The Context
During a time where IT leaders and managers are constantly being recommended to move to the cloud, Innofactor wanted to strengthen its position in Norway as a leading competence partner for migrating IT to Microsoft Azure. At the same time, the company had a rare and highly relevant customer story. Ullensaker Municipality was the first one in Norway to move its IT to Microsoft Azure, with clear operational benefits that other municipalities and organisations could learn from.
The Challenge
Innofactor needed to make a cloud migration story stand out in a market full of similar cases. And they needed to do so in a way that built trust with a sceptical, technically oriented audience. The primary target group was IT leaders and technical specialists, and the campaign had to generate measurable engagement and leads despite long and complex B2B buying processes with many decision-makers.
The Solution
Innofactor partnered with Iteo to build the campaign around an honest, unpolished customer narrative told on the audience’s terms. Iteo conducted an in-depth interview with Ullensaker Municipality’s Head of Digitalisation, which became a long-form article (around 2,500 words). Rather than spreading the story across multiple references, the campaign deliberately centred on a single, strong case and used it as the backbone of the full customer journey.
The conversion goal was webinar registrations, creating a faster and more direct path from content to action than is typical in enterprise marketing. Distribution combined Innofactor’s own channels with sponsored content placements in key Norwegian trade publications, particularly Digi and Kommunal Rapport, and was later extended to Computerworld to reach an even more technical IT audience. The campaign launched in early December 2021 and was refreshed in Digi roughly three weeks later.
The Results
The campaign drove conversions within hours of launch, despite concerns that the journey might be too direct for a highly technical audience. Performance in the trade press was especially strong. On the media outlet digi.no, results were among the best the channel had seen, with distribution up to 250 percent above average, Facebook cost per click around 50 percent below benchmark, reading time 30 percent above average, and a 6 percent click-through rate on call-to-action buttons (nearly double the norm).
In the leading media outlet for municipalities called Kommunal Rapport, the story became the seventh most read item of the period, with 120,000 front-page impressions and a click-through rate close to three times above average. Computerworld also delivered solid engagement, including multiple registrations from the same company.
In the first three weeks, Innofactor recorded 8,215 visits to the campaign landing page, 414 visits to the webinar page, and 76 leads (65 marketing-qualified and 4 sales-qualified). A total of 34 municipalities expressed interest, and one sales-qualified lead included 10 separate registrations from the same organisation, an organisation that had not previously known Innofactor. The results created strong internal momentum, and Microsoft responded very positively.
