You can use the UNPIVOT function to convert the columns into rows:

select id, entityId,
  indicatorname,
  indicatorvalue
from yourtable
unpivot
(
  indicatorvalue
  for indicatorname in (Indicator1, Indicator2, Indicator3)
) unpiv;

Note, the datatypes of the columns you are unpivoting must be the same so you might have to convert the datatypes prior to applying the unpivot.

You could also use CROSS APPLY with UNION ALL to convert the columns:

select id, entityid,
  indicatorname,
  indicatorvalue
from yourtable
cross apply
(
  select 'Indicator1', Indicator1 union all
  select 'Indicator2', Indicator2 union all
  select 'Indicator3', Indicator3 union all
  select 'Indicator4', Indicator4 
) c (indicatorname, indicatorvalue);

Depending on your version of SQL Server you could even use CROSS APPLY with the VALUES clause:

select id, entityid,
  indicatorname,
  indicatorvalue
from yourtable
cross apply
(
  values
  ('Indicator1', Indicator1),
  ('Indicator2', Indicator2),
  ('Indicator3', Indicator3),
  ('Indicator4', Indicator4)
) c (indicatorname, indicatorvalue);

Finally, if you have 150 columns to unpivot and you don’t want to hard-code the entire query, then you could generate the sql statement using dynamic SQL:

DECLARE @colsUnpivot AS NVARCHAR(MAX),
   @query  AS NVARCHAR(MAX)

select @colsUnpivot 
  = stuff((select ','+quotename(C.column_name)
           from information_schema.columns as C
           where C.table_name = 'yourtable' and
                 C.column_name like 'Indicator%'
           for xml path('')), 1, 1, '')

set @query 
  = 'select id, entityId,
        indicatorname,
        indicatorvalue
     from yourtable
     unpivot
     (
        indicatorvalue
        for indicatorname in ('+ @colsunpivot +')
     ) u'

exec sp_executesql @query;

well If you have 150 columns then I think that UNPIVOT is not an option. So you could use xml trick

;with CTE1 as (
    select ID, EntityID, (select t.* for xml raw('row'), type) as Data
    from temp1 as t
), CTE2 as (
    select
         C.id, C.EntityID,
         F.C.value('local-name(.)', 'nvarchar(128)') as IndicatorName,
         F.C.value('.', 'nvarchar(max)') as IndicatorValue
    from CTE1 as c
        outer apply c.Data.nodes('row/@*') as F(C)
)
select * from CTE2 where IndicatorName like 'Indicator%'

sql fiddle demo

You could also write dynamic SQL, but I like xml more – for dynamic SQL you have to have permissions to select data directly from table and that’s not always an option.

UPDATE
As there a big flame in comments, I think I’ll add some pros and cons of xml/dynamic SQL. I’ll try to be as objective as I could and not mention elegantness and uglyness. If you got any other pros and cons, edit the answer or write in comments

cons

• it’s not as fast as dynamic SQL, rough tests gave me that xml is about 2.5 times slower that dynamic (it was one query on ~250000 rows table, so this estimate is no way exact). You could compare it yourself if you want, here’s sqlfiddle example, on 100000 rows it was 29s (xml) vs 14s (dynamic);
• may be it could be harder to understand for people not familiar with xpath;

pros

• it’s the same scope as your other queries, and that could be very handy. A few examples come to mind
  • you could query inserted and deleted tables inside your trigger (not possible with dynamic at all);
  • user don’t have to have permissions on direct select from table. What I mean is if you have stored procedures layer and user have permissions to run sp, but don’t have permissions to query tables directly, you still could use this query inside stored procedure;
  • you could query table variable you have populated in your scope (to pass it inside the dynamic SQL you have to either make it temporary table instead or create type and pass it as a parameter into dynamic SQL;
• you can do this query inside the function (scalar or table-valued). It’s not possible to use dynamic SQL inside the functions;

Just because I did not see it mentioned.

If 2016+, here is yet another option to dynamically unpivot data without actually using Dynamic SQL.

