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Performance Marketing:
Basware’s Journey To Modern B2B
Marketing
Ceri Jones
VP, Global Marketing Operations
@cerijones216
What I’ve learned so far…
1. PERFORMANCE is mainly about PEOPLE (and culture
and competencies)
 PROCESS and...
@cerijones216
agenda
• Basware transformation
• The Digital & Growth Agendas: context for Marketing change
• Becoming a ‘M...
@cerijones216
Who is Basware?
• Leader in eProcurement, financing and invoice automation
solutions
• HQ in Finland
• Found...
@SpeakerName
from to
• Licence revenue business
• Nordic Focus
• Think and plan locally
• Product-centric
• Analogue
• Mar...
@cerijones216
Key driver 1: agility
@cerijones216
Key driver 2: digital transformation
Meeting the business challenge…
BASWARE
MARKETING
JOURNEY
@cerijones216
Characteristics of modern B2B marketing
organisations
Source: SiriusDecisions
@cerijones216
Customer-centric: from push to pull
Source: SiriusDecisions
@cerijones216
It’s a journey
Starting 2012…
@cerijones216
digital shared services: enabling change
‘The Demand Center provides a shared
services center of excellence ...
Acquisition
Nurturing
Retention
Insight & Analytics
Communication
Productivity
Marketing Technology Stack
@cerijones216
Menu of Services
Database Marketing Services
 Account & Contact baseline
 White space analysis
 Contact p...
@cerijones216
Basware pipeline planning: performance focus
• Quota targets drive the
reverse funnel
Data insight drives
pe...
@cerijones216
KPI dashboard: performance measurement
@cerijones216
2017 ‘5 Pillars’:
marketing transformation continues
TIGHTEN
LINKS TO THE
BUSINESS
INVEST IN
PEOPLE
RE-INVEN...
@cerijones216
What I covered
1. PERFORMANCE is mainly about PEOPLE and the context (culture
and competencies)
 PROCESS an...
Questions
Performance marketing presentation 2016 final (Martech Europe 2016)
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Performance marketing presentation 2016 final (Martech Europe 2016)

Basware's journey to Modern B2B Marketing

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Performance marketing presentation 2016 final (Martech Europe 2016)

  1. 1. Performance Marketing: Basware’s Journey To Modern B2B Marketing Ceri Jones VP, Global Marketing Operations
  2. 2. @cerijones216 What I’ve learned so far… 1. PERFORMANCE is mainly about PEOPLE (and culture and competencies)  PROCESS and SYSTEMS (in that order) come a long way second 2. CHANGE is hard – and always takes longer than you think 3. PEOPLE need to think differently about what they do and how it makes a meaningful contribution  This is the first step to CHANGE and PERFORMANCE improvement
  3. 3. @cerijones216 agenda • Basware transformation • The Digital & Growth Agendas: context for Marketing change • Becoming a ‘Modern Marketing’ organisation: customer and outcome focus • ‘Performance Marketing’ as a focus for change: data-driven decisions • Role of the Global Demand & Operations Shared Services Center • Leading with Big Data Insights
  4. 4. @cerijones216 Who is Basware? • Leader in eProcurement, financing and invoice automation solutions • HQ in Finland • Founded over 30 years ago • 67 colleagues in Marketing; 80 quota carrying Sales • 4 years into a major transformation from license to subscription and transactions revenue • Resulting in cultural shift to focus on customer experience and loyalty over products – 2 years in
  5. 5. @SpeakerName from to • Licence revenue business • Nordic Focus • Think and plan locally • Product-centric • Analogue • Marketing Activity • Broadcast • Selling Transformation Context • Subscription business • Global • Think Global, act local • Buyer-centric • Digital First • Marketing Performance • 1-to-1 • Enabling the buyer’s journey
  6. 6. @cerijones216 Key driver 1: agility
  7. 7. @cerijones216 Key driver 2: digital transformation
  8. 8. Meeting the business challenge… BASWARE MARKETING JOURNEY
  9. 9. @cerijones216 Characteristics of modern B2B marketing organisations Source: SiriusDecisions
  10. 10. @cerijones216 Customer-centric: from push to pull Source: SiriusDecisions
  11. 11. @cerijones216 It’s a journey Starting 2012…
  12. 12. @cerijones216 digital shared services: enabling change ‘The Demand Center provides a shared services center of excellence to offer standardised digital services that are simple to use and to Scale through a Single Point of Contact’
  13. 13. Acquisition Nurturing Retention Insight & Analytics Communication Productivity Marketing Technology Stack
  14. 14. @cerijones216 Menu of Services Database Marketing Services  Account & Contact baseline  White space analysis  Contact profiling & enhancement  Contact acquisition (buy, re-activate, opt-in)  Campaign targeting  Data processing services  Eloqua Upload  CRM Upload  Account Creation / Upload  Fuzzy Matching  Data Enrichment  Data Cleaning Campaign Execution Services  Campaign ‘journey’ design & execution (inc EM/LP etc)  Campaign setup governance  Email & Newsletter  Events / Webinars / Seminars Setup  Web / Online (Vanity urls, forms, tracking) Content  Content assembly  Campaign Offer management  Content consumption analysis Reporting & Analytics  Birst (Dashboard) – Sales/ Marketing  MSD CRM (Dashboard)  Qlikview (Dashboard) – FiSe  Spend Analysis  Campaign reporting (inbound & outbound) and ROI  Demand management  YoY end to end pipeline reporting vs goals Operations Management  HelpDesk (1st line support)  Issue resolution & trouble-shooting (2nd & 3rd line support)  Training & Documentation  Technical Roadmap  Platform administration Online Interactive Marketing  Online contact acquisition  Accounts based marketing  Pilot projects
  15. 15. @cerijones216 Basware pipeline planning: performance focus • Quota targets drive the reverse funnel Data insight drives performance
  16. 16. @cerijones216 KPI dashboard: performance measurement
  17. 17. @cerijones216 2017 ‘5 Pillars’: marketing transformation continues TIGHTEN LINKS TO THE BUSINESS INVEST IN PEOPLE RE-INVENT THE BRAND DEVELOP CUSTOMER DRIVEN MARKETING SIMPLIFY MARKETING Synchronise experience across all channels & touchpoints with the customer at the centre Create/Amplify a consistent message & orchestrate the conversation across the buyers journey Marry the art & science of marketing Re-connecting the Demand Center with core marketing functions
  18. 18. @cerijones216 What I covered 1. PERFORMANCE is mainly about PEOPLE and the context (culture and competencies)  PROCESS and SYSTEMS (in that order) come along way second 2. CHANGE is hard – and always takes longer than you think 3. PEOPLE need to think differently about what they do and how it makes a meaningful contribution  This is the first step to CHANGE and PERFORMANCE improvement Context is everything! There is no ‘right’ way!
  19. 19. Questions

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