Even in today’s B2B space, some technologies are cooler than others. The coolest get all the best press, the less cool find it more challenging. On the face of it, Boomi is not cool.
Self-styled ‘middleware’, Boomi is the bridge between an operating system or database and applications. It rarely sees the spotlight being so far down in the weeds, and is sandwiched between “more important” technology.
Despite this, Boomi enables some of the most important processes, which all of us take for granted. Tapping our card on the Tube barrier, kicking off a complex workflow to debit our bank account for the correct amount and issuing a virtual ticket for a specific route is just one example of how powerful Boomi can be. Positive’s mission was to change the ‘boring’ perceptions and showcase Boomi’s might.
Following a number of years being underrepresented by a former agency (a top-five UK tech PR company), Boomi approached Positive to increase its Share of Voice against very noisy and successful competitors (such as Mulesoft, recently acquired by Salesforce, a $200bn tech giant), and increase the cadence of its PR results – ultimately showcasing how Boomi enables some of the coolest companies in the world to innovate and modernise with their data.