Engaging the Channel – Introducing a New Service to a Specific Audience

10 positive media coverage sentiment

23 web sessions from 1 article alone

2 bylines in ranking channel press

Making Waves in the Channel Market

Built on AI, Coronet is a pioneer of security-as-a-service, helping companies secure data within cloud/SaaS platforms. Over the past year, the company has grown 733% in worldwide user adoption – signaling its rapid ascension in the cybersecurity space. And with a focus on continuing to bring enterprise-level security to companies of all sizes, Coronet recently turned to ARPR to leverage a new opportunity – expanding into the channel vertical with a new managed service provider (MSP) program.

Catching the Channel Surge

Understanding that potential partners will want to know the “why,” ARPR immediately got to work developing a plan that concentrated on establishing Coronet’s expertise in the channel market. Specifically, ARPR identified opportunities to develop Coronet’s thought leadership among MSPs by recommending a provocative byline be placed in channel press. After researching this avenue further, ARPR drafted topics for Coronet’s subject matter experts, identified publications to reach target sales personas, and reaffirmed relationships with key channel reporters.

As the thought leadership was being leveraged, ARPR constructed a press release announcing Coronet’s new MSP partnership program, focused on highlighting the key differentiators and competitive advantages. Again, publications and reporters were chosen for their channel, small business and cybersecurity expertise. More importantly, ARPR stressed that the outreach was not about earning maximum coverage but rather generating quality web traffic and qualified leads with personas in the channel-space.

Surfing the Channel Opportunities

The channel’s interest in Coronet became immediately apparent from the moment the MSP program announcement went over the wire. Overall, the media relations initiative resulted in ten placements including the top-tier tech publication, Tech Target, and top-tier channel publications CRN and Channel Futures, which secured 23 website sessions and one conversion. Furthermore, ARPR’s pitching efforts landed Coronet’s thought leadership in additional channel publications, hardening the company’s expertise among MSPs, MSSPs, distributors and resellers. MSSP Alert also included coverage in its daily e-blast, which secured 22 mentions on social channels, including a shout-out by ChannelE2E. With no previous channel press, ARPR’s media relations efforts acted as a catalyst to launch Coronet and build brand awareness among channel publications and potential partners. Our efforts also helped secure recognition for Coronet on CRN’s list of Emerging Vendors in 2019.