performance marketing: a data driven journey to modern b2b marketing by ceri jones
TRANSCRIPT
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PerformanceMarke-ng:Basware’sJourneyToModernB2BMarke-ng
CeriJonesVP,GlobalMarke-ngOpera-ons
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@cerijones216
What I’ve learned so far…
1. PERFORMANCEismainlyaboutPEOPLE(andcultureandcompetencies)ü PROCESSandSYSTEMS(inthatorder)comealong
waysecond2. CHANGEishard–andalwaystakeslongerthanyou
think3. PEOPLEneedtothinkdifferentlyaboutwhattheydo
andhowitmakesameaningfulcontribu-onü ThisisthefirststeptoCHANGEandPERFORMANCE
improvement
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@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
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@cerijones216
Who is Basware?
• LeaderineProcurement,financingandinvoiceautoma-onsolu-ons
• HQinFinland• Foundedover30yearsago• 67colleaguesinMarke-ng;80quotacarryingSales• 4yearsintoamajortransforma-onfromlicensetosubscrip-on
andtransac-onsrevenue• Resul-nginculturalshiftofocusoncustomerexperienceand
loyaltyoverproducts–2yearsin
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@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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@cerijones216
Key driver 1: agility
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@cerijones216
Key driver 2: digital transformation
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Mee-ngthebusinesschallenge…
BASWARE MARKETING JOURNEY
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@cerijones216
Characteristics of modern B2B marketing organisations
Source:SiriusDecisions
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@cerijones216
Customer-centric: from push to pull
Source:SiriusDecisions
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@cerijones216
It’s a journey
Star-ng2012…
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@cerijones216
digital shared services: enabling change
‘TheDemandCenterprovidesasharedservicescenterofexcellencetooffer
standardiseddigitalservicesthataresimpletouseandtoScalethroughaSinglePointof
Contact’
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Acquisi-on
Nurturing
Reten-on
Insight&Analy-cs
Communica-on
Produc-vity
Marke,ngTechnologyStack
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@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
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@cerijones216
Basware pipeline planning: performance focus
• Quotatargetsdrivethereversefunnel
Datainsightdrivesperformance
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@cerijones216
KPI dashboard: performance measurement
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@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
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@cerijones216
What I covered
1. PERFORMANCEismainlyaboutPEOPLEandthecontext(cultureandcompetencies)ü PROCESSandSYSTEMS(inthatorder)comealongway
second2. CHANGEishard–andalwaystakeslongerthanyouthink3. PEOPLEneedtothinkdifferentlyaboutwhattheydoandhowit
makesameaningfulcontribu-onü ThisisthefirststeptoCHANGEandPERFORMANCE
improvement
Contextiseverything!Thereisno‘right’way!
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Ques7ons
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