B2B tech PR

The EML Wildfire business-to-business PR team has extensive experience creating measurable success for technology companies of every size, across the depth and breadth of the IT sector.

Our industry knowledge encompasses call centres and CRM, cloud computing, digital marketing, ecommerce, enterprise software, mobile and telecommunications, supply chain software, semiconductors, product design and beyond.

We know that, when it comes to business-to-business PR, one size does not fit all. Sure, there is a place for customer announcements and product press releases, but relying on those tactics alone rarely delivers maximum value from your business-to-business PR campaign. It certainly won’t help you stand out as a market leader in a crowded business-to-business market place.

Business-to-business PR that gets results

So we adopt an intelligent approach to business-to-business PR with integrated campaigns that translate your core value proposition into compelling, shareable content that will generate high profile coverage and ensure you attract and engage customers, prospects and market influencers via their favoured channels.

Whether its technical white papers, industry benchmark reports, bylines or blogs, we pride ourselves in exceptional business-to-business PR writing skills, and the technical and business savvy to grips with your technology and industry quickly to ensure demands on your time for reviewing are kept to an absolute minimum.

"The team delivered a high impact campaign across 12 countries resulting in an increase in brand awareness and more importantly, sales leads. With targeted pieces and a hands-on approach Wildfire has positioned Business Logic Systems as a global player and innovator in the field of mobile marketing automation."

Shaun Orpen, Chief Marketing Officer, Business Logic Systems

Business Logic Systems case study

Global PR campaigns builds mobile brand reputation

The Challenge

Business Logic Systems is an innovative UK technology company that helps global mobile network operators reduce churn and increase customer lifetime value by delivering customer intelligence, marketing automation and customer loyalty solutions. The company needed to build awareness and mind-share amongst decision makers at global mobile network operators to further expansion in Central and Eastern Europe, Asia and the Middle East.

Strategy

Identify and engage with a global PR network with outreach in Singapore, Indonesia, Thailand, Hong Kong, Austria, Serbia, Croatia, Hungry, Bulgaria, Dubai, Saudi Arabia and Egypt
Partner with an independent analyst house to commission international research to ascertain gaps in marketing processes amongst global mobile network operators
Use research as basis for creating regionally-focused press releases for distribution in all countries
Create compelling content in the form of a mobile industry report available for download from the Business Logic Systems website
Develop a series of thought leadership pieces on how mobile operators can achieve customer-centric marketing

PR Campaign Highlights

Televised coverage in Dubai and Singapore
Sales leads achieved in Asia and Central and Eastern Europe as a direct result of the PR outreach
Mobile industry report has became the most downloaded item on the Business Logic Systems’ website

Services Utilised
B2B Tech PR
Content Creation
International PR

Results

12: Countries
300: Articles

"EML Wildfire has proactively run our trade, national and business media campaign with energy, creativity and resourcefulness. Their work has raised our profile in key media targets, developing a number of strong relationships and resulting in some impressive coverage"

Patrick Pordage, Marketing Communications Director, Cambridge Consultants

Cambridge Consultants case study

Thought leadership campaign lifts behind-the-scenes technology innovators into high level media and solidifies them as the go-to experts in an array of vertical sectors.

The Challenge

Raising the company’s profile within national media and strengthening its credibility within a range of specialist sectors.

Strategy

A business-to-business PR campaign focused on engaging national media by tying current projects to relevant news stories and using thought leadership to position the company and its spokespeople as industry experts and breakthrough innovators.

Highlights include:

High level media interviews and site visits conducted in 2010, including The Economist, Financial Times, Wall Street Journal Europe, Telegraph and Wired
High profile journalists invited to attend company’s own Innovation Day event filling a limited number of places with journalists from The Guardian, Wall Street Journal Europe and New Scientist
Vertical sector campaign generated over 50 trade cuttings in the last 6 month period through news items, interviews and article placements

Results

42%: market voice share in second half of 2010
40%: increase in coverage from 12 month period 09/10 to 10/11
100+: cuttings in last twelve month period (2010/2011)

"EML Wildfire?s understanding of Computer Aid?s work enabled them to come up with a great campaign. As a result, national awareness of the charity has increased and donations have reached an all-time high. We?ve been able to forge new relationships with like-minded organisations and become a real force for change."

