What is Sales and Marketing Strategy of TietoEVRY Company?

What is TietoEVRY's Sales and Marketing Strategy?

TietoEVRY, a prominent digital services and software firm, has strategically pivoted to become a leader in software and digital engineering. This transformation, reinforced by its 2022 brand renewal and a strong focus on AI and cloud-native services in 2024-2025, marks a significant shift from its origins as a broad IT services provider.

The company's current market approach emphasizes specialized offerings, targeting accelerated international growth in select software products and AI-driven digital development, including expansion into new geographical markets.

TietoEVRY's sales and marketing strategy centers on showcasing its expertise in AI and cloud-native solutions. The company aims to empower customers by leveraging these technologies to enhance agility, competitiveness, innovation, and security. This is evident in their continued progress in 2024, actively supporting the AI agenda and reinforcing their foundation for business acceleration. For instance, in Q2 2024, software businesses like Tietoevry Banking and Tietoevry Industry achieved organic growth of 5%, contributing to the Group's overall organic growth of 1% amidst a varied market.

The company's marketing efforts highlight its commitment to driving purposeful technology that positively impacts the world. This includes promoting its comprehensive suite of solutions, such as the TietoEVRY BCG Matrix, and forging strategic partnerships to expand its market reach and influence.

TietoEVRY's sales strategy primarily utilizes a direct sales approach, complemented by a strong network of strategic partnerships. This dual approach allows the company to effectively serve a wide array of clients across key sectors such as financial services, healthcare, public sector, and manufacturing. The company's refined go-to-market strategy, implemented in January 2022, empowers its four specialized end-to-end businesses to manage their own sales and marketing efforts.

Direct Sales Model

TietoEVRY engages directly with clients to understand their unique needs. This direct interaction is crucial for building strong customer relationships and tailoring solutions, especially for complex enterprise software and IT services.

Strategic Partnerships

The company actively cultivates partnerships to expand its reach and enhance its service offerings. These collaborations are vital for accessing new markets and integrating innovative technologies into their solutions.

Specialized Business Units

Since January 2022, TietoEVRY's four specialized businesses—Tietoevry Banking, Tietoevry Care, Tietoevry Industry, and Tietoevry Create—operate with full responsibility for their go-to-market strategies. This structure allows for focused sales and marketing efforts tailored to specific industry needs.

Focus on Cloud and AI

The evolution of TietoEVRY's sales channels reflects a strategic pivot towards cloud-native and AI-enabled market opportunities. This ensures the company remains at the forefront of digital transformation services.

The company's sales and marketing strategy for its specialized units demonstrates a clear focus on leveraging partnerships to drive innovation and market penetration. For example, Tietoevry Banking's renewed five-year strategic partnership with Geldmaat in July 2024, covering approximately 4,250 ATMs in the Netherlands, highlights a commitment to SaaS solutions. Further enhancing its payment offerings, Tietoevry Banking collaborated with Tapster in October 2024 to integrate wearable payment technology, expected to be fully operational by 2025, providing millions of Europeans with new contactless payment options. Siemens' EV charging stations are also benefiting from Tietoevry Banking's payment technology, underscoring the company's role in advancing infrastructure. In the healthcare sector, Tietoevry Care's Lifecare Open Platform is being utilized by Karolinska University Hospital in Sweden for healthcare data integration, showcasing the company's strength in industry-specific software. Direct customer engagement is also a key component, as evidenced by Handelsbanken Norway's agreement to migrate to a new core banking solution and the wellbeing services county of Southwest Finland selecting Tietoevry Care's Lifecare solution in 2024. The company's online presence serves as a vital platform for potential clients to connect and explore customized software solutions and industry expertise, contributing significantly to Target Market of TietoEVRY.

Key Partnership Examples

TietoEVRY's strategic partnerships are instrumental in its sales and marketing strategy, enabling the delivery of advanced solutions across various industries.

• Geldmaat partnership for ATM SaaS solutions (July 2024).
• Tapster collaboration for wearable payment integration (October 2024).
• Siemens EV charging stations utilizing Tietoevry Banking's payment technology.
• Karolinska University Hospital using Tietoevry Care's Lifecare Open Platform.

