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