Company name
SignUp Software
Founded
1999
HQ
Stockholm
Number of employees
140
Background
SignUp Software is one of several Swedish software companies that have taken the world by storm, albeit somewhat under the radar. Through their solutions they automate the invoicing process in Microsoft Dynamics, and now serves over 1,500 customers and 100 partners in more than 60 countries.
In 2021 Signup Software was listed on Nasdaq First North and during 2023 the company was acquired by venture capital firm Insight Partners. Today, the turnover is approximately SEK 300 million with over 140 employees.
With new owners in place and a broadened product portfolio beyond invoicing, even faster expansion is on the agenda. This implies increased pressure on the four-employee strong marketing department. Joel Wallgren, VP of marketing at Signup Software, is responsible for the marketing team.
– Right now, it’s about building a foundation and structure both internally, with our partners – and with Microsoft. We are also developing a clear marketing strategy for how to reach our ambitious growth targets. In the end, it’s about us in the marketing department contributing more to the company’s future revenues and growth.
Joel Wallgren – SignUp Software
Vice President of Marketing
“We choose Klingit because they have a clear, collaborative delivery process. In my view, Klingit has a very modern way of working.”
Solution
Joel Wallgren started at Signup Software in March 2023 and quickly reached out to Klingit. Like many other companies that have grown rapidly, Signup Software had not had time to get all its structures and processes in place, which implied that marketing and brand material was somewhat incoherent between markets.
– We choose Klingit because they have a clear process in delivery and collaboration. In my eyes, this is a very modern way of working, Wallgren says.
Klingit was tasked to develop a completely new brand for SignUp Software. After close collaboration between the two entities, the team at SignUp Software got two options to move forward with. Once that choice was made and the creative production started, they could easily follow the creative development in Klingit’s creative ops platform while transparently monitoring the investment in terms of hours spent on different projects, something that Joel Wallgren highlights as particularly valuable compared to his experience with traditional agencies.
– The whole process was incredibly smooth, we could brainstorm with Klingit about all the creative stuff. The team at Klingit is very nimble and I felt like I could contact them around the clock with new ideas and requests. Klingit was very receptive to what we wanted, while also having a lot of ideas on their own.
Result
Of the two brand proposals, SignUp Software chose a version that implies a softer look-and-feel to its brand. Joel Wallgren points out that this both differentiates the company within the tech sector, it also suits SignUp Software’s culture as a family-owned company with global presence.
– The result has been very well received internally and feels genuinely future-proof. The brand development project was the first step on our journey, now we look forward to take it to market together with the assistance from Klingit.
