- Case Study -
SaaS Acquisition Announcement
A leading provider of enterprise cloud applications was looking to expand the capabilities of its ERP solution to better serve its customers. To accomplish this, it acquired two software companies and turned to Next PR for help sharing the news.
THE CHALLENGE
The marketplace for enterprise resource planning (ERP) software is crowded, with competitors dominating the space and winning prospective customers in bids. To differentiate its technical capabilities and highlight company growth, this SaaS provider needed to raise awareness of its software suite among potential customers.
HOW WE GOT THERE
Next PR developed an earned media strategy to promote both acquisition announcements, including issuing press releases in conjunction with targeted media outreach.
For maximum impact, the Next PR team timed one acquisition as an announcement in front of analysts, partners, customers and prospects during the company’s annual event.
To maximize coverage on the second acquisition, the team conducted outreach to an extensive list of industry reporters and incorporated analyst commentary into pitches to provide third-party validation. This strategy underscored the broader industry implications of the acquisition and was leveraged to tell a larger brand story.
THE RESULTS
By building on existing reporter relationships in key verticals and leveraging the company’s established earned media presence, Next PR secured multiple placements in vertical, trade and national publications, including Fortune, diginomica and Solutions Review.
Media placements from the announcements drove 106 new users to the company’s website and web traffic from these placements resulted in 13 conversions, indicating the coverage reached qualified leads.
Next PR also expanded the company’s thought leadership profile and the expertise of its spokesperson bench. Resulting placements included a byline in HR.com, a Q&A in SHRM and an HCI Podcast interview with the acquired company’s former CEO.