In 2010, Metis and EchoSign began educating the market about the ease and legality of e-signatures. The initial campaign was successful and reached industry influencers in the media and analyst communities and educated targets through carefully placed content. By the time EchoSign was acquired by Adobe in the summer of 2011, there was growing knowledge of the company’s value proposition for users.
EchoSign’s goal was to move deeper into key vertical markets and become the e-signature technology of choice for major players in healthcare, financial services, education, real estate, transportation, retail and more. Metis designed a customer PR program to highlight real-world success and practical applications of e-signatures, most importantly detailing the ROI of customers and data proof points.
Getting the job done
Metis qualified customers in more than10 industry markets to learn how the use of electronic signatures positively impacted their businesses. In the healthcare industry, Metis spoke with Aetna, learning how the healthcare insurer had boosted its green initiative and its efficiency by using EchoSign’s solution. In the transportation sector, Metis discussed how Celadon Trucking Services had freed its staff up to close more contracts in less time. Among Web-based customers, Groupon explained how EchoSign had supported its stunningly rapid growth.
Metis brought all of the customer conversations into the PR and marketing campaigns, molding customer feedback into blog posts, media pitches, bylined articles, award nominations, speaking opportunities and other marketable content. For example, Metis worked to earn Aetna an InfoWorld Green 15 Award for its work with EchoSign. Other customers and end users provided advice to businesses on how to streamline operations.
The power of public relations
That kind of market permeation is repeated across the many industries EchoSign serves. The well-placed promotion of one customer’s success story leads to new business among its competitors, and as a result, EchoSign tracked new business it can tie directly to PR efforts. By leveraging customer case studies, Metis helped EchoSign promote its position as the digital contract provider of choice for businesses in a myriad of industries ranging from trucking to real estate to finance and beyond.
Customer PR Success Examples:
“Metis consistently generates quality results because they have an aggressive, first-mover approach. The Metis team knows how to leverage their long-standing relationships because they understand and anticipate the needs of all the key players. This team helps companies tell the right story and get in front of the right audience.”
Eran Aloni, director of product marketing at Adobe EchoSign