ELEVATING THOUGHT LEADERSHIP PLATFORMS
/14/
Top Tier Executive Interviews
/14/
Top Tier Bylines
/60/
Pieces of Coverage in 4 Months
Situation
Progress set out to establish themselves as a leading platform for developing and deploying mission-critical, cognitive-first business applications. Step one was making two strategic acquisitions to bolster their portfolio: DataRPM and Kinvey. Next, they tasked the Matter team with elevating the thought leadership platforms of key Progress executives — as well as executives from the newly acquired companies — not only in top tier business and tech press, but also in healthcare and manufacturing verticals. Matter was provided with strict, targeted metrics to meet. Game. On.
Strategy
The Matter team developed 3-5 topic specific abstracts for each executive, and throughout the quarter, made sure all pitches mapped back to these key focus areas, including cognitive applications, AI, IoT, predictive maintenance and the enterprise health cloud. Additionally, the team constantly flagged new industry trends and research for Progress spokespeople to respond to. Matter also kept close track of all metrics to ensure that opportunities continued to move forward and bylines were being developed in a timely manner.
Results
Despite the hyper-targeted media list and noisy cognitive space, Matter met all of these metrics in the span of approximately 4 months. We were able to secure the following: 14 interviews (tasked with 4-6) for the CEO and other top execs with publications like Forbes, The Harvard Business Review, InformationWeek, Barron’s and The Boston Globe; 8 spokesperson interviews (tasked with 8-10) with publications like Information Management, SDTimes and TechTarget; 14 top tier bylines (tasked with 7-11) with publications like InfoWorld, IDG Contributor Network, InformationWeek, and key vertical pubs like Manufacturing Business Technology and Becker’s Healthcare Review; and 3 customer interviews (tasked with 2-3) with Baseline and TechTarget.