Taking on the big boys in ERP
Infor are one of the world’s largest providers of business software with approximately $2 billion in revenue, over 70,000 customers and 8,000 employees. In addition, they have implementation and support capabilities in over 100 countries and direct offices in 125.
Despite all this they suffered from a lack of awareness (particularly outside the US) and were seen as the underdogs versus Oracle and SAP.
Infor worked closely with our US agency partner PJA to adopt a challenger strategy of “Down with big ERP”. For our part, we needed to get it in front of their target C-suite audience making their budget go further, so they appeared to be everywhere the audience was.
Our media team developed a strategy that combined selective high visibility placements with advanced re-targeting technology that allowed us to literally follow our audience from site to site. So to our targets, we appeared to be on every site they were on.
The results saw clickthroughs at three times benchmark levels.
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