OVERVIEW

Quantifi, now rebranded to Pattern89, launched out of venture studio High Alpha. By partnering with High Alpha and its entrepreneurship model that marries company building and venture capital, the SaaS startup was positioned to launch with seed funding and a foundational customer base.

CHALLENGE

Launching as a never-before-heard-of brand in an under-differentiated martech space, Quantifi needed to distinguish its AI-powered offering from incumbents. As a startup, the company also needed credibility to support both its customer and partner acquisition strategies.

STRATEGY

While national media was a target, BLASTmedia understood that Quantifi would have low credibility to this media segment when journalists researched the company. As a result, BLASTmedia knew that attracting attention from national media would require identifying a larger, more compelling narrative.

BLASTmedia held a strategy meeting with the Quantifi leadership and marketing teams, identifying key messages for the launch storyline. The launch plan leveraged the news of seed funding, insights from initial customers and the company’s eye on diversity, painting a holistic picture of Quantifi as a startup. Using the key messages derived from this strategy meeting, the team also developed a press release and list of key points for interviews.

A week in advance of the announcement, BLASTmedia began pre-pitching identified targets: national venture-capital focused outlet, VentureBeat, local Indianapolis media, and advertising trades with the goal of securing interviews, demo requests and interest for Quantifi. Understanding that insights from customers would appeal to certain media contacts, in these cases, BLASTmedia also offered up a representative from customer LIDS to speak with the media about the new SaaS startup.

From there, BLASTmedia facilitated interviews, providing any necessary follow-up information, and made outreach on the day of the announcement to ensure that target media had whatever information necessary to cover the launch of the SaaS startup.

CAMPAIGN RESULTS

BLASTmedia secured nearly 30 pieces of media coverage in national, local and trade media outlets. Coverage included full features in VentureBeat and target advertising trade outlet AdExchanger, an on-air appearance on Inside INdiana Business, as well as a bylined article on diversity in tech from Quantifi’s CEO. On the day of the announcement, there was a significant traffic spike to Quantifi.ai leading to more than 100 demo requests. Quantifi was able to leverage the media coverage for months post-launch as credibility in the sales process.