From isolated efforts to a unified story.

How Random Forest turned scattered marketing efforts into one connected growth engine.

Industry trends and customer insights at Haymarket by Scandic.

DATA-DAGEN 2025

STARTING POINT & NEEDS

Random Forest had high marketing activity but lacked cohesion. Communication, content and sales support ran in parallel tracks and were often ad hoc, based on available time or external initiatives.

This led to long lead times, uneven quality, and messaging that lacked consistency over time. Customers didn’t always experience relevance, and outreach often reached the same types of people.

The company acted more reactively than demand-driven, while a clear gap remained between its desired position and how the market actually perceived it.

INSIGHT & EXECUTION

Our focus was on creating direction, structure, and a clearer connection between business, customer, and communication.

Consolidated insights

01

Customer data, conversations and activities were structured in HubSpot. Sales input, feedback, and demand became an integrated part of prioritization and communication.

Strategic foundation

02

Clear themes and a cohesive annual communication plan were developed based on customer insights and business goals. This created a stable foundation for decision-making and reduced the need for ad hoc solutions.

03

Iterative content loop

Work was organized around major initiatives such as customer cases, webinars, and a flagship event (Data Day), complemented by ongoing content. Activities and insights were connected, creating continuous learning.

RESULTS & VALUE

The work resulted in more than a communications boost – it created a clearer self-image and a platform for continued business development.