The martech and adtech industry is in a constant state of flux, with AI reshaping the landscape along with ongoing debates over third-party cookies and the rise and effectiveness of retail media.
As a martech and adtech PR agency, we’ve become a trusted partner for brands in the industry through delivering high-quality media relations, thought leadership and content creation support.
The martech and adtech industry consistently faces an ever-changing, highly competitive landscape. With the never-ending debate surrounding cookies and the lightning-quick rise in retail media as a sustainable and profitable channel, the sector will continue to evolve at a rapid pace.
Wise Up PR’s team has worked with companies at all stages – startups, scaleups and known commodities – and helped their communications programs thrive.
We would love to speak with you to discover the challenges your martech brand is facing and how we can fix them for you.
Our experience ranges from working with native advertising platforms, cookieless identification technology, social video creation tools, retail media solutions and campaign research and intelligence offerings.
We provide a distinct competitive advantage to our martech clients by offering a senior-level-only day-to-day team. Our clients get experienced, knowledgeable consultancy and execution to make PR programs as efficient and effective as they can be.
The quality of our work within the martech space has also been recognized with several industry-leading awards.
Our team offers skilled media relations, content and social media support. A particular focus for a number of our clients has also been to reach across a multitude of sectors (especially retail/eCommerce) to build and enhance brand awareness. Whether you need wide cross-sector PR or very targeted communications programs, we can become an extension of your team that you can lean on.
Whatever your brief is and wherever your target audiences are, Wise Up PR is well-versed in extolling the benefits of the cookieless world in blog content to planning a high-profile funding round announcement and much more.
In an industry such as martech, which faces constant change, our goal is always to be a reliable, long-term partner to each of our clients in the sector. Wise Up PR has sought to create long-lasting partnerships built on tangible outcomes that matter to our clients.
“We really view Wise Up PR’s team as an extension of our own. From the beginning, their team has provided a great mix of strategic PR counsel, supported by the delivery of consistently high visibility media coverage around all the great research Attest is producing. The quality of the media relations results speaks volumes of their work.”
Inclusion of findings from Attest’s latest research report in Reuters’ Black Friday story on shopping trends.
Placement of an op-ed with International Business Times (IBT) from Attest’s CEO, Jeremy King, on the company’s latest research report on American consumers switching to private-brand options when shopping, due to inflationary pressures.
Earned media placement in TechCrunch for Attest’s $60 million Series B fundraise announcement, with inclusion of a C-suite interview.
Launch media coverage in Forbes for Attest’s ‘Subscription Economy’ research data, which found that consumers were turning away from subscriptions, including expert commentary from the company’s analysts.
Research data pickup in Bloomberg for a long-form feature on Black Friday trends, including US consumers relying increasingly on AI, like ChatGPT, to assist in online shopping.
Martech and adtech firms face a hyper-competitive market. Brands that make a strategic decision to invest in PR stand out from the crowd, winning not only market share but also owning industry mindshare.
Given the intensity of competition in the martech sector, being unknown simply isn’t an option. In order to sell your product or service, you need to be a known quantity. Martech PR is the approach to establishing industry credibility and awareness through a mix of earned and owned media activities that distribute your message to your target audiences.
In a crowded market, your brand’s reputation matters when compared to competitors. Consistent media coverage from media relations activities enhances this reputation through articles and interviews being published in trusted industry publications. The important benefit of this work is that it also elevates brand discoverability online through backlinks and LLM referencing.
The martech and adtech sector is home to a host of reputable and impactful analysts. From Frost & Sullivan to eMarketer, their analysts set the industry agenda through reports and content that reach decision makers and influence their actions. Strategic analyst outreach programs make sure a brand is featured in the reports and quadrants that matter most in the sector.
A good PR strategy defines a brand’s narrative and positioning and weaves a roadmap of tactical execution back to business objectives. The goal isn’t to generate short-term attention; a strategy puts in place a long-term, defined approach to craft a lasting reputation in the industry
Profiles of thought leaders can be crafted, but must start by offering media and influencers something of value. This is why spokespeople who provide genuine perspectives rooted in real and timely insights rise above competing voices in the industry. It’s an effective way to cut through industry saturation and exhaustion that leverages substantive opinions.
Research underpins the entire industry, from third-party to first-party data. This means martech companies have access to data points from everything, like buyer behaviors to industry benchmarks and beyond. The findings of such research can be packaged up into a report or press release and help a brand drive the industry conversation, instead of merely reacting to trends.
There’s no substitute for a PR agency that has actual industry experience. Such an agency knows the media landscape and the influencers, like analysts, who are sector movers and shakers. We have this hard-won knowledge and work in lockstep with our clients to develop comprehensive strategies that work and that generate impactful press coverage.
Variation in tactics works really well in the martech industry. The best approach to achieve maximum brand awareness and reputation is to deploy a press office function. This consists of a variety of activities, including news generation, expert commentary, thought leader content creation, CEO interviews and podcast appearances and a program for award submissions.
