Challenge
Pramata Corporation launched in 2006 to deliver a software product that helps large organizations – specifically finance groups and legal organizations– to keep track of international contracts. In 2014 the company completely changed course to focus on developing an entirely new way to look at contracts as an asset.
The PR team was engaged to help Pramata introduce a new concept and a new software category: Customer Relationship Intelligence (CRI).
We had to build awareness of the Pramata brand among an entirely new constituency, build the CEO’s reputation, and educate the market on a new way to look at contract data. Through PR, we had to to communicate with sales operations, sales enablement, CRM influencers, industry analysts and the press.
Tactics
To help Pramata establish a category, educate people, and build a presence online, we focused our story on CRI as a new approach to Customer Relationship Management (CRM) for sales. With media tours and news announcements, we introduced the company’s executives to influencers in the Customer Relationship Management (CRM) space.
We also generated contributed content for editorial and social media, participated in conversations across social channels, and published new social content.
Results
As a result of communications initiatives and reaching out to analysts, influencers, and media, Pramata has earned coverage and feature articles, increased social media attention by an average of 150%, and built relationships with key industry voices.
The company made 2 news announcements in 2015 and conducted briefings with media and industry analysts to introduce them to CRI. Additionally, Pramata CEO Praful Saklani has been interviewed by top-tier technology outlets and quoted in both feature articles and in thought leader profiles. including 1M by 1M, CIO Magazine, Medium, SandHill.com, Selling Power Magazine, WiredInsights.