Boomi World 2026 | Alison Biggan, Boomi

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Alison Biggan

CMO

Boomi

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play_circle_outline Building Scalable AI Success: ROI-Focused Marketing, Human-in-the-Loop Governance, and Data-Ready Foundations

play_circle_outline Hybrid AI Adoption Across Organizations with Claude and Boomi: Product-Led Hyper-Personalization to Predict Expansion and Churn

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Alison Biggan, Boomi

Alison Biggan

CMO Boomi

In this interview from Boomi World 2026 in Chicago, Alison Biggan, chief marketing officer of Boomi, joins theCUBE's John Furrier and theCUBE + NYSE Wired's Gemma Allen to discuss how integration heritage is becoming Boomi's competitive edge in the race toward agentic AI. Biggan reflects on how Boomi's CEO mapped out the agentic AI landscape years before it materialized, shaping the company's current product roadmap and announcements. She describes Boomi's balancing act: honoring the trust of long-tenured customers while attracting new ones drawn by recent in... Read more

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How does Boomi's CEO's vision (as described in the keynote) inform the company's strategy and recent AI/agent-related announcements? add

How should a business leader approach adopting and using AI—what are the key considerations around use cases, the role of people, governance/safeguards, and data readiness? add

How has your company's AI strategy evolved over the past year, and how are you integrating AI into existing systems to drive ROI and deliver more personalized customer experiences? add

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Alison Biggan, Boomi

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Gemma Allen

>> Welcome back to Boomi World 2026 here at the Windy City of Chicago. I am joined by my co-host, John Furrier. theCUBE is covering all the action on the ground. We just came off the back of a great keynote this morning. And joining us now is the woman who potentially was behind that great keynote, Alison Biggan, the chief marketing officer of Boomi. Welcome, Alison.

Alison Biggan

>> Thank you. Thanks for having me.

Gemma Allen

>> So what a fascinating time to be a marketeer, right?

Alison Biggan

>> Yeah.

Gemma Allen

>> Especially from the perspective of product marketing, because in some respects, Alison, it feels as though the narrative is almost moving faster than the product itself. Talk to us a little about what's been happening for you and the team at Boomi. I know we had some great revelations from Steve this morning and some other members of the team, but it's this time of great flux, right? How are you-

Alison Biggan

>> So obviously you talked about the keynote, and I know you spoke to Steve before this, and he's a force of power to really be reckoned with. And so for us to start with, we're incredibly fortunate that we have a CEO that has such incredible vision and really the ability to see around corners in terms of where the market is going. We sat in a room together as a leadership team just a couple of years ago and Steve basically whiteboarded what has actually happened in the market. And he talked about the imperatives of Boomi being a player in the AI space and the power the agents were going to have. But also he talked about the importance of the role Boomi could play in that sort of evolving AI landscape. And it's so rewarding to really see so much of that come to fruition today. And so the things you heard him talk about, the things that we're announcing, they're really informed by what we're seeing happen in the market, what our customers are doing with AI and the things that we believe are most important for them to be able to get the value and the ROI out of their investments.

Gemma Allen

>> One thing was very clear this morning is that Boomi is a company that really believes in the value of trust, and the market opportunity too, of having a trusted product that has been front and center of so many enterprises for so many decades, especially at a time when it feels as though there's a lot of change on the horizon. Talk to us a little bit about how you approach that from, I guess, a marketing and solution marketing perspective and really staying true, I guess, to a core message when speed, speed, speed is all we hear.

Alison Biggan

>> So look, I think as you look around the room today and the conference here, what you see is really a room full of many long term Boomi customers, but you also see a lot of new Boomi customers. Steve talked a little bit about our customer growth. We've grown our customer numbers by about 50% in three years. And so we have this very interesting dynamic where we have all the people who grew up with us and know Boomi for what we do and trust us for what we do, and then we have the folks that are joining at least partially because of the innovation we're delivering to the market. And so it's a very interesting balancing act, if you will, where we do want to stay true to our heritage and to our legacy because that is actually what gives us the right to ask for and to gain our customer's trust, because we've been doing this for a long time, because we understand the importance of connected systems and taking advantage of all of the existing investment and infrastructure people have, but also being able to move quickly into the future. And so-

John Furrier

>> It's all headroom for you guys because you've done all the hard work that's a requirement for the agentic era, and that's not going to go away. You still have that business. It just increases your TAM-

Alison Biggan

>> Absolutely....

John Furrier

>> as you guys go broader. So how do you think about that? Because now you have an opportunity to market the value proposition everybody wants in the world. Got AI builders, a new persona emerging, not just developers, domain experts are building. You get the C-suite activated for business model transformation. What's your strategy? How are you thinking about this?

