share of voice
in pipeline with $10K in spend, ABM influenced
rapid response pitch conversion rate
Solution
Combining the power of brand and demand
The team hit the ground running, focused on driving awareness through media relations across both the U.S. and U.K. markets. The PAN team worked cohesively across both regions to create a seamless client experience and media outreach plan to increase overall brand awareness, elevate thought leaders, and promote product news in both markets.
We ramped up a rapid response engine to capitalize on breaking cyber security industry news such as timely cyber security attacks, DNS critical infrastructure needs, a ChatGPT attack, and pitches related to holidays or industry recognized calendar events.
In addition, we utilized the following services and tools to broaden our international brand awareness campaign and demand generation tactics:
- Quarterly owned surveys with Dynata—these provided our team with data to fuel our pitches and content marketing
- ABM campaign for Financial Services via 6sense
- Email marketing
- Paid LinkedIn campaign
- Executive social programs for 2 Vercara leaders
result
Earned + owned + paid = elevated brand awareness
In the first two quarters of work, the team doubled quarterly earned coverage goals, doubled share of voice within target publications, and saw a 75% increase in LinkedIn engagement.
Additionally, the team kicked off three organic growth programs: account-based marketing efforts for the financial service industry, and two executive social programs.
“PR and demand generation often operate in siloes, but PAN delivers an integrated approach that connects these efforts through a creative, connected story across our channels.
Alice Palmer, Chief Marketing Officer at Vercara
