front of potentially hundreds of existing or future customers can be a scary prospect. Hosting a webinar means creating an attractive presentation that will convince participants to sign up, learning a new tool and getting comfortable in front of the camera, and designing a smart follow-up process that actually drives business. And since you're broadcasting live, it's not possible to edit out any mistakes. With all this in mind, it's not surprising that many companies don't prioritise webinars as a marketing tool.   During our discussion, Bryan covered these concerns and made a great argument for why every B2B company should consider getting started with webinars. Whether you're a complete beginner or a seasoned webinar host, I think this episode will give you some useful tips and inspiration for taking things to the next level.   If you enjoyed this episode, subscribe! Either right here, or at zooma.agency/podcast

We're breaking our normal program this week with a one-off episode of The Internship Pod with Lisa Sundgren, Zooma intern and soon-to-be full-time Zoomer.   Lisa's internship will soon be over, and even though she won't be leaving us, we asked her to join the pod to reflect a little over how the last 14 weeks have gone and what advice she would give to future Zooma interns.   If you're currently studying and looking for an internship place, I hope this episode gets you interested in applying to Zooma. If it does, you can do so right here: zooma.agency/en/get-in-touch?page=apply-for-an-internship&scroll=1   Alternatively, you can subscribe to The Onlinification Pod for more non-internship-related episodes in future — either right here, or at zooma.agency/podcast.

If you work at a B2B company, your target audience probably spends a lot of time on LinkedIn. It's always been an essential platform for companies that want to reach potential buyers at other companies, and when you use its paid advertising features, it becomes even more powerful. In this episode, I spoke to Alfred Broman, former Zooma intern and seasoned LinkedIn Ads user, to find out more about how you can take advantage of this tool.   If you enjoyed this episode, don't forget to subscribe - either right here or at zooma.agency/podcast

Today's episode is all about data-driven marketing. I'm thrilled to have Joonas Jukkara, from SEOSEON, as our guest. Joonas is an expert in creating data-driven marketing plans and will be sharing his insights on how to identify and track KPIs for success. As we know, data is an essential component of any successful marketing campaign. In this episode, we'll dive into the world of data and learn how to leverage it to achieve your marketing goals.

In this week's episode of The Onlinification Pod, I spoke to Sarah Britz, CEO and editor-in-chief of Faktum, Sweden's biggest street newspaper. During our discussion, we spoke about Faktum's business model, the role the paper plays in the lives of the people who sell it, and the challenges of selling a print product in an online world.   Enjoy, and don't forget to subscribe to The Onlinification Pod! Either right here, or zooma.agency/podcast

Content creator, HubSpot wizard and part-time podcast host Alexander Evjenth joined me in this week's episode of The Onlinification Pod to talk about the referral program he's been building for Zooma entirely in HubSpot. Take a listen to find out the details of the setup, and how a similar program could give your lead generation a boost.   Enjoy, and don't forget to subscribe! Either here, or at zooma.agency/podcast

In this episode, Doug was joined by Marie Ideström, CEO and Founder of Womengineer, a Swedish foundation that aims to boost gender equality in the engineering industry by inspiring young girls to find out more about their hidden passion for STEM at an early age.   Take a listen if you want to find out how Womengineer approaches their difficult-to-reach target groups, how they mix physical and digital events in their inspiration journey, and how your company can get involved as a supporter.   Speaking of getting involved, you can find out more about Womengineer and how your company can support them using the links below.   https://womengineer.org/ https://womengineer.org/stotta-vart-arbete/   Enjoy, and don't forget to subscribe! Either here, or at zooma.agency/podcast

Digitalising a traditional B2B company is no easy task - but with the right mindset and tools, it can be done. To find out how, we invited two friends from Interwheel - sales and marketing director Karl Helmer and digital marketer Alireza Abbasi - to join this episode of Onlinification Pod and tell us how their journey is progressing.   Don't forget to subscribe if you enjoyed this episode - either right here, or at zooma.agency/podcast

The idea of a product information management (PIM) system implementation is a scary one for many B2B companies. Projects like this have a reputation for being long, complex, and difficult to succeed with. However, this doesn't need to be the case - to find out more, I spoke to Zooma's Jakob Thornér and discovered how your company can succeed with and benefit from a shiny new PIM system.   I hope you enjoy this episode, and if you do, don't forget to subscribe - either here or at zooma.agency/en/learn/podcast

If you're planning on starting a company podcast but you're not sure how to begin, take a listen to this episode - in it, I asked pod hosts Doug and Alex about their main learnings from running The Onlinification Pod, and what Zooma can do to get your podcast off the ground. Enjoy, and don't forget to subscribe! Either here, or at zooma.agency/en/learn/podcast

Get to know Jakob Thornér - Technical Lead at Zooma

Are you considering Revenue Operations? Then, this is the episode you've been waiting for. We are so happy that Anna Oom from Qmatic took the time to visit The Onlinification Pod to discuss revenue operations. Anna is Head Of Revenue Marketing at Qmatic, a company that recently implemented revenue operations, and here you get the chance to listen to her experiences and learnings so far.

