Go-to-market strategy and earned media program
The Partnership
Medallia is a global market leader in customer, employee, citizen, and patient experience. Medallia specializes in cloud-based customer experience management software, enabling companies to capture and analyze feedback in real time.
The Challenge
Medallia faces a unique challenge: while its media presence is robust in the US market, it remains less prominent in the DACH region (Germany, Austria, and Switzerland) when it comes to customer experience (CX). Several factors contribute to this situation:
- Market Immaturity: The DACH CX landscape is still developing, characterized by tight budgets and cautious decision-making.
- Strong Competitors: Established CX leaders in the DACH region dominate local media coverage, making it challenging for Medallia to gain visibility.
The
Brief
As a hidden champion, Medallia sought our expertise at April Six to address these challenges. Our mandate included:
- Go-to-Market Strategy: Crafting a comprehensive strategy to establish Medallia as the #1 Enterprise Experience Platform in the DACH market.
- Brand Positioning: Boldly positioning Medallia to differentiate it from competitors.
- Awareness Building: Creating awareness for Medallia’s solutions within the DACH market.
The
Execution
Our approach centered on an integrated media ecosystem:
1.) Earned Media Program: Complementing paid media and content marketing efforts, we focused on earned media. This approach aimed to:
Build Credibility: Position Medallia as a trusted authority.
Generate Coverage: Secure meaningful media exposure.
Drive Conversations: Foster discussions around CX.
2.) Local Insights: We identified key pain points faced by local organizations across various industries regarding their customer experience. This understanding informed our messaging.
The
Results
Our tailored PR strategy yielded significant outcomes:
- Regular Media Briefings: Medallia’s go-to-market strategy, latest products, solutions, and milestones were consistently communicated to the media.
- Relationship Building: We established strong connections with key media figures, laying the foundation for future coverage.
- Enhanced Reputation: Medallia’s profile as an industry leader grew, reinforcing its position as the #1 Enterprise Experience Platform.
These results demonstrate the power of strategic communication in shaping perception and driving business impact. Medallia’s journey continues, and we remain committed to its success.