• Salesloft

    Salesloft

    Salesloft Case Study

    Putting Media Training into Action

    Strengthening Salesloft’s executive presence with media training that secured top-tier press, broadcast coverage, and lasting visibility.

    Salesloft, a revenue tech company that achieved unicorn status in 2021, sought to elevate its media presence from trade coverage to top-tier business press and broadcast media as it approached its next phase of growth. They enlisted Matter to enhance their media relations efforts and mobilize their capable spokespeople amid a couple key challenges: 1) A major product launch and acquisition moved Salesloft from the sales engagement category to a category creator for revenue orchestration platforms. 2) A bench of knowledgeable executives wanted to up-level their media skills for high-stakes media opportunities. Salesloft sought a firm with robust media relations expertise and a comprehensive media training program that could prepare their spokespeople with best practices for media engagement and message delivery.

    Matter and Salesloft hit the ground running, working together to develop a compelling story that would resonate with the media. The Matter team knew that developing a strong bench of spokespeople would elevate Salesloft’s media journey, so the comms team could feel confident that executives were well equipped to amplify the brand’s message. We leveraged our strong media training offering to ensure they were prepared to engage with Tier 1 media about the company POV on the market and their business trajectory. Matter developed individualized media training materials for 10 members of their senior leadership team, including the CEO, CFO, CRO and CPO. Each training was personalized around an executive’s upcoming media appearance – focusing on either traditional editorial, broadcast, or podcast interviews.

    This prep work paid off. Salesloft has had the opportunity to spread the word about the groundbreaking moves the company has made to become the leader in revenue orchestration and power durable revenue growth for the world’s most demanding companies. Its executives have participated in more than 19 unique opportunities since the start of the engagement, including over 12 broadcast/podcast appearances May 2023 – June 2024. This allowed Salesloft to take control of the ongoing discussion about what the future of sales will hold. Matter has been successful in securing a steady drum beat of interviews in both trade and national publications including Nasdaq Listings’, Nasdaq Floor Talks, Forbes, Inc., The Wall Street Journal , CNBC, Diginomica, Revenue Driven CMO Podcast, DataFramed Podcast, and more. Of the 19 interviews, 95% converted to coverage.

    20

    Media Interviews

    8

    Tier 1 publications

    12

    Broadcast/ Podcasts

    100M+

    Total Impressions

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  • FloQast

    FloQast

    FloQast Case Study

    Bringing Accounting Automation To The Modern World

    Fueling FloQast’s rise in accounting tech with creative PR campaigns that turned financial software into headline-worthy stories.

    In 2022, Matter partnered with FloQast, an accounting workflow automation platform, to develop and amplify the company’s thought leadership strategy, including for the CEO and additional C-suite members, including its CTO, CPO and the CFO. Organizations of all kinds are under immense pressure to undergo digital and financial transformation, and Matter’s goal was to successfully insert FloQast’s voice into relevant industry conversations on this topic. This includes driving dialogues around workflow automation, work-life balance and mental health, and other pressing issues and trends in the accounting profession and SaaS space.

    The Matter team developed a multi-faceted media strategy for the company’s C-Suite, including the Co-Founder and CEO, as well as FloQast’s workflow automation offerings, which help companies streamline and optimize common accounting processes. Through a combination of earned media placements, bylines, commentary opportunities, and awards, FloQast’s expertise in workplace automation has been featured in several mainstream and industry media outlets, reaching a substantial audience of target decision makers and influencers in the fintech space. Leveraging FloQast’s quarterly industry study, “Controller’s Guidebook,” co-orchestrated in cooperation with the University of Georgia, Matter was also able to put a spotlight on the burnout issue among accountants, an untapped narrative that FloQast has owned from the survey inception.

    In 2022 alone, Matter’s PR team secured 39 pieces of high-quality coverage reaching a potential audience of 739 million. The team worked closely with FloQast’s leadership, regularly featuring the CEO in Forbes, highlighting his POV in contributed articles on Built In, and maintaining a regular presence in key vertical trades such as Accounting Today and Accountancy Age. Other notable placements include bylines in InformationWeek, CPA Journal and CPA Practice Advisor. FloQast’s CFO was also featured in CFO.com, CFO Dive and The CFO Thought Leader podcast.

