Case Study: Visma Software achieves 38% visitor engagement and improved lead quality with Oracle Eloqua

Visma Software overhauls its marketing strategy with Oracle Eloqua

Visma Software Oy, part of the Visma Group, provides ERP and financial management software across multiple countries and focuses on customer experience and product usability. Facing ineffective "batch-and-blast" marketing, scattered content, undefined buyer personas, and no lead nurturing or scoring, the company lacked a clear way to target and engage prospects.

Visma redefined 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 automated sales notifications. The shift to an analytical, persona-driven approach drove measurable results: 38% of visitors engaged with hub content, 9% of unique visitors provided contact details over a year, and ongoing measurement produced higher-quality leads and improved ROI.

Visma

Milla Ikonen

CMO