How Praecom Increased B2B Lead Generation By 13X in 5 Months

Praecom is one of Finland’s leading providers of meeting, collaboration, and video conferencing solutions. Founded in 2007, it now ensures perfect meeting experiences for some of the biggest companies in Finland.


When we first met Praecom in February 2018, their steady growth had started to slow down.

Lack of digital presence was becoming an issue. The sales team had to work hard to generate new leads, mostly relying on offline sources.

We launched a 5-month pilot project to solve their key growth challenges, and get the B2B lead generation back on track.


We started by designing a holistic approach to Praecom’s marketing. That meant analyzing everything: from strategy and processes, to technology and content.

Based on existing data and interviews with Praecom’s management, we crafted a strategy for Praecom’s digital B2B lead generation. In addition, we also planned a full marketing technology stack to match client’s needs.

Praecom’s existing marketing automation tool was not powerful enough for our project. After comparing several options, we implemented a solution that combines advanced features with good usability and reasonable pricing.

We needed to reach Praecom’s potential customers at the right time and with the right message. This requires a seamless data flow throughout the entire customer journey. We used API integrations and built custom scripts to connect Praecom’s marketing tech stack together. We also used AI-driven advertising tools to support our agile marketing campaigns.


Throughout the spring of 2018 we ran experiments, tested new content and optimized campaigns based on incoming data. Our continuous cycle of testing and learning generated more than 200 leads. As a result, Praecom grew their B2B leads by 13X in 5 months.

The nurture emails were also well-received. Email open rates averaged at 44%, with 8.2% click-through rates – 3X and 4X improvements compared to the previous months.

“With The F Company we felt our marketing was in the right hands. They are a skilled, innovative agency that has a fresh approach to marketing – they’re not stuck in old ways of doing things.”, Miika Liljedahl, CEO of Praecom.

This case won the Best B2B Campaign Award at the SEMRush Nordic Awards 2019.

Want to know more? See the full case study below.

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