    39

    Pieces of coverage (2022)

    739M

    Media impressions

    54.7%

    End of year share of voice

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  • Attivo Networks

    Attivo Networks

    Attivo Networks Case Study

    Elevating Attivo Through Thought Leadership

    Attivo Networks

    In the hyper-competitive and crowded cybersecurity industry, Attivo Networks sought recognition as the pioneer and category leader in deception technology. An emerging, advanced element of the deception category, Active Defense is built on the premise that enterprise perimeter security is no longer effective, and organizations must take the offensive to protect themselves. When an attacker infiltrates the digital perimeter, companies must quickly identify, outmaneuver and neutralize the threat. That’s where Attivo Networks comes in. Attivo hired Matter to elevate its standing with its target audience of Chief Information Security Officers (CISOs) and infosecurity teams at mid-to-large size enterprises.

    The Matter team created and implemented a campaign focused on the category of “Active Defense,” positioning Carolyn Crandall, the company’s CMO and “Chief Deception Officer,” as a deception technology evangelist and thought leader. Through a series of interviews, rapid response commentary opportunities, thought leadership blogs, bylined articles and speaking opportunities, Crandall became the face of the company while articulating the benefits of Active Defense and adaptive security delivered through deception-based threat detection.

    Not only did Matter help Attivo Networks strengthen its position as the mind share leader and penetrate the national business press, we significantly increased the company’s quarterly share of voice. The team secured 60+ articles in less than a year, including two strategic placements in Forbes; a cover feature in the San Jose Mercury News’ business section; key trade and security media placements in eWeek, Dark Reading and SC Magazine; and numerous channel and vertical publications placements. Attivo no longer needs to watch and react to every competitors’ moves — it’s elevated to the top of the category.

    60

    Pieces of Coverage

    26K

    Blogs & Bylines

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  • Modernizing Medicine

    Modernizing Medicine

    Modernizing Medicine Case Study

    Building a Powerhouse Health Tech Brand

    Modernizing Medicine

    Modernizing Medicine

    Since 2013, Modernizing Medicine has partnered with Matter to elevate the company’s brand. Seven years later, and Modernizing Medicine has transformed from an early-stage start-up to a market-leading healthcare technology powerhouse with one of the industry’s most well-respected electronic healthcare record (EHR) solutions. Matter continues to develop unique ways to elevate the company, its leaders and the work it’s doing to help providers and their patients.

    Staying proactive in our outreach, we constantly follow trends and work to insert Modernizing Medicine into important industry discussions. Modernizing Medicine’s deep commitment to improving the lives of physicians, unmatched pace of innovation and forward-thinking mission enables us to not only promote the company as disruptors in health IT, but also as pioneers of the tech revolution and the digitization of business.

    Since coming to Matter, Modernizing Medicine has grown from a small start up amid over 3,000 competitors to plant its flag among the top EHR vendors in the world. It has also expanded its offerings to include a comprehensive set of health IT services and solutions, establishing the company as not only a leader in the EHR market, but health IT as a whole. Elevated brand awareness has helped to drive rapid growth and position Modernizing Medicine as a frontrunner in the space. In the last three years alone, Modernizing Medicine has acquired two companies, expanded its employee base by almost 400 and raised north of $300M, including a $231M equity investment from Warburg Pincus in 2017. Supporting this distinguished track record are hundreds of article placements across national, regional and trade publications secured by Matter. Modernizing Medicine has become a leading voice for positive change through health technology and a go-to resource for industry reporters covering the shifting US healthcare model. To put it in layman’s terms, the Wall Street Journal, once considered a “reach” publication before working with Matter, now proactively asks if they can speak with the executive team. As with any long-term client relationship, it is imperative our team continues to innovate when it comes to our media relations efforts. The team continues to leverage new thought leaders to share their expertise around constantly evolving industry-wide trends.

    250

    Media Interviews

    210

    Avg. Articles per Year

    485M

    Avg. Impressions per Year

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  • Blue Yonder

    Blue Yonder

    Blue Yonder Case Study

    A Successful Business Press Program

    Blue Yonder

    Bringing Blue Yonder’s supply chain expertise to life with storytelling and media relations that built influence from boardrooms to shop floors.

