Hyperion: Redefining the BI Market

Hyperion was well known in the CFO suite as the marquee player in financial applications. It was still building its mindshare with the CIO via its business intelligence product offerings, and was looking to public relations to build awareness with key CIO media stakeholders
Simultaneously, the Business Intelligence market was becoming increasingly noisy with activity not only by existing "pure play" vendors, but also aggressive start ups and large ERP and platform players

Use Hyperion System 9 (HS9) launch to insert Hyperion into industry dialogue
Crowd competitive coverage by pre-empting and proactively responding to competitive announcements
Share Hyperion's BI vision with media prior to taking HS9 to market

Launch bi-weekly PR initiatives including competitive teaser campaigns such as "BI Education" and "Performance Visibility" mailers
Deliver competitive pre-emptive executive perspective statements on competitive moves by the pure-play BI leaders; and "Welcome to BI" summaries to Microsoft and Oracle beat reporters
Hold executive stage-setter tours in San Francisco, Boston, and New York priming key journalists to cover upcoming HS9 news

Achieved "short list" perception status as one of the top-three leading BI vendors in virtually all industry media coverage within six months (alongside Cognos and BusinessObjects)
Penetrated the key CIO influencer audience - expanding Hyperion's presence beyond its recognized leadership position with CFOs via financial applications
Increased overall U.S. product coverage, subsequently driving industry-leading sales for new HS9 product suite
- Grew coverage in U.S. IT media by 218 percent
- Secured recognition for product and customer excellence with six top-tier industry awards
- Secured 33 HS9 launch profile articles - 97% of which highlighted HS9 key messaging
- Crowded 47% of a competitor's product launch coverage prior to the HS9 launch