PerformanceMarke-ng:Basware’sJourneyToModernB2BMarke-ng

CeriJonesVP,GlobalMarke-ngOpera-ons

@cerijones216

What I’ve learned so far…

1.  PERFORMANCEismainlyaboutPEOPLE(andcultureandcompetencies)ü PROCESSandSYSTEMS(inthatorder)comealong

waysecond2.  CHANGEishard–andalwaystakeslongerthanyou

think3.  PEOPLEneedtothinkdifferentlyaboutwhattheydo

andhowitmakesameaningfulcontribu-onü  ThisisthefirststeptoCHANGEandPERFORMANCE

improvement

@cerijones216

agenda

•  Baswaretransforma-on•  TheDigital&GrowthAgendas:contextforMarke-ngchange•  Becominga‘ModernMarke-ng’organisa-on:customerand

outcomefocus•  ‘PerformanceMarke-ng’asafocusforchange:data-driven

decisions•  RoleoftheGlobalDemand&Opera-onsSharedServices

Center•  LeadingwithBigDataInsights

@cerijones216

Who is Basware?

•  LeaderineProcurement,financingandinvoiceautoma-onsolu-ons

•  HQinFinland•  Foundedover30yearsago•  67colleaguesinMarke-ng;80quotacarryingSales•  4yearsintoamajortransforma-onfromlicensetosubscrip-on

andtransac-onsrevenue•  Resul-nginculturalshiftofocusoncustomerexperienceand

loyaltyoverproducts–2yearsin

@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

@cerijones216

Key driver 1: agility

@cerijones216

Key driver 2: digital transformation

Mee-ngthebusinesschallenge…

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

Star-ng2012…

@cerijones216

digital shared services: enabling change

‘TheDemandCenterprovidesasharedservicescenterofexcellencetooffer

standardiseddigitalservicesthataresimpletouseandtoScalethroughaSinglePointof

Contact’

Acquisi-on

Nurturing

Reten-on

Insight&Analy-cs

Communica-on

Produc-vity

Marke,ngTechnologyStack

@cerijones216

Menu of Services

DatabaseMarke,ngServicesü  Account&Contactbaselineü Whitespaceanalysisü  Contactprofiling&enhancementü  Contactacquisi-on(buy,re-ac-vate,

opt-in)ü  Campaigntarge-ngü  Dataprocessingservices

ü  EloquaUploadü  CRMUploadü  AccountCrea-on/Uploadü  FuzzyMatchingü  DataEnrichmentü  DataCleaning

CampaignExecu,onServicesü  Campaign‘journey’design&

execu-on(incEM/LPetc)ü  Campaignsetupgovernanceü  Email&Newslelerü  Events/Webinars/SeminarsSetupü Web/Online(Vanityurls,forms,

tracking)

Contentü  Contentassemblyü  CampaignOffermanagementü  Contentconsump-onanalysis

Repor,ng&Analy,csü  Birst(Dashboard)–Sales/Marke-ngü MSDCRM(Dashboard)ü Qlikview(Dashboard)–FiSe

ü  SpendAnalysisü  Campaignrepor-ng(inbound&

outbound)andROIü  Demandmanagement

ü  YoYendtoendpipelinerepor-ngvsgoals

Opera,onsManagementü  HelpDesk(1stlinesupport)ü  Issueresolu-on&trouble-shoo-ng

(2nd&3rdlinesupport)ü  Training&Documenta-onü  TechnicalRoadmapü  Plamormadministra-on

OnlineInterac,veMarke,ngü  Onlinecontactacquisi-onü  Accountsbasedmarke-ngü  Pilotprojects

@cerijones216

Basware pipeline planning: performance focus

•  Quotatargetsdrivethereversefunnel

Datainsightdrivesperformance

@cerijones216

KPI dashboard: performance measurement

@cerijones216

2017 ‘5 Pillars’: marketing transformation continues

TIGHTENLINKSTOTHEBUSINESS

INVESTINPEOPLE

RE-INVENTTHEBRAND

DEVELOPCUSTOMERDRIVEN

MARKETING

SIMPLIFYMARKETING

Synchroniseexperienceacrossallchannels&touchpointswiththe

customeratthecentre

Create/Amplifyaconsistentmessage&orchestratetheconversa-onacross

thebuyersjourneyMarrytheart&scienceofmarke-ng

Re-connec-ngtheDemandCenterwithcoremarke-ngfunc-ons

@cerijones216

What I covered

1.  PERFORMANCEismainlyaboutPEOPLEandthecontext(cultureandcompetencies)ü  PROCESSandSYSTEMS(inthatorder)comealongway

second2.  CHANGEishard–andalwaystakeslongerthanyouthink3.  PEOPLEneedtothinkdifferentlyaboutwhattheydoandhowit

makesameaningfulcontribu-onü  ThisisthefirststeptoCHANGEandPERFORMANCE

improvement

Contextiseverything!Thereisno‘right’way!

Ques7ons

www.martechconf.com