Creating Chemistry with business cloud alignment

Client: Proact

Type: International lead generation and creative


Proact is Europe’s leading independent data centre and cloud services provider. By delivering flexible, accessible and secure IT solutions and services, Proact helps companies and authorities reduce risk and costs, whilst increasing agility, productivity and efficiency. Proact has completed over 5,000 successful projects around the world and have more than 3,500 customers and currently manage in excess of 100 petabytes of information in the cloud.

Proact employs over 1,000 people in 15 countries across Europe and North America. They are founded in 1994 and the parent company, Proact IT Group AB (publ), was listed on Nasdaq Stockholm in 1999 (under the symbol PACT).


Creating chemistry between business and IT

Proact’s Business Cloud Alignment Methodology (BCA) has been created to bridge the gap and strengthen the relationship between business and IT departments. Transitioning to the cloud is perceived to be more cost-effective, flexible and agile – but is this the reality?

In Proact’s view, cloud technology can be an excellent business enabler. The crux is to find the right cloud for your workloads. That is where Proact’s Business Cloud Alignment Methodology comes in, an innovative way of gaining insight into your business and IT requirements.

BBN Netherlands had a clear vision of Proact’s BCA methodology. To get international attention Proact needed a new perception on the approach. They visualized chemistry between business and IT. Via a series of images, the business was “connected” to IT and vice versa. Only by creating chemistry together, you can be successful.

CIO’s, IT managers and IT operations were the target group of Proact. For each persona, a series of content was created to take them by the hand and lead them through the journey. Video’s, infographics, blogs, papers and case studies were pushed via email marketing, social media, PR, advertising, SEO and SEA. The campaign ran in multiple countries in Europe.

The results

More than 5000 leads were pushed in the pipeline of Proact. The campaign created a lot of attention but mostly it was embraced by the target group. Communicating about the BCA methodology in a hyper-personal way leads to high new engagement and really creating chemistry not only between business and IT but also between Proact and their customers.

Want to know more?


From software to cloud solutions we have worked with IT/tech companies across geographies to improve their marketing results