Maxymiser

Public Relations + Content

Creating a Big Fish on
This Side of the Pond

CVM takes U.K. web optimization technology company Maxymiser from unknown U.S. upstart to acquisition by Oracle.

Background

As the “s” in Maxymiser suggests, the web optimization company was UK-founded and UK-based when it decided to expand into the US market. The company had a healthy roster of successes for leading UK and European brands, but to US media, non-US successes simply aren’t news.

Meanwhile, strong US competitors like Monetate had established themselves as market leaders in the crowded space. Maxymiser needed to make a splash and claim market share—and it needed to do it quickly.

Challenges

  • Maxymiser was an unknown quantity

    entering a crowded market with a strong incumbent. They had no stateside track record of success.

  • Their website, marketing and sales assets

    were overly technical, poorly designed and didn’t translate to US audiences

  • They lacked a defined brand

    personality and voice

  • The company had no thought leadership content

    aside from tech-heavy white papers, written for implementers rather than decision-makers

  • Their CEO, a respected leader in the UK ad-tech space,

    had to build his reputation from scratch in the US

Strategy

  • 01

    Create a lead generation ecosystem revolving around thought leadership content that educates marketers and offers “how-to” type insights on industry-specific topics.

  • 02

    Develop a brand voice and identity to make Maxymiser stand out as more than just another faceless vendor.

    03

    Make a name for the company’s CEO and founder with contributed articles and regular columns

    04

    Get the media to care about Maxymiser’s work with UK clients while it builds its US client base. Publicize US work with major brands as it becomes available.

  • 05

    Keep Maxymiser in the news by announcing internal successes, such as funding rounds, client wins, end-of-year growth and strategic partnerships.

  • 06

    Capitalize on seasonal trends and retail holidays to create timely content for use in media.

    07

    Leverage increased visibility to secure multiple speaking opportunities and awards.

Results

300

media outlets were secured for coverage in two and a half years of working together, including The New York Times, The Wall Street Journal, Forbes, TechCrunch, Mashable, PCMag.com, Yahoo! News, and Countless Advertising, Marketing and Vertical Trades.

1,000s

of new leads were generated for Maxymiser with the help of 12 original ebooks, two infographics, multiple webinars, newsletters, panel events and data reports.

2015

sales leads, in a single quarter, resulting in 26 viable sales opportunities, and new relationships with companies like Harry & David, Wyndham Hotels, and HSBC.

255

leads generated by CVM’s infographic, “Pinterest Deconstructed” which initially ran on Mashable, and was consequently published by over 100 other media outlets.

CVM secured earned media partnerships with Business Insider, who ran Maxymiser’s retail ebook series, and Travel Weekly, who ran the travel-specific series.

CVM wrote and published dozens of bylined articles, successfully positioning Maxymiser and its founder as industry thought leaders.

In our first year working together, Maxymiser tripled its U.S. client base.

In 2015, Maxymiser was acquired by Oracle.