Leading The Connected Worker Category
Parsable needed to ensure its vision and solutions for The Connected Worker were seen as leading the category it created.
43%
Share of Voice, ↑ from 19%
175
articles
CEO
in Forbes, Inc., World Economic Forum
Client
Parsable
Industry
Technology
Industrial
Insights
More companies were trying to own a piece of the Connected Worker pie, threatening Parsable's category leadership.
Idea
Uplevel and own the media discussions, beyond the manufacturing industry.
Transcending Trade Coverage
We developed a robust corporate and executive communications program, tying PR storylines to breaking news and broader economic trends like manufacturing job demand. We then used thought leadership, customer stories, original research, scrappy rapid response and contributed content, including a World Economic Forum partnership, to get those stories into market.
IMPACT
The aggressive media relations program took Parsable beyond the trades — with coverage in Axios, Forbes, Fortune and Wall Street Journal, boosting average share of voice from 19% to 43%, helping the company re-establish leadership and combat competitive creep in the category it had created.