This episode is going to be about brand identity, and the guest is Sanna Hedberg, who works as a designer here at Zooma. I hope you enjoyed this episode.

A while ago, I read an email where Anders was discussing brand value propositions and positioning statements with a client. So I thought this could be a great topic for the Onlinification Pod. It was a fun episode, and I really hope you enjoy it.

Having an effective CRM system can give a huge boost to any sales and marketing team, and when the right processes are in place, it can actually drive business. However, for too many B2B companies, the CRM system simply takes up a lot of time and gives very little back. One company that has managed to get things right is Automata, and in this episode, I speak to their CRM and Data Manager, Jack Warren, to find out how they do it.   Enjoy, and don't forget to subscribe! Either right here, or at zooma.agency/en/learn/podcast   And while you're at it, visit Automata's site at automata.tech.

In this episode, I was joined by Anna, administrator and workplace manager at Zooma.

In this episode, Doug Bolton and Daniel Falk discuss international SEO - the process of optimising your site for good search performance in a different country or a different language. It's an important thing to get right if you're a B2B company with a presence in lots of different countries, but it's not easy - take a listen and get some tips on how to think about your content and technical setup to ensure great search performance at home and abroad.   Enjoy, and don't forget to subscribe! Either right here, or at https://www.zooma.se/en/learn/podcast

#65: Production of unique images for your own image bank by Zooma

Localisation is often a challenge for international companies. Alexander spoke to Charlotte to find out how to make it easier.

In this episode of The Onlinification Pod, we're continuing our series of getting to know the Zoomers who we don't usually have as guests. This week, it's Marko's turn. Marko works as a full-stack developer here at Zooma, and he's a major part of the technical team along with Zieyaad, Yeu-Kang and Jakob. Marko comes from Serbia, but he's lived here in Sweden since 2016, and he's been a part of Zooma since 2020. I hope you enjoy getting to know Marko in this episode!

Today, you're going to hear from Zieyaad, Kang and Marko, Zooma's HubSpot developer team, and we're going to talk about HubSpot from a developer's perspective.

In this episode, I was joined by Zieyaad, a HubSpot developer at Zooma who works remotely from South Africa. Find out who Zieyaad is and what it's like to work full-time remotely.

In this episode, I invited the first external guest to The Internship Pod, Caroline Sjöbeck. She's the content director and operations manager for 376 Films, a production company based in Malmö.  Caroline has a background in film studies and felt that she found her passion early on during her studies. Today she has a broad role in the company, but her primary responsibility is to create a framework and coordinate the company's marketing activities.   In our discussion we spoke about:  The difference between 376 Films and other content suppliers on the market  The challenges of working with marketing in a start-up  At the end of the episode, Caroline is sharing some valuable tips for anyone facing the same challenges or who might face them in the future.  As always, links and a complete transcription can be found below!  Enjoy!

Generally, in The Onlinification Pod, we focus on topics that are relevant to you - our customers, friends, and potential future customers. This time, I thought we'd switch things around and try to answer a hugely important question for companies like Zooma - what do buyers look for when choosing an agency?   Annika Eriksson guested this week's episode - she's currently a project manager at Zooma, but she also has a huge amount of experience in buying roles at major companies where she was responsible for selecting agencies like Zooma. With this kind of knowledge, I asked her what she used to look for in an agency, the mistakes that agencies typically make when approaching potential customers, and the most important things agencies can do to make sure their customer relationships stand the test of time.   Enjoy, and don't forget to subscribe! Either here, or at zooma.agency/en/learn/podcast

This week on the pod, I was joined by Josefine Kinnvall, Zooma's current intern. She's got plenty of podcast experience after creating The Internship Pod, but this time, she's on the other end of the microphone. Hopefully, this episode will come in handy if you're planning on doing an internship at Zooma in future, or if you know someone who might want to do one. Enjoy, and subscribe! Either right here, or at zooma.agency/en/learn/podcast

When you come from a theoretical background of studies and academia, an internship actually puts your knowledge to the test. I discussed this and much more with Jesper Björkman in this week's episode of The Internship Pod.   Jesper has worked as a project manager at Zooma since 2017, and inofficially has the best music taste in the office. He started off as an intern, and after a successful internship he ended up as a full-time Zoomer. In this episode, we spoke about his journey, the difference between B2B and B2C, and the fear of asking for help.    Jesper also gives valuable tips for students who may feel a bit lost in the media and communication jungle!    If you don't want to miss the upcoming episodes of The Internship Pod, make sure to subscribe!

