Case Studies

The work behind the shortlist.

A selection of programs we’ve designed and led for enterprise B2B companies — getting the independent experts their buyers trust to talk about them, in the channels where consideration really gets built.

Influence works in the dark funnel, so much of its impact shows up as correlation rather than clean attribution. What follows is what we set out to do, what we did, and what moved the needle.

RecurlySubscription Mgmt
Subscription Management
Putting Recurly’s leaders in the conversations their buyers already follow
The challengeRecurly wanted to build authority and consideration across the subscription economy — reaching subscription, CX, revenue, and marketing leaders through the independent voices and shows those buyers already trust, not brand channels alone.
What we didWe ran a topic-mapped program that matched the right Recurly voices to the right independent shows:
  • Placed Recurly’s leaders as guests — from the CEO, Chief Revenue Officer, and Chief Customer Officer to senior marketing and product voices — across a wide range of respected, ICP-aligned podcasts and shows.
  • Worked with credible independent voices across the niches Recurly’s buyers follow — subscription-economy influencers, CX influencers, and high-profile tech-industry voices, including a nationally syndicated radio-show host whose program reaches 20+ U.S. markets and around a million listeners.
  • Turned Recurly’s research into conversation — using its State of Subscriptions report as a hook to get independent analysts and creators discussing and publishing its findings to their own audiences.
  • Repurposed every placement — delivering transcripts and drafted LinkedIn articles back to Recurly so each appearance became reusable content across their own channels.
The result
  • 15+ completed placements across more than a dozen independent shows, the large majority earned rather than paid — the harder, more credible kind of coverage to secure.
  • Consistent presence in the exact subscription, CX, revenue, and marketing conversations where Recurly’s buyers form their shortlists.
Authority earned in the buyer’s world, not bought.
VerintCustomer Experience
Customer Experience
A multi-pillar program that built Verint’s standing across the CX conversation
The challengeVerint wanted to inform and educate its buying audience about the company and its product set — and to build owned channels and credible third-party voices carrying its story, rather than relying on brand channels alone.
What we didWorking closely with Verint’s marketing, PR, and analyst relations teams, we ran several coordinated plays, with LinkedIn as one important pillar — not the whole strategy:
  • An owned CX podcast — a ten-episode series hosted on Verint’s own website and led by an independent expert whose radio show reaches more than 20 U.S. markets and over a million listeners.
  • An owned LinkedIn Live series that brought industry analysts, influencers, partners, and customers into the conversation.
  • Executive & SME visibility — strengthening the LinkedIn presence of Verint’s own experts and senior leaders, helping them publish, and repurposing influencer content to fuel their posts. Executives earned high engagement on their articles.
  • Podcast placements for those experts as guests on carefully targeted shows — selected for high-quality content, the right business niches, alignment with Verint’s ideal customer profiles, and strong discoverability.
  • Independent analyst research — inviting analysts to conduct studies and publish the findings to their own LinkedIn audiences.
The resultVerint gained new owned media channels of its own — including a podcast series hosted on its website — alongside materially greater visibility for its experts and executives across the channels where CX buyers actually pay attention. Together, the program grew brand awareness and generated demand.
PROSPricing Software
Pricing Software
Building awareness beyond pricing, in the verticals that mattered
The challengePROS needed to be known by buyer personas in targeted business verticals beyond pricing — earning early awareness and credibility with audiences that weren’t yet thinking of them.
What we didWe worked both sides of the conversation:
  • Enrolled independent analysts and content creators with loyal, relevant followings to create long-form content that framed PROS as a company that solves specific business problems for its customers — distributed through the experts’ own channels.
  • Put PROS’s own thought leaders into the conversation, placing them as guests on podcasts their customers already tuned into.
The resultOver 20 pieces of high-quality long-form content, including a webinar, reaching targeted buyer personas through influencer channels for far better distribution than brand channels alone.
SAP AribaSpend Management
Procurement · Spend Management
Meeting procurement buyers where they already gathered — on video and in audio
The challengeSAP Ariba wanted to drive conversation for a specific business initiative with targeted buyer personas on LinkedIn — the place those buyers were known to gather and consume content.
What we didWe met procurement buyers on the channels they already used:
  • An owned LinkedIn video series on “Intelligent Spend Management,” published on SAP Ariba’s own channel and hosted by respected independent voices who shared it with their own audiences alongside SAP’s.
  • A limited procurement podcast series bringing together a mix of voices — influencers, independent analysts, partners, and customers — so buyers heard the story from every angle they already trusted.
The result
  • Many thousands of video views, growing share of voice and conversation with target audiences and contributing to brand lift and demand.
  • Several hundred podcast downloads — with zero promotional budget, driven organically by the participating influencers, beating a competing podcast SAP itself produced with ample budget behind it.
Trust out-distributed spend.
Hewlett Packard
EnterpriseEnterprise Tech
Enterprise Technology
An “always-on” program that opened competitive niches
The challengeHP wanted to grow its footprint across several competitive niches at once. In servers and storage, the brand was already strong and looking to expand and deepen its traction. In others — enterprise networking, in particular — it had little presence and needed to build one. Software rounded out the mix.
What we didWe built an “always-on” influencer program anchored by HP Tech Days — exclusive, invitation-only events we hosted for select experts on HP campuses across multiple regions of the world, including North America, APJ, and EMEA. Bringing the experts inside, in person, sharply raised participation, the quality and volume of content produced, message pull-through, and results.
The resultOver 50 Tech Days events worldwide driving market penetration into new verticals, a stable of 75+ active experts, and thousands of pieces of high-quality content. One event alone sold over $250K in enterprise equipment.
In their words Independent storage analyst Stephen Foskett had barely covered HP before attending a Tech Day. He left writing that the openness — independent voices, no NDA, engineers instead of marketers — earned his respect, and that HP had gained his attention. Exactly the shift the program was built to create. Read the coverage →

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