On Strategy Showcase – Episode Summary: "How Creating Doubt Created Opportunity for B2B Brand Informatica"

Release Date: January 20, 2025
Host: Fergus O’Carroll
Guests: Brett Barash, Head of Brand and Creative at Informatica; Greg Fisher, Head of Strategy BE at Fred and Ted

1. Introduction

Fergus O’Carroll opens the episode by introducing the focus on B2B marketing strategies, specifically highlighting Informatica's innovative campaign. He sets the stage for a deep dive into how creating doubt can lead to significant opportunities in the B2B sector.

2. Understanding Ad Waste in B2B Marketing

The conversation begins with a discussion on ad waste, differentiating between B2C and B2B sectors.

Keith Browning, Director of Global Brand for LinkedIn, explains:

"71% of B2B ads are highly unlikely to drive ADI growth at all, meaning they're essentially wasted."
(04:05)

He emphasizes that while ad waste is prevalent in both sectors, it poses a more significant challenge in B2B due to the niche and specific nature of B2B products compared to the broader appeal of B2C products.

3. Informatica's Branding Challenge

Fergus introduces Brett Barash and Greg Fisher, who share insights into the unique branding challenges faced by Informatica. Brett discusses the historical perception of Informatica as an on-premises solution and the necessity to rebrand as a modern, AI-powered cloud data management leader.

Brett Barash states:

"We had to modernize our brand. We had to do something to introduce us as the new Informatica."
(17:27)

4. Crafting the Campaign's Core Message

Greg Fisher delves into the strategic process behind formulating the campaign’s key message: "Everybody's ready for AI except your data."

Greg Fisher explains:

"Our awareness problem wasn't lack of awareness, our awareness problem was massive awareness for a wrong product."
(18:08)

The team recognized that while executives were enthusiastic about adopting AI, the underlying data infrastructure was often inadequate. This realization led to the creation of a message that highlighted the critical importance of data readiness for successful AI implementation.

5. Executing the Campaign: Media and Targeting Strategies

The campaign utilized a mix of display ads, films, and strategic media placements to resonate with the target audience—chief data officers and data engineers.

Brett Barash discusses:

"We did a lot of direct with them. We did some programmatic. LinkedIn was a significant platform for us."
(28:36)

They leveraged LinkedIn ads to target professionals based on job title, industry, and other specific criteria. Additionally, Connected TV (CTV) commercials played a pivotal role in increasing engagement, evidenced by a 40% higher form fill completion rate for lead generation on LinkedIn after CTV exposure.

Brett Barash:

"Seeing our spots on CTV increased our form fill completion by over 40% on LinkedIn."
(30:26)

6. Measuring Success and Impact

Measuring the effectiveness of B2B brand campaigns poses unique challenges due to longer sales cycles and the need for sustained efforts. Informatica implemented a brand tracker biannually, observing a two-point increase in top-of-mind awareness.

Greg Fisher notes:

"Consistency has been paying off. We're more than double any of our point solution competitors."
(32:42)

The campaign not only drove increased website traffic but also enhanced brand perception, as reflected in their brand tracker results.

7. Future Directions and Sustaining Momentum

Looking ahead, Informatica plans to evolve the campaign by showcasing customer success stories and further educating their audience on the benefits of AI-ready data. They aim to deepen the narrative around how their solutions enable businesses to harness AI effectively.

Greg Fisher mentions:

"Next year is about showing what's in it for me for these chief data officers."
(35:53)

Additionally, leveraging customer testimonials and real-world applications will be integral to maintaining and expanding the campaign's impact.

8. Conclusion

Fergus wraps up the discussion by commending Brett and Greg for their insightful strategies and successful campaign execution. The episode underscores the importance of clear, impactful messaging and strategic media targeting in overcoming branding challenges within the B2B landscape.

Brett Barash concludes:

"Thanks for bringing us on. It was a lot of fun."
(38:49)

Fergus promises more engaging episodes in the series, inviting listeners to stay tuned for future insights.

Notable Quotes:

• Greg Fisher (01:16):
  "Everywhere you looked, everybody was talking about AI this, AI that... putting some tension into that was going to be useful."

• Keith Browning (04:05):
  "71% of B2B ads are highly unlikely to drive ADI growth at all, meaning they're essentially wasted."

• Brett Barash (17:27):
  "We had to modernize our brand. We had to do something to introduce us as the new Informatica."

• Greg Fisher (18:08):
  "Our awareness problem wasn't lack of awareness, our awareness problem was massive awareness for a wrong product."

• Brett Barash (30:26):
  "Seeing our spots on CTV increased our form fill completion by over 40% on LinkedIn."

• Greg Fisher (32:42):
  "Consistency has been paying off. We're more than double any of our point solution competitors."

Episode Highlights:

• Ad Waste in B2B: Understanding the higher proneness to waste due to niche targeting.
• Rebranding Informatica: Transitioning from a legacy on-premises solution to a modern, cloud-native AI-powered platform.
• Strategic Messaging: Crafting a compelling message that emphasizes data readiness as foundational for AI success.
• Media Strategy: Effective use of LinkedIn ads and CTV to target and engage the right audience.
• Measuring Success: Overcoming B2B marketing measurement challenges through brand trackers and qualitative feedback.
• Future Campaign Plans: Moving towards customer-centric storytelling to sustain and amplify campaign success.

For more detailed insights and to view Informatica’s campaign spots, visit On Strategy Showcase.