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Putting Clickability on the Map
In 2007, Clickability, a SaaS-based Web content management provider targeting media and enterprise markets, was a virtual unknown to prospective customers. The media mentioned Clickability a mere seven times, none of it feature coverage. Additionally, the company was not included in several key 2007 analyst reports, and it had zero presence in the social media realm.
“We went looking for a PR agency and got a marketing partner at no additional charge. Sterling Communications gets where we’re going, and their strategic counsel is focused squarely on achieving our results. They don’t waste time. They don’t waste resources. And they don’t waste opportunities. We love that.” – Robert Carroll, VP of Marketing, Clickability
Sterling designed and executed a proactive influencer outreach program, using a host of social media tools as well as conventional media relations techniques. We also optimized Clickability’s news to drive more traffic to the company’s website and worked to build out Clickability’s customer reference program.
Sterling created an “Adopt an Influencer” campaign for Clickability that created dozens of 1:1 opportunities for client executives and influential members of the press and analyst community to have meaningful conversations about industry trends, market dynamics and long-term corporate vision. Rather than simply contacting influencers when there was Clickability news to share, Sterling facilitated regular high-level conversations about industry happenings so that Clickability’s top-tier influencers would come to view company executives as the thought leaders they are.
“Project Evangelist” created a stable of referenceable customers who would be “at the ready” to speak to the media and analyst community on behalf of Clickability. And Sterling’s use of social media and SEO raised Clickability’s rankings on major search engines.
Not only did Sterling blow away every single 2007 PR metric, as a direct result of Sterling’s efforts to SEO-enable key releases, Clickability’s site traffic increased over 600% between 2007 and 2008 and its daily unique visitors increased fivefold in the same time period. In 2009, the company won the CODiE Award for Best Content Management Solution and Gartner included Clickability in its first WCM Magic Quadrant. (Analysts originally did not see WCM as a big enough market to merit a Magic Quadrant.) Clickability is also among the “Rising Stars” of CRM Magazine’s 2010 CRM Service Awards.