Branding & Marketing
Hi, Henny! As a Digital Marketing Manager, you combine working strategically and data-driven. What does that look like on a daily basis?
“Yes, we look into how our target audience portrays our products and what drives them. The insights let us personalise the message to them. Part of my job is about knowing where, when and how. We don't want to come off as too pushy, but rather pull them in with smart content about all the fabulous things that our products can do to help. My teammates work within the different stages of the funnel. My work is mostly in the top and the middle. I focus on creating strategies for how we get attention from potential customers before they come into the consideration phase and become a lead that can potentially be a sale.”
You're taking your target audience on quite a journey! What about your own journey – what attracted you to Visma?
“I was out searching for jobs after I graduated, and saw an open marketing position that sounded really fun. I was very fascinated with technology and what Visma is doing. So, I applied and now I’m here, five years later. Over the years my position has changed a lot, with new tasks and responsibilities. I have great leaders who see me and give me the chance to develop and the responsibility to shape my own role. So, even though I've been in the company for five years, I get to experience something new every day. Most of all, I wouldn't have stayed for so long if it wasn’t for my awesome colleagues and that I enjoy going to work every day. Some of my colleagues have become very close friends. We have a good culture for having fun, both at work and outside of work. For example social activities like Friday bar at the office once a month. I think we’re quite lucky to work here.”
“Over the years, my position has changed a lot, with new tasks and responsibilities. I have great leaders who see me and give me the chance to develop and the responsibility to shape my own role”
You seem so thankful and happy about your work life! Love that. But isn’t it a bit challenging to market software and tech?
“As a marketer at Visma you have to challenge the basic principles of marketing. It's not easy working with technology and the B2B market. So if there’s one place where you can really learn and develop within marketing, Visma is a very good place to be. Or as my boss says, ‘if we can make it here, we can make it anywhere’, haha. The sales processes in B2B are long, they can take years. Our products are also very complex, so we need to be very data-driven to understand our customers. So yes, it’s challenging, but that's also what makes it fun. It's meaningful to market something that has a purpose. Technology is always evolving and is a big part of our everyday life. To be a part of the technology journey that we're all in is very cool.”
Ultimately, Visma’s software is about helping our customers run their daily operations more effectively. What does this promise mean?
“It means we're automating their manual work routines so that they can rather focus on business growth and development. Our software lets them focus more on creating value, and spend time on things that are both more meaningful and interesting. That way, we help society evolve because people get more time to work on making their business and society better. I have to say I'm proud of working for a company that wants to make a difference in society and is working with technology to make society better. It's as simple as that.”
With so many different companies doing different things, how is the marketing community at Visma? How do you collaborate and learn from one another?
“You’re right, we’re a whole bunch! And we do learn a lot from each other. We have common meetings and platforms where we share knowledge and experiences. It's exciting to hear what other companies are doing. Although we work in different markets and towards different segments, I can still take notes on how others work with for example campaigns or data-driven marketing. Our field of study is always evolving, so we have to be on top of new trends, tools and ways of working with marketing.”
Now you’ve already been with the company for five years! What are your thoughts about and ambitions for the future?
“As long as I can develop, take more responsibility and try out new things, I don't have the need to move to another place or another position. I like working with marketing and I like working with technology. As long as I can combine those two worlds, I'm happy. But what’s special about Visma is that if I were interested in working with something different, I could do so by switching teams or even company. Just having that possibility is a luxury. So, if I want to try something new, the possibilities are there. I like to say that you can jump from one island to another and then find out where the best beaches and sunsets are, and you stay there."