Making SaaS marketing marvellous

Making SaaS marketing marvellous

Making SaaS Marketing Marvellous

XTM International is a company which operates in the SAAS technology sector.

Established in 2002, XTM International is a founder-led, multinational business that delivers high-quality, enterprise-class translation technologies to clients, helping them to keep up with the fast-evolving demands of globalisation.

XTM International logo

XTM International Case Study

EC-PR Quote marks“It is like this; we knew we needed a car. We had some thoughts on colour, shape, and size and some ideas about where that car might take us, but that car had no engine. And, as everybody knows, a car with no engine can’t go anywhere. We saw EC-PR very much as the engine to help us get started and onto the right road toward our ultimate destination.”

Dave Ruane

Director of Marketing, XTM International

Dangers and Desires

As it approached its 20th year, XTM International identified that its marketing comms didn’t match its technological prowess. Brand perception wasn’t as high as it could be and content, although being generated in-house, lacked direction and was failing to engage.

To reach the dynamic growth it strived for, XTM International recognised they needed expert help from technology PR specialists. After some initial fact-finding conversations with CEO Bob Willans and Director of Marketing, Dave Ruane, we were appointed to be XTM International’s strategic PR consultants.

Design

The client’s objective was to create an effective PR strategy and gain help implementing it.

Even though it’s the ideal time to do so, only 1 in 5 companies engage with a PR agency before creating their overall marketing strategy. In this respect, XTM International were already making sound decisions regarding their future PR and comms!

Brilliant Ideas Bank

Through researching the pertinent issues in XTM International’s industry and related media, we helped them embed our Brilliant Ideas Bank methodology into their core business operations. By prioritising the content which resonated most with their industry, they were able to make great strides forward in their communication efforts.

Honest advice

XTM International appreciated our trustworthiness and direct, open, and transparent approach. We pride ourselves on being pleasant to work with, but we’re never afraid to tell the truth and don’t sugar-coat advice if it’s what we think our clients need to hear.

XTM International’s team have benefitted from being able to reach out to us at any time for PR and comms advice. We’re always responsive, willing to help and known for our open and honest feedback.

Strategic guidance

By working with the senior leadership team and equipping them with the right tools and processes to deliver their business strategy, we were able to write the PR roadmap to set XTM International off on its comms upward trajectory. Essentially, we provided the sat nav to help the company reach its PR destination.

Consulting partners

Being consultative and strategic from the outset helped EC-PR to build confidence and trust – essential components required for a strong client-partner relationship. The team at XTM International also liked the feeling of not being pressured or “sold to.” This helped the relationship to develop organically.

From the very start, XTM International wanted to work with a PR agency in the tech space who would allow them to go at their own pace, even if that meant baby steps. This was a sensible approach, which allowed the company to apportion budget and resources accordingly and keep expectations to a manageable level. Now the PR strategy is being implemented, XTM International is confident that they can ramp up to the next level.

Distinction

Two years on, and it’s clear our partnership with XTM International has been a resounding success. Having a PR partner to rely on, a map for guidance, and tools to work with mean the company can approach its PR and comms with focus and rigour.

We’re continuing to work with the team at XTM International to strengthen their presence, not just within the language technology space, but in the broader tech space too. Their team is focused on implementing the key learnings from the PR strategy workshops by embedding them into their operational tactics for 2023 and beyond.

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A strategy for standout success

A strategy for standout success

A Strategy For Standout Success

Believing passionately about the world’s transition to net zero, ITPEnergised is a team of technical consultants who work with their clients to deliver renewables asset management services and expert advice on all environmental matters.

Through guiding their clients on issues relating to energy, environmental impact and engineering, they facilitate the transition to net zero.

The company has unparalleled experience and provides consulting services to over 2500 small to large scale projects across 150 countries.

ITPEnergised

ITP Energised Case Study

EC-PR Quote marks“Thanks to EC-PR’s support, we now have a blueprint which clearly defines how sales and marketing will assist us in delivering the business plan, providing us with clarity as to where we need to invest our resources for greatest impact. We now feel a sense of empowerment, and it has renewed passion and pride in what makes the ITPEnergised brand so special.”

