Marketing & PR Strategy for Tech SaaS

TO:
The company operated without a clearly defined marketing, PR, and content strategy, with a low level of brand recognition and a lack of established identity and tone of voice. There was no structured understanding of the target audience and customer journey, weak presence and low engagement on social media, as well as a minimal number of inbound leads. SEO was not utilized, and web analytics and conversion tracking were absent or ineffective, leading to a high bounce rate.

IMPLEMENTATION:
Development of marketing, PR, and content strategies from scratch. This included conducting strategic sessions to define business goals, market and competitor analysis, creating ICP and customer journey. I established key communication channels, including SEO, and implemented a structured approach to content: content plans, categories, guidelines. I also launched PR activities: formed a media database, wrote pitches and op-ed materials, identified relevant industry events and awards. Additionally, I coordinated the work of external SEO specialists and website improvements, including setting up analytics.

RESULTS:
As a result, the company achieved a clear brand identity, defined tone of voice, and a structured approach to communication and scaling. Brand recognition increased significantly, becoming a market leader, while social media demonstrated steady organic growth and high engagement levels. PR activities secured over 10 publications in 6 months in tier-1 geos, including materials in Forbes Tech Council. SEO metrics and site indexing improved, analytics systems were implemented, and website performance was optimized to increase conversions. Ultimately, the business built a scalable marketing system, increased the number of inbound leads, expanded the team, and launched new products.