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TietoEVRY employs a robust marketing strategy centered on digital channels to build brand awareness and generate leads for its specialized software and IT services. The company emphasizes data-driven marketing, leveraging cloud and AI technologies to enhance customer productivity and its own operational efficiency.

Digital-First Approach

TietoEVRY heavily relies on digital tactics to reach its target audience of enterprise and public sector clients. This includes a strong focus on content marketing and lead generation through its website.

Content Marketing Excellence

The company showcases its expertise through insightful content and success stories on its website. These highlight real-world impacts, such as integrating healthcare data or modernizing invoicing processes.

Lead Generation Tools

Direct lead generation is facilitated through contact forms on the company's website, a key component of its TietoEVRY sales process.

Social Media Engagement

Platforms like LinkedIn, Threads, Facebook, YouTube, and Instagram are used for stakeholder engagement and disseminating company news and thought leadership, contributing to TietoEVRY's brand strategy.

Event-Based Communication

While traditional media is less emphasized, investor events and capital markets days are crucial for engaging with financial and business strategists, supporting TietoEVRY's revenue growth.

AI and Specialization Focus

Marketing efforts highlight distinct business capabilities and the role of AI in offerings, such as GenAI for speech-to-text and AI for financial crime prevention.

TietoEVRY's marketing tactics are deeply integrated with its business strategy, focusing on showcasing its specialized capabilities across various sectors. The company's approach to TietoEVRY customer engagement is refined through digital channels, aiming to demonstrate its competitive advantage in areas like TietoEVRY digital transformation and TietoEVRY cloud solutions. The company's TietoEVRY sales and marketing strategy for digital transformation services is geared towards demonstrating tangible outcomes for clients.

Key Marketing Initiatives

TietoEVRY's marketing initiatives are designed to highlight its expertise in IT services and enterprise software. These campaigns focus on demonstrating the value proposition of its solutions in driving efficiency and innovation for clients.

• Leveraging AI and cloud technologies in marketing content.
• Showcasing customer success stories and case studies.
• Utilizing digital advertising, SEO, and email marketing for outreach.
• Engaging with stakeholders on social media platforms.
• Participating in industry events and investor relations activities.
• Promoting specialized business areas like Tietoevry Banking, Care, Industry, and Create.

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TietoEVRY's brand positioning is centered on its core purpose: 'Creating purposeful technology that reinvents the world for good.' This mission statement distinguishes the company by highlighting the positive societal impact of its digital services and software solutions, moving beyond mere technological delivery.

Purpose-Driven Technology

The company's brand identity is built on the intersection of humanity and technology, emphasizing ethical considerations like Responsible AI. This approach balances innovation with a commitment to societal well-being.

Nordic Heritage, Global Reach

Leveraging its strong Nordic heritage, the company operates with global capabilities, serving thousands of enterprise and public-sector customers across approximately 90 countries.

Renewed Visual Identity

A visual identity refresh in 2022 introduced contrasting colors, a bespoke typeface, and graphic patterns to reflect its purpose and long-standing innovation in technology.

Key Value Proposition

TietoEVRY appeals to its target audience with a proposition built on innovation, reliability, and sustainability, underscored by recognitions like being named a Climate Leader 2024 by the Financial Times.

The company's brand strategy focuses on maintaining consistency across all touchpoints, utilizing internal tools to ensure a unified global brand experience. This approach is crucial for its TietoEVRY sales strategy and TietoEVRY marketing strategy, aiming to capture emerging market opportunities in cloud-native and AI-enabled solutions. By continuously evolving its TietoEVRY business strategy, the company strengthens its competitive advantage in the dynamic IT services sector. This includes adapting its TietoEVRY go-to-market strategy to effectively reach new customers and promote its TietoEVRY digital transformation services. The TietoEVRY sales and marketing efforts are designed to drive TietoEVRY revenue growth through enhanced customer engagement and the successful implementation of its TietoEVRY IT services and TietoEVRY enterprise software.