Jonny Clark

Managing Director, ITPEnergised

Dangers and Desires

At the helm of ITPEnergised is Jonny Clark, an ambitious and visionary Managing Director focused on business growth. Jonny recognised that to achieve his business growth goals, certain aspects of the business required immediate attention.

The absence of a clear communication strategy meant there was a lack of consistency when it came to communicating with the target audience. The organisation had no clear line on how it differentiated itself from competitors, nor on why customers should care whether they worked with ITPEnergised or someone else.

Jonny chose to work with EC-PR because of our experience and track record in building marketing strategies and providing companies with a blueprint for how to achieve marketing and communications success.

Design

Developing a communication strategy means starting at the beginning and addressing the key questions surrounding the personality of the brand and how it wants to be perceived by the target audience.

A collaborative approach was needed here, with our role being facilitator. We proposed a fact-finding, research-led route to discover the values that lay at the heart of the company.

Campaign delivery

  • Messaging Lab workshops
  • Communication strategy
  • Stakeholder engagement
  • Validation research

Messaging lab workshop

The first step to building the new communication strategy for ITPEnergised was to hold Messaging Lab workshops. In these sessions, we worked closely with the organisation’s senior leadership team to discover how they viewed the company, what they felt the key differentiators were and who they saw as their main target customers.

Communication strategy

The resulting communication strategy featured five key components:

The value proposition

This inspired ITPEnergised to recall what drove them from the start. In working with them to refine their value proposition, we helped them create a simple statement that defined them as a company and differentiated them from competitors.

Target customer personas

Companies can get lost in the everyday melee, forgetting which kind of customer it is that brings them the greatest return, in terms of profitability and satisfaction. Through this exercise, ITPEnergised was able to define which type of customers they really wanted to focus their energies on attracting.

Positioning statements

The next stage on from defining target customer personas was to create a positioning statement bespoke to each one. This addressed the key pain points the customer typically experienced and explained how the company could offer solutions and reassurance to ease this pain.

Key messaging

Ensuring they were reflective of their positioning statements, we worked with ITPEnergised’s senior team to agree on their key messaging — what it was they wanted their customers to understand about them. This information fed into the communication strategy, providing angles for narrative.

Industry prioritisation

Like every business, ITPEnergised did not have endless marketing budgets. This meant they needed to drill down on the industries most important to them. Doing this gave them direction in where to focus their attention when it came to marketing activity.

Validation research

Engaging external stakeholders is an important aspect of building a communication strategy. That’s why we conducted validation research amongst a small group of ITPEnergised’s customers — to ensure the strategy was in line with their perceptions.

Distinction

The communication strategy we built now forms the backbone of all ITPEnergised’s marketing activity. It offers clarity and guidance on communication and gives the company a clear way forward, providing a much-needed structure that was previously lacking.

Much more than just a comms strategy

ITPEnergised’s Managing Director commented that thanks to EC-PR’s support, the organisation has been given a renewed sense of empowerment and pride in what makes their brand so special.

From our point of view, it was a privilege to be involved in a project with a company whose work is so important to the world we live in and we’re delighted we could make such a positive difference to how they view themselves.

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Our Case Studies

We work closely with our clients to understand their unique challenges and goals, and develop tailored strategies that deliver measurable results.

Our case studies showcase a range of successful projects, including increasing brand awareness, generating leads, and establishing thought leadership in their respective industries.

Our experienced PR professionals have a wealth of knowledge and expertise, which they bring to each project, ensuring that our clients receive the best possible service. We use a data-driven approach to track and measure the success of each campaign, providing our clients with clear and transparent reporting.

Whether you are a start-up or an established business, our case studies demonstrate the value of effective PR and the impact it can have on your business.

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Shipshape media engagement

Shipshape media engagement

Shipshape Media Engagement

Lloyd’s Maritime Academy, a subsidiary of Informa Plc, offers an enormous portfolio of online training resources to maritime professionals worldwide.

Lloyds Maritime Academy

Lloyds Maritime Academy Case Study (brand awareness)

EC-PR Quote marks“EC-PR played an instrumental role in helping us to develop our communication strategy, so it was only natural for us to turn to Liz and Lorraine to help us execute it.

