An interview with Alexia Busser, Marketing Manager at Oneflow

We sit down with Alexia Busser, Marketing Manager at Oneflow. Oneflow is a platform that automates the entire contract process from start to finish, all in one place.

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How did you end up at Oneflow and what problem does Oneflow solve for its clients?

I joined Oneflow in January 2023. Before that, I spent 6 years in a German software company specialized in Product Information Management. I started as a Marketing Assistant and grew in the company to become a Marketing Manager Europe. In software & SaaS, everything changes really quickly and I when I was looking for a new challenge I wanted to find a modern and inspiring company that has a taste for innovation and growth. Oneflow is a fast-growing Swedish SaaS company specialized in digital contract management. There is an amazing company culture where we are #inittogether and we try to #beatyesterday every single day. This is exactly what I was looking for and of top of that Oneflow has an amazing brand. Every visual, video, picture or sentence is powerful and makes an impact on the target. Last but not least, Marketing and sales are fully aligned to perform in a very competitive landscape.

As the Senior Marketing Manager, what are your main responsibilities at Oneflow?

My main responsibilities are to build a strong strategy to help sales close deals and in that way generate revenue for the organization. Every marketing manager is supposed to do a lot of research to analyze market trends and competitors. Then the main objective is to build and monitor innovative inbound campaigns from A to Z in order to convince the potential customer to know more about your product. As a Marketing manager, it gets never boring. There are so many channels to find your target customers that it never gets boring. Our role goes more and more into digital marketing activities (SEO, advertising, webinars, podcasts, social media, etc) but on-site events remain an important part to generate business.

To get a bit more technical, what are some of the acquisition channels that have worked well for Oneflow and why do you think that is?

I will not reinvent the wheel if I tell you that Advertising on Google and SEO is mandatory. Take enough of your time to make sure that you use relevant keywords on you landing pages and that you attract people to your website. Your website is like a shop window, if it's not attractive or if people don't understand your offer, you might lose a lot of potential customers. Never underestimate the power of your website and social media. However, when you launch a new subsidiary in a new country, like Oneflow did in 2022, it's important to be present on several physical events. People will see your company name, your logo and they will remember. Our favorite or most-performing channels might not be yours, but always do a mix of lead generation and brand awareness to take the most of the market.

At ColdFire, when we look at our clients' Marketing strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. If you had to summarise the high-level LeadGenMarketing strategy of Oneflow, what would it be?

At Oneflow, we focus on a mix of strategies. The current trend is to personnalize your ads as much as possible. Depending on the job title or the industry they are working in, every potential customer has different pain point. Our role as strategic marketers is to give a solution to those pain points and convince them to continue a discussion with our account executives. Today, you can find you customers everywhere so we need to be agile and flexible, because if we fail, our competitors will take our place.

What is a Marketing technique that you've used at Oneflow or at previous companies which you believe is underutilized at most Marketing teams - and why?

I am a strong believer in Account Based Marketing. We need to focus on personalization and I do believe that today many companies still focus on mass marketing instead of doing tailored actions. The technique is effective because Sales and Marketing teams work hand in hand in this growth strategy. There needs to be a 100% alignment to make sure that there is a smooth transition between marketing activities and sales activities.

Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?

Yes, we have experimented some cold outbound campaign. Sometimes the results were good and brought us good new leads, but we also had the case that the outcome was really below our expectations. I believe that even with outbound, it is important that you still keep a link and not outsource everything to third-party as it might become difficult for the consumer to follow the journey. I believe that in Marketing you need to try every type of channels to make your own opinion. And you might be surprised.

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