Visma Software had to take a big step from inefficient mass mailing towards targeted, controlled and automated marketing. This required a creative strategy change and a new way of understanding customer relationships. The latter was solved by defining buyer personas.
Five different buyer personas were defined for Visma Software:
1) Ambitious CEO of a company employing about 200 people. 2) Rational and determined financial director of growth company. 3) The owner of a property management company looking for new ways of working. Two different buyer personas were identified from the accountancy target group: 4) A conservative, stability loving senior leader. 5) A reformist and experimental young leader.
The Eloqua-based Visma Suunta content hub was a creative key to change. Hub provides content in a structured way, tailored to the needs of the defined buyer personas: articles, blogs, videos, guides and research results.
The creative implementation of the Visma Suunta is convincing, but still vividly distinct from the mass.
Eloqua allows you to use dynamic content. Some of the content is gated i.e. they can only be accessed by providing an email address or other information.
The content hub forms utilize progressive profiling to collect data from visitors. Visitors are directed to nurturing campaigns based on their site behavior and the materials they download.
At the beginning of the nurturing phase, the prospect is offered interesting and useful content according to his needs.
Gradually more sales oriented, product-specific information is offered.
Visma Software offers Suunta visitors right content at the right time. And finally, the solutions that the potential buyer has shown to be interested in.
A carefully planned nurturing campaign will effectively guide visitors through the sales funnel while providing an excellent customer experience and useful business support. This allows potential buyers to be directed to the right kind of software products. This results ready-to-buy leads for sales department.