Step 01 — The Audience

Vnomic's Audience Opportunity

The most consequential vendor decision in the SAP market is being made right now — by CIOs who need proof, not promises. Here's who they are and how they think.

50%+

of SAP ECC customers haven't migrated yet

ISG Provider Lens 2025

$15B

in migration spend projected 2026–27

ISG / AINvest 2025

2027

SAP ECC end of mainstream maintenance

SAP / CIO Dive

63%

of B2B tech buyers say peer video informs their buying decisions

LinkedIn B2B Institute 2024

Intro Video

"The CIO evaluating Vnomic isn't deciding between vendors — they're deciding whether to trust a smaller firm with the highest-stakes technical project of their career. The thing that unlocks that trust isn't a data sheet or an analyst quote. It's watching someone exactly like them, at a company exactly like theirs, say it worked."

Adcolors Customer Intelligence Brief — April 2026

What the Research Shows

How CIOs make vendor decisions

What CIOs trust most in vendor evaluation

Peer recommendations

97%

Verified case studies

82%

Analyst reports (Gartner / ISG)

75%

Reference customer calls

70%

Conference / event presence

55%

Website content alone

30%

Source: TrustRadius B2B Metrics Report 2025 · LinkedIn B2B Institute

B2B video effectiveness in tech buying

Case study videos — trust-building effectiveness

78%

Peer video — informs buying decisions

63%

Case study requesters — purchase within 12 months

78.5%

LinkedIn video — engagement vs. text posts

5×

B2B marketers reporting stronger video ROI

89%

Source: LinkedIn 2024 · Brixon/CMI 2025 · State of B2B Consumption 2024 · TechTarget 2025

The Decision Journey

How a CIO moves from pressure to purchase

The trigger: urgency meets internal pressure

A board mandate, a 2027 ECC deadline conversation, or a CFO asking "what's our cloud migration plan?" initiates the search. Often reactive, not proactive — driven by an external forcing function. The emotional state: dread mixed with accountability.

Landscape assessment: analyst reports and peer intel

CIO turns to Gartner Magic Quadrant, ISG Provider Lens, IDC MarketScape — then asks peers in executive councils "who did you use?" Platinum SIs are the default starting assumption. A specialist firm like Vnomic only enters this list through a warm referral, an analyst mention, or a recognizable customer logo.

Due diligence: case studies, references, proof of scale

The CIO — or their VP of IT — goes to the Vnomic website and looks for: Have they done this in my industry? Have they done it at my scale? Can I talk to someone who lived through it?

Peak activation window

The pilot: reducing the risk of first commitment

Vnomic's Pilot page signals they understand enterprise buyers need a lower-stakes entry point. The pilot reduces career risk for the CIO. It only works if trust is already established enough to get to a pilot conversation.

The long game: ongoing relationship and expansion

A successful migration creates a reference customer. Reference customers become Vnomic's most valuable marketing asset — they are the only thing that gets another Fortune 500 CIO on the phone. Every case study video is therefore both a marketing asset and a growth engine.

Decision Drivers

What moves the decision — and what kills it

What drives the decision toward Vnomic

Peer-verified proof: "We did this for Coca-Cola, ESRI, Analog Devices"
Speed advantage vs. big SIs — months, not years
Automation promise reduces human error risk
FinOps / cost optimization — CFO can see the ROI story clearly
Warm referral from Microsoft or SAP account team
Pilot program reduces commitment risk for first engagement

What kills the deal before it starts

Anonymous case studies — "one of the world's largest" without names
No Gartner/G2/Peer Insights presence — analyst validation is table stakes
No human face to the company — the CIO can't picture who's accountable
Website reads like a procurement spec, not a trusted partner
Can't find a video of an actual customer saying it worked

Psychological Profile

Inside the mind of the CIO

Self-image

The CIO sees themselves as the person accountable for not breaking the business during transformation. They are stewards, not gamblers. "Moving carefully" is a badge of honor, not timidity.

Core motivation

Fear of career-defining failure. The wrong vendor choice doesn't just cost money — it can define a CIO's legacy. Risk avoidance is the primary motivator, not cost savings or innovation.

What they trust

People like them. A CIO at a semiconductor company trusts a CIO at another semiconductor company far more than any sales deck or analyst report. Peer voice is the highest trust signal in this category.

