RELENTLESS ABOUT RESULTS

FUJITSU + HYPERSCALER

JOURNEY TO THE CLOUD

The Challenge

Fujitsu announced a five-year strategic partnership with a well known hyperscaler, backed by joint marketing investment, with a clear ambition to accelerate growth in cloud-based SAP transformation.

The focus was on Greenfield accounts, particularly SAP customers being forced to fast-track their move to S/4HANA — a moment of significant change, but also heavy competition. Multiple vendors were all trying to position themselves as the transformation partner of choice, making it difficult to stand out and engage early in the buying journey.

Fujitsu needed to cut through this noise and establish a strong position across multiple global markets including Australia, New Zealand, North America, Asia and key European regions such as Germany, Spain and Finland.

The challenge was not just to generate awareness, but to identify and engage the right accounts at the right time, build credibility around their cloud propositions, and create a scalable pipeline of high-quality opportunities aligned to an ambitious $1bn revenue target by 2026.

The Solution

We built a targeted, multi-channel demand generation campaign focused on engaging Greenfield SAP accounts at a critical point in their cloud migration journey.

At the core was a clear set of propositions - SAP on Azure and RISE with SAP - each positioned around business outcomes, not just technology. Messaging was designed to resonate with buying groups, addressing both the technical and commercial drivers behind cloud transformation.

Using intent-led targeting, we identified accounts actively showing signals of migration and prioritised engagement across digital channels, supported by coordinated outreach and nurture.

Campaign activity was rolled out across multiple regions, ensuring consistency in messaging while allowing for local nuance. The approach combined awareness and demand tactics to both build visibility and drive progression, creating a continuous flow of engagement from early interest through to sales-ready opportunity.

The Results

The campaign successfully generated $23M in pipeline, delivering a strong foundation of high-quality opportunities across multiple global markets.

Fujitsu was able to engage key Greenfield accounts earlier in their migration journey, strengthening its position as a credible cloud transformation partner.

The programme not only drove immediate pipeline impact but also created a scalable demand generation model, aligned to Fujitsu’s long-term ambition of reaching $1bn in cloud-related revenue by 2026.