    Despite being a leader in their field with strong relationships with Fortune 50 customers, Blue Yonder (previously JDA Software) lacked national media connections and top-tier business coverage. Looking to develop strategic media relationships to showcase their industry knowledge and large market share, Blue Yonder partnered with Matter to build their business media program from the ground up. The program was initially focused on boosting awareness for the company’s industry capabilities – including retail, manufacturing and logistics – but grew as the company evolved into a leading player in the AI/ML space.

    We developed a “media first” program that focuses on industry thought leadership over self-promotional, product driven media relations. Positioned as an extension of the internal team, Matter’s close relationship with SMEs has allowed us to capitalize on quick turn around media opportunities with commentary featuring their unique perspective. Similarly, choosing survey topics and questions based on conversations with reporters has allowed for timely, impactful data guaranteed to interest media and the larger industry. We also partnered with Blue Yonder customers to tell their story, leveraging Blue Yonder’s existing media relationships. The exciting and valuable results highlighting their business objectives strengthened relationships and showcased the ROI for additional PR activities, like speaking and awards submissions.

    Blue Yonder has become a go-to resource for media, particularly whenever major retail news hits. The responsiveness with thought leadership commentary has positioned Blue Yonder as a company with its pulse on the hot topics of the day. We’ve also built productive working relationships with Blue Yonder’s customers, which resulted in partnership profiles for True Value and IKEA in The Wall Street Journal. Our business press relationships resulted in extensive coverage across national press outlets, including the Associated Press, Business Insider, CNN and others, with a total 51 business press hits. The coverage was a mixture of proactive pitching outreach and inbound requests based on the strong relationships built through the timely commentary.

    51

    Business press hits

    8B

    Business press impressions

    2

    Customer profiles in Wall Street Journal

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  • JBL LIVE

    JBL LIVE

    JBL Case Study

    Miami Music Week Sets The Stage For A Launch

    Turning up the volume on JBL at Miami Music Week with PR and influencer campaigns that created major media buzz and connected with music fans everywhere.

    To launch its new JBL LIVE headphone series, JBL needed a first-rate venue where its product debut could resonate. And with a late spring on-shelf date, Miami Music Week jumped out as the perfect occasion. To break through the noise of one of the year’s biggest music events, Matter set to work orchestrating an experience that would not only capture attendees’ attention, but also make a major impact across social media and national consumer outlets.

    The first step was to seed review samples under embargo to major consumer tech outlets. By syncing the embargo date with Miami Music Week events, the market would be primed with reviews consumers could find at the exact moment they learned about the headphones. Aiming to build consumer awareness, Matter planned a day full of high profile activations. To kick off the events, NBA legend Shaq surprised South Beach by pulling up in a JBL-branded ice cream truck. For the zenith of the promotion’s events, JBL threw an official launch party for media and influencers, with Olivia Culpo as the host.. And as a grand finale, the night was capped off with Shaq’s Fun House festival, with JBL serving as title sponsor.

    With the positive reviews building buzz around the headphones, and Shaq and Olivia Culpo’s efforts generating excitement for the launch, the supporting events were set to give JBL the heightened brand moment it sought. As influencers splashed bespoke JBL-branded experiences across social media, the JBL LIVE launch became one of the most prominent events at Miami Music Week. From People to OK! Magazine, the JBL LIVE headphones received praise across national consumer publications, garnering 1.4 billion media impressions — all while becoming top-of-mind for the music crowd and millennials.

    1B

    Media Impressions

    143

    Pieces of Coverage

    150

    Media & Influencers

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  • Sappi North America

    Sappi North America

    Sappi North America Case Study

    Dominating The Nightly News With Smart PR And Quality Video

    Spotlighting Sappi’s paper and packaging innovations with campaigns that celebrated design, creativity, and sustainability.

    In an industry often accused of perpetual closures, lay-offs and unsustainable practices, Sappi North America needed to declare itself an outlier in the paper industry: successful, competitive and sustainably-minded. After completing a $200 million upgrade at their Somerset Mill in Maine, Sappi sought to showcase its innovative product line and thriving workforce — and tasked Matter with spreading the positive news throughout Maine.

    To announce the newly refurbished mill, the Matter PR team drafted a press release to create buzz about the project completion, then coordinated a large media event at the Somerset Mill. To promote the event, Matter’s creative team designed an invitation for local officials and other community members. The video team also filmed a b-roll video package at the Somerset Mill for broadcast media distribution — a key asset as no photography would be allowed inside.

