How Basware achieved a 4x increased in conversions


As the global leader in purchase-to-pay solutions, Basware had built-out a wealth of lead generation resources, from educational whitepapers through to cutting-edge thought-leadership content. But despite world-leading expertise, limited engagement with their content marketing found the organisation struggling to generate a significant return on investment. Poor user experience in the resource section meant that user interaction with whitepapers, eGuides and videos were all limited; a situation complicated by the company’s ongoing migration away from an old content management system.

Basware’s Challenge: Improving Content Performance

A lack of performance insight brought its own problems to bear. Shortcomings in Basware’s existing toolstack meant that their ability to track web interactions was limited to page views and form fills. Tracking data was inconsistent, and in many cases, missing entirely – leaving black holes scattered throughout the company’s marketing attribution. These factors compounded to create a huge technical drain with every form deployment, causing shortfalls in web and MAP developer bandwidth leaving the company unable to fully realise their demand generation strategy.

The Solution

Basware was keen to centralise their web marketing and analytics, so deployed and configured integrations across their entire toolstack: including Eloqua, Google Analytics, Google Tag Manager, LookbookHQ, Vidyard, On24, and their new CMS, Kentico.

6 standard form types were deployed, and a raft of conversion-focused features were implemented to improve the user experience, including:

Progressive profiling and blind form submissions
Form pre-population from Eloqua data
Geo-location switching to show different form fields in different countries
9 languages for form deployment

As a result, crucial gaps in marketing attribution were closed, and much-needed process applied to the company’s demand generation efforts – with standardised form submission data from every interaction passed through Eloqua and into Basware’s CRM.


As a direct result of deploying, Basware was able to realise the full potential of their content, boosting user experience and generating a 4-fold uplift in conversions. A central dashboard makes it easy to manage forms and monitor content performance, making it possible to instantly change gating strategy across over 600 global assets – helping the company achieve their goal of centralising digital demand generation. New gates were deployed in a matter of minutes, allowing Basware to side-step the technical drain that previously dogged form deployment, and hit crucial deadlines for their website rebuild.

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