The Context
SD Worx wanted to become a leading payroll provider for Norway’s largest accounting firms. After changing its name from Aditro to SD Worx, the company stepped up its focus on this segment with a clear plan, annual signing targets, and measurable growth goals.
Norwegian accounting firms are often early adopters of technology and handle complex payroll needs for many clients. At the same time, payroll and HR are becoming important growth areas, especially as the market faces a shortage of payroll specialists.
The Challenge
SD Worx had to do two things in parallel: build trust in a new brand and explain a new payroll solution designed for accounting firms. They also needed to create demand without aggressive sales, in a small and clearly defined target market.
The Solution
Together with Iteo, SD Worx launched an always-on campaign built on content and targeted digital advertising. The campaign focused on clear product strengths, which were automation, a dedicated firm portal, and features suited to complex payroll delivery. Content showed how smarter software can improve daily work for payroll professionals, while targeting reached both decision-makers and payroll specialists.
The team prioritised soft conversions such as newsletter sign-ups and event registrations. LinkedIn was the main channel, supported by Facebook retargeting. Over time, SD Worx added customer proof points and references, and continuously updated and optimised the campaign. Marketing and sales worked closely to review engagement and conversions and decide when leads were ready for sales follow-up, supported by tracking in Salesforce Pardot.
The Results
The campaign performed strongly across the funnel and exceeded the targets in the business case. SD Worx generated more leads from paid activity and delivered results above plan for revenue, number of firms signed, and number of users.
Payroll volume on the platform increased significantly (reported as more than tenfold), and more payroll specialists became certified in the solution. This supported adoption and created internal advocates at customer firms. SD Worx also made strong progress towards its goal of signing 30 accounting firms, while the target list evolved due to consolidation in the industry.
Client Testimonial
“Working with Iteo has been straightforward and reliable. We needed one partner who could deliver end-to-end, so we didn’t have to coordinate multiple suppliers. They took responsibility, met deadlines, and handled both content and advertising with high quality. That helped us stay focused and move quickly with limited time.”