All Segments Considered

The buyer landscape

Primary target

Enterprise CIO / IT Leadership

Fortune 500 and Global 500 companies running legacy SAP ECC facing mandatory migration by 2027. Budget authority sits here. High career risk, high complexity tolerance. Motivated by risk elimination above ROI.

VP of IT / IT Director

Executes the decision. Involved in vendor evaluation, technical vetting, RFP/RFI process. Often the internal champion who brings Vnomic to the CIO. Influenced heavily by peer recommendation and proven case studies.

Not the primary target for video — but a key internal influencer. Video seen by this person often travels up the org chart.

CFO / Procurement

Signs off on budget. Primarily interested in TCO, FinOps outcomes, and justification against alternatives. Not the initiator, but a gatekeeper who requires data — not narrative.

Not the target for case study video — financial justification materials serve this audience better.

Microsoft / SAP Partner Ecosystem

Referral channel. Azure partner managers, SAP account executives who recommend Vnomic to client accounts. Co-selling relationship. Requires different content than client-facing materials.

Not the primary video audience — but a warm referral from this group is what gets Vnomic on the CIO's shortlist in the first place.

Real Customer Voice

What Vnomic's clients actually say

"Vnomic's platform brought structure, security, and speed to one of the most important digital initiatives in our company's history."

Senior IT Executive, major global Coca-Cola bottler

"Partnering with Vnomic was critical in achieving our SAP RISE migration objectives. Their automation platform delivered the precision, speed, and assurance we needed to complete this complex migration without disruption."

CIO, major global automotive manufacturer

"Our collaboration with Vnomic has been pivotal in our digital transformation journey. The successful migration highlights the robustness, agility, and cost-efficiency of their solutions."

CIO, major semiconductor manufacturer

Note: All quotes sourced from Vnomic's published press releases. The words that repeat: structure, speed, precision, no disruption. These are the words that need to come from a named CIO on camera for them to land.

Sources

1. ISG Provider Lens™ SAP Ecosystem Report 2025 — businesswire.com
2. LinkedIn B2B Institute — Social video most trusted B2B tech buyer content 2024 — marketingweek.com
3. CIO Dive — SAP ECC migration deadline model 2025 — ciodive.com
4. TrustRadius B2B Metrics Report 2025 — 97% of buyers rely on peer recommendations
5. State of B2B Consumption Report 2024 — case study requesters 78.5% more likely to purchase
6. AINvest — $10–15B SAP migration spend projection 2026–27 — ainvest.com
7. SAP / CIO Dive — ECC business continuity through 2033 — ciodive.com
8. Edelman Trust Barometer — B2B peers and experts outperform brand messages

Step 02 — Creative Strategy

How to Reach Them

The research on tone, visual language, trust signals, and channels — grounded in what works for this specific buyer, not for B2B video in general.

Tone & Voice

The emotional register that earns trust

The CIO audience has highly tuned instincts for when a company is overstating its case. The only register that earns trust is peer authority — the tone of a respected colleague reporting what happened, not a brand announcing how great it is. Confident without being promotional. Direct without being cold.

Reach for

Peer authority Measured confidence Documentary directness Specific & data-grounded Calm and earned Executive-to-executive

Actively avoid

Hype language Superlatives Transformation theater Scripted enthusiasm Stock corporate warmth Vague empowerment

Visual Language

What effective video looks like for this audience

🏭

Environment

Real customer facilities only. The PHINIA location matters precisely because it's their location — precision manufacturing floors, component assembly, real operational environments. A viewer recognizes authenticity; it signals the story is real, not produced for the camera.

🎙

Talent

The named executive on camera is the only talent that matters for this audience. A CIO using their real title and company name is categorically more credible than any other format. No actors. No narrators. The customer is the protagonist; Vnomic is nearly invisible.

⏱

Pacing

Slower and more deliberate than consumer video. This audience doesn't need to be entertained — they need to be informed. A 2-minute case study earns its length if the content is substantive. Fast cuts read as style over substance for this viewer.

📝

Captions & Text

Captions burned in — LinkedIn autoplay is silent by default. Key data points benefit from simple graphic overlays (numbers, percentages), not animated marketing supers. Clean typography. The visual language should feel like a high-quality documentary, not a corporate commercial.