“Their support in building a strong portfolio of material, which has reinforced our capabilities and the importance of through-life career development, has been fantastic.

“We’ve recognised the momentum that has been built in increasing brand awareness and hope to continue to elevate the brand in 2020.”

Veronica Araujo

Head of Performance Marketing, Informa Connect

Dangers and Desires

Following our work developing her brand’s communication strategy, Veronica Araujo wanted to highlight the brand’s new positioning statement of ‘lifelong learning’ through the power of media engagement.

However, the team at Lloyd’s Maritime Academy had limited experience of proactively working with the media. They needed to leverage the knowledge and insights of industry professionals to create maximum impact, but how? The natural choice was to appoint EC-PR, with whom they had previously worked with to achieve great outcomes.

Design

Focused on highlighting the brand’s new positioning statement of ‘lifelong learning’, we curated a PR programme that would help to increase awareness of Lloyd’s Maritime Academy’s extensive training portfolio and engage with maritime professionals.

Campaign delivery

  • Identify and target key media outlets.
  • Distribute news releases.
  • Create case studies.
  • Secure feature articles.
  • Gain exclusive one-to-one journalist access.

Key media outlets

The team at EC-PR have developed a deep understanding of media in the maritime sector over the past two decades. We have worked with countless trade journalists in the industry, cultivating strong relationships across a broad range of media outlets.

This meant we were well placed to home in on the journalists and influencers that would help elevate Lloyd’s Maritime Academy out of the darkness and shine a light on the brand’s new ‘lifelong learning’ message.

Once we had created our list of the ideal people to approach, it was time to amplify Lloyd’s Maritime Academy’s offer.

Feature articles

Limited resources to develop new content meant that Veronica and her team were keen to draw on EC-PR’s strong technical writing capabilities.

Our years of experience in the sector enabled us to quickly identify the editorial ideas needed to resonate with the Academy’s target audience. We created a series of informative feature articles that positioned Lloyd’s Maritime Academy as experts in professional development, while addressing the concerns and interests of their target audience.

Case studies

Working with two ​​former students of Lloyd’s Maritime Academy, we created two case studies that were distributed to relevant media.

Each case study outlined the students’ individual experiences of the courses they completed, including the reasons why the Academy should be the ideal choice for other professionals looking to develop their skills.

Exclusive journalist access

Building awareness in the media landscape can be a challenging prospect – it relies heavily on reaching journalists who are often inundated with information and emails from brands all vying to be heard.

Industry events and exhibitions are an ideal chance to capture journalists’ attention. For the maritime sector, a popular annual event is London International Shipping Week, where many of the industry’s key players, influencers and journalists are in attendance.

We saw the event as the perfect opportunity for us to arrange interviews between members of the Lloyd’s Maritime Academy team and journalists on a one-to-one level, creating an ideal platform for the team to highlight the brand’s lifelong learning message in more detail.

Distinction

During a 9-month PR campaign, we secured 36 pieces of coverage in industry-specific press, of which 80% were featured in media outlets with a domain authority (DA) score of more than 40.

Our generated coverage resulted in an overall impact score of 301,000, giving authority and credibility to Lloyd’s Maritime Academy’s offer and helping to increase awareness of the ‘lifelong learning’ message.

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Show your brand’s mettle and grow it into its memorable, gorgeous potential.

Our Case Studies

We work closely with our clients to understand their unique challenges and goals, and develop tailored strategies that deliver measurable results.

Our case studies showcase a range of successful projects, including increasing brand awareness, generating leads, and establishing thought leadership in their respective industries.

Our experienced PR professionals have a wealth of knowledge and expertise, which they bring to each project, ensuring that our clients receive the best possible service. We use a data-driven approach to track and measure the success of each campaign, providing our clients with clear and transparent reporting.

Whether you are a start-up or an established business, our case studies demonstrate the value of effective PR and the impact it can have on your business.

XTM International

Making SaaS Marketing Marvellous

ITPEnergised

Net Zero Heroes

2i

Building a Bolder Brand

AzteQ CUBe

Achieving Clarity Through Strategy

From launch to leader

From launch to leader

From Launch to Leader

Mason Advisory is an independent and award-winning IT consultancy that specialises in helping businesses solve complex problems through the intelligent use of IT.

Established 20 years ago, Mason Advisory operates worldwide, serving various industries including education, government, legal, retail and FMCG among many others.

Mason Advisory

Mason Advisory Case Study

EC-PR Quote marks“The Mason Advisory cybersecurity brand profile has grown significantly, with regular commentary in key press. Our straight-talking, clarity of thought and problem-solving credentials are communicated consistently. The recognition that our brand receives in the media ensures our consultants are considered critical partners in a highly competitive market.”

Steve Watmough

Chief Executive, Mason Advisory

Dangers and Desires

Mason Advisory saw an opportunity in the form of introducing a new cybersecurity service to its existing offering. The in-house experts were hired and put in place, and systems were ready to go. Being new to the market, however, Mason Advisory lacked a vital ingredient that proved to be barrier to success — presence in the cybersecurity market.

The solution came in the form of a media campaign provided by EC-PR. As technology PR experts, we were appointed to launch the company’s new cybersecurity service by establishing an online media presence. The objective was to make Mason Advisory visible and show that their offering was credible, despite them being new market entrants.

Design

Implementing a new media campaign begins at the strategy level. We kicked off proceedings by conducting research into the target audience and the media they consumed. We then performed an in-depth analysis into the topics covered by the publications and the frequency with which certain subtopics were discussed.

The next stage was to make tactical decisions based upon our findings, which formed the basis of our outreach programme.

Campaign delivery

  • Identifying issues
  • Interviews with the team
  • Media outreach
  • Expert articles

Identifying issues

The first step in our approach was to identify the most pressing issues facing the c-suite that would also interest cybersecurity media. The topics had to tie in with Mason Advisory’s key messages and act as a vehicle to transport them to the target audience in a way that was presented as valuable content to the reader.

Interviews with the team

Once we’d collated the main issues, we interviewed Mason Advisory’s cybersecurity experts. Using the quick and easy method of video interviews, we gathered insights without imposing too much on the team’s time. Our questions were sent in advance to maximise the meeting time and ensure the interviews were highly productive.

Media outreach

We delivered a focused media outreach campaign, which targeted relevant article pitches at key media titles. Through liaison with journalists, we established specifications and the required writing style to deliver high-quality content that was publication ready.

Expert articles

A key advantage of working with EC-PR is our technical knowhow and our ability to write about complex issues in a way which appeals to the media. Our team of writers got to work on composing the agreed articles. This approach saved our client a great deal of time and made sure that the copy was delivered in an appropriate journalistic style.

Placed articles

We produced 27 articles within the short (10 months) duration and 1 video introducing the client’s new cybersecurity service.

100% of the media articles we placed were in target tier 1 titles, and we arranged press interviews with 2 of Mason Advisory’s subject matter experts.

Tone of voice

The tone of voice and style we adopted was expertise with no nonsense. This became a recognisable characteristic of the articles and provided readers with easy-to-access and no-frills material, which got to the root of their problems quickly.

Distinction

The straight-talking tone of voice we used was enjoyed by Mason Advisory, who felt it aligned well with the problem-solving approach they were known for.

Mason Advisory’s CEO commented specifically that, because of our media campaign, their consultants are now viewed as critical partners in what is a highly competitive market — an outcome he directly attributed to the media coverage we generated.

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Stay up to date with the latest insights, case studies, and PR guides.

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Show your brand’s mettle and grow it into its memorable, gorgeous potential.

Our Case Studies

We work closely with our clients to understand their unique challenges and goals, and develop tailored strategies that deliver measurable results.

Our case studies showcase a range of successful projects, including increasing brand awareness, generating leads, and establishing thought leadership in their respective industries.

Our experienced PR professionals have a wealth of knowledge and expertise, which they bring to each project, ensuring that our clients receive the best possible service. We use a data-driven approach to track and measure the success of each campaign, providing our clients with clear and transparent reporting.

Whether you are a start-up or an established business, our case studies demonstrate the value of effective PR and the impact it can have on your business.

