Performance Marketing: Basware’s Journey To Modern B2B Marketing Ceri Jones VP, Global Marketing Operations
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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
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