From Bisnode to Volvo Car Mobility - Build a data-driven marketing and growth department

Growthpodden gets a visit by Madeleine Lindgren Lassoued, Head of Digital Marketing at M, Volvo Car Mobility.

Madeleine talks about how she, as the former head of digital marketing at Bisnode, built up her digital marketing and growth department from the ground up. Now she will do it again, though for Volvo Car Mobility.

Madeleine Lindgren Lassoued. Picture from Bisnode.

Show notes:

00.19 Joni welcomes Madeleine Lindgren Lassoued, who started as Team Lead but quickly took over as digital marketing manager at Bisnode. She was commissioned to build a wholly computer-driven and digital marketing team.

01.33 Only after 1.5 years was the team in place, and that's when Bisnode could start running. First, they had to survey and understand what Bisnode's business looked like, what they wanted to achieve, and how they would get there.

02.57 The goal was to become Sweden's best B2B marketing department. Madeleine says that better results and improvement of organic traffic were some of the KPIs that were included in that goal. To achieve that, they needed to measure, have the right platforms, understand their customers, where they are, how to reach them, and what processes are required to have in place.

04.10 "When connecting technology with people, that's when the magic happens." When you are building a team, it is crucial to hire people with the right mindset.

06.26 Content Marketing, website optimization, marketing automation, and concept campaigns are some of the things the team is working on. Madeleine tells us more about what roles were in her team and what their main tasks were.

07.27 What Customer Marketing is in detail.

09.38 Madeleine talks about how she shared the department's insights about her key figures for the rest of the organization.

10.38 It is difficult to drive change, also when running a team. What should you think of as a leader for a team that has not previously worked with each other?

13.24 How do you get a team to unite and understand the goal?

15.05 Madeleine shares examples of how they used the data they obtained and what platforms they used, good and less good tools.

17.05 Going more in-depth into what is, a tool that helps you see how customers will respond to the design of your ad.

20.49 What did Bisnode's workflow look like to test, measure, optimize, and test again.

25.12 15 items that the team checked by monthly to see that they were doing the right things.

26.24 These were the keys to Madeleine's success.28.26 Madeleine talks about how the Customer Marketing role helps to gain further insight into the customer journey.


A/B-testing: is a method to optimize your website. You test your two best suggestions on what a page should look like on your site. The options are then randomly tested on your visitors. You can then see through the data which proposal yielded the best results.

Content Marketing: The production of content that your users find valuable, such as videos, blog posts, white papers, case studies, e-books.  Then give it away at no cost to build awareness of your brand and drive traffic to your channels.

Heat maps: Gives you information about what content works or not on your site.

Conversion: A conversion is an activity that you want users to complete when they visit your site or your store, such as buying a product or downloading a guide.

Machine Learning: Is an area of computer science that deals with methods for getting computers to "learn" based on the data it consumes, without the computers being programmed in advance for that task.

Marketing Automation: Is automated and targeted marketing based on customer behavior.

Marketing Technology Stack: A group of technology-based tools (SaaS platforms, traditional software, and social media tools, for example) that marketers use to carry out marketing activities on multiple channels effectively.

Sales Funnel: A sales funnel represents the various steps a potential customer goes through on the road to becoming a loyal customer.

User Onboarding: The process each new visitor or user goes through to use an app or service for the first time.

Scoring models: The result of a scorecard is a table where all elements that affect the outcome are separated into individual properties, each with its value.

Phone tracking: Helps marketers better understand their audience by analyzing which digital and analog marketing techniques allow customers to pick up the phone to make calls.