Intrum is Europe’s leading credit management company

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Rob Mitchell: Hello, and welcome to the first in a series of videos from FT Longitude in which we speak with marketing communications leaders about their experiences of using thought leadership to build their brand and add value to their organisation. My name’s Rob Mitchell, and I’m the co-founder and CEO of FT Longitude, a specialist thought leadership business that’s part of the Financial Times Group. I’m delighted to welcome to the studio Marte Gran Kristoffersen, who is global content, insights and web director at Intrum. Welcome Marta, and thanks very much for joining me today.

Marte Gran Kristoffersen: Many thanks for the invitation.

Rob Mitchell: So perhaps we could start the conversation by… In fact, you could introducing Intrum and give us a sense of what the business is all about, and also the role that thought leadership plays in the organisation.

Marte Gran Kristoffersen: Absolutely. So Intrum is Europe’s leading credit management company. We are 10,000 employees across 20 markets, and what we do every day is to work for sound economy. What this means is that we help companies to get paid for services and goods that they have already sold, and we help people come out of debt. So every day, we speak to 250,000 people in debt and help them get back on financial track.

So that’s what we do, and being the market leader, our clients also look for us and expect us telemarketing leads, colombia telephone number data to share trends, the developments about late payments and non-payments, and that’s why thought leadership is crucial in our brand strategy.

Rob Mitchell: And what role does thought leadership play in the organisation? Is it all about the brand or does it perform other functions as well?

Marte Gran Kristoffersen: Well, we use it across the board really. The thought leadership provides credibility and authority in our industry and helps us to position Intrum as the expert, so we use it both for commercial dialogues together with clients and potential clients. We use it actively towards media and PR activities, both pan-European, international and local. And we also use it quite extensively when it comes to our public affairs agenda.