Example

Declare @YourTable Table ([ID] varchar(50),[Col1] varchar(50),[Col2] varchar(50))
Insert Into @YourTable Values 
 (1,'A','B')
,(2,'R','C')
,(3,'X','D')

Select A.[ID]
      ,Item  = B.[Key]
      ,Value = B.[Value]
 From  @YourTable A
 Cross Apply ( Select * 
                From  OpenJson((Select A.* For JSON Path,Without_Array_Wrapper )) 
                Where [Key] not in ('ID','Other','Columns','ToExclude')
             ) B

Returns

ID  Item    Value
1   Col1    A
1   Col2    B
2   Col1    R
2   Col2    C
3   Col1    X
3   Col2    D

Just to help new readers, I’ve created an example to better understand @bluefeet’s answer about UNPIVOT.

 SELECT id
        ,entityId
        ,indicatorname
        ,indicatorvalue
  FROM (VALUES
        (1, 1, 'Value of Indicator 1 for entity 1', 'Value of Indicator 2 for entity 1', 'Value of Indicator 3 for entity 1'),
        (2, 1, 'Value of Indicator 1 for entity 2', 'Value of Indicator 2 for entity 2', 'Value of Indicator 3 for entity 2'),
        (3, 1, 'Value of Indicator 1 for entity 3', 'Value of Indicator 2 for entity 3', 'Value of Indicator 3 for entity 3'),
        (4, 2, 'Value of Indicator 1 for entity 4', 'Value of Indicator 2 for entity 4', 'Value of Indicator 3 for entity 4')
       ) AS Category(ID, EntityId, Indicator1, Indicator2, Indicator3)
UNPIVOT
(
    indicatorvalue
    FOR indicatorname IN (Indicator1, Indicator2, Indicator3)
) UNPIV;

I needed a solution to convert columns to rows in Microsoft SQL Server, without knowing the colum names (used in trigger) and without dynamic sql (dynamic sql is too slow for use in a trigger).

I finally found this solution, which works fine:

SELECT
    insRowTbl.PK,
    insRowTbl.Username,
    attr.insRow.value('local-name(.)', 'nvarchar(128)') as FieldName,
    attr.insRow.value('.', 'nvarchar(max)') as FieldValue 
FROM ( Select      
          i.ID as PK,
          i.LastModifiedBy as Username,
          convert(xml, (select i.* for xml raw)) as insRowCol
       FROM inserted as i
     ) as insRowTbl
CROSS APPLY insRowTbl.insRowCol.nodes('/row/@*') as attr(insRow)

As you can see, I convert the row into XML (Subquery select i,* for xml raw, this converts all columns into one xml column)

Then I CROSS APPLY a function to each XML attribute of this column, so that I get one row per attribute.

Overall, this converts columns into rows, without knowing the column names and without using dynamic sql. It is fast enough for my purpose.

(Edit: I just saw Roman Pekar answer above, who is doing the same.
I used the dynamic sql trigger with cursors first, which was 10 to 100 times slower than this solution, but maybe it was caused by the cursor, not by the dynamic sql. Anyway, this solution is very simple an universal, so its definitively an option).

I am leaving this comment at this place, because I want to reference this explanation in my post about the full audit trigger, that you can find here: /a/43800286/4160788

DECLARE @TableName varchar(max)=NULL
SELECT @TableName=COALESCE(@TableName+',','')+t.TABLE_CATALOG+'.'+ t.TABLE_SCHEMA+'.'+o.Name
  FROM sysindexes AS i
  INNER JOIN sysobjects AS o ON i.id = o.id
  INNER JOIN INFORMATION_SCHEMA.TABLES T ON T.TABLE_NAME=o.name
 WHERE i.indid < 2
  AND OBJECTPROPERTY(o.id,'IsMSShipped') = 0
  AND i.rowcnt >350
  AND o.xtype !='TF'
 ORDER BY o.name ASC

 print @tablename

You can get list of tables which has rowcounts >350 . You can see at the solution list of table as row.

The opposite of this is to flatten a column into a csv eg

SELECT STRING_AGG ([value],’,’) FROM STRING_SPLIT(‘Akio,Hiraku,Kazuo’, ‘,’)