Business Challenge: The Company’s sales were stagnant and prospects were delaying purchases. The Company needed to create urgency, raise awareness of its solutions and accelerate demand.
The Solution: A national media relations campaign was launched on the dangers of medication mistakes and how a simple, cost-effective solution could resolve this growing crisis. The Company developed a media kit, engaged media/analysts/bloggers, issued a series of strategic releases, contributed articles, social networking and secured speaking opportunities. Results included a demonstration on the Oprah Winfrey Show with Dr. Oz and Dennis Quaid and various print, online and broadcast coverage. As a result of the campaign, new qualified leads were generated and more urgency was placed on buying decisions.
Industry: Internet Security.
Business Challenge: The start-up was in a hyper-competitive market but struggled to differentiate itself. The company had no social media presence or brand identity, no budget for a PR agency, and strained relationships with analysts.
The Solution: In order to establish credibility and brand awareness, the Company launched a multifaceted thought leadership campaign. Deliverables included press releases, regular social media outreach, quarterly global cyber attack reports, threat advisories, case studies, white papers, contributed articles, infographics, blogs, technology analyst briefings, and speaking engagements. The global campaign resulted in 800+ feature articles and dozens of cover stories, 1,250+ blogs, 10+ analyst reports and 30,000+ social media mentions. In addition, the campaign generated more than 2,440 leads for sales and was a key marketing touch point for 63 percent of the active opportunities in the pipeline.
Industry: Global Cloud Software
Business Challenge: The Company recently completed a series of five strategic acquisitions in an entirely new market space to diversify its portfolio and services offerings. The Company needed to quickly establish relationships with key technology analysts to help legitimize its presence in this new market and secure deal referrals.
The Solution: Within two months, researched and identified key global analyst influencers, secured an event sponsor, as well as successfully organized and held a two-day technology analyst retreat. To establish credibility and awareness in order to secure analyst participation, an integrated campaign was launched leveraging digital marketing, social media, HTML mailers, website, collateral and aggressive pitching. As a result of the event, the company secured seven analyst reports, 84 analyst follow-up inquires and numerous deal referrals.
Business Challenge: The Company needed a cost effective way to secure third-party industry
validation to legitimize its technology claims and create demand for its new
product suite.
The Solution: A media and analyst tour was launched via webinars, podcasts and
traditional face-to-face briefings. A comprehensive media kit was developed which included press releases, product evaluation toolkit with a
reviewers guide, media tour presentation, feature/benefit datasheets,
microsite, product collateral, customer references, white papers and Q&As. As a result of the tour, the Company secured product reviews,
feature articles and analyst write-ups which
were then used as premium content/calls-to-action in aggressive demand generation
campaigns.