Scaling Enterprise Engagement Across Markets

4 min read

Boomi wanted to find a new way to connect with IT decision-makers in their target group from both commercial and enterprise segments in an increasingly competitive IT vendor landscape.

About Boomi

Boomi’s product is Integration-Platform-as-a-Service (iPaaS), connecting systems and data across organizations. We support companies during mergers, ERP migrations, and other use cases, offering master data management, automation, and API management.

“As a low-code platform, our iPaaS empowers both IT teams and citizen developers to connect systems seamlessly and make smarter decisions.”  -Boomi’s Field Marketing Manager, Benelux, Nordics and Israel

Boomi’s competitive edge is speed: pre-built connectors let customers integrate systems quickly without redeveloping. As a low-code platform, citizen developers can handle simpler tasks while IT focuses on complex challenges. We also leverage AI and extensive metadata to help customers make smarter integration decisions.

How Boomi works with Aurora Live

• Scheduled introductory virtual meetings with pre-selected decision-makers within Boomi’s target group

• Invited Boomi’s sales professionals to networking  events attended by members from their target group

The Solution

Our two key target audiences are CIOs and enterprise architects. The Head of IT also fits our target group. In terms of segmentation, we work with two — a commercial segment, companies with annual revenue of under $300 million, and an enterprise segment above $300 million. What is difficult not only for Boomi but for every company is to get the attention of these decision-makers. They’re very busy and every IT vendor wants to get their attention. So, on top of our direct  marketing activities, Aurora Live has given us a new way of connecting with our target audience. There was a big enough overlap between the potential prospects in the Aurora Live platform and our target account list for us to pursue a partnership.

Pre-planned meetings and personal connections

Having a list of prospects that are available on the meeting days and that the meetings are planned beforehand has been good for the sales team. In most cases,  there are also short descriptions of the focus areas and challenges of those companies. This gives sales a good understanding of the prospect’s pain points and  provides good direction during the 15-minute meetings.

Also, in many cases, Aurora Live offers multiple contacts from one company, giving sales the opportunity to  book meetings with different people to explore different entry points into that company. If there was not a 100% click with Person A, they can try again with  someone else from the same organization.

The good thing about the business we‘re in when it comes to integrations is that every company has an integration issue,  big or small. With Aurora Live, the 15-minute meetings are very short. What we try to avoid is diving into Boomi’s platform and instead have a conversation about the prospect’s challenges and how Boomi can help.

It‘s much more efficient because it‘s 15 minutes during the day and they are preplanned. Sales can just block half a day or a couple of hours for the meetings. Of course, you miss the real face-to-face interactions. But 1-to-1 virtual interactions, on top of having physical events, definitely have value.

Looking Ahead

Generating opportunities and moving forward

I don‘t think there is one marketing tactic that is the tactic. Different tactics need to be integrated into one approach. That‘s why it‘s important for Boomi to have a  focused targeted account list. So, we work with Aurora Live for the networking part, but we also do digital campaigns and other events targeting the same  audience.

I‘m a true believer that networking is very important in the whole journey, especially in IT. We‘re not selling something over the counter. It’s potentially quite an investment for companies so you want to do business with people that you know and trust. It‘s still a people‘s business. That‘s why personal touch and networking are still very important, especially for the target audience that we are after.

“We haven’t closed any deals yet, but Aurora Live has helped us generate around 10 sales opportunities, which I think is really good.”

Key Takeaways & Next Steps

Why Boomi Chose Aurora Live: