Ensono works in a crowded hybrid IT market, and since 2017 we have made its experts the people journalists call, with more than 100 placements a year.
Building Ensono's brand since 2017
Since 2017 Resonance has worked with Ensono, a leading hybrid IT services provider, to build awareness and credibility among its partners, clients and prospects.
Challenge
- Complex subjects. Ensono works on intricate technical subjects, and the challenge was to make them clear for the media and a general audience without losing the detail.
- A crowded market. With many competitors and little obvious difference between them, Ensono needed a storytelling approach and had to comment on the right topics at the right time.
- Thought leadership. Winning media attention and credibility against other firms needed a steady flow of high-quality content and engagement.
- Media relations. It took steady effort to build lasting relationships with journalists and analysts who may not fully understand complex consulting topics.
- Supporting marketing and sales. PR investment has to pay back, so the stories and content had to win headlines and also speak to the problems Ensono's buyers face. We aligned the PR with marketing and sales goals, so that it helped to generate and nurture leads at each stage of the sales funnel.
Strategy
- Making complexity simple. We used case studies, analogies and other storytelling techniques to make hard ideas easier to follow.
- The right influencer relationships. We invested in relationships with key journalists and analysts, and gave them useful insights and data.
- Consistent thought leadership. A thought leadership calendar kept high-quality content flowing, alongside speaking slots, webinars and industry events.
- Putting the prospect first. We researched where prospects spend their time and which content and publications influence them most, then built the plan around what we found.
- Integrated campaigns. We aligned marketing with sales objectives, using integrated campaigns that guided prospects through the sales funnel with relevant content.
Results
- Media placements. More than 100 media placements a year, consistently above target. We only count coverage in publications on our agreed target list, and we leave out syndication and wire copy.
- Top-tier coverage. Features in The Independent, Reuters, The Times, The Mirror, City AM, Yahoo News and Computer Weekly.
- Thought leadership. Many thought leadership placements, which made Ensono's executives known as leaders in their field.
- Campaigns.
- The Microsoft 365 and SAP on Azure campaigns drove strong media engagement.
- The Speak Up campaign on diversity received wide coverage and recognition in top outlets.
- Reach. Millions of online views and strong engagement on social media.
- Awards. Several industry awards, which added to Ensono's credibility and market position.
Conclusion
Resonance's approach strengthened Ensono's media presence and its standing as a leader in technology consulting. Years of consistent media work and thought leadership have built its brand with the partners, clients and prospects it wants to reach.