Tier-one interviews, targeting influencers in the sales funnel, and stories with real impact – it really is “All right!”
This month the IBA team has had a spring in our step! As Q1 comes to a close, March has seen new journalist engagements, tier-one interviews at short-notice, precision-led ABM activity, and hyper-local storytelling that leads on impact! So, let’s dig in to see the success from the seeds we have planted!
Planting the seed of confidence with ABM in action
This month, we’ve kickstarted a new Bid Support Program (BSP), delivering a highly targeted Account Based Marketing (ABM) campaign for our asset investment planning and management software provider. Designed to support critical bids, BSP enables tailored communication that reaches targeted decision-makers with precision and meets them at key digital waypoints on their research journey.
With three bids in play at different stages, and with different approaches required, we’ve needed to craft a careful balance of direct and indirect engagement. For one live RFP, where direct contact isn’t possible, we’ve focused on digital proximity. Our team is using social media to position our client alongside buyers through strategic messaging and third-party endorsement. We’ve been able to target regionally specific individuals with the other bids, hitting them with messaging that speaks directly to business pain points, opportunities, and concerns in their region.
Just one month in, and the campaign is already showing strong early growth, with a healthy reach and over 1,000 impressions to an ultra-focused audience – clear signs the right messages are taking root!
Hyper-local storytelling grows impact where it matters
Going even more hyper-local, we’ve used targeted press activity for our emergency air medical provider client to demonstrate the impact of their real-world and lifesaving services. We recently pitched out a momentum press release, announcing that a number of municipalities in the southwestern region of America will receive continued access to critical air medical services – and the story momentum rolled on.
We’ve already secured eight placements, including coverage in both a local newspaper and magazine. But beyond the numbers, this campaign highlights the point my colleague Jamie made last week about how it’s important for B2B companies to cut through the noise and show real-world impact on how they are influencing change in their industry, and even the world.
There’s no clearer example of “walking the walk” than enabling 24/7 access to advanced medical care and highly trained crews for people in rural communities that are often underserved. It’s storytelling with substance – and it’s resonating!
Breakthrough journalist engagements are in full bloom
Our proactive article pitching this month has opened the door to an exciting new media opportunity for our asset investment planning and management software provider, who recently penned a joint byline with a high-profile utilities customer. As the customer serves millions of American end users, the conversation promises to showcase how our client is helping to reshape the future of the energy sector.
Our team secured an interview with the industry’s top publication keen to learn more about our client and the innovative work they’ve been achieving around grid planning transformations. What an opportunity to influence the narrative going forward!
This engagement with a top journalist was an important step in building brand awareness – and the co-authored article has already appeared in five EUR media outlets.
New shoots of opportunity at the ‘Super Bowl’ of energy events
It’s been a busy month on the events front as well, and our pitch & place team has been busy securing new media opportunities for the new oil and gas division of our enterprise software client. Our team were up to the challenge of a short-notice request to pitch media interviews for the division’s newly appointed Energy & Resources President at CERAWeek – widely regarded as the “Super Bowl” of energy conferences in Texas. No pressure team!
Despite tight timelines, we were able to connect with one of the leading oil magazines in the world. Taking up the journalist’s final available slot, we scheduled a discussion around one of the most pressing topics in the media right now: energy supply chain disruptions in the current geopolitical climate. Our client’s perspective cut through the noise, highlighting that the real challenge isn’t just disruption but the lack of operational visibility during critical events.
Springing into a new quarter
As we in the Northern Hemisphere step out of the long nights of winter and into the bright days of growth and renewal, we look forward to building on this momentum and helping our clients’ campaigns flourish in the months ahead. For us all, here indeed comes the sun!
Hannah Watson is PR Lead – Analytics at IBA International.
