CAMPAIGN HIGHLIGHTS
1. In 2020 and 2021, TechComms secured 396 articles (an increase of 28% from 2018 and 2019) and 46 interviews – 35 media and 11 analyst – (an increase of 46% from 2018 and 2019) with leading channel, business computing, security, and business publications and industry analysts. Even during the pandemic, TechComms successfully secured article placements in tier 1 and tier 2 publications, resulting in an increase of over 10% between 2019 and 2020.
2. Created 21 pieces of original content (an increase of 62% from 2018 and 2019) on technical topics, including ransomware, cyber resilience, and the shift to the public cloud across key target media such as TEISS, Channel Pro, IT Pro, TechCrunch, InfoSecurity, Information Age, Intelligent SME Tech, The Stack, etc.
3. Created award-winning entries for Datto, resulting in winning the following awards: IT Europa Awards, Network Group Awards, Channel Partner Insight – MSP Innovation Awards, and Best Backup / Continuity Offering Awards.
BACKGROUND
As the leading global provider of security and cloud-based software solutions purpose-built for Managed Service Providers (MSPs), Datto believes there is no limit to what small and medium businesses (SMBs) can achieve with the right technology.
Datto’s proven Unified Continuity, Networking, Endpoint Management, and Business Management solutions drive cyber resilience, efficiency, and growth for MSPs. Delivered via an integrated platform, Datto’s solutions help its global ecosystem of MSP partners serve over one million businesses around the world.
From proactive dynamic detection and prevention to fast, flexible recovery from cyber incidents, Datto’s solutions defend against costly downtime and data loss in servers, virtual machines, cloud applications, or anywhere data resides. Datto has won awards for its rapid growth, product excellence, superior technical support, and for fostering an outstanding workplace.
STRATEGY
TechComms continues to focus on driving awareness of Datto’s brand and their solutions, as well as to build brand trust and loyalty with key influencers in the media and analyst community. To expand Datto’s reach and coverage, TechComms secured coverage in 14 new media targets, including TechCrunch, InfoSecurity, Computing Security, SME Today, Intelligent SME Tech, CSO, Intelligent CISO, Intelligent CIO, and Compare the Cloud.
During 2020 and the onset of the pandemic through 2021 (post pandemic), TechComms worked closely with Datto to ensure momentum achieved since 2018 continued. In lieu of in- person meetings, TechComms secured and organised 21 virtual interviews, as well as supported Datto’s MSP Tech Days (virtual events) by encouraging reporters to attend and provide coverage.
Media relations programme
As a result of the pandemic, some publications closed, while others downsized their editorial teams. To compensate and retain a regular cadence between Datto executives and key journalists, TechComms targeted new tier 1 and tier 2 publications with media pitches and thought leadership ideas for guest articles.
In support of Datto’s October 2020 IPO announcement, TechComms organised interviews between Datto’s CEO and editors at a number of publications, including Channel Pro and Microscope.
Datto’s thought leadership continues to resonate well with existing and new media targets. Working closely with Datto, TechComms pitched its expanded stable of executive security spokespeople to media, resulting in a thought leadership programme that yielded 10 guest articles and commentary opportunities.
b2b content creation
TechComms conducts quarterly planning and strategy meetings with Datto to define and adjust the thought leadership plan around security trends, education, and technology topics that will receive maximum media exposure across channel, technology/business, and security publications. Working with TechComms’ highly skilled copywriters, the team created content for guest articles, award submissions, press releases, and executive commentaries. Often based on detailed sourcing calls with the Datto management and technical teams, TechComms created content to drive the conversation and position Datto as experts in the field.
Customer success references
TechComms worked closely with Datto’s MSPs and end-user customers to achieve coverage in key media outlets. This has been achieved in several forms, including media commentary quotes, securing guest articles based on customer case studies, and media interviews.
Industry and product awards
To promote Datto’s success and its position of being 100% focused on MSPs, TechComms provided quarterly strategic counsel on which award submissions Datto should consider. In addition, TechComms created Datto award submissions for a wide range of industry awards, and has been shortlisted and won awards the following prestigious CRN Channel Awards, IT Europa Awards, and Channel Partner Insight Awards.
Virtual industry event support – MSP Tech Day and DattoCon
TechComms supported Datto MSP roadshows, Datto MSP Tech Day, and their flagship bi-annual event, DattoCon – the largest MSP focused event in the industry. TechComms provided comprehensive virtual event support services, including confirming journalist attendance, creating messaging for executives, writing press release alerts around the events, securing interviews with executives, and managing interview schedules. Senior Datto executive interview press coverage found with IT Europa at MSP Tech Day and in Technology Reseller, CPI, and Microscope at DattoCon
RESULTS
Throughout 2020 and 2021, PR and AR initiatives were adjusted to compensate for social distancing mandates resulting from the pandemic. In addition to facilitating and supporting remote interviews and events, TechComms supported a co-managed IT campaign project that included creating messaging, an agency presentation, and an IT article. In addition, TechComms supported Datto’s ransomware report by creating a press release, media pitch, and providing infographic guidance. These additional projects complemented the b2b tech PR, b2b analyst relations, content, and social media initiatives, and aided in keeping Datto top of mind with journalists and analysts.
Between 2020 and 2021 TechComms secured a total of 396 articles and 46 interviews, including product and momentum announcement coverage, articles on awards won, media commentaries, guest articles, interviews, and Datto event news. Examples of press coverage received, includes channel publications such as Microscope, Channel Pro, IT Europa, CPI (video interview) and Technology Reseller, business computing titles such as Enterprise Times and Intelligent SME Tech, Information Age, Blocks and Files, IT Pro, EM360, ITProPortal, Intelligence CIO, security publications such as InfoSecurity, TEISS and HelpNet Security business publications such as SME Today.
TechComms created award winning entries for Datto across key industry awards, Channel Partner Insight – MSP Innovation Awards, and shortlisted for CRN Channel Awards – PSA & RMM Vendor of the Year, and IT Europa Awards – Most effective RMM for channels, including Managed Services.
CLIENT TESTIMONIAL
“As an international company, it was important for us to partner with a local marketing and communications agency that specialises in technology. TechComms has their finger on the pulse of industry-leading journalists and analysts within the UK, enabling Datto to build solid relationships and obtain the coverage needed to gain market share in this highly competitive industry. Even during the pandemic when in-person events were cancelled, TechComms kept coverage regular and the Datto brand alive.
The TechComms team take an interactive and proactive approach, allowing us to expand our reach and gain coverage in new high-tier publications and among industry-leading analysts. This has allowed us to continually heighten awareness, build our brand, and elevate our leadership. Not only are the TechComms team a pleasure to work with, but they consistently provide quality content and are foreword thinking in developing innovative approaches, which has enabled us to lead the industry in media coverage.”
Shoba Lemoine, Corporate Communications Director at Datto
