The Problem
Access was tasked with getting the word out about a software company with minimal brand awareness, limited engagement from customer advocates and virtually no news. In addition, the CEO was unavailable to meet with the media, so the team had to find other avenues for success.
Our Solution
We identified the Chief Development Officer as our key spokesperson and helped her develop timely thought leadership topics to use in bylines and earned media. We also partnered with the customer marketing team with thoughtful strategies to convince customers to engage with us on joint efforts. Lastly, we frequently engaged with small and midsize enterprises (SMEs) and employed tactics like surveys to drive coverage in relevant verticals. To amplify our success, we armed Anaplan salespeople and company social channels with resulting coverage to fuel customer outreach.
Impact
A 300% increase in number of stories year-over-year for Anaplan with more than 45% of coverage appearing in Tier 1 outlets (again, without the CEO). Secured 13 customer features, an increase from only one in the prior year. Raised profile of key executives inserting company POVs on tech and industry trends.
