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Data-driven conversion growth through smarter journey optimisation

Vattenfall Business Sales Nordic had a strong inbound foundation, but conversion rates didn't reflect the quality of the content. Discover how Siloy Nordics helped boost results through strategic optimisations, targeted campaigns, adaptive testing, and refined HubSpot automations.

Vattenfall
41%

Landing page conversion rate (+636%)

260%

Increase in generated contacts via paid performance marketing

21%

Increase in SQL per lead

About the company

Vattenfall Business Sales Nordic is part of Vattenfall, one of Europe’s largest electricity suppliers. The Nordic business unit contracts electricity to organisations and supports customers with different levels of price protection, alongside requirements related to sustainability and climate goals.

The team has long invested in inbound marketing and a content hub called Energy Plaza. With strong internal HubSpot capabilities already in place, the ambition shifted from “doing inbound well” to “making the entire journey measurable and consistently higher-converting.”

The challenge

The foundation was strong, but the system wasn’t yet performing as one connected growth engine.

Energy Plaza produced high-quality content, yet conversion from visitor to lead lagged behind expectations. At the same time, the commercial need was clear: increase the share of leads that truly matched ICP and buyer personas, improve lead scoring, and raise the percentage of MQLs that convert into SQLs via digital channels.

With long sales cycles and a complex product, Vattenfall Business Sales Nordic also wanted to accelerate automation across the sales process, onboarding, and further customer journey, without losing the personal service experience. Finally, measurement needed to improve so marketing activities could be connected to outcomes and ROI with confidence.

Siloy Nordics is a reliable partner, helping us tackle challenges and discover new opportunities. The team's deep expertise in marketing strategy growth in general, and HubSpot marketing automation in particular, has played a key role in our success.

1602872471914 Mats LinderCMO Vattenfall Business Sales Nordic

Our approach

We treated the initiative as a journey and operating model optimisation rather than a collection of isolated marketing improvements. By anchoring everything in ICP and persona insights, we aligned content, automation, and paid activation so that every touchpoint supported a coherent journey.

Focus areas:

  • Align content and conversion paths to ICP intent; not just traffic

  • Make performance measurable through clear attribution and reporting

  • Improve lead qualification and handover so sales receives “hotter” leads

  • Increase automation to enable scalability in a complex buying process

This set the stage for higher conversion rates while also improving lead quality and sales efficiency.

The solution

HubSpot remained the central engine, with a set of connected initiatives across content, conversion, performance, and lead management.

In close collaboration with Vattenfall Business Sales Nordic, we optimised Energy Plaza to convert more consistently, supported by improvements in conversion flows and content structure.

We introduced performance marketing as an always-on layer to attract target audiences, retarget engaged visitors, and nurture them through the content journey.

To accelerate learning and reduce manual effort, we applied adaptive testing to gated content landing pages and forms. New page variants were designed with a growth-driven mindset and tested dynamically, using AI to allocate traffic to the best-performing concepts over a 12-week campaign. This turned conversion optimisation into a scalable, always-learning process rather than periodic A/B tests.

We strengthened lead management by refining lead scoring, sharpening ICP and persona definitions, and equipping sales teams to work more effectively in HubSpot. The goal was simple: reduce noise, increase relevance, and make follow-up easier for sales.

Occasional supporting elements included:

  • Landing page and form optimisation

  • Performance campaigns (LinkedIn Ads)

  • HubSpot Marketing Hub automation development

  • Copy and design enhancements aligned to conversion hypotheses

The result

The customer journey became more measurable and more effective. Conversion improved significantly, paid channels generated substantially more contacts, and lead-to-SQL efficiency increased, indicating better lead quality and qualification.

Organic visibility also improved, strengthening long-term demand generation alongside paid activation. Most importantly, the improvements were not isolated wins: they were embedded into a connected journey and measurement model that supports continuous optimisation.

Key results

  • Higher conversion from content to lead Landing page conversion increased to 41% (+636%), driven by improved conversion paths and adaptive testing.
  • More demand generated through paid activation Generated contacts increased by 260% through paid performance marketing.
  • Better lead quality and sales efficiency SQL per lead increased by 21% through improved scoring, personas, and lead management.
  • Stronger long-term visibility through organic growth Search impressions and organic traffic increased by 16%, supporting sustainable demand generation.

Turn your relationships into results

Results like these don't happen by chance. They come from understanding your business, aligning around shared goals, and executing with precision. Ready to turn your customer relationships into results?

Annika Bagge

Head of Sales Invise

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