Meet Visma Acubiz: Martin from Marketing

I like the versatility of marketing the most. A "normal" day can include editing videos or looking at logs

TL;DRMartin Eriksen leads the Marketing team at Visma Acubiz as Team Lead and Digital Marketing Specialist, balancing hands-on operational work like video editing and content creation with strategic planning responsibilities. The team drives awareness and demand for Acubiz's expense management and finance automation solutions across digital channels.

”Meet Acubiz” is a series of articles that’ll take you behind the scenes at Acubiz. They’ll tell the stories of everyday heroes. In this article, the spotlight is turned toward Martin Eriksen, Team Lead and Digital Marketing Specialist in Marketing. 

What does a typical day consist of for you?

Well, my typical day is quite atypical. And this is both in terms of when and where I need to be and what types of things I need to get done. This kind of structure actually fits me quite well, even though it might be too unsteady for others. However, we (the marketing department) always have a meeting on Monday mornings, where we plan everything we must have finished throughout the week. We also talk about more long-term projects we have going on.

Recently you were promoted to Team Lead. What has changed since then?

It has meant that, in addition to continuing to be part of the operational part of our marketing department, I am now also part of the strategic planning. So it’s a good mix of having my finger on the pulse while, at the same time, also having to ensure that we get to where we want them to be via our efforts.

What do you like the most about working in marketing?

I like the versatility of marketing the most. A “normal” day can include editing videos, editing podcasts, or writing content for our blog and e-books. But it can also involve looking at logs in our systems to determine if they are doing what we want them to.

Where do you get inspiration from for new marketing activities/campaigns?

Besides getting inspiration from the other Visma companies, we usually get our inspiration from webinars, podcasts, etc. It’s an excellent source of inspiration, where you don’t get a manual or instruction book for how to put together a specific campaign. But you get some good ideas and then develop them from there.

In what direction is marketing heading?

We must continue to move in the “inbound direction.” That means that we need to ensure that potential customers can find the necessary and relevant information about our products at the right time and place. We do this using the data collected about our existing customers, but we also use the data we have about our potential customers.
This results in a very targeted distribution of our content, which we use to qualify potential customers for our sales team.

What significance has it had for Acubiz, particularly the marketing department, that Acubiz has become part of Visma?

If you exclusively look at it from a marketing perspective, it has made it possible for us to become a part of an extensive network where we can share knowledge and spare with the other Visma companies. It also means that we quickly get ideas or inspiration for new initiatives. 

What do you do in your spare time?

I spent time with my family and built a bit on our allotment house. When there is time to spare, I volunteer in a football club, where I sometimes play.

Frequently Asked Questions

What does the marketing team at Visma Acubiz focus on?

The marketing team handles a wide range of activities including video production, podcast editing, blog content, e-books, and system analytics. They plan both short-term weekly priorities and longer-term campaigns, drawing inspiration from webinars, industry podcasts, and other Visma group companies.

What is the role of a Team Lead in Acubiz Marketing?

As Team Lead, Martin participates in both operational work and strategic planning. This means staying close to day-to-day execution while also taking responsibility for setting direction and ensuring the team delivers on longer-term marketing goals.

Where does Acubiz's marketing team get inspiration for new campaigns?

The team draws inspiration from webinars, podcasts, and other Visma group companies. Rather than following step-by-step playbooks, they develop ideas from general inspiration and adapt them to their specific context. The Visma group network provides useful benchmarks and cross-company learning.

How is marketing at Visma Acubiz evolving?

The team is focused on continuing to develop digital marketing capabilities and ensuring their efforts translate into measurable business outcomes. Martin describes a data-driven approach where system logs and analytics are reviewed alongside creative production, ensuring campaigns perform as intended.