Atobi: Accelerating Inbound Marketing Succes
With a prestigious clientele in the sporting industry, Atobi aimed to leverage more inbound marketing to extend its reach and fortify its market presence in uniting brands and retailers through its platforms. Despite their strong client portfolio, their potential for broader market reach through inbound marketing was untapped. At Sparkforce we are excited to share our collaboration with Atobi where we overhauled their marketing strategy completely.
Frederik Fuglsbjerg, Product Marketing Manager at Atobi
But first, who is Atobi?
Atobi was founded in 2013 and has since then specialized in retail software. They have developed an all-in-one collaborative platform that unifies and empowers retailers and brands to execute product training and campaigns together.
Their platform uses features similar to other Social Media platforms to create an intuitive and seamless experience for the end-users. Atobi is a Copenhagen-based company and they work closely with global retailers and brands such as Intersport, Flying Tiger Copenhagen, Asics, Camper, Crocs, Nike, Puma, Reebok, and more.
Before SparkForce
Before working with Sparkforce Atobi’s initial marketing efforts were predominantly outbound and they were heavily relying on direct outreach and existing networks. This approach presented a lot of challenges for Atobi.
Atobi’s impressive portfolio belied a critical gap in market reach which led to limited market penetration. Their inbound marketing strategies were underutilized and they had big potential markets lying untapped. Their dependence on personal networks and direct outreach impeded the diversification of lead sources thereby, creating narrow lead generation channels and limiting sustainable business growth.
Atobi had an undefined market strategy and no specific framework for identifying and engaging potential customers. This left their marketing efforts uncoordinated and inefficient. This was also in the light of limits and constraints in their marketing resources. Atobi struggled to craft compelling narratives and engage effectively with its target leads.
After SparkForce
To address these challenges we collaborated with Atobi to create a multi-pronged marketing strategy. We designed the content strategy for social media tailored with dark social insights and thought leader content to address the pain points and interests of leading sporting brands. This resulted in Atobi being established as a thought leader in the field.
We enhanced their digital presence especially on LinkedIn by creating direct engagement with key industry leads and enhancing visibility and brand authority. This also became the base for monitoring key performance indicators enabling the refinement of strategies in real-time, ensuring alignment with evolving market dynamics and audience preferences.
The first qualified ICP connection on LinkedIn was achieved within 30 days, with five perfect ICP companies engaging within 45 days - a clear indication of the effectiveness of the strategy.
Our collaboration with Atobi has created a clear market position with compelling messaging and strategic content improving their visibility with top sporting brands, building a robust pipeline of leads and creating new meaningful connections within the industry.
Frederik Fuglsbjerg, Product Marketing Manager at Atobi
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