Just like data in a silo does nothing but create inefficiencies, a b2b public relations or analyst relations project implemented as a one-off can result in less effective results compared to an integrated b2b public relations and analyst relations programme that is closely aligned with the business and marketing top priorities.
At TechComms, we specialise in bringing b2b public relations together with analyst relations to maximise results, create thought leadership, and build credibility with key audiences. We collaborate closely with our clients to ensure we’re in lockstep and we’re all working toward meeting the key strategic goals of their business.
To help further explain what we mean, we can highlight some of the work we’ve done with clients. In today’s blog, we will spotlight the results we achieved for our client Datto from 2020 to 2022. Datto was acquired by Kaseya on 22 April 2022. As a result, our agency was invited to pitch for the company-wide Kaseya PR/AR business in the UK&I, and selected – taking over from the incumbent in January 2023.
Datto, a Kaseya Company (formerly Datto) needed to increase their brand presence in the highly saturated UK market. They also needed to educate MSP clients on the benefits of their newly integrated, easy-to-use solutions.
To drive awareness of their brand and solutions, as well as to build brand trust and loyalty with key influencers in the media and analyst community, we created a UK-focused b2b tech public relations and analyst relations programme.
The UK public relations and analyst relations initiatives were an instrumental part of their marketing programme both in the UK and around the globe. We were able to secure 114 guest articles and 25 interviews (across media and industry analysts), including product and company news announcement coverage, articles on award wins, media commentaries, guest articles, interviews and event news items.
When the pandemic hit, the team at TechComms went all-in helping our client to stay top of mind with targeted media and analysts. During this time, our team worked to ensure momentum continued with no disruption. In lieu of in-person meetings, we secured and organised 21 virtual interviews with media and analysts, and supported the company’s MSP Tech Days (virtual events) by encouraging reporters to attend and cover the events.
In a two year period (2020-2022), the TechComms team was able to secure a total of 396 articles and 46 interviews.
A key element to the success of our B2B PR and AR programme is content creation. We conduct quarterly planning and strategy meetings to define and adjust the thought leadership plan around topics, such as industry trends, challenges and opportunities, cybersecurity issues and evolving technologies such as AI that will receive maximum media exposure across channel, technology, business and security publications. The team then uses this source of information to create content for guest articles, award submissions, press releases and executive commentaries.
Read the Datto, a Kaseya Company (formerly Datto) part 1 and part 2 case studies to learn more about our work together.
We’d like to help you build relationships with the b3b media and analysts that matter to your business with our proven b2b tech public relations and analyst relations programme. Contact us, TechComms, a b2b tech marketing and communications agency for more information