Creating content that reliably reaches your existing and prospective customers, regardless of their role or stage in the decision-making process, sometimes means covering the same topic more than once. This often creates a bit of anxiety in many companies - if we just write about the same thing all the time, won't people get sick of us? In this episode, me and Alexander tried to put this concern to rest.   Enjoy, and don't forget to subscribe! Either right here, or at zooma.agency/en/learn/podcast

Good news! We're now launching a new segment of The Onlinification Pod. It's called The Internship Pod, and we'll be releasing an episode every second week with interviews hosted by Josefine - current intern at Zooma.   Gina and Sofia's internships have now come to an end, so in this episode, we spoke about how they ended up as interns at Zooma, the highs and lows of doing an internship remotely, and the main takeaways from their time here.   We hope you enjoy this episode - it's the first of many hosted and created by a Zooma intern. If you don't want to miss the upcoming episodes of The Internship Pod, make sure to subscribe! Either right here, or at https://zooma.agency/en/learn/podcast

Lots of B2B marketers know the feeling - you've just finished the copy and design of a brand-new landing page for your latest campaign or product. You're ready to go! But hold on a second - you need to wait for the translations first. Cue a lot of email threads with your international colleagues, chasing them about their progress, or endless back-and-forths with a translation agency who doesn't know your industry.   Quality translation is absolutely essential if your company does business internationally - but too many companies treat it as an afterthought. It doesn't have to be this way - and to prove it, I invited Linda Gårdlöv to guest this week's episode of The Onlinification Pod. She's the CEO of Comactiva Language Partner, a Gothenburg-based agency specialising in translation and localisation of commercial content.   Linda has a wealth of experience from the translation industry and the world of international B2B business - so she was the perfect person to ask about how companies should be handling translations, and how they can work to increase the quality and accuracy of the finished result.    In our discussion, we spoke about:   - The common mistakes that companies make when handling their multilingual online presence   - How a good language partner can not only translate your copy, but also adapt it effectively to be understood in a foreign culture   - How you should collaborate when working with a translation agency to make sure your industry's unique jargon doesn't get lost in translation   Enjoy, and don't forget to subscribe! Either right here, or at https://www.zooma.se/en/learn/podcast   Thanks very much to Linda for guesting this episode - to find out more about Comactiva, visit them online at comactiva.se

We've spoken about customer experience quite a bit in the past, but we've almost always focused on online experiences. Usually, we've thought about what it's like to use a particular site or service, how easy it is to do what you want to do, and how you feel about the brand after using it.   However, despite the pandemic essentially almost all in-person events over the last two years, physical experiences in the real world are just as important. Whether it's a short meeting in an office or a major industry conference, the experiences and impressions that customers take when encountering a company face-to-face can last for a very long time.    Now that the IRL world is making a comeback, I thought it was time to talk a little bit more about offline customer experiences on the pod - for that reason, I invited Annika Eriksson to join me this week. She's recently started as a project manager at Zooma and has a long background in creating these kinds of experiences.    We spoke about the effects that a positive physical experience can have on an existing or potential customer, how companies can improve the physical experiences they create without much budget, and, of course, how companies can learn from their successful physical customer experiences and apply them to online.   Enjoy, and subscribe! Either right here, or at https://zooma.agency/en/learn/podcast

I invited our SEO expert Daniel Falk to discuss search-friendly content and the 80/20 rule in this episode. Many businesses that regularly publish online find that around 80% of the traffic to their knowledge hubs comes from only 20% of the content.   I've noticed this phenomenon on sites I've worked with, and it sometimes surprises content creators. Even with careful keyword identification and search engine optimisation, it often seems that the content that performs exceptionally well on search isn't always what you would expect.   Daniel has worked with SEO in one way or another throughout his career, so I thought he'd be a great guest to have on the pod this week. In our discussion, he answered my questions about why this phenomenon happens, how you can make the most of it, and how you can make sure the content that occupies those top spots in search is actually the content that you want to be there.   Enjoy, and subscribe! Either here, or at https://zooma.agency/en/learn/podcast

