Case Study: Visma achieves 38% content engagement and improved lead quality with Oracle Marketing Cloud (Eloqua)

Visma Software overhauls its marketing strategy with Oracle Eloqua

Visma Software Oy, part of the Visma Group, provides ERP and financial management software (on‑premise and SaaS) and prioritizes customer experience and product intuition. Faced with ineffective “batch-and-blast” marketing, scattered content, undefined buyer personas, and no lead nurturing or scoring, Visma lacked a clear, targeted approach to engage prospects and feed sales.

Visma implemented buyer personas, journeys and a customer experience model and built the Visma Suunta dynamic content hub on Oracle Eloqua for progressive profiling and continuous data collection, plus enhanced sales notifications. The shift to an analytical marketing strategy drove 38% engagement on the content hub, 9% of unique visitors shared contact details over a year, and ongoing measurement improved lead quality and ROI.

Visma

Milla Ikonen

CMO