Growth and Visibility – Kumppania Strengthening Samlink’s Marketing in a Global IT Environment

When Samlink became part of the international Kyndryl group, its marketing direction changed significantly. The new goal was clear: drive growth in new markets and make the company’s expertise more visible. Kumppania created a marketing model where individual actions turned into a continuous, measurable whole, resulting in, among other things, a 20% annual growth in LinkedIn followers.

In February 2022, the Finnish financial-sector IT provider Samlink, entered a new chapter as it joined the globally operating Kyndryl. Marketing was given a clear mission to support business growth internationally and strengthen the visibility of Samlink’s expertise among the right audiences in the Nordics, the Baltics and beyond.

– Kumppania was a natural choice for us. They already understood our business and immediately knew how to build marketing that speaks to the right target groups in the right way, says Kari Huoponen, Director of Sales and Business Development.

Growth Beyond Existing Customers

Historically, Samlink’s focus had been on serving existing customers. The new objective was to expand through new client relationships and highlight the company’s strong industry expertise, particularly in areas related to financial regulation and compliance.

“Kumppania immediately knew how to build marketing that speaks to the right target groups”
– Kari Huoponen, Director of Sales and Business Development

Together with Kumppania, Samlink developed a marketing strategy combining digital marketing, brand development and targeted event marketing. The focus shifted from isolated campaigns to continuous, measurable activitity.

Collaboration That Delivers Results

– We have invested in the awareness and interest phases of marketing. Kumppania has also been an important partner in the storytelling and visual execution of our marketing. We have received clear, high-quality proposals and solutions. And above all, feedback is handled promptly, Kari says.

Kumppania has been responsible for marketing planning, content creation, visual brand management, event marketing and performance monitoring. Every activity is reviewed regularly – what works, what doesn’t and where to focus should shift next.

• LinkedIn followers have grown by 20% annually
• Digital marketing now drives stronger audience engagement
• Results are reported and reviewed monthly

“With Kumppania, marketing doesn’t remain a set of isolated actions. It becomes a cohesive, measurable system built on strategy and goals.”

A Global Perspective from the Start

Samlink’s marketing is primarily conducted in English, reaching audiences across the Nordics and the Baltics, and occasionally further afield, from the Philippines to Chile. Kumppania’s experience in culturally sensitive, international content production has been essential in aligning Samlink’s communications and marketing with Kyndryl’s global operating model.

– We’ve wanted more active elements in our marketing, and Kumppania has delivered them effectively, Kari notes.

Events as a Platform for Expertise

Samlink’s 180 Minutes events have become a key way to showcase the company’s professional expertise. Kumppania designs and executes the entire event marketing process, including the visual identity, content, pre-event communication and post-event follow-up.

– Kumppania handles the whole event concept from start to finish. They’ve been very flexible, especially during times of major organisational change, Kari adds.

Measurable Marketing that Drives Growth

The marketing partnership between Samlink and Kumppania is part of a broader picture where Finnish expertise meets global ambition. The collaboration has shown that even a smaller organisation can thrive when supported by a partner who understands complex business environments and delivers solutions tailored to international growth – exactly as Kumppania has done with Samlink as part of Kyndryl’s global framework.

– Together with Kumppania, we’ve evolved from ad hoc marketing efforts into a continuous, measurable process that supports business growth and strengthens our international visibility. We value their ability to understand our industry, create high-quality content for diverse audiences and respond quickly to changing needs. The results speak for themselves, says Sirpa Auervirta, Head of Communications, Marketing & ESG, Samlink

Read more about the collaboration between Kumppania and Samlink, including global communications and concept-driven events.

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