Uniting financial services with climate consciousness
Service Overview
Doconomy partners with Zebra Growth to navigate a dynamic environment with innovative growth marketing tactics, brand messaging refinement, and on-demand content creation.
Zebra Growth provided interim marketing leadership and executed a comprehensive interim growth strategy for Doconomy, focusing on content repurposing, ABM funnel setup, brand workshops, and targeted digital ads.
Background
Who is Doconomy?
Doconomy is a Swedish fintech company dedicated to promoting sustainability through innovative financial solutions. Their mission is to integrate climate consciousness into everyday financial transactions, thereby enabling individuals and organisations to track and reduce their carbon footprint. By partnering with banks and financial institutions globally, Doconomy aims to drive positive environmental impact and foster financial wellbeing.
Their Product Suite
Doconomy’s innovative approach leverages cutting-edge technology, behavioural science, and human-centric design. Their suite of products includes tools for impact transactions, activity tracking, education, and finance. These solutions help users understand their environmental impact and make informed, sustainable financial decisions. By focusing on transparency and accountability, Doconomy empowers users to take meaningful climate action and promotes a culture of environmental responsibility within the financial sector.
“Zebra has played a key role in supporting our growth and enhancing our communication as a leading green fintech, helping drive lead generation and strengthen thought leadership in the impact space. I’ve been impressed by Zebra’s ability to handle diverse tasks while consistently delivering top-quality results!”
Christoffer Lindqvist
Business Development Manager
The Opportunities
Doconomy faced several short-term challenges while aiming to establish a baseline of Marketing Qualified Leads (MQLs). These included limited capacity for creating new content due to ongoing product development, and alignment across departments in moments of transition and new hiring strategies.
Marketing Automation Setup
With the launch of a new website, Doconomy needed to integrate their marketing automation system using Hubspot. This involved setting up gated content, designing and developing new landing page templates, and creating email and CRM workflows to capture and nurture leads.
Email Nurturing
Doconomy aimed to re-engage their existing marketing contacts through targeted email campaigns, developed in collaboration with Sales Development Representatives (SDRs), leveraging existing content to drive engagement.
Evergreen Brand Awareness Campaigns
They planned to use new and upcoming assets to create evergreen campaigns focusing on climate and financial wellbeing. This required technical setup, monitoring, and collaboration with the brand team.
In the medium term, Doconomy intended to expand their growth capabilities with additional brand awareness and lead generation campaigns, requiring more strategic and creative input. The long-term phase involves using external support to address internal capability gaps and collaborate on strategic initiatives.
Developing Full-Funnel Campaigns to Shorten Sales Cycles
They needed to create comprehensive marketing campaigns that engage potential customers at every stage of their journey, from awareness to decision. The goal was to streamline and accelerate the sales process, reducing the time it takes for prospects to move from initial interest to making a purchase.
Aligning Sales and Marketing Functions
There was a critical need to synchronise the efforts of the sales and marketing teams to ensure consistent messaging and a cohesive strategy. This alignment was aimed at enhancing the effectiveness of campaigns, improving lead quality, and ultimately increasing sales velocity by ensuring that both teams work towards common goals and efficiently communicate with prospects.
Initiatives
To address Doconomy’s immediate needs, Zebra Growth implemented a strategic interim growth plan:
Initiative 1:
Interim Growth Strategy
We developed a comprehensive interim growth strategy that leveraged existing content for maximum impact while setting up targeted LinkedIn ads and a 1:many ABM funnel. This approach allowed Doconomy to maintain brand visibility and generate leads efficiently during a transitional phase.
Initiative 2:
Interim Marketing Leadership and Team Management
Zebra Growth provided an interim growth marketing team to fill capability gaps and drive the project forward. This included leadership in paid media, content scheduling, email marketing, and weekly team management. Our team also managed detailed reporting to track progress and optimise efforts in real-time.
Zac
CREATIVE LEAD + DESIGNER
Elisa
GROWTH LEAD
Jesus Noguera
PAID MEDIA
Isabelle Drury
COPYWRITER
Moh Al-Haifi
GROWTH ADVISOR
Initiative 3:
Brand Messaging Guidelines and Workshops
Recognising the need for strong brand messaging, we facilitated multiple workshops to refine Doconomy’s voice and tone. We delivered a comprehensive Brand Messaging Guide, complete with templates for all stages of the funnel and various ad formats, ensuring consistent and compelling communication across all channels.
Initiative 4:
On-Demand Content Creation
To support Doconomy’s digital presence, our team delivered on-demand online ads content creation. This included ideation, copywriting, design, and animations tailored to engage Doconomy’s target audience effectively. Our agile approach enabled us to respond quickly to market changes and client needs, ensuring continuous engagement and lead generation.
Initiative 5:
Sales & Marketing Integration
We onboarded a dedicated Growth Lead to manage the project effectively. Repurposing existing content to create gated materials for efficient lead capture and established automated workflows for lead nurturing using Hubspot. Collaborating with Sales Development Representatives (SDRs), we designed and implemented targeted email nurturing campaigns, ensuring alignment and buy-in.
Initiative 6:
Collaborating With New Marketing Leadership
Looking towards the long term, we adjusted to working with a newly onboarded Head of Marketing, offering strategic and content production support. This included ongoing strategic guidance, assisting in the seamless integration of new marketing initiatives, creating long format content pieces like whitepapers, infographics and new landing pages, and ensuring the alignment of our efforts with her vision to drive sustained growth and regenerative scale for Doconomy in the long-term.
“Zebra Growth has been supporting our growth development and expanding our market presence. Their proactive approach and creative initiatives have enhanced our communication and engagement with our target audience. I’ve been very impressed by their dedication, flexibility, and the consistent quality of their work in driving impactful results for our brand.”
Matilda Skott
PROJECT MANAGER