Channel Priority

Where this buyer is watching — and why

Priority ordered by audience fit and research — not by production cost or convention.

LinkedIn — organic posts and direct outreach

63% of B2B tech buyers say short-form social video informs their buying decisions (LinkedIn, 2024). Video generates 5× more engagement than text. The 2-minute case study lives on Vnomic's company page; the 60-second cut-down goes into 1:1 sales outreach. Sound-off optimization is non-negotiable — autoplay is muted.

Vnomic website — case studies page

This is where due diligence happens. A named customer video embedded on a case study page is the highest-value asset Vnomic can put in front of a CIO who is actively evaluating them. Users who engage with case study content are 78.5% more likely to purchase within 12 months.

Sales enablement — proposal stage

A case study video sent as part of a proposal to a prospect in the same industry directly answers the CIO's primary trust question before they have to ask it. A video link in a direct message is categorically more compelling than a PDF or press release at this stage of a relationship.

Industry conferences & SAP events

SAP Insider, Microsoft Ignite, and category conferences are where this buyer vets vendors face to face. The case study video plays at the booth, links from a handout QR code, and serves as a leave-behind. PHINIA's brand recognition gives Vnomic a named enterprise client to reference in every conversation.

YouTube — SEO and search discoverability

A CIO researching Vnomic will search their name. A well-titled YouTube video improves discoverability and serves as a permanent asset. Lower priority for direct distribution, but valuable for long-tail search presence.

Activation window

The CIO buyer is most reachable in two windows: (1) immediately after a board mandate or CFO conversation that puts cloud migration on the agenda, and (2) during active vendor evaluation — the RFP/RFI phase, when they're doing live due diligence on the shortlist. LinkedIn reaches them in window one; the website and sales outreach own window two.

Trust Signals

What makes this audience believe — and what kills it

What earns belief

Named executive on camera with actual title and company name
Specific numbers stated by the customer — terabytes, weeks, cost reduction %
Real operational environment — not a boardroom or a studio
Unprompted recommendation — "I'd call them again" carries more than scripted praise
Industry match — automotive CIO trusts automotive CIO
Mention of what they considered instead — makes the Vnomic choice more meaningful

What kills trust fast

Anonymous client — "a leading global manufacturer" signals the company has no real advocates
Overproduced testimonials with scripted-sounding delivery
Stats without attribution — percentages that sound like marketing claims
Generic b-roll: handshakes, people typing, glowing servers
Vendor dominating the narrative — if Vnomic is on screen more than the customer, the trust signal is lost

Brand Case Studies

Brands that have cracked this audience

These are companies outside Vnomic's direct category that have successfully reached and converted the enterprise IT buyer through video. Each one has a transferable lesson.

Microsoft — "Customer Stories" video program

Ongoing · 2020–present

Let the customer carry 80% of the runtime. Made the brand nearly invisible. Most credible format in enterprise tech.

See the lesson ↓

What they did

Microsoft produces hundreds of on-location customer story videos annually — named executive at the customer company, real facility, real outcome numbers, ~2–3 minutes. Microsoft occupies roughly 20% of the runtime. The customer drives the rest.

Why it worked

CIOs don't trust vendor claims. They trust other CIOs. By making the customer the protagonist and the company nearly invisible, Microsoft turned case study content into peer testimony — the highest trust signal in enterprise tech.

Transferable lesson for Vnomic

The anonymity in Vnomic's current case studies is the single biggest trust barrier. A single named customer — even one — doing what the Microsoft customer CIOs do on camera flips the credibility calculus completely. The PHINIA shoot is that first flip.

Oracle — "Zoom on Oracle Cloud Infrastructure"

2023

Two recognized enterprise brands co-telling a customer success narrative. Compliance and latency as the story — not features.

See the lesson ↓

What they did

Oracle produced a dual-brand case study with Zoom explaining why Zoom chose Oracle Cloud Infrastructure for its AI-first collaboration tools. Focused on compliance, latency, and global scale — the exact operational concerns enterprise CIOs care about.

Why it worked

Dual-brand storytelling added credibility on both sides simultaneously. Zoom's brand validates Oracle's platform; Oracle's platform validates Zoom's decision. Enterprise buyers get proof from both the vendor and the customer at the same time.

