Basware – 40 years

Objective

Strengthen Basware’s global customer advocacy, support its 2023 rebrand, and use video to amplify marketing, recruitment and thought leadership activity.

Synopsis

A continuing partnership delivering agile, scalable video content — from remote customer stories filmed during the pandemic to multi-purpose shoots at global events. The films support advocacy, brand storytelling, product launches and industry recognition.

Results

• 29 customer stories filmed across North America and Europe

• Videos supporting Basware’s Forrester, Gartner and IDC submissions

• A trusted partnership elevating Basware’s thought leadership, employer brand and global AP automation position

Background

Founded in 1985, Basware pioneered the Accounts Payable (AP) automation industry and now operates in 190 countries, processing 230 million invoices for 6,500 customers. It continues to be recognised as a ‘Leader’ in the Gartner Magic Quadrant, an ‘APIA powerhouse’ by Forrester and for global compliance excellence by IDC Marketscape.

The challenge

Big Button began working with Basware during the pandemic, helping to scale its customer advocacy programme. The team encountered challenges in securing customer permissions and coordinating shoots across multiple regions.

Following a 2023 rebrand, video became central to Basware’s marketing efforts, promoting its thought leadership in AP automation, AI innovation, recruitment, and employer branding, as well as its upcoming 40th anniversary in 2025.

With a growing volume of stories to tell, Basware needed a partner that could streamline production, maximise each filming opportunity and maintain brand consistency worldwide.

The approach

Big Button partners with Basware to make every shoot count, capturing footage that can be edited and repurposed across teams, regions and formats.

Our partnership began during the pandemic, with the production of remote customer films. We maintained quality through technical briefings, test sessions and by supplying cameras and microphones to customers. This enabled Basware to quickly build a strong library of video case studies.

Today, we travel alongside the Basware marketing team to major events, interviewing senior customer executives and capturing multiple stories in one filming session. This efficient approach gathers both customer advocacy and thought leadership content, while ensuring maximum ROI.

Our collaboration now spans a wide range of content, including:
• Product animations (InvoiceAI, AP Protect, Oracle integration)
• Thought-leadership films, such as ‘From AI to ROI’
• Videos used in Gartner and Forrester submissions
• Culture and employer brand films
• Event openers, webcasts, and keynote panels

From AI to ROI

The outcome

The partnership between Basware and Big Button has evolved into a model of global collaboration. We work closely with Basware’s Head of Brand and design teams to create precise, story-led videos that amplify key messages and extend reach across the business.

To date, 29 customer stories have been produced (with more planned for 2026), filmed in cities including New Orleans, Helsinki, Memphis, London and Lisbon.

Video now sits at the heart of Basware’s marketing strategy, reinforcing its position as a recognised global leader consistently featured by Forrester, Gartner and IDC Marketscape.

Why Big Button is the right partner for Basware

Basware relies on Big Button for video content that combines consistency, creativity and efficiency to build credibility, strengthen its global brand presence, and drive measurable business impact.