Performance Marketing: Basware’s Journey To Modern B2B Marketing

Ceri JonesVP, Global Marketing Operations

@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 second2. CHANGE is hard – and always takes longer than you

think3. 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

@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

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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

@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

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Key driver 1: agility

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Key driver 2: digital transformation

Meeting the business challenge…

BASWARE MARKETING JOURNEY

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Characteristics of modern B2B marketing organisations

Source: SiriusDecisions

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Customer-centric: from push to pull

Source: SiriusDecisions

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It’s a journeyStarting 2012…

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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’

Acquisition

Nurturing

Retention

Insight & Analytics

Communication

Productivity

Marketing Technology Stack

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Menu of ServicesDatabase 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

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Basware pipeline planning: performance focus• Quota targets drive the

reverse funnel

Data insight drives performance

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KPI dashboard: performance measurement

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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

@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

second2. CHANGE is hard – and always takes longer than you think3. 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!

Questions