Almost all Finns engage with Sanoma’s media weekly, including some of the most beloved brands in the country. Sanoma’s B2B sales organization is responsible for the larger client accounts as well as media and advertising agencies that are mostly located in Helsinki, and the subsidiary Sanoma Markkinointi Routa for SMEs around Finland. Essentially, Sanoma offers its customers engaging multi-channel media solutions and advertising space in their highly valued media, including newspapers, magazines, TV, radio, events and other special formats.
The units had two separate websites, each designed for their own customer segments, generating challenges in lead generation and nurturing, and communicating the core brand message. Thus, Sanoma decided to explore unifying the websites into one, comprehensive service platform for all customers, and under one B2B brand. The question was how to serve audiences of different sizes and with different interests on the same website, and what, in fact, Sanoma’s most important target groups and their needs were. Futurice, known for its strategic approach and customer-centric design methods, was chosen to find out.