Sustainability Recognition

The company's commitment to sustainability is highlighted by its inclusion in lists such as Europe's Climate Leaders 2024 and the World's Most Sustainable Companies of 2024.

Humanity and Technology Integration

Three-dimensional elements in its visual identity symbolize the crucial intersection between human needs and technological advancements, aiming for a flexible and scalable brand presence.

Brand Consistency

Internal tools like Frontify are employed to ensure a cohesive brand experience across all global channels and customer touchpoints, reinforcing the TietoEVRY brand strategy.

Market Responsiveness

The company actively adapts its strategy to capitalize on cloud-native and AI-enabled market opportunities, a key aspect of its TietoEVRY market positioning.

Customer Acquisition Focus

Understanding TietoEVRY's customer acquisition strategies is vital for its growth, particularly in the Nordic market, and aligns with its broader TietoEVRY sales and marketing efforts.

B2B Marketing Approach

TietoEVRY's B2B marketing for its IT services and enterprise software solutions is designed to resonate with business needs, contributing to its overall TietoEVRY sales strategy.

Strategic Alignment for Growth

The company's approach to aligning sales and marketing teams is a critical component of its TietoEVRY business strategy, aiming for improved performance and customer acquisition. This includes refining the TietoEVRY sales process and leveraging TietoEVRY digital marketing to enhance customer engagement and build lasting relationships.

• Focus on purposeful technology creation.
• Integration of humanity and technology in solutions.
• Leveraging Nordic heritage with global operations.
• Commitment to sustainability and ethical AI.
• Continuous adaptation to cloud and AI market trends.
• Maintaining brand consistency across all platforms.

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TietoEVRY's sales and marketing strategy is significantly shaped by its key campaigns, which aim to reinforce its brand and drive growth in specialized sectors. These initiatives highlight the company's commitment to creating purposeful technology.

Brand Renewal and Specialization Strategy

Launched in October 2021 and fully operational by January 2022, this strategy repositioned the company as a global leader in software and digital engineering. The core message, 'Creating purposeful technology that reinvents the world for good,' underpins this effort.

Internal Employee and Customer Storytelling

The internal campaign, 'Your Story is Our Story,' actively showcases diverse employee and customer success narratives. This initiative aims to foster a shared sense of purpose and highlight real-world impact across different regions.

Wearable Payment Solutions Expansion

In 2024, Tietoevry Banking partnered with Tapster to expand wearable payment solutions across Europe. This collaboration, set for full functionality by 2025, will offer millions of Europeans new contactless payment options via NFC-integrated wearables.

EV Charging Payment Integration

Tietoevry Banking's payment technology is being integrated into Siemens' Electric Vehicle (EV) charging stations. This initiative streamlines payment processes to accelerate the rollout of EV infrastructure.

Healthcare Solution Adoption

The Lifecare solution from Tietoevry Care was selected by the wellbeing services county of Southwest Finland in July 2024. This partnership supports care workers and aims to provide equitable services to 500,000 residents.

Microsoft Partner Recognition

Tietoevry Tech Services received the Microsoft Inner Circle 2024/2025 award for the second consecutive year in August 2024. This recognition highlights their excellence in delivering innovative solutions based on Microsoft Business Applications.

Financial Performance Indicators

The company's Q2 2024 results indicated 5% organic growth for Tietoevry Banking and Tietoevry Industry. This growth suggests the effectiveness of their specialized software offerings and strategic engagements in driving revenue.

Sustainability Recognition

The company's commitment to sustainability is a key aspect of its brand-building efforts. It was recognized as one of Europe's Climate Leaders 2024 and among the World's Most Sustainable Companies of 2024.

These initiatives collectively form a robust TietoEVRY sales strategy and TietoEVRY marketing strategy, focusing on industry-specific solutions and strategic partnerships to enhance its market positioning. The company's approach to TietoEVRY customer engagement and TietoEVRY B2B marketing is evident in these targeted campaigns, contributing to its overall TietoEVRY business strategy and TietoEVRY revenue growth.

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