Transferable lesson for Vnomic

PHINIA is a publicly traded company with recognized legacy brands (Delphi®, Delco Remy®). When Vnomic deploys this video, those brand names — not PHINIA's corporate name — are what a peer viewer recognizes. The dual-brand model is available the moment PHINIA agrees to appear on camera.

Atlassian — "Roblox on Atlassian Cloud Enterprise"

2022

Quantified outcomes led, embedded video confirmed. Case study page + video together achieved 43% higher organic visibility than video alone.

See the lesson ↓

What they did

Atlassian built a multi-format case study around Roblox's cloud migration, anchored by an embedded customer testimonial video from a named Roblox team member. Led with metrics ($150K+ annual savings), then gave the video primacy on the page.

Why it worked

The combination of quantified outcomes and first-person video testimony compressed the trust-building process. The buyer reading the case study saw the numbers and immediately heard a real person confirming them.

Transferable lesson for Vnomic

Each case study video should anchor a full written case study page. The video earns the watch; the page earns the search ranking. The PHINIA shoot should generate both — each reinforcing the other. Companies that treat case studies as content cluster nodes achieve 43% higher organic visibility.

Salesforce — "Siemens on Agentforce"

2024–25

Executive interview + motion graphics hybrid. Made a technically complex AI story accessible without dumbing it down. ~3 minutes.

See the lesson ↓

What they did

Salesforce produced a hybrid executive interview + motion graphics case study video for Siemens' AI-powered sales transformation. Talking-head interviews handle the "why it mattered" work; clean animations handle the "what happened" work. Two jobs, two formats, one video.

Why it worked

Complex technical processes are hard to show visually without either boring or confusing the viewer. Motion graphics solved the production problem without pulling the camera away from the human story.

Transferable lesson for Vnomic

The SAP migration process — 50+ automated validation checks, disaster recovery testing, Azure NetApp Files configuration — is hard to show on camera. Simple animated graphics alongside the executive interview can carry the technical story while the customer carries the trust story.

Creative Principles

What the concepting session needs to know

Non-negotiables

Grounded in documented audience behavior and Vnomic's specific brand situation. Violating these creates a measurable trust problem.

The customer must be named and on camera.

Anonymous case studies are Vnomic's single largest trust deficit. A named executive from PHINIA appearing on camera and identified by their actual title and company is the entire value of this production. If the customer is not willing to go on record, the video does not close the gap that needs closing.

The customer must speak for more than 60% of the runtime.

B2B case study video effectiveness research consistently shows that customer voice carrying the majority of screen time is what separates trusted content from vendor marketing. The customer is the protagonist. Vnomic is the guide. This ratio is not negotiable.

Specific numbers must be stated by the customer, on camera.

Vnomic's existing claims (72% cost reduction, 91% time-to-value improvement) appear only in brand-controlled copy. A CIO watching this video needs to hear a number from the customer's mouth — weeks to completion, terabytes migrated, cost reduction — to believe it.

Hold firmly — execution open

Research-backed principles the team should keep in sight. The what is firm; the how is the team's call.

The story should start with what the customer was risking — not what Vnomic delivered.

The opening needs to establish stakes before it establishes outcomes. A CIO viewer who doesn't recognize the pressure being described won't stay for the solution. The execution of how to open on the risk is the creative team's call.

The selection rationale belongs in the video.

Why this customer chose Vnomic over the obvious alternatives is the most persuasive content in the entire video for a peer viewer facing the same decision. How to surface it naturally — direct question, spontaneous comment — is the team's choice.

The real environment should do meaningful visual work.

PHINIA's precision manufacturing facility is available. B-roll of the real facility — not generic servers, not stock footage — is what makes the scale feel real. What that environment earns in the runtime is a production and editorial call.

Worth considering

Directions research suggests tend to work for this audience. Informed starting points, not rules.

The ending tends to be stronger as a recommendation than a summary.

Closing on "would you recommend Vnomic to a peer?" tends to produce the most quotable moment in a case study video for this audience. Worth asking — not required.

Simple motion graphics for technical process complexity tend to help.

The Salesforce/Siemens hybrid format is a proven solution for technically complex stories. A strong concept might find a different way in — but the problem the graphics solve is real.