It shouldn't be difficult to be a customer of a company. But for many businesses, especially in the B2B world, this is the case. Things like poor customer service, disjointed buyer journeys, and complex signup processes create friction - factors that get in the way of a potential or existing customer and their planned purchase.   By solving these problems and making the purchase process as frictionless and smooth as possible, you can both bring in more new customers and keep your existing ones happier. But it's easier said than done. Fortunately, our HubSpot solutions architect Tobias Pasma knows how to get started.   I hope you enjoy this episode - if you did, don't forget to subscribe, either right here or at https://www.zooma.se/en/learn/podcast

In this episode, Anders returns as a guest for the first time in ages. We discussed some of his thoughts about what companies need to prioritise in 2022, and focused particularly on what B2B companies have (or haven't) learned from the pandemic.   Here's Anders' article that we speak about in the episode: https://zooma.agency/en/learn/marketing-thoughts-for-2022   Enjoy, and subscribe! Either here, or at https://www.zooma.se/en/learn/podcast

In this week's pod, I invited Martin Ray to talk more about revenue operations, or RevOps, as well as the subject of one of his recent articles. You've probably seen this term thrown about on lots of marketing sites, but what does it mean for your company? Hopefully, this episode will give you some answers.   You can read Martin's RevOps article right here: https://zooma.agency/en/learn/what-is-revenue-operations   Enjoy, and subscribe to the pod if you want to hear more - either here, or at zooma.se/en/learn/podcast

This week, we have two very special guests on The Onlinification Pod - Gina Viitala and Sofia Hermansson, who are currently doing an internship here at Zooma.   If you're a student or recent graduate looking for an internship, hopefully this episode will give you an idea of what to expect if you start at Zooma. Gina and Sofia talked about their experiences so far, shared some details of what they're working on, and gave some tips on the best way to prepare before starting here.   If you want some more details on Gina and Sofia's internship, take a look at The Internship Hub - there, they share weekly updates from the internship that should come in handy if you're thinking of applying to be our next intern - https://zooma.agency/en/internships   Enjoy!

Pretty soon, the latest incarnation of The Onlinification Pod will celebrate its first birthday. After a short winter break, I thought this would be a good opportunity to look back at some of the highlights from last year.    For each episode, I've selected a clip that summarises them - if you didn't have time to listen to each of these episodes, now's your chance to catch up.   Enjoy, and subscribe! You can subscribe right here, or on https://www.zooma.se/en/learn/podcast - your choice.   /Doug

The year is drawing to a close, and many companies have already started their planning for the year ahead. If you've got a spare 20 minutes this Christmas period, then take a listen to this week's pod, taken from a recent webinar we held with Martin Ray, our chief analyst. He's got plenty of insights about tomorrow's digital reality that can help you and your company set the right priorities for 2022.   Enjoy, and don't forget to subscribe! Either here, or at https://www.zooma.se/en/learn/podcast

Time for another new guest! Tobias only joined us at the start of December, but I wanted to get him on the podcast as soon as possible to talk about HubSpot. Tobias has been working with HubSpot since 2013, so he was the perfect person to ask about the biggest mistakes companies typically make when adopting HubSpot - and how they can avoid them.   Don't forget to subscribe! Either here, or on zooma.agency/en/podcast

Digtalisation has undoubtedly brought the world closer together. But we're still pretty far apart. Despite tools like Zoom making it easy to work across borders, cultural differences are harder to overcome. To find out more about how to deal with them, and the kinds of possibilities they create, I spoke to Zooma project manager Martin Palmqvist, who has a lot of experience in this area. We discussed the challenges of working in a totally foreign culture and how you can overcome them, even when you're in the minority. Enjoy, and subscribe! Either here, or at https://www.zooma.se/en/learn/podcast

If you want your company to get found online, SEO is essential. By gaining a good position on search engines for the terms that are most relevant to your business, you can reach a wider audience of potential customers. Search engine algorithms get more complex every day, so a consistent and structured approach to SEO is vital - but is it possible to be too focused on SEO with your content?   For this episode, I spoke to Daniel Falk, Zooma's in-house SEO expert, and got his thoughts on the matter.   In this episode, we discuss the drawbacks of focusing too much on SEO content, how you can achieve a better mix of content types on your platforms, and the advice he'd give to a company wanting to improve their search performance without sacrificing the things that make them unique.   Here's Anders' article about digitalisation and public transport I was talking about at 01:55: https://www.zooma.se/en/learn/blog/bid/164238/more-space-commuting   Enjoy, and don't forget to subscribe! Either here, or at https://www.zooma.se/en/learn/podcast