    Through Matter’s outreach efforts, over 80 people attended the event — from local media to the governor of Maine. Not only did Sappi receive praise from state politicians for its commitment to Maine’s paper industry and communities, it also dominated the news cycle for two days — with much of that coverage utilizing footage shot by Matter’s team. Following the event, Matter secured 61 media hits for Sappi, 27 of which were from local broadcast outlets.

    I was impressed with the quality of work and level of professionalism every step of the way.

    Olga Karagiannis, Corporate Communications Manager | Sappi

    61

    Media hits

    55M

    Media impressions

    27

    Broadcast segments

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  • Sensormatic Solutions

    Sensormatic Solutions

    Sensormatic Solutions Case Study

    Leveraging Embargoed Outreach To Increase Impact

    Amplifying Sensormatic’s smart retail tech with thought leadership and media programs that put innovation in the spotlight.

    Before the holiday season kicks off, Sensormatic Solutions releases its annual ShopperTrak “Top Ten Busiest Days” holiday traffic predictions, highlighting which 10 days will account for over 40 percent of the year’s in-store shopper traffic. A major draw for both retailers and reporters, the release normally garners significant coverage, making it one of the company’s biggest announcements of the year. However, as competitors begin releasing their own reports, the landscape is becoming increasingly crowded.

    To differentiate the data from competitors, Matter aimed to secure a business press exclusive to be released the morning of the announcement. Unlike the previously leveraged tactic of widespread “day-of” pitching, the team determined that a more in-depth business press article would increase interest from news outlets, helping to spread the data farther than before. Through embargoed outreach, the team collaborated with CNBC.com retail reporter Lauren Thomas to develop and release the article when it would have the greatest impact. Additionally, Matter prepped Sensormatic Solutions executives for TV appearances by conducting 1:1 mock interview trainings.

    The CNBC.com exclusive article was published one hour before Sensormatic Solutions press release crossed the wire. Within six days, the “Top Ten Busiest Days” report garnered over 100 pieces of coverage, from editorials to syndication of the CNBC.com article — amassing over 36 million impressions. The initial coverage also caught the eye of a producer at Fox Business Networks’ Varney & Co., who invited Sensormatic Solutions to participate in a live broadcast segment (a first!) and be featured in a corresponding article on FoxBusiness.com.

    1

    CNBC.com exclusive

    36M

    Impressions

    1

    Fox Business Live interview

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  • Evenflo

    Evenflo

    Evenflo Case Study

    What to Expect When You’re Expecting Brand Amplification.

    Teaching a Legacy Pet Wellness Brand Some New Marketing Tricks While Boosting Sales.

    For over 100 years, Evenflo has been a trusted juvenile product brand. To capture the attention of the new, tech-savvy generation of digitally connected parents, Evenflo launched its first-ever, direct-to-customer line of baby seats and strollers outfitted with cutting-edge advanced sensor technology: Evenflo Gold. However, Evenflo couldn’t rely solely on parenting press to reach this audience — it needed to expand its reach into the unexplored verticals of business and technology publications. So, Evenflo sought Matter’s media expertise to craft a program that would elevate Evenflo Gold.

    To get the news of Evenflo Gold’s launch into parenting, business and technology publications, Matter devised a multi-tiered outreach strategy targeting traditional press and bloggers, ensuring widespread, diverse coverage at launch. The team developed a “Reviewer’s Guide,” specially designed to lead the press through a seamless product journey while highlighting key messaging points. To capture journalists’ interest in each vertical, the team emphasized different aspects of the Evenflo story, spotlighting the safety and brand heritage angle for parents, direct-to-consumer for business, and innovative sensors for tech.

    Matter’s efforts resulted in widespread coverage for Evenflo Gold across tech, business and parenting publications. From a glowing review in Wired to a feature in Business Insider, Evenflo Gold received a positive reception across verticals — helping Evenflo make inroads into these key industries. Additionally, the blogger campaign resulted in a treasure trove of content for Evenflo’s social channels. Making waves across verticals, Matter demonstrated how this dynamic, multifront public relations strategy was able to increase awareness of and desire for Evenflo’s new direct-to-consumer line.

    47

    Article placements

    149M

    Article placements

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