Basware's journey to modern business-to-business performance marketing

Basware helps businesses around the world control and reduce costs, manage spend and forecast for business growth. As such, the company needs to be at the forefront of digital service delivery. From a company perspective, this has meant a long-term change programme, undertaken over the past four years, finding new ways to connect with prospects and build robust relationships with customers. A focus on performance marketing has been central to this new approach, focused on an improved customer experience achieved via data-driven decision-making and activities. The changes have required a shift in focus from product to customer centricity, a more agile approach to marketing, and a new mindset for staff. At the same time, the company has developed a centralised centre of excellence to deploy resources more efficiently, to monitor and manage key performance indicators more precisely, and to better meet customer needs. This paper outlines the external conditions that drove the need for change, and the essential drivers that include customer centricity, a shift from outsource to in-house, centralisation and the customer experience. It outlines how the changes have given the company a common and joined-up, scalable means of going to market, bringing together central and local activity, removing inefficiencies and taking a complete view of prospect data.