Bottom-Line Impact
PAN Activate for B2B Tech & SaaS Brands
We help clients connect the dots between brand awareness and demand generation.
At our core, we are storytellers with deep knowledge of how audiences move across the digital landscape. Our work is centered on helping our tech and SaaS clients build brand, create demand, and ignite growth through strategic, integrated campaigns that move fluidly across our areas of expertise: media relations, social media marketing, content marketing, digital experience, paid media, and marketing operations. By connecting brand awareness to demand, we directly impact customer growth and revenue through our integrated approach.
Make Your Story Count
Activate Your Brand
Whether you are looking to launch, refresh, or reinvent your tech or SaaS brand, our teams are experts at creating visibility and differentiation to bring your brand to its NXT level of growth.
From Awareness to Demand, Globally: Quorum
PAN’s job was to connect and tell the story in a way that enterprise and SMB prospects saw value without compromise.
We integrated Quorum’s well-defined traditional go-to-market plan into an always-on digital strategy that addressed companies across the energy value chain via Messaging & Positioning, Product & Company Launches, and Demand Generation.
The program drove a 300% increase in high-value web traffic, a 166% increase in top of funnel YoY, and a 216% increase in opportunity creation.
Turn Leads Into Sales
Activate Your Demand
Ready to convert brand equity into demand that drives your bottom line? We craft and optimize omni-channel campaigns that generate leads and nurture through to a sale.
Building Pipeline with ABM: Apps Associates
As the cloud wars rage on, underdog Apps Associates wanted to be known as a resource for large enterprises (>500M) migrating Oracle to the cloud. To stand out in this competitive space, PAN surveyed IT decision makers about their plans to migrate Oracle to the cloud. The survey data was the fuel needed to generate media interest. It also seamlessly supported a multi-channel demand generation campaign including organic and paid social plus earned media.
Using a named-account strategy (ABM), PAN built a 90-day multi-channel campaign. Targeting allowed Apps Associates to move beyond its traditional SMB base to attract larger enterprises, surpassing forecasted KPIs for MQLs (170), engagement (3.5K), and earned media coverage (8).
Energize Your Loyal Base
Activate Your Growth
Ready to activate your loyal base? Our growth services help with adoption, current customer expansion, loyalty, and advocacy to continue to fill your funnel.
Account-Based Marketing to Nurture & Close
For HungerRush, a popular point-of-sale provider that had just made a string of strategic acquisitions, PAN was tasked with building visibility and growing lead pipeline simultaneously amongst two distinct audiences – small business owners and multi-location chains. While one audience required a simpler, consumer-like engagement strategy, the other required a more advanced, multi-touch ABM approach. Our charge was to expand engagement channels while reducing spend and improving lead quality.
In less than one quarter, PAN increased MCLs by 119% and moved 69 SQLs to sales, while reducing cost per conversion on Google by 76%. Our efforts helped to drive over $4M in new revenue annually. Additionally, the team worked to build a tight brand narrative, backed by original research, placing the brand at the center of trending inflation conversations in the earned media, resulting included 25 unique articles in a quarter, appearing in mainstream outlets like The Wall Street Journal, Protocol and MSN.
How We Help Brands Scale and Win
Lay the Foundation
Our programs are always grounded in strong foundational strategy and executed in pursuit of your business goals.
Brand to Demand Foundations Packages:
- Brand Foundations – Messaging and positioning, competitive analysis and whitespace review, brand identity refresh, multi-channel story activation
- Demand Foundations – Buyer insights and ideal customer profiles, customer journey audit, pipeline and lead flow analysis, conversion rate optimization and nurture strategies
- Growth Foundations – Customer lifecycle review, adoption, retention, expansion, & advocacy analysis of current customers
- Digital Experience Foundations – Digital visibility audit, SEO audit, User Experience audit, website refresh recommendations, including copywriting and design
- Digital Storytelling Foundations – Content audit and activation strategy, campaign recommendations, video and visualization packages
Connect the Dots
Our packages can launch new or support your already in-play demand generation and brand awareness efforts across earned, owned, and paid channels, providing the right sustained narrative and campaign components to motivate and activate your targets.
Brand to Demand Activation Packages:
- Media Relations and Influencer Activation – Trend and conversation analysis, whitespace identification and media message creation, media and influencer identification and engagement strategy, spokesperson media training
- Full-Funnel Content Activation – Brand to demand nurture strategy & recommendations. Original research to provide the basis for original content. Content creation to activate existing assets for full-funnel marketing
- Corporate & Executive Social Media Activation – Organic, hashtag and paid boosting strategies, ongoing dynamic content creation, tracking and optimization
- Demand Gen Activation – Narrative development and content nurture strategy, premium, dynamic content creation, multi-channel campaign strategy and execution support
- Account-Based Marketing Activation – TAL development & segmentation, account scoring, content & nurture strategy, multi-channel campaign strategy and execution support