Vopa.se

Vopa.se is a B2B marketplace designed to connect Swedish municipalities with suppliers and service providers, digitalising procurement processes that were traditionally done through slow, paper-based channels. Despite offering clear value, the platform faced a classic marketplace cold-start problem: municipalities were unfamiliar with digital procurement tools, procurement officers were risk-averse, and acquiring both sides of the marketplace simultaneously was a complex challenge.

Awareness was low and the decision-making cycle in the public sector was long — sometimes months from first touch to registration.

InteliWareGrowth developed a B2B performance marketing strategy targeting procurement officers, municipal administrators, and government decision-makers across Sweden. The strategy combined LinkedIn Ads for precise B2B targeting, Google PPC for intent-based discovery, and content-driven retargeting to nurture long decision cycles.

We focused on lead quality over volume — qualifying prospects before they hit the sales team, and building an educational content funnel that addressed the trust and risk concerns unique to public sector buyers.