MarTech Europe 2016
Performance Marketing: A Data-driven Journey To B2B Technology Marketing

Ceri Jones, VP Global Marketing Operations, Basware Oyj


In this presentation, Ceri from Basware Oyj will show how Performance (or Data-driven) Marketing is transforming marketing roles and marketing's business impact. He'll demonstrate how performance marketing solves the challenge of combining automated and scaleable digital demand creation programmes with local field marketing initiatives to align tactics to buyer engagement.

Ceri will focus on:
- The fundamental impact of a digital-first philosophy;
- How "digital" means "data" but not necessarily "insights";
- Resistance from traditional marketing roles and how the org chart will undergo a complete changeover;
- The importance of KPIs and a how a BI platform can shine a light on performance.