Infor CMO Amanda Jobbins talks with AWS about creating unique digital experiences for customers
As part of the Infor-AWS partnership, the two organizations often collaborate to discuss how cloud solutions can deliver better business outcomes for customers.
Infor Chief Marketing Officer Amanda Jobbins recently joined Miriam McLemore, enterprise strategist for Amazon Web Services (AWS), as part of the AWS Executive Insights series “Conversations with Leaders” to discuss marketing challenges today, embracing bold communications strategies, and the digital tools that help customers make well-informed technology decisions.
AWS, an Infor partner for 10 years, is respected as the industry leader in cloud-based infrastructure and security. By turning to Amazon to provide hosting and cloud security for customers, Infor can focus on the core mission of building industry-specific applications. Infor has partnered with AWS to deploy Infor CloudSuite solutions in more than 20 AWS regions and 61 availability zones across the globe.
Jobbins has been at Infor’s marketing helm since last fall. She has spent her career marketing software solutions for some of the world’s largest technology companies, including Oracle and Dell. She kicked off the conversation by talking about her strategy for reaching prospective software buyers and focusing on prime opportunities. “We have to know where we want to grow, how we’ll surprise and delight customers, and how we can differentiate our solutions from all the others,” she said.
Organizations in search of modern business solutions are turning to digital resources to do preliminary research – long before they speak to a salesperson. Jobbins says it is up to marketing to “find ways to engage with customers online, when and where they are gathering, researching, and making decisions. We have to meet them there.”
Jobbins and McLemore agree that bold and imaginative plays are critical for cutting through the clutter of online marketing. “I’m constantly thinking about ways we can offer our customers new kinds of digital experiences so they can experience our solutions online before meeting us,” Jobbins says.
Digital test-drives of solutions is one example of empowering prospective customers to “self-serve” in their fact-finding. Couple those tools with technologies such as intent data, lookalike modeling, and propensity-to-buy models and you have a marketing strategy that leverages technology to get to the heart of the issue – knowing the customer.
“We are still using primary research and talking to customers to get their feedback on the capabilities we’re developing. We need to understand the people and process challenges they’re facing,” Jobbins says. “It’s a challenging time to build digital engagement journeys with our customers, but that’s where we have to focus, especially now with so much of it happening online.”
Both marketing leaders agree that effective marketing requires taking some calculated risks. “These markets are so busy, we have to be a little daring to cut through the noise, while still being authentic to your brand,” Jobbins says.
The pandemic has forced many companies to dig in and tap into their reserves. “It’s been a tough time for many people, but it’s also made us more resilient,” says Jobbins. “That’s a theme I’m seeing with our customers. They’re preparing themselves to be strong for the kinds of transformations they will have to undertake to keep winning in their markets.”
Both Infor and AWS are prepared to help. “We’re committed to doing whatever it takes. We can help customers achieve business success – even if it means doing it remotely.”
In a second Executive Insights video recorded by AWS, Infor executives Kevin Samuelson, Soma Somasundaram, Rod Johnson and Nancy Mattenberger discuss why Infor’s partnership with Amazon Web Services enables Infor to deliver scalable, secure multi-tenant cloud solutions that give customers distinct competitive advantages. Watch Infor executives video.