From Unknown to One of Business Intelligence’s Big Three: Information Builders
Background
For 35 years, Information Builders has provided innovative, independent business intelligence (BI) solutions.
Business Challenge
Privately held Information Builders needed to be recognized as a solid BI player in the same league as large public players, Cognos and Business Objects. Emerge was determined to differentiate Information Builders’ BI solution by highlighting their ETL products.
Strategy
- Take Information Builders to its audience of BI analysts and media with a Big 3 of BI road show
- “Crowd” competitor coverage by making CEO Gerald Cohen available for comment and announcing industry momentum and customer wins and “go lives” when competitors announced earnings and new products
- Host quarterly update calls with financial analysts to share news, key wins, and revenue increases like a public company
- Launch new versions of the company’s products in the media, including WebFocus, the industry’s first web-based BI reporting tool
Success!
As a result of all of these efforts, the media and analyst community began writing often about BI’s Big 3, including Information Builders. The company gained a leadership position within the Gartner “magic quadrant” for BI. In addition, Information Builders was featured in all major outlets of the business and IT trade press, including Dow Jones, Business 2.0, and Information Week, among many others.