Case study: Global tech thought leadership campaign
An international access control tech security firm approached us with the task of building their brand and supporting their existing sales strategy. To do this, we opted for a thought leadership-led content marketing campaign and the results were staggering.
The challenge:
An international technology security firm approached the team to rapidly accelerate global market share. Facing intense sector competition, their initial inclination was an aggressive media outreach blitz to push sales. However, we recognised that without establishing foundational trust, transactional PR investment would yield low conversion in a high-stakes corporate buying environment.
Our advice:
We advised the client to pause direct promotional PR and instead construct a deep thought leadership framework. Before making market noise, they needed to earn intellectual authority and plug the credibility gap.
This is important not just because prospects need to see that the company can demonstrate its understanding of their market and has the solutions it has to support clients, but also because the media look for ‘proof’ that a company is as credible as it sells itself to be in its press releases.
Thought leadership for access control tech company.
Under the direction of MarComs People’s founder, Paul MacKenzie-Cummins, the team designed a data-driven content strategy that was shaped around the core prospect pain points we identified from custom market research we undertook in the pharmaceutical and financial sectors.
This intelligence was translated into a series of 12 authoritative long-form articles, white papers, and infographics that enabled us to support the clients’ business development efforts that ran alongside this campaign.
The transformation:
Reversing the funnel from standard promotional PR to a thought-leadership-first model yielded exceptional commercial results:
8,000+ targeted corporate prospects actively engaged with the premium content.
53 high-value, qualified sales meetings secured - shattering the original campaign target by +400%.
Over $250,000 in direct, attributed sales revenue mid-way through the project, delivering an outstanding 10x ROI on their initial investment.
By prioritising their profile as expert sense-makers over driving media visibility, the client successfully transformed their sales pipeline into a predictable engine for enterprise growth.
Thought leadership is a crucial element of a PR project and it can often be a significant lead generator – especially for those hard-to-reach prospects. Not to mention enhancing your AI results listings too.
Our PR Audit & Playbook service will assess your current PR narrative and provide you with a comprehensive media – including thought leadership content - map to identify the most valuable opportunities you are currently missing. Book a call with Paul.