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SMB was a new audience for ‘Purchase-to-Payments’ provider Basware, having traditionally focused on selling to enterprises. The company needed a campaign that used a different tone of voice that would resonate with an audience, that was not only unfamiliar with the brand, but one that had limited understanding of complex finance issues.

Basware also wanted a campaign that would provide a library of content to execute across multiple regions and marketing channels that would engage and encourage a call-to-action among SMBs. As such, ION carried out a global study, surveying 558 business owners and 1,368 employees with financial responsibility across the UK, US, Sweden, Germany and Belgium & Netherlands.


The research aimed to inform business owners of employees’ understanding of the finance function and the level of responsibility they felt was an obligation of their role. It also examined current financial processes within SMBs.

Octopus Group coordinated a three-phased launch with eight regions providing a bank of social media content, press releases and pitch materials to launch to press that would be also be localised and used across social media channels.


Results: An executive summary was created to support marketing and PR efforts, as was an infographic to visually present key findings to media and Basware’s prospects. In terms of content, ION created two press releases, a series of blog posts and top tips, supplemented tweets and posts to support the launch. 35 pieces of coverage have been generated to date, with chatter across Basware’s social media channels increasing significantly throughout launch month.