It’s no secret that many SaaS brands have ultimate aspirations to be acquired by Google. Luckily for them, over the past two decades Google and Alphabet have spent billions of dollars on purchasing new products and ideas, growing their products, talent and customer base through acquisition.
So, how does a company get acquired by a company like Google? Media coverage can help create the visibility and credibility necessary to get on an investor’s radar.
Here’s how it happened for our client Velostrata:
Before PR was a Priority
Before Velostrata began working with our PR agency, the cloud migration startup had a relatively low volume of media coverage. To generate visibility, they relied largely on paid content placements and event sponsorships. While Velostrata was known in the space, companies like 2nd Watch (backed by big brands like Amazon Web Service), dominated the conversation surrounding cloud migration.
Building a Foundation with Media Outreach
BLASTmedia began working with Velostrata to secure media coverage. The goal was to increase awareness and provide third-party validation that they could leverage with stakeholders and potential investors.
We were able to secure top-tier coverage and briefings with target analyst firms by utilizing Velostrata-owned data and pitching commentary around trending industry topics. This allowed us to build relationships with outlets like TechRepublic, ChannelPartnersOnline and Silicon Angle, resulting in feature stories.
Key pieces of coverage, including CEO profiles and thought-leadership content, helped build the foundation for two key partnership announcements. Velostrata announced a channel partnership with RISC Networks and a cloud partnership with Google Cloud Platform.
Leveraging Partnership Announcements
Velostrata positioned themselves within the marketplace by leveraging partnerships through announcements. While partnerships provide value on their own, Velostrata got their brand in front of the right people through strong PR support. By using the news of both partnerships to increase visibility, we were able to secure even more pieces of coverage for the company. Articles included a feature in CRN, interviews with DZone, and news of the partnership in CIO Dive.
Aspirations Realized: Acquired by Google
Following the Google Cloud Platform partnership announcement which drove more than 150 sessions on Velostrata.com, Google announced plans to acquire the company. The culmination of quality media coverage, elevation of thought leaders, and targeted briefings with analysts helped position Velostrata for a successful exit and acquisition by one of the world’s largest internet companies.
- Building Customer References: 5 Steps to Engage Customers - June 23, 2020
- How Media Coverage Can Help You Get Acquired by Google - October 31, 2019
- When to Pause PR Efforts - May 14, 2019
- How PR Impacts the First Stage in the Customer Journey: Awareness - October 17, 2018
- Media Fragmentation: How to Earn Brand Credibility - June 12, 2018