Hur mängder med data, ihärdighet, visioner har gett Visma nya affärer i en uppkopplad tid. Visma • Snabbväxande bolag • 7000 anställda • Omsätter 7 119 MNOK • 18 % av omsättning till utveckling Visma Spcs • 30 års erfarenhet • 360 000 företag • 450 000 användare • NPS 35 = nöjda kunder Internettjänster (Saas) • Växer med 97 % 2014-15 • Fler än 100 000 användare idag • 200 000 företag till molnet inom 10 år Mer än hälften av Sveriges företag har valt ekonomiprogram från Visma Spcs Källa: Sifo 2014 What got you here won’t get you there Inspirera Utbilda Bevisa Gary Vaynerchuk https://youtu.be/eu7z6U8Jdok Simon Sinek https://youtu.be/u4ZoJKF_VuA Jeffery Hayzlett https://youtu.be/H6vZVOvmevs Från On-Prem till SaaS Positioning & Concept 2H 2012 • Communication platform • Positioning Strategy • Concept Development Launch & execute campaigns New Channels CMS Project Launch new marketing web Traffic Acquisition organic Digital marketing tracking & insight Traffic Acquisition paid Evolve organization 1H 2013 2H 2013 1H 2014 2H 2014 • Campaign Sites • Launch new marketing concept • Web Team moved into Communication • SEO Strategy • MI Team moved to • New Channels – Social & YouTube • Slow to Fast CMS Pre-Study • Change SEM Partner • Launch New Marketing Web • Org assessment • Re-targeting Display • CMS Project “medium” • “Simplicity” Campaign • Event driven • eEkonomi - Tap, Swipe & Pinch communication campaign execution • SEO Optimization • Editorial customer e• Content recycling • DM: “Pajdiagrammet” mail program • Analysis, tracking & (guldnyckel kandidat) • Attribution reporting • Adform Modeling • Increased Increase efficiency in core processes Acquisition, engagement, conversion 2015 • Conversion • Market Automation • Content Marketing cooperation • with digital • Launch new partners • digital marketing • org • Launch “Ej fått tag I” • program Loyalty Program No touch sale focus Improve up sales efficacy & results Further increase efficiency in defined core processes “There is nothing wrong with change if it is in the right direction.” Winston Churchill DATA Mycket DATA Acquisition Performance Analysis Vad mäter vi? Trafik Direkt Organiskt Display SEM SoMe Konvertering Försäljning Online Direkt InApp Offline Inkommande Trial Analys av resultat Action Plan – Vad ska vi göra för att göra detta ännu bättre. Total SEO Visibility Average Ranking Performance: Jan 2015–Aug 2015 45,00% 40,00% 35,00% vismaspcs.se 30,00% fortnox.se hogia.se 25,00% speedledger.se 20,00% blinfo.se 15,00% e-conomic.se 10,00% 5,00% 0,00% jan-15 feb-15 mar-15 apr-15 may-2015 jun-15 jul-15 SEO Visibility reflects the ranking of a website in organic search across 1 433-1 496 keywords Formula: http://www.advancedwebranking.com/user-guide/html/en/ch08s06.html aug-15 Online Trial Performance Analysis Vad mäter vi? Continuous performance overview Transparency & Insight Data-driven execution plan Resource allocation optimization Google Analytics Attribution models Marknadsavdelningar går från att ses som en service och support organisation till den som leder arbetet med att driva hela affärsverksamheten framåt Nya Marketing & Online Sales Enheten Head of Marketing & Online Sales Tomas Dunard Conversion & Web Development Acquisition & Engagement • • • • • Earned Traffic Paid Traffic Content Strategy Content Production PR • • • • • • Web Analysis Digital Business Analysis Conversion Web Design Web Development Marketing Automation Loyalty, Upsale & Marketing Coordination • • • • • • • Loyalty Strategy Upsale Strategy Outbound Marketing Marketing Coordination Surveys Market Research Spons & Events Hur ser det ut framöver? Större integration mellan marknad, sälj och support 70% 20% 10% Rädsla Alla misslyckas Transparens Address the elephant in the room Ta risker Man måste våga To all the naysayers, opportunists, and obstructionists who stand in the way of driving change and progress in any organizations Note: We will beat you Jeffery Hayzlett
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