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Landing the “Big Five” in Business Media”
The Challenge
The biggest customers for Attensity text analytics solutions, government intelligence agencies, would never talk with the press. And large enteprise customers traditionally don’t speak out on behalf of smaller vendors. Attensity’s breakthrough would require a methodical approach to securing quality coverage.
The Strategy
Sterling first worked to mine Attensity’s backstory, unearthing the kind of anecodtal gems reporters covet for the start of their stories. Over a period of five months, Sterling pursued a freelance contributor to The New York Times, an editor known for his interest in technologies related to homeland security. After two interviews over three months, Sterling persuaded the reporter to approach his editor to run a feature. Sterling set up additional interviews with Attensity executives, and worked to secure cooperation with customers and investors who would have otherwise passed on interview opportunities.
“I can honestly say that, in terms of smarts and desire and willingness to get involved with our business, I’ve never been exposed to a group of people that does a better job than Sterling.” – Craig Norris, CEO, Attensity Government Systems
Sterling also drafted a nomination for Attensity to Fortune’s annual Breakout Companies list. Sterling included information on specific Fortune 500 customers, data points related to Attensity’s investors, and a list of technology awards won by the company. For added influence, we had one of Attensity’s board members send the nomination to Fortune.
Meanwhile, The Wall Street Journal had never featured text analytics in any article let alone profiles Attensity. Sterling cultivated reporters, forwarded news announcements, and seeded story ideas for more than 12 months to finally generate interest in a feature article. Working at nights, on weekends and through holidays, Sterling tracked down all the principal spokespersons for several briefings to the great appreciation of The Journal’s reporter and editors – not to mention Attensity.
The Results
The Times’ profile led directly to the biggest sales lead of Attensity’s year. BusinessWeek and Fortune interviewed the CEO for Attensity profiles which directly resulted in several qualified sales leads from Fortune 100 companies and potential government resellers.
The Wall Street Journal and Forbes both finally covered the hot new category of text analytics, with customers prominently endorsing solutions from Attensity. Soon after, Attensity merged with two European analytics firms to form a powerhouse in the industry.
