*2021-2023
The story (so far)
A new market
Seismic is a leading player in the sales enablement game. Its portfolio of software solutions empowers marketing and sales teams worldwide, and some of the planet’s most impressive b2b companies and organisations use it to gain that crucial edge over the competition.
And the lorries have been Seismic’s chosen b2b PR agency since 2019.
Our task was (and is) to help this sales enablement leader become an industry titan in the US and EMEA. After a successful start to our partnership in the US, we set our collective sights on the EMEA, where Seismic was a relative newcomer. Its competitors, on the other hand, were already well-established! But did we let that stop us? Absolutely not.
Here’s what we did instead. We combined our US, London, Paris, and Berlin offices to create a multi-layered, multi-national series of campaigns with a mix of PR, marketing, content, and social media activities.
The challenges
RAISE BRAND AWARENESS OF SEISMIC AS THE INDUSTRY LEADER IN SALES ENABLEMENT
- Build on PR momentum in the US to expand our pool of friendly publications
- Grow Seismic’s footprint in top-tier business, marketing, and tech press
- Drive traffic to the Seismic’s website
- Grow Seismic’s social media presence
ADDRESS COMPETITOR THREATS
- Win share of voice (SoV) against competitors such as Highspot, Bigtincan, and Showpad
- Own the term ‘sales enablement’ by featuring it prominently in all content
POSITION SEISMIC’S C-SUITE AND OTHER EXECUTIVES AS EXPERTS
- Build thought-leadership authority through organic content
- Spotlight more of Seismic’s many industry experts
The methods
Our content strategy focused on five key pillars:
- Put people in the story – Humanise and localise the Seismic message. Use the company’s expert executives to bring stories to life and position them as industry thought leaders.
- Be bold and opinion lead – Lead a consistent conversation on high-impact topics that connect with Seismic’s business without relying too much on the term ‘sales enablement’.
- Educate, don’t sell – Move away from product-specific messaging. Provide genuine value to decision-makers through thought leadership content.
- Be timely and specific – Attach Seismic to current events and topics (internationally and locally) that align with the media’s agenda.
- Use the ecosystem – Build media interest and market credibility by leveraging case studies, social media, partnership news, and joint speaking opportunities.
With objectives and a playbook on how to reach them, we used this combination of thought leadership content, news, reactive comments, social media, speaking submissions, and executive profiling to build the Seismic brand.
The results speak for themselves.
BEFORE: 0% share of voice in EMEA
AFTER: 50% share of voice on average
To find out what we could do for your business, get in touch.