XTM International

Making SaaS Marketing Marvellous

ITPEnergised

Net Zero Heroes

2i

Building a Bolder Brand

AzteQ CUBe

Achieving Clarity Through Strategy

Positive supply chain reaction

Positive supply chain reaction

Positive Supply Chain Reaction

SELIS (the Shared European Logistics Intelligent Information Space) was a three-year €17 million research project funded by the European Commission.

The project strived to bring together 37 partners from across Europe including research organisations, SMEs and large industry players. SELIS’ role was to deliver an open source, cloud-based intelligence platform for logistics collaboration.

SELIIS

SELIS Case Study

EC-PR Quote marks“EC-PR has quickly grasped the complexities of the SELIS project and managed to transform them into a compelling media narrative.

“By building strong connections with our project partners and bringing them into media activities, they have strengthened the credibility of our story, which is important for future commercialisation of the project’s innovations. The results generated have been impressive.”

Dr. Takis Katsoulakos

MD, Inlecom Systems, the SELIS project coordinating partner

The aims of the project were to motivate faster, more efficient, flexible and sustainable supply chain ecosystems across Europe.

Dangers and Desires

After three years of promoting the project while it was in its research and development phase, the SELIS project team had experienced very limited success in raising awareness of the project among its key target audience.

The logistics community, which was set to be the main adopter and beneficiary of the project’s innovative platform, was largely unaware of the strides the project was making and SELIS wanted to change this. A new approach was required. It was time to call in EC-PR.

Design

Reaching the logistics community was pivotal to the success of the SELIS project. With this goal in mind, we devised an intensive three-month proactive media outreach programme that would target key journalists and influencers in the sector and raise awareness of the project across Europe.

Campaign Delivery

  • Profiling key journalists and influencers
  • Securing article placements
  • Arranging media interviews
  • Developing news announcements
  • Creating thought leadership articles and blogs

Targeting key journalists and influencers

Using our PR expertise and global database of journalists and influencers, we set to work creating a list of key media outlets and individuals across Europe who had an active interest in the logistics industry and could help spread the word about the SELIS project.

Securing article placements

Once our list was complete, we set about creating a series of outreach articles and news stories that celebrated the successful conclusion of the SELIS project and promoted the commercial benefits of adopting SELIS’ logistics collaboration models.

After an intensive and brief ramp-up period, the PR programme swiftly generated the first tangible results. This included press coverage in tier 1 media outlets, such as Forbes and Intelligent CIO.

Thought leadership articles

To generate further interest and highlight the benefits of the SELIS project, we created a series of expert articles featuring comment and insight from Dr. Takis Katsoulakos and Makis Kouloumbis of Inlecom Systems (the SELIS project coordinating partner).

As a result, we secured coverage across numerous industry outlets, including JOC.com, Logistics Voices, Supply Chain News, Computer Weekly and TechTarget.

Media interviews

To endorse the benefits of the SELIS project among its key target industry, we communicated the results of the SELIS ‘Living Labs’ (real-life testing environments) through a series of press interviews with key Living Labs partners from the industry and academia.

Distinction

In total, as a result of our targeted approach, we secured 15 pieces of coverage in trade and tier 1 business publications, 4 interviews with SELIS project partners, 3 feature articles in key industry outlets and 1 expert speaking opportunity.

Through the media networking that was built and exposure in target publications, SELIS succeeded in reaching their most desired audience, getting their message across and laying fertile ground for future communications.

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Stay up to date with the latest insights, case studies, and PR guides.

Sign up

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Show your brand’s mettle and grow it into its memorable, gorgeous potential.

Our Case Studies

We work closely with our clients to understand their unique challenges and goals, and develop tailored strategies that deliver measurable results.

Our case studies showcase a range of successful projects, including increasing brand awareness, generating leads, and establishing thought leadership in their respective industries.

Our experienced PR professionals have a wealth of knowledge and expertise, which they bring to each project, ensuring that our clients receive the best possible service. We use a data-driven approach to track and measure the success of each campaign, providing our clients with clear and transparent reporting.

Whether you are a start-up or an established business, our case studies demonstrate the value of effective PR and the impact it can have on your business.

XTM International

Making SaaS Marketing Marvellous

ITPEnergised

Net Zero Heroes

2i

Building a Bolder Brand

AzteQ CUBe

Achieving Clarity Through Strategy