Sono Group strengthens growth with PearlConvert's digital marketing team
With over 70% of all B2B purchases starting with a digital search, and customers increasingly preferring to research independently before contacting a supplier, being visible and relevant in the right channels early in the buying journey is critical. Sono understood this, and chose to work with PearlConvert's digital marketing specialists to strengthen their digital presence and secure growth in a highly competitive market.
Sono sells high-quality office furniture at scale across Scandinavia, primarily serving B2B customers with furniture for offices, warehouses, workshops, schools, changing rooms and more.
The client wanted daily support and ongoing management of ads in Google and Bing, organic search (SEO), and strategic advice on additional marketing initiatives that could drive faster and more sustainable growth.
PearlConvert's marketing team consists of digital specialists with years of experience in their respective fields, covering paid advertising (SEM, display, social media), organic search/SEO, and strategic marketing. Everyone on the team is driven to create real results for their clients in digital marketing for ecommerce and B2B.
"The sky is the limit," the client said, referring to investment budgets in line with preferred ROAS targets, underlining the importance of digital marketing, including in B2B markets where the buying journey is increasingly digital.
From low visibility to strong growth through targeted work across the full customer journey
Sono's primary goal, as for most businesses, was to generate as much revenue as possible at the lowest cost across all their markets, primarily through Google. PearlConvert's digital marketing team quickly identified several additional channels that could drive traffic and conversions to Sono's websites in a cost-effective way.
First, however, the team had to address Sono's low digital brand visibility, competing with international brands including Sonos speakers and a separate brand called Sono Motors.
B2B customers are often more than halfway through their buying journey before contacting a supplier. Visibility on Google, in social media and in organic search results is critical to being considered. The team therefore worked in parallel on brand building and targeted ROAS and POAS improvement.
From the start of the partnership in March 2023 to today (approximately two years), significant improvements are visible in the largest markets compared to the period before:
Sono Norway: +80% ROAS growth, with -20% CPA and -16% CPC reduction Sono Sweden: +104% ROAS growth, with -40% CPA and -28% CPC reduction
Key drivers included increased activity across multiple channels, particularly social media supporting paid search, more targeted messaging to relevant audiences, fixing duplicated conversion tracking that was distorting data, and correcting errors in Merchant Center product feeds, which significantly increased visibility in Google Shopping.
Stronger SEO focus, stronger position throughout the buying journey
Sono's previous agency had given SEO little attention. The team addressed this with a comprehensive keyword and seasonal analysis to understand the market, competition, trends and opportunities. SEO is a fundamental tool for being visible early in the digital buying journey, especially when customers begin with a search. The work included fixing technical site issues, building relevant content and creating pillar pages around the most competitive and important keywords. Several of Sono's most important search phrases now rank number one on Google's search results page (SERP). SEO insights were also integrated directly into the SEM strategy, forming the foundation for further work.
Data-driven strategy with visibility, scalability and channel testing at the core
PearlConvert's Digital Marketing team conducted a series of analyses and audits before launch. It quickly became clear that Sono had significant potential to increase digital visibility across organic, paid and new channels. The majority of the media budget was allocated to Google Ads and Bing, with the remainder going to SEO and testing new channels including Facebook, a channel the client had never used but which proved effective for reaching a costly B2B audience efficiently. Specialists implemented brand-building always-on campaigns alongside product-level retargeting. A partnership with Schibsted was later established, further increasing Sono's brand visibility through major digital broadcast channels.
Results show that digital visibility delivers returns, also in B2B
With 92% of all purchasing processes starting digitally, investing in digital marketing is not just relevant for B2C. It is critical for B2B companies like Sono. By being present during the customer's digital research phase, PearlConvert built trust, increased visibility and converted more visits into sales.
PearlConvert's Digital Marketing team has truly impressed us. They are not just technically strong; they understand our business and challenge us in ways that produce results. We have gained a partner that thinks strategically, works operationally and delivers continuous growth.
- Pål Johnsen, CDO, Sono Group
Eager to learn more?
Get in touch with Markus! He knows quite a bit about eCommerce - oh, and he's quite nice to talk with as well!
