How PR helped to achieve growth, a new channel partner and overachieve MQL targets
Acronis is a global leader in cyber security and data backup.
Acronis wanted to build a distinct identity and improve the quality and quantity of its leads.
Matrix PR went beyond the scope of PR to help Acronis overachieve its targets.
The agency helped Acronis achieve 3 key milestones.
Create a unique word association that did not exist in the minds of audiences and media
Besides content, to add value to the client to help improve the quality of leads by 50%
Position Acronis as a brand deeply invested in the region with a distinct voice
Acronis needed a distinct identity to stand out in the crowded cyber-security industry.
Acronis needed marketing to aid lead generation with quality & quantity.
Acronis lacked positioning as a strong regional player despite a strong global presence.
Matrix consulted a variety of contacts, media and clients to get a deeper understanding of the industry, the key players and the dynamics of the market.
Market Research revealed that no technology firm had claimed the Cyber Protection specialist title, offering unmatched expertise in the sports industry.
The Arabic team shared insights on the lack of visible diversity & women in the technology space.
Based on our research, the strategy revolved around 3 key concepts:
Employ law of new category for a distinct identity
Lead the conversation on diversity & equality in technology
Tap into media & events for qualified leads
150% Growth in revenue
1 New Channel partner through agency contacts
140% MQL targets achieved thanks to 3 lead gen campaigns with media through PR team recommendations
940% increase in PR coverage in MEA
21 media interviews during GITEX 2020 including TV such as BBC
11 media interviews including 3 TV during GISEC 2021
The female spokesperson featured in over 10 stories in regional media
400m+ is the estimated reach of the campaign
Helping the organization to act as a trading bridge between Japan and the UAE