A 60-second cut built specifically for LinkedIn tends to extend the asset's reach.

The full 2-minute video earns its length on the website. A tight 60-second version tends to perform well as organic LinkedIn content and in direct outreach — at no additional shoot cost.

Sources

1. LinkedIn B2B Institute — 63% of tech buyers: video informs decisions 2024 — marketingweek.com
2. Edelman Trust Barometer — peers outperform brand messages in B2B trust
3. Brixon Group / Stanford — story-structured cases retained 22× better — brixongroup.com
4. State of B2B Consumption 2024 — case study requesters 78.5% more likely to purchase
5. Social Insider — LinkedIn video 5× more engagement than text 2025 — socialinsider.io
6. Content Marketing Institute 2025 — case study content cluster nodes 43% higher organic visibility
7. Oracle/Zoom case study — MyPromoVideos 2026 — mypromovideos.com
8. Salesforce/Siemens Agentforce video — MyPromoVideos 2026

Step 03 — The Campaign

The Campaign

One production. One day. One story that changes every conversation Vnomic has after it.

What you're looking at

A single case study video produced on-location at PHINIA Inc.'s Auburn Hills, Michigan facility — featuring a named PHINIA executive on camera, speaking about what it was like to migrate their SAP landscape through Vnomic. This is not a brand video. It is not a testimonial reel. It is a peer-to-peer trust transfer: one enterprise CIO telling the next one that it worked, that it was the right call, and that they'd do it again.

Production Package

PHINIA Inc. Case Study — Single Day Production

$15,500

Production estimate · 2 assets included

2-minute case study video (captioned + uncaptioned masters)
1 day on-site, Auburn Hills, Michigan
Lane McCall, Producer/Director + local Detroit crew
Full pre-production: question development, exec prep, shot list
1-week first cut turnaround · 2 revision rounds included

Deliverables

2-minute case study video — captioned master

Primary version. Captions burned in for LinkedIn autoplay and web embedding. Full arc: PHINIA's migration challenge → selection rationale → outcomes → recommendation.

Included
2-minute case study video — uncaptioned master

Clean version for website embedding, conference display, or future localization.

Included
60-second LinkedIn cut-down — captioned + uncaptioned

Post-only · no additional shoot cost · optimized for LinkedIn autoplay and 1:1 sales outreach

Optional +$1,200

Production scope

Shoot days

1 day on-site, Auburn Hills, Michigan

Producer / Director

Lane McCall for Adcolors

Crew

Local Detroit crew — coordinated by Adcolors

Talent

PHINIA executive — named, on-camera interview + b-roll

First cut

1 week from shoot day

Revision turnaround

2–3 days per round

Final delivery

Final cut ~2 weeks · color + sound pass · delivery ~3 weeks from shoot day

Revisions

2 rounds included · additional at $250/round

Pre-production included

In pre-production, we work with Vnomic to understand the story we want to tell from PHINIA's perspective — then develop the interview questions from that direction
Executive prep document — a simple guide sent to the PHINIA contact in advance covering what to expect on shoot day, how to prepare, and what topics we'll cover. Makes the experience easier for the executive and helps us get better answers on camera
Shot list and location walkthrough — we'll work with PHINIA on-site to identify the right spaces and capture what's available. The environment tells its own story; our job is to find it
Logistics coordination — crew scheduling, facility access, and shoot day timing handled before we arrive
Narrative arc planning — mapping the story structure before the shoot so the interview and b-roll work together toward a clear, compelling output

Payment schedule

$5,167

1/3 to begin pre-production

$5,167

1/3 at time of production

$5,166

1/3 after final approval

What the research says

Why this format, for this audience, in this environment

63% of B2B tech buyers say peer video content informs their buying decisions — making it the most trusted format in the category. (LinkedIn B2B Institute, 2024)

Users who engaged with case study content were 78.5% more likely to make a purchase within 12 months. (State of B2B Consumption Report, 2024)

Case studies rank in the top 3 trust-building content formats with 78% effectiveness in B2B — outperforming whitepapers, analyst reports, and product demos at the due diligence stage. (LinkedIn B2B Institute / Brixon, 2025)

Download Proposal PDF

2 rounds of revisions are included. Additional rounds are available at $250 per round. The 60-second LinkedIn cut-down may be added at any point through final delivery — no additional shoot cost.