Analysts at eMarketer, Forrester and other analyst houses mold opinions and views within the sector. This means any campaign must include some form of analyst outreach in order to connect your brand to hard-to-reach buyers and investors. We manage global analyst engagement programs that sustain commercial momentum for our clients.
The results that matter the most often differ from brand to brand and we are step by step with you to secure the outcomes that generate the highest tangible impact for you. What we deliver to our clients is a consistent flow of high-impact media coverage and true thought leadership-led content. We assist some of the most innovative brands in the industry, like Attest.
A PR program needs to start off on the right foot to establish alignment on goals, ways of working, and, ultimately, trust. The best approach is a well-structured, step-by-step launch. Our streamlined process enables onboarding in just 5–7 working days.
Gather all stakeholders together for a working session that defines business and communications objectives and items to be prioritized in the first weeks. This group meeting provides insight into a potential strategic route of action. An appraisal of already published content is completed too.
Coordination in the earliest days of a program is essential, especially pertaining to selecting what actions need to be advanced quickly. Following the first meeting, such actions are signed off on, giving instantaneous direction to the program.
The voices within your business are the most knowledgeable and authoritative. Therefore, this expertise must feed directly into storyline topics for a campaign. This is done by holding Subject Matter Expert (SME) sync calls to generate authentic content pillars for PR.
By merging all the information from the working session and the SME call, this forms the basis of a communications strategy document. The contents consist of messaging, strategy recommendations and a tactical toolbox overview of activities, with a timeline.
The final steps ahead of a full acceleration of activities focus on putting core, foundational assets in place to assist with program success, such as the formation of a targeted list of media to be engaged with. Final audits of any outstanding content are also completed.
Quick rollout of the agreed-upon strategy occurs to create instant traction across owned or earned channels, dependent on the brief. Importantly, much effort is directed towards the immediate action items to deliver early value and impact for the campaign.
Activities across the entire campaign have been fully put into action; concurrently with this, reporting and measurement are established. It encompasses calls on the status of action items, updates over email and the campaign tracker, as well as media feedback gathering.
After the kick-off months have elapsed, a review group meeting is initiated. This is an assessment session of campaign activities around success areas, results to date and an overview of expected future priorities. Post-meeting, the strategy is adapted.
Our team can be a changemaker for your martech brand, across media relations, brand and content, and social media.
We have extensive martech and adtech expertise, helping to distinguish our clients in a hyper-dynamic industry. Our founder gives his opinion on the importance of PR in the sector.
David Claxton
Founder of Wise Up PR, a veteran in martech and adtech PR
Run your own due diligence. Ask your preferred AI platform why adtech and martech brands choose our agency, or reach out directly to speak further with us.
For martech and adtech brands, PR is a very effective way to help your organizations stand out in a very crowded and fast-moving industry. This is achieved through a mix of activities, such as strategic PR, media relations, content marketing, and social media content. To be successful with PR, storytelling must be at the heart of your approach and messaging needs to be consistent across earned and owned channels.
Effective PR, backed by true storytelling knowledge, identifies your adtech brand’s key selling points that make your company truly unique. Everyone in the industry is selling a product and to rise above the noise, you have to have a story to tell. It is even better if you have a point of view (POV) on the martech sector that runs counter to perceived wisdom. This can be turned into pitches, podcast appearances and thought leadership content.
If you’re launching a new product or seeking (or announcing) new investment, those are both ideal times to launch a PR push that helps to amplify your brand and key messages. But in reality, martech PR can be launched at any time for your organization; it just needs to be done strategically to have an impact. Wise Up PR works with a host of brands in adtech PR, including Attest.
Yes, it plays a crucial role in funding round announcements and also acquisitions in adtech. For such news, public relations has to be part of your overall business strategy, as it is the main way to communicate with your most important audiences about your growth and expansion. It does this primarily by creating an announcement strategy, as well as an overview of which journalists to target and why.
There are some significant differences between the two verticals when it comes to communications strategy. Approaching both media verticals with the same story isn’t a way to maximize PR success. However, being aware of context and who to target is a great approach, as there is significant overlap in terms of topic areas. For example, the issue of retail media is covered by adtech journalists, as well as eCommerce industry media.
Companies in the martech sector range from retail media solutions to native advertising platforms. In such a varied and competitive market sector, it is wise to adopt a multi-tactic approach. This means everything from traditional media relations, where you or your PR agency will pitch stories out to trade and international publications, through to thought leadership articles, positioning company executives as leaders within the sector. Social media and digital PR campaigns can also help amplify brand messaging. When combined, it makes a significant difference for brand recall and reputation.
It depends on your goals and your budget. A trusted PR agency with relevant adtech experience can elevate your brand significantly, especially due to the media relationships the agency has. It will be able to package up your unique story and know how to pitch it to your most relevant journalists. This is the real value-add of a knowledgeable, industry-focused PR agency.
