How Learnster Turned Digital Visibility into Measurable Business Impact with BusinessWith

Learnster, a Swedish provider of modern Learning Management Systems (LMS), has long recognised digital visibility as an important driver of growth.

But as competition intensified and buyer behaviour evolved, simply attracting website visitors and generating leads was no longer enough. Learnster wanted to understand where its visibility mattered most, reach buyers with genuine purchase intent, and connect marketing activities to actual business outcomes.

By partnering with BusinessWith, Learnster strengthened its visibility among active software buyers and gained valuable buying intelligence. The team then found a way to take those insights further: connecting BusinessWith activity with Learnster’s CRM data to better understand the digital journeys customers take before a purchase.

Today, the collaboration also extends into AI-driven discovery, helping Learnster understand its visibility in an increasingly AI-powered search landscape.

About Learnster

Learnster provides an LMS and AI tools for agentic workplaces, where people and AI agents work side by side. Our LMS is built for Nordic organisations in regulated industries, with built-in AI that delivers value from day one and openness to our customers’ own AI agents. More than 400,000 users in over 200 organisations rely on Learnster, with admins in 50+ markets. We were ranked among the world’s top 10 learning platforms in 2024 by Craig Weiss Group.

The Challenge: Standing Out and Proving the Value of Digital Visibility

When Peter Hedström joined Learnster in 2018 as part of its early core team, the Swedish LMS market was dominated by a relatively small number of established providers.

With a background in digital marketing, Peter recognised the opportunity to challenge these competitors through search marketing, content, and other digital channels.

However, as Learnster’s marketing matured, the company faced three important challenges:

• Reaching buyers with genuine purchase intent. Traditional marketing channels and international comparison platforms could generate traffic and leads, but identifying which prospects were actively evaluating LMS solutions remained difficult.
• Demonstrating the business impact of digital visibility. While impressions, clicks, and leads were easy to track, connecting these activities to sales opportunities and closed deals was considerably more challenging.
• Adapting to new discovery channels. As AI assistants and large language models began influencing how buyers research software, Learnster needed to understand its visibility beyond traditional search engines.

Learnster needed more than exposure. It needed visibility among the right buyers, supported by data that could demonstrate its contribution to business growth.

The Solution: Connecting Learnster with High-Intent Buyers

Through its partnership with BusinessWith, Learnster gained access to a Nordic software comparison platform where organisations actively research, compare, and evaluate business software.

At the centre of the collaboration is System Guide, BusinessWith’s recommendation tool that matches software buyers with relevant solutions based on their specific requirements.

Rather than relying exclusively on broad marketing campaigns, Learnster could become visible to
organisations that had already demonstrated an interest in finding a new LMS.

For Peter, the quality of these interactions made BusinessWith particularly valuable.

“Someone has actually taken the time to complete the guide, and then we have been
recommended as one of the three best systems based on their requirements. That is still quite unique compared with what I have seen elsewhere.”

The partnership enabled Learnster to:

• Increase visibility among organisations actively evaluating LMS solutions.
• Reach potential customers based on their specific requirements.
• Identify buying signals that indicate relevant market interest.
• Better understand how digital interactions contribute to the sales process.

By combining visibility with buyer intelligence, BusinessWith helped Learnster move beyond traditional lead generation towards a more informed approach to identifying commercial opportunities.

How It Works in Practice

When an organisation uses BusinessWith to find an LMS, System Guide helps identify its requirements and recommends relevant software providers.

For Learnster, this creates an opportunity to be discovered at a particularly valuable stage of the buying journey.

The information generated through these interactions provides context about potential buyers and their needs. Buying signals are routed in real time via Slack to the relevant person at Learnster, enabling the team to act on them the same day.

Learnster began connecting BusinessWith activity with its HubSpot CRM data to look beyond individual leads and trace how buyers moved between research, evaluation and sales conversations.

This creates a connection between three important elements of digital marketing:

• Visibility: Being discovered by organisations actively researching software.
• Buying intelligence: Understanding which organisations are showing relevant interest.
• Business impact: Connecting digital interactions with opportunities and won deals.

For Learnster, this approach has made it possible to evaluate BusinessWith not simply as a source of leads, but as a measurable touchpoint throughout the customer journey.

The Results: Connecting Digital Visibility to Real Business Outcomes

Results at a Glance

Data as of 30 September 2026. The 16.1% conversion rate and 42 deals relate to 249 contacts analysed for 2024–2026. The 7 won deals use strict attribution for 2024–2026; the 16 won deals reflect BusinessWith involvement since 2020 across the full relationship. These figures describe involvement, not exclusive sourcing.

Learnster initially tried to connect marketing activity with business outcomes through reports built in
HubSpot. These largely mirrored BusinessWith’s quarterly business review (QBR) reporting, showing System Guide sessions and leads, but they did not reveal a clear funnel or reliable attribution. Peter identified an opportunity to go further: combine BusinessWith buyer data with Learnster’s CRM history to understand the digital buying journey end to end.

With Claude, Learnster was able to process large datasets and build flexible reporting views quickly, without investing in additional tools. This analysis built with Claude was a game changer: it connected timestamps, CRM properties and BusinessWith interactions to contacts, opportunities and won deals, helping the team examine how buyers moved from research to commercial conversations.

The analysis covered 426 System Guide sessions dating back to 2020, with a more detailed review of 249 contacts associated with BusinessWith activity between 2024 and 2026.

The findings provided a clearer picture of the platform’s contribution.

1. Meaningful Progression from Buyer Interest to Sales Opportunities

Of the 249 contacts analysed, 40 progressed to a deal, representing approximately 16.1%.

The analysis identified a total of 42 deals connected to these contacts.

This helped Learnster better understand the commercial relevance of organisations engaging through BusinessWith.

2. Demonstrable Involvement in Won Deals

Learnster used two distinct scopes to assess BusinessWith’s involvement in won deals: a strict attribution model for the 2024–2026 cohort, and a broader view of the full relationship dating back to 2020.

Under strict attribution for 2024–2026, BusinessWith appeared in the journeys of 7 won deals.

Across the full relationship since 2020, the broader analysis identified BusinessWith involvement in 16 won deals. These figures cover different time periods and should not be interpreted as a single- period range.

While these results do not represent deals exclusively generated by BusinessWith, they demonstrate the platform’s role as a measurable touchpoint in Learnster’s sales process.

3. Stronger Internal Understanding of Marketing Value

Perhaps the most important outcome was Learnster’s ability to explain the digital buying journey—and BusinessWith’s role within it—to colleagues in a way that connected marketing signals with commercial outcomes.

Instead of presenting isolated reports on leads and website activity, Learnster could demonstrate how BusinessWith appeared throughout actual buying journeys.

“Everyone immediately understood it. Nobody questioned that BusinessWith was actually a
touchpoint.”

By bringing the datasets together, Learnster shifted the internal conversation from marketing activity to measurable business value. BusinessWith supplied valuable buyer touchpoints, while the CRM analysis helped reveal how those touchpoints fitted into the wider journey.

For Learnster, digital visibility was no longer simply something to report on. It was something the organisation could connect to its commercial performance.

Expanding Digital Visibility into AI Search

As the way organisations research software continues to evolve, Learnster is also looking beyond traditional search engines and comparison platforms.

AI assistants and large language models are becoming increasingly important discovery channels, creating new opportunities and challenges for software providers.

Through BusinessWith’s LLM tracking, Learnster can monitor how its brand appears in AI-generated answers and recommendations.

The insights contribute to Learnster’s broader Answer Engine Optimisation (AEO) reporting, providing an additional perspective on the company’s digital presence.

For Peter, this represents a natural extension of the partnership.

“We now have three clear areas where BusinessWith contributes value: the buying signals, the
System Guide where we can demonstrate value over time, and LLM understanding.”

By combining buyer intelligence, software recommendations, and LLM tracking, Learnster can develop a more comprehensive understanding of its visibility across both established and emerging discovery channels.

While the commercial impact of AI visibility is still developing, the ability to monitor these channels gives Learnster valuable insights as buyer behaviour continues to change.

A Strategic Partnership for Continued Growth

For Learnster, BusinessWith has evolved from a software comparison and lead generation channel into a broader source of digital visibility and buying intelligence. Connecting that information with CRM outcomes has helped the team unlock more of its value.

The collaboration now supports multiple aspects of Learnster’s marketing strategy, from reaching high-intent buyers and identifying buying signals to analysing pipeline influence and monitoring AI driven discovery.

The relationship has also been collaborative. Learnster has shared its analyses and feedback with
BusinessWith, offering a valuable customer perspective on how buying intelligence and reporting can be made more actionable.

As the digital buying journey continues to evolve, Learnster is building a more data-driven approach to understanding where its brand appears, how potential customers discover its solutions, and which interactions contribute to business growth.

For Learnster, digital visibility is no longer just about being seen. It is about being discovered by the right buyers, understanding their intentions, and connecting those interactions to measurable business impact.

Ready to Turn Digital Visibility into Business Growth?

Discover how BusinessWith can help your company reach high-intent software buyers, understand buying signals, and strengthen your presence across traditional and AI-driven discovery channels.

Contact BusinessWith to explore how we can support your growth.