A Few Career Sparklers

Challenge:  Boost Brand and Market Visibility of sleepy 7-yr old company by fixing:

1. Little PR/Publicity among tech and trade media: Snowflake, Databricks, and Teradata are kicking our ass!

2. Low-to-no attention/recognition from Industry Analysts at Gartner, Forrester, IDC and the likes,

3. Near-zero presence among social media channels with seriously low-level engagement statistics.

Action: From scratch, built G2M Global Communications Strategy and team to move the needles on 1, 2, and 3 above, and demonstrate (earn) revenue-impacting recognition that served up Yellowbrick as one of the standout vendors of 2023. 

Results (in 1 year)

• In 2022 alone, leading my PR agency, doubling publicity on the company YoY with over 40 media placements in 10 months,

• Creative clever content and messaging, cutting through the dull-and-boring here https://tinyurl.com/3s68r7au and being recognized for our stand-out brand: https://tinyurl.com/3uzbbcta 

• Gartner’s Magic Quadrant, Forrester’s Wave, GigaOm’s Radar, Nucleus’ Value Matrix, and several other firms have enthusiastically placed Yellowbrick into signature research, something never achieved in the company's seven-year history,

• Tripled customer participation in Gartner Peer Insights reviews - increased customer satisfaction rating from 4.2 to 4.8 "High Performer" distinction.

,Multi-million dollar deals won attributed to influence among Tier 1 analysts. One being the largest win in the company’s history,

• Deputized and trained 100+ Yellowbrick employees on how to make social influence a part of their daily lives - growing followers by 525% across LinkedIn, Twitter, Youtube, and Facebook, a composition of 20K net-new subscribers in just 10 months,

• Created LinkedIn Live episode series which captured over 1600 top-of-funnel leads.

Challenge:  Create a unique Thought Leadership Campaign that delivers top-of-funnel sales leads for Qlik’s recently acquired data management company Attunity. Codenamed "Data 2 Insights"

Action: I led the creation and launch of “Data is the New Water” thought leadership initiative. Co-branded with analysts at IDC, leveraging their 1,200-person C-level global survey on analytic and data integration best practices. We put in-market an IDC/Qlik-branded microsite in six languages that encouraged registration (leads) and a min-version of the survey that was personalized to each participant.

Results (in 6 months)

• Backed by an aggressive cadence of social and PR push in 6 months it drew thousands to take the 8-question data-to-insights survey which delivered $2.8M in sales pipeline for Qlik in 2021. This was achieved with just a $180K project budget.

Secured a place in The Guinness World Book of Records:  First ever "Virtual Wedding".  California Couple say "I Do" in Cyberspace. A story I helped develop and tell the world, made possible by the technology of my employer at the time.  Picture this: Embarcadero Center, downtown San Francisco, 70+ Press/Analyst & Guests across TV, Radio, Business & Technology coverage; far too many to mention.

The Little Engine that Could: “Combustible & Green – Enter the World's Most Efficient Air-Hybrid Engine”. Massachusetts-based Scuderi Group (my client while at a PR agency) did something not done in nearly 100 years, re-think the combustible engine. The public introduction made the Scuderi Group (tiny company) the Darlings of Detroit with pickup in the WSJ, Bloomberg, BusinessWeek, NY Times, and the cover of Popular Mechanics. [apologies, many links to publicity require a subscription].  Ka-Boom!

PR Event in Space: A zero-gravity event working with NASA and a team of astronauts on a planned space mission. Convinced NASA to use my client's technology (Satellite Video Technology) that connected the astronauts directly into the homes of their families back on Earth. Take that Apple FaceTime.  This put a tiny little-known Boston company – their technology and brand – literally into orbit. Another industry-first.

Forbes Cover Story:  A technology achievement spanning the globe - connecting in real-time indigenous tribespeople in the outbacks of Australia with wealthy New Yorkers eager to spend big money on artifacts made by the "Tanimi" tribespeople. A virtual art auction complete with translators.  Publicity went far beyond Forbes.