Visma Software is part of the Visma Group of Companies, which has 900,000 customers spanning 12 countries and services in five distinct business areas: SMB, Enterprise, Retail, Government and IT & Hosting.
Visma Software has a broad selection of products including ERPs, both on-premise and SAAS; financial and real estate management software; and a long list of related products that add value for the customer.
Part of the company’s sales strategy involves targeted telemarketing. But the telemarketing lead generation process was time-intensive: Visma sales staff had to manually purge lists of current customers, leads-in-progress and companies that didn’t fit target criteria. This wasted time that would have been better spent selling, and created slowdowns for outsourced telemarketing partners.
An additional challenge was that the majority of the keyword advertising terms are also used in the consumer market. Targeting keyword ads is difficult when using general terms.