• December 05, 2019|
  • News|
  • Insight

Information Builders to construct greater marketing

Information Builders to construct greater marketing

Data platform firm to build out marketing from partnerships

Data management technology leader Information Builders is ramping up its marketing as the business expands its partner programmes and sharpens the story it has to tell, CEO Frank Vella said.  

"You are going to learn in a more concentrated way what data analytics we can provide," Vella tells Tech Marketers.  Vella took the helm as CEO in January 2019 and is driving a business wide set of changes through the US headquartered data firm, including the marketing and sales methods. Vella told Tech Marketers. "We are changing our go to market strategy to ensure that we are always relevant.

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Frank Vella

"We are a platform business and that means the customer can build a lot of functions from the platform we provide. When you sell via channel partners they talk in terms of business," Vella says, adding that within their customer base there is a wealth of case studies and user stories that Information Builders can use to demonstrate its offering. 

"Our partners will be important for revealing these stories and we are building a cadence of what we can do," Vella said.  "We are evolving the marketing and making sure our message demonstrates that we are an approved data provider with a strong analytics layer. So I want the message to be tighter and for our partners to be seen as the experts," Vella said. The former COO says his time in an operational role has given him a good insight into the marketing opportunity for Information Builders.  

Information Builders will be deploying Persona based marketing approaches and is hiring to bolster its marketing team and there has been an increased focus on the Global Channel Partner programme. 

Vella became CEO in January 2019 taking over from the founder Gerald Cohen, who stays on as Chairman and senior advisor. Vella has been with the data firm since 2017, the same year Goldman Sachs made a major investment into Information Builders and has previously led revenue for Blue Jeans Network, HPE, Virtustream as well as Quest Software. 

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About Mark Chillingworth

Mark Chillingworth is Contributing Editor to Tech Marketers and one of Europe's leading CIO Editors

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