The AB2B VIP lounge

Too many businesses let bias guide their next strategic move, ... and they get it wrong.

More often than not, businesses eager to enter a new market make the mistake of choosing a neighboring country and assuming that things will go smoothly.

In other words, it's not because you see growth in Finland that Sweden is a logical next step.

Now, regardless of your target market, success is never a given, and entering a new market is always tough, even with a rock-solid plan. However, without a plan, you will fail.

On March 11th, 2025, we invited Petri Rinne to discuss real-world market entry failures, expose the blind spots that derail even the best strategies, and share proven best practices for success.

On August 27th, we heard from two vastly opposite multi-brand strategies:

On the one hand, Sevendos is bringing seven unique brands and cultures under one umbrella; Sevendos’. Jonne Heikkinen, CEO, shared the story by looking through the different lenses of brand equity and the implications of such a move for all brands involved.

On the other hand, the folks at Visma are taking the opposite direction. Juha Kuokkanen, Growth Marketing Director, explained why they are steering away from the umbrella brand to shed more light on their House of Brands — and its consequences.

This year, we hit a big milestone—our 10th anniversary! We threw a big celebration, and it just wouldn’t have been complete without our amazing customers.

Event details:

• When: the 16th May, 4:30 pm - 1:00 am
• Where: Kulosaaren Casino, Helsinki, Finland

BREAKFAST EVENT in Helsinki

How to expand the business to new markets, and how to support the process with sales & marketing? 

Samuli Ahola (Director of Digital Sales & Marketing at Virta) shared his playbook on winning new markets.

Event details:

• When: the 4th of April at 9 am - 11 am
• Where: Ravintola Lasipalatsi, Helsinki, Finland