Alison Biggan

>> Well, at least part of what I do actually is I actually think about my role, because as a business leader, we are looking, through marketing, how we use AI to make things better, faster, easier, sometimes cheaper. And so one of the people on stage today talked about sort of knowing your use case, having a good use case. And so if I look at it through the lens as a business user, we think a lot about what are the most compelling business cases, what would deliver value to us, and what role do our people play in this transformation? And I think that's one of the pillars of Boomi's strategy. We believe there will always be and should always be a human in the loop. And so everything that we do is a combination of what does the technology and innovation allow? And then what is the governance and the safeguards in place to make sure that the right people are seeing the information, the security maintains. And I do think the AI world is moving so fast, it's easy to sort of get away from that. It's easy to lose sight of the fact that maybe your data isn't ready, maybe the things that need to be foundationally in place. So you have heard us, you will hear us always talk about, do you have the building blocks in place? Do you have the foundation right? Is your data in good shape? Because if you don't have those things, AI continues to be an experiment no matter what.

John Furrier

>> I want to piggyback on what Gemma said earlier to you because you're on the go to market side, you're marketing the value, you've got the piece parts. You get the leg of ops, you've got all the pieces on the product side, clear as day. We're covering it, keynote's evidence. In this era of AI, the go to market is also super high velocity. It's a lot different than it was even a few years ago. So how are you thinking about that? Because some people fake it till they make it. They got the hype going. They don't have the jewels, they don't have the pieces. You got the pieces, you got the DNA, you got the customers. How are you going to ramp up and ride the AI marketing curve because it's super fast and you hit that, that's scale.

Alison Biggan

>> Yeah. And I think we are going through very similar things to many of our customers. So as I was preparing for today and just thinking about the conference, if I think about where we were a year ago, we were very sort of like one off use case, try this, try that. Now we're much more methodical in our approach to where AI can deliver the best value, usually through an ROI or a speed factor. And so we now have a much more integrated AI strategy that actually goes well beyond marketing and sales. But we're looking at how do our existing systems, our CRM systems, our marketing tech stack, all those things, how do we plug in AI? And sometimes it's using Claude, sometimes it's using a Boomi agent. How do we plug those things in to really take advantage of the opportunity, but also to deliver to the folks that we're engaging with, what they expect. And what they expect is hyper targeted, hyper personalized, you know who I am, you know what I'm doing. And so we're using AI to do everything from ICPs and market segmentation to actually using product data to predict not just expansion opportunities but churn risk.

John Furrier

>> You guys always been great at letting the customers do the talking. I'm sure as you get more use cases, is that going to be a key part of the strategy, getting them on-

Alison Biggan

>> Absolutely....

John Furrier

>> on the internet? Hey, because people love to see what their peers are doing. Right now more than ever, I'm seeing a lot more organic FOMO/sharing going on.

Alison Biggan

>> Yes. And you heard a couple of the stories today, but what you may not have heard at the beginning of the keynote is our community now is over 330,000 members. And so one of the things we want to make sure is, yes, there's the formal ways that we do case studies and speak at conferences, but we actually really want to make sure we're really activating that community because customers want to share with each other, and they want to have the conversations and understand what they're doing in their Boomi environment with their AI investment. And so the community is a huge focus of my team going forward.

Gemma Allen

>> And Alison, last question because I'm getting the nod about time. Time goes too fast at Boomi World, I can tell you that. When we think about this move to a data activation company and the year ahead, and that's a solution orientated marketing message, what does this next year look like for you and your team? How do you, again, separate, I guess, the signal from the noise in what is quite a noisy space right now in enterprise tech?

Alison Biggan

>> Well, as I said at the beginning, you just talked to Steve. So perhaps the one thing we all know for sure is there will be a lot happening and it's going to be happening very quickly. But if there's one thing that Steve has brought, I think to Boomi, and I know you'll talk to Ed Mikoski if you haven't already, our strategy and our product roadmap and our commitments to our customers are connected. So what we say we're going to do, we are doing and we're very focused on making sure that we deliver on our promises and deliver in a way that provides real outcomes for our customers. And so that's a really big focus of the next year. It's kind of like delivering on the promise, if you will, of data activation. It's hard to not always be looking for the next thing, and so I'll leave that to Steve while we focus on making sure we deliver on the commitments and promises we make for our customers.

John Furrier

>> You're the connected enterprise first.

Alison Biggan

>> We are the connected enterprise first.

John Furrier

>> Walk the top.

Alison Biggan

>> Yes. We will drink our own champagne.

Gemma Allen

>> I love that. And you know what? When you deliver on the fundamentals, you also compound and trust, right? So it's a great strategy, Alison. Alison Biggan, thank you so much for joining us on theCUBE. Great few days here, but we're all excited to have more conversations with some of your team.

Alison Biggan

>> Thank you.

John Furrier

>> Yeah, thanks.

Alison Biggan

>> Thanks for having me. Good to see you again, John.

John Furrier

>> Thanks.

Gemma Allen

>> I'm Gemma Allen coming to you from Boomi World 2026. We're here in Chicago. I am joined by my co-host, John Furrier, and we have some great conversations coming up this afternoon. We're talking all things next level of agentic enterprise. Stay tuned.