The best way to generate new ideas and develop new offerings as a company is to experiment. The most successful companies always have one thing in common - they're keen to experiment with new initiatives and ways of working, even if they result in failure. Lots of companies would like to adopt this mindset - but when the daily pressures of business pile up, it's hard to do.   In this episode, I spoke to Anders and Stellan about their views. They're both big fans of experiments, and we conduct plenty on ourselves here at Zooma. Our discussion covered plenty of topics, but we spent most of our time talking about how Zooma uses experimentation to establish best practice, some of the success stories we've experienced, and how your company can start creating a culture of experimentation.   Enjoy, and don't forget to subscribe! Either here, or at https://www.zooma.se/en/learn/podcast

In this week's podcast episode, I wanted to get some real-world examples of customer journeys from Anders and Stellan. We talk about the decision-making process a lot at Zooma, but the discussions are often quite abstract - so I hoped that by looking back at some of our recent customer journeys, we'd get an insight into how they work.   Fortunately, Stellan had a great example at hand. He's recently installed solar cells on his roof, so he was able to talk us through the research and decision-making process that led up to it.   I hope you enjoy this episode - if you want more, don't forget to subscribe. Either here, or at https://www.zooma.se/en/learn/podcast

In this week's episode of The Onlinification Pod, we spoke about content boards - what is a content board, why do you need one, and what difference could it make to your content? Listen to find out.   At Zooma, we've been having monthly content board meetings for a while now. The content board is made up of a group of people from different areas of Zooma who guide, advise and direct the content team in their production work. The whole idea is to inject a stream of new ideas and opinions into the content process to make sure all of our content is relevant for ourselves and our customers.   In my opinion, every B2B company that produces content should have a content board. To get you off the ground, Doug and I recorded this episode where we discussed who should be invited to be a member of your company's content board and how the board can impact and improve the company's content. We also talked about a couple of real-life examples where our content board meetings have led to valuable, successful pieces of content.   Enjoy, and don't forget to subscribe! Either here, or at https://www.zooma.se/en/learn/podcast

At Zooma, we spend a lot of time trying to make knowledge available to a wider audience, whether it's our own knowledge or that of our customers. However, since we've been working remotely, we've discovered that we're not so great at sharing knowledge internally. In this episode, I spoke to Anders and Stellan to find out how we're trying to improve.   Hopefully you'll learn something from our experiences. Enjoy!   If you like The Onlinification Pod, don't forget to subscribe! Either here, or at https://www.zooma.se/en/learn/podcast

Last week, some of the Zoomers attended Inbound 2021 - the latest installment of HubSpot's yearly conference about online marketing, digitalisation and more. In this episode, I spoke to Doug and Martin about their main takeaways from Inbound 2021 and the newly-launched tools they're looking forward to trying out.   If you enjoyed this episode, don't forget to subscribe! Either here, or on https://www.zooma.se/en/learn/podcast, where you can also find even more content about onlinification and digitalisation.

We've been working with topic clusters for over a year, and during that time we've learned some valuable lessons on how to create them in the best way. In this episode, me and Doug discussed what we've found out, and how we recommend you should create your topic clusters.   Enjoy, and don't forget to subscribe! Either right here, or at https://www.zooma.se/en/learn/podcast

Webinars are a fantastic way to reach a wide audience and explaining your company's unique offering. They're not a new invention, but the pandemic has led to an explosion in webinars, often from companies who don't have any experience of organising them. In this episode, I spoke to Doug about his advice for companies looking to put together a webinar for the first time.   If you enjoyed this episode, don't forget to subscribe! Either right here, or at https://www.zooma.se/en/learn/podcast

I took over hosting duties for this week's episode, which is something I'll have to get used to because Alexander will soon be on parental leave. That means Zooma is looking for a replacement - to find out more about this role, I spoke to Alex about what his work week looks like, the best part of his job, and the qualities a Zooma content creator should have. Enjoy! Don't forget to subscribe to the pod - either right here, or at https://www.zooma.se/en/learn/podcast

In this week's episode of The Onlinification Pod, we welcomed a fairly new Zoomer, Daniel Falk, as our guest.     Daniel has a huge amount of experience in online and digital, and he's especially sharp at search engine optimisation, or SEO. We had a good discussion in this episode, and Daniel gave plenty of tips to companies who want to make sure that they can actually get found on Google.     Enjoy, and don't forget to subscribe! Either here, or at https://www.zooma.se/en/learn/podcast