How PR Drove Growth, Secured a New Channel Partner, and Overachieved MQL Targets
Acronis is a global leader in cybersecurity and data backup.
The brand needed to build a distinct identity in the region while improving both the quality and volume of inbound leads.
Matrix PR went beyond traditional PR delivery to support commercial outcomes, helping Acronis overachieve its targets.
The engagement focused on turning communications into a growth lever aligned with sales and channel objectives.
Create a new and defensible word association that did not previously exist in the minds of audiences and media.
Add measurable value beyond content by improving lead quality by 50%.
Position Acronis as a brand deeply invested in the region, with a clear and differentiated voice.
Acronis needed a distinct identity to stand out in a crowded cybersecurity market.
The brand required marketing-led support to drive lead generation, with a clear focus on both quality and volume.
Despite strong global credentials, Acronis lacked positioning as a serious regional player.
Matrix PR consulted media, industry contacts, and clients to gain a deeper understanding of market dynamics and competitive positioning.
Market research revealed that no technology company had clearly claimed the role of a Cyber Protection specialist, despite growing demand in the sports and enterprise sectors.
Insights from the regional team also highlighted limited visibility of diversity and women in technology, presenting an opportunity to differentiate both message and leadership profile.
Based on research insights, the strategy focused on three clearly defined pillars designed to support growth and lead generation without overextending the narrative:
Establish a distinct category position
Use leadership and inclusion as differentiators
Leverage media and events for qualified demand
* Matrix PR established Cyber Protection as a clear, differentiated category in media coverage, ensuring Acronis was consistently referenced as a Cyber Protection expert.
* The team educated the media on the distinction between traditional cybersecurity and cyber protection.
* Strategic announcements involving Atlético Madrid, Ajax, and Manchester City reinforced the sports-led narrative.
* Data from Acronis Data Centers was used to secure regular, credible media coverage across technology and cybersecurity topics.
* The team actively monitored Arabic and regional media to identify timely opportunities for spokesperson commentary, including platforms aligned with Vision 2030, Expo 2020, and Golden Visa narratives.
* Local and regional stories positioned Acronis spokespeople as distinctive voices, including high-visibility leadership and diversity representation.
Additional opportunities were identified to pursue new sports clients, such as IPL and the T20 World Cup.
* Matrix PR secured regular contributed columns for Acronis across key technology publications, covering topics such as SMEs, green technology, and smart cities.
Lead generation campaigns were executed in collaboration with selected media partners.
* GISEC and GITEX were identified as anchor moments to drive exposure and lead generation.
* The team secured coordinated pre- and post-event coverage by aligning major announcements with these industry events and supporting on-ground media engagement.
150% growth in revenue.
Secured one new channel partner through agency-led introductions.
940% increase in PR coverage across the MEA region.
Female spokesperson featured in more than 10 regional media stories.
Estimated campaign reach exceeded 400 million.
11 media interviews during GISEC 2021, including three television appearances.
21 media interviews during GITEX 2020, including television coverage from outlets such as the BBC.
140% of MQL targets achieved through three PR-led lead generation campaigns with media partners.
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