Anja ffrench, Marketing Director, Computer Aid International

Computer Aid International case study

E-waste campaign builds national profile for UK charity.

The Challenge

Position Computer Aid as a force for change in international development and authority in environmentally-friendly e-waste policies to build national awareness of the IT charity’s professional PC refurbishment service.

Strategy

A high profile thought leadership campaign to highlight the impact of illegally exported e-waste being dumped in developing countries.

Direct call to action for UK government to change UK e-waste legislation
Petition launched on the government’s Number 10 website
Widespread commentary to promote reuse schemes over disposal and recycling

Campaign Highlights

Computer Aid international CEO interviewed by Channel 4 News

Services utilised:
B2B Tech PR
Online and Digital PR
Social Media

Results

15+: interviews secured, including appearances on Channel 4 News, Sky News and face-to-face meeting with the environment editor of The Guardian
800: signatures on government petition (securing over 200 signatures guarantees government response in April 2009, allowing for a new wave of media communication)

Navetas case study

Business-to-business thought leadership builds industry profile for UK start-up

The challenge

UK-based Navetas Energy Management has developed unique energy disaggregation technology that can identify the energy use of individual appliances from a single point. The company needed to build credibility of its innovative technology among energy providers and businesses, to build a profile as an industry expert and drive trials.

PR strategy

A thought-leadership led PR programme, demonstrating key insights and expertise of the energy market:

An audit into the services and information offered by 10 of the UK's energy providers, uncovering a confusing landscape for consumers
A series of thought leadership articles, placed across the energy, green, industry, manufacturing and vertical sector media
Refresh company blog, to drive SEO and promote key messages

PR campaign highlights

Over 50 pieces of coverage and 110% increase in traffic to the Navetas blog in six months, with companies approaching Navetas directly as a result of the PR activity.

Picochip case study

The number one provider of femtocell technology

The challenge

As part of Picochip's annual business-to-business PR campaign, EML Wildfire was tasked with maximising the company's involvement and presence at Mobile World Congress 2011. The Picochip team invested heavily in their stand for the 2011 event situated in Hall 1 and were keen to create a buzz and to showcase their technology.

EML Wildfire was tasked with making Picochip stand out from the crowd at the show and to drive stand traffic.

Strategy

EML Wildfire regularly recommends PR activity ahead of major trade shows and a press tour took place in the US and Europe in late January with the news released a few weeks before the show. This drove traffic to the stand and made sure the news got picked up ahead of major announcements from the biggest names in mobile at the show. Not many press from Asia attend the show and so in March EML Wildfire arranged an Asian press tour covering Taiwan, China and Korea.

Meetings were also arranged at the show to demonstrate the latest technology and to meet those missed in the earlier press tour.

Highlights include:

High quantity and quality of press briefed

A total of 162 press & analysts were briefed before, during and after the show

44 briefings at the show

Including BBC Click, Associated Press and Light Reading, The Register and E&T

Impressive National coverage

BBC Click, The Sunday Times, Associated Press and meetings with CNBC, Dow Jones and The San Jose Mercury News in the US

Consumer profile of Picochip increased

Meetings with Scientific American, MIT Technology Review and Gizmodo in the US generated good coverage of Picochip for a consumer audience

Trade press and analysts briefed worldwide

Results

162: press and analysts briefed before, during and after the show
23: 'tier one' meetings in the UK, US and at the show
350+: pieces of coverage picked up

Top 50 Call Centres case study

Research-led business-to-business campaign puts Top 50 initiative on the national news agenda

The challenge

The Top 50 initiative benchmarks the customer service delivered by UK call centres. In its third year, the Top 50 wanted to build up credibility of the initiative to attract more members and promote high standards in the sector to highlight the positives.

PR strategy

A comprehensive research study, supported by real-world case studies, to create compelling news headlines and feature stories for national, call centre and business media:

Commission research with call centre workers through Hays recruitment to explore job satisfaction and career opportunities
Create a series of case studies around the top performing call centres, highlighting the businesses that are driving service excellence
Develop ‘people-focused’ stories that highlight graduates and agents who have created a successful career in a call centre