Visma Software Oy is a supplier of ERP and financial administration software, both on-premise and SaaS products. The company is seeking growth through direct customer acquisition and building a partner network.
Visma Software is part of the Visma Group, including 10 business units. The Group's strategy is to operate as one Visma. Therefore the products of the various Visma companies are scattered on the visma.fi website and it is not easy to point nor sort out which product belongs to which company. It is challenging to present both the company and its products in a correct and clear manner since there are dozens of products and there are overlaps in supply. Visma Software's product range alone consists of five different ERP or financial and property management systems.
Product-oriented marketing is not profitable with such an arrangement. Content marketing, on the other hand, has been seen as a good solution. Visma Software started content marketing already in 2014 and produced huge amounts of quality content in a couple of years. However, the content was difficult to find on the visma.fi product pages and the data bank.
In 2016, the content was distributed as mass mailings via email, and content downloaders’ contact information was directed to a telemarketing partner.
As the GDPR was approaching, Visma Software wanted to stop mass mailings and move to systematic, targeted and long-term marketing.
Visma Software wanted to strengthen its position as an expert company that stands out with its products. At the same time, the company wanted to recognize the warm leads better.
Reorganization work began with marketing automation and the identifying the buyer personas.