CAMPAIGN HIGHLIGHTS
1. Between October 2018 and June 2019, TechComms secured 114 articles and 25 interviews for Datto with leading channel, business computing, security and business publications.
2. Created award-winning entries for Datto, resulting in winning the following awards: Network Group Awards, IT Europa Awards, and Managed Services & Hosting Awards
3. Created eight pieces of original content – from very technical pieces on data security to business lead articles, including trends and predictions, across key target media such as – Channel Eye, CRN UK, Comms Business, Channel Pro, Technology Reseller, Networking +, Enterprise CIO, Help Net Security, Microscope, etc.
BACKGROUND
Datto is a leading global provider of IT solutions for business continuity and disaster recovery (BCDR), networking, business management, and file backup and sync solutions, all delivered through managed service providers (MSPs). Following the merger of Autotask and Datto in October 2017, the combined company, called Datto, needed to increase its brand presence in a highly saturated market. Datto also needed to educate their MSP clients on the benefits of their newly integrated, easy-to-use solutions.
STRATEGY
To drive 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, TechComms created a UK-focused b2b tech PR and b2b analyst relations programme. TechComms and Datto jointly defined a thought leadership strategy to elevate their leadership in certain topics, and leverage the knowledge and experience of company executives. TechComms also worked with the company to identify key topics for rapid response opportunities.
Media relations programme
Prior to building a media relations programme, TechComms completed a thorough competitive share of voice analysis to identify the level of coverage Datto competitors were receiving, coverage topics, and the journalists that were writing the stories. The analysis helped TechComms to build a succinct target list of journalists for Datto and understand their specialist areas.
TechComms’ focus was on securing coverage for Datto’s core business strengths in the channel, SME/business, business computing, cloud and security press publications. The team worked very closely with key media to proactively issue press release announcements and created opinion lead commentary for key executives in response to topical industry news.
TechComms managed all media interviews for the Datto UK team, ensuring there was a regular cadence between executives and key journalists. In addition, the team also created a regular pipeline of media pitches and thought leadership ideas for media consideration.
b2b analyst relations programme
TechComms completed a thorough analysis of the analyst community to identify relevant analysts for Datto engagement. The team continued to closely monitor key analysts research schedules to identify opportunities for Datto contribution. In addition, TechComms managed all analyst interviews for the Datto UK team, ensuring regular and positive communication between executives and key analysts.
b2b content creation
One of the first steps of the UK PR and AR programme was for TechComms to work with Datto to define a thought leadership plan for the combined company, which included topics around ransomware, cloud security, digital transformation, and its support, data security and GDPR. Working with TechComms’ highly skilled copywriters, the team created content for guest articles, press releases, and executive commentary. Often based on detailed sourcing calls with the Datto management and technical teams, TechComms created Datto content to drive the conversation and position themselves as experts in their 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 the customer case studies and securing interviews.
Industry and product awards
To promote Datto’s solutions 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’s award entries for a wide range of industry awards, including the prestigious UK IT Industry Awards and CRN Awards.
Industry event support
Events serve as a perfect platform for media and analyst interviews. TechComms promoted Datto’s presence at industry events by inviting attending media and analysts to visit their stand, attend their speaking and presentation slots, and personally meet with Datto executives.
TechComms also supported Datto MSP UK roadshows and their flagship bi-annual event, DattoCon – the largest MSP focused event in the industry. TechComms provided comprehensive event support services, including confirming journalist and analyst attendance, creating messaging for executives, writing press releases around the event, securing interviews with executives and MSPs, and managing interview schedules.
RESULTS
Between October 2018 and June 2019, the UK PR & AR initiatives have become an incremental part of the Datto marketing programme, in the UK and on a global level. Following the first seven months of the programme, KPIs were revised and budgets increased due to the unprecedented level of success TechComms had in securing media opportunities and providing award winning submissions for Datto.
TechComms have secured 114 articles and 25 interviews for Datto between October 2018 and June 2019, including product and momentum announcement coverage, articles on awards won, media commentaries, guest articles, interviews, and Datto event news. Coverage has received far reaching exposure, including channel publications such as MicroScope, Channel Pro and CRN, business computing titles such as Enterprise CIO and Data Centre Review, security publications such as Continuity Central and SC Magazine, and business publications such as Total Business.
TechComms have worked closely with Datto’s UK marketing team in sourcing innovative ways to work with the UK media as an additional lead generation channel. For example, TechComms has been working with a key publication – CloudTech – to promote Datto’s survey report content, which primarily focuses on Datto MSP partners target audience, the IT Director or SME business owner (end-user clients of Datto solutions).
TechComms created award winning entries for Datto across key industry awards, including Managed Service and Hosting Awards, UK IT Industry Awards, IT Europa Awards, Network Group Awards and SC Awards, which have resulted in three awards wins and two finalist commendations.
CLIENT TESTIMONIAL
“With our corporate communications team based in the US, we put our trust in the TechComms team to plan and implement our UK PR and AR strategy. With deep and mutually respected relationships with industry-leading journalists and their ears always on alert for opportunities, TechComms provides us with strategic counsel on what will and won’t work in this highly competitive market. This is reassuring for us to have this level of expertise to help us build solid relationships with UK media and analysts.
The TechComms team are completely embedded, not just with Datto but also with some of our MSPs, such as Aabyss, which in turn is building their company profile, as well as ours. The TechComms team is not only a joy to work with, but their content quality is second to none – and our number of award wins is testament to this.”
Shoba Lemoine, Corporate Communications Director at Datto