Lane McCall directs an ExxonMobil panel filming for LinkedIn Live, 2026

Producer / Director

Lane McCall

26 years in production

Lane is a Houston-based producer and director with 26 years of experience producing high-stakes video for some of the world's most demanding organizations. His work spans industrial manufacturing, energy, enterprise technology, and professional services, with a reputation for drawing out specific, credible, unscripted testimony from executives who rarely sit in front of a camera. Lane leads every production from pre-production through final delivery — question development, interview direction, and editorial — so the story that gets told is the one that actually closes the next conversation.

Ford ExxonMobil NOV WIKA PwC Google LinkedIn HCA

Selected work

Indeed Tiras Wealth Management Jeuveau Fest

The Bigger Picture

The first video is the start.

Every CIO Vnomic talks to is in a different industry — and they trust people in their industry. A case study video per vertical builds a library that reaches the right buyer with the right peer testimony at the right moment. The PHINIA shoot establishes the model. Each vertical below is a strategic opportunity to extend it.

1 of 6 verticals — in production

Automotive Components / Tier 1

PHINIA Inc. (NYSE: PHIN) — Delphi®, Delco Remy®

A publicly traded Tier 1 supplier managing SAP across global fuel systems, electrical systems, and aftermarket brands — navigating enterprise IT independence following a 2023 spinoff. The PHINIA environment: precision manufacturing, real operational floors, named executive on camera.

In production

Consumer Packaged Goods / Beverage

CPG and beverage CIOs manage always-on SAP environments across manufacturing, supply chain, logistics, and sales at global scale. A case study video in this vertical speaks directly to one of the highest-volume SAP user categories in the enterprise market — and one where migration complexity and downtime risk are acutely felt.

Strategic opportunity

Semiconductor / High Tech Manufacturing

Semiconductor and high tech manufacturers operate some of the most complex, compliance-sensitive SAP landscapes in enterprise. A named video here reaches a CIO audience that defaults to Platinum SIs by brand recognition alone — and positions Vnomic's automation-first approach directly against that assumption.

Strategic opportunity

Energy / Mining / Utilities

In regulated, operationally sensitive environments, the cost of a failed migration is measured in operational downtime, not just budget overrun. A case study video in this vertical speaks to the CIO with the most to lose — and therefore the most to gain from hearing a peer say Vnomic delivered without disruption.

Strategic opportunity

GIS / Technology / Enterprise Software

Tech-forward enterprise buyers are increasingly evaluating SAP RISE on faster timelines than traditional industrial companies. A video in this vertical expands Vnomic's visible footprint beyond heavy industry and signals range — that the automation platform works across software-first organizations, not just manufacturers.

Strategic opportunity

Fortune Global 500 / Multi-region

A multi-continental SAP migration — spanning multiple regions, SAP RISE, and full datacenter consolidation — is the highest-complexity proof point available in this category. A named video at this scale belongs at the top of every enterprise sales conversation and signals that Vnomic operates without a ceiling.

Highest strategic value

Ready to build the library? Let's talk →

The 2027 window

Why building this library now matters more than waiting

SAP ECC mainstream maintenance ends in 2027. Over half of companies running ECC haven't migrated — and the decision cycle for enterprise SAP migration is 12–24 months. The CIOs who need to be live on S/4HANA or SAP RISE by 2027 are selecting vendors now. A Vnomic case study library built in 2025–26 is present and discoverable when those buyers are actively researching. A library built in 2028 is a trophy on a wall after the market has moved. The PHINIA shoot is the first step into a window that is open today and will not be open in the same way in 18 months.

Vnomic's Audience Opportunity

How CIOs make vendor decisions

How a CIO moves from pressure to purchase

What moves the decision — and what kills it

Inside the mind of the CIO

The buyer landscape

What Vnomic's clients actually say

How to Reach Them

The emotional register that earns trust

What effective video looks like for this audience

Where this buyer is watching — and why

What makes this audience believe — and what kills it

Brands that have cracked this audience

What the concepting session needs to know

The Campaign

What you're looking at

Deliverables

Production scope

Pre-production included

Payment schedule

What the research says

The first video is the start.

Let's make something worth watching.