Diskeeper Corporation is the market leader in disk optimisation solutions, supplying independent software vendors (ISVs), original equipment manufacturers (OEMs) and home offices worldwide.
To support its sales strategy, Diskeeper wanted to educate businesses about fragmentation, the problems it can cause and the solutions that the company’s technology offers. Diskeeper partnered with TopLine to communicate a key message: disk optimisation is proven to help businesses save money and meet green objectives while improving employee productivity. In order to stress that the service is essential for business and not just a ‘nice to have’, we focused a hard-hitting editorial campaign on Diskeeper's four key sales drivers: improved system performance, hard cost savings, longevity of equipment, energy efficiency.
TopLine gathered data from a number of sources: a survey of IT directors revealed the vast amount of helpdesk time dedicated to complaints about slow computers; a Twitter analysis revealed that thousands of UK employees tweet in frustration about slow computers each week. We then designed a comprehensive business education programme consisting of published white papers and opinion articles on the effects of fragmentation on business costs and productivity.
A case study served to reveal the significant monetary savings and recovered man-hours achieved by one organisation thanks to Diskeeper technology.
In three months, the B2B PR campaign resulted in 63 pieces of coverage (41 in Tier 1 media), across the IT business, IT reseller, IT security and general business press, with an audience reach exceeding 4 million, resulting in a surge in hits to Diskeeper's UK website and leads generated.
“The results exceeded our expectations and I wouldn’t hesitate to recommend TopLine Communications as a leading B2B PR agency.”
MD, Diskeeper UK