Amperity experienced a good deal of positive attention when it launched the company in 2015. Then the Customer Data Platform (CDP) market began to get crowded with a slew of vendors overpromising in marketing well beyond what they could deliver once deployed. Amperity had a new challenge of differentiating itself from the pack and proving that their Enterprise-scale CDP did deliver on the promise of a complete, unified 360 degree view of a customer. Bateman was tasked with improving Amperity’s brand awareness among a crowded field and confusing technology space, especially with the influential industry analyst community they had all but ignored. The company also needed to uplevel the value its technology brought to brands beyond email marketing campaigns.
Using our proven Corporate Storyline Development methodology, Bateman Agency’s team worked with Amperity’s senior management team to articulate stories about their technology’s instrumental role in unlocking how top-tier brands like Alaska Airlines, DICK’s Sporting Goods, Planet Fitness, Seattle Sounders FC, Under Armour and Wyndham Hotels interact with their customers. The outcome was thought leadership platforms that showcased more strategic implementations than just email marketing, which we used as our blueprint for all proactive pitching, bylined articles, speaking and award submissions to top-tier publications for the following six to nine months.
Bateman also revamped the analyst relations program to ensure a wider set of analysts were familiar with the company and the value it brought to brands. The team also supplemented these efforts with a high quality content marketing program that was so effective, we were asked to write every blog for an independent industry association called the Customer Data Professionals Alliance (CDPa).
Bateman led the crisis communications strategy and media relations for Amperity’s “special situations”, including a sudden CEO change, a reduction in force and a shift in product direction. We followed this up by rolling out newly appointed CEO, Barry Padgett, via select one-on-one interviews and podcasts, e.g., CMSwire and Geekwire.
After conducting a Bateman-led Corporate Storyline development session to refresh the company’s points of view, the team leaned into thought leadership campaigns on “retail media networks”, “data clean rooms” and “reducing customer churn in an economic downturn” resulting in media placements in Total Retail, VentureBeat, Women’s Wear Daily, and Forbes Tech Council, among others. On the Content side, we developed, crafted and launched two customer data-based eBooks, like this one entitled: “Putting High Value Customers at the Center”. Finally, the customer campaigns Bateman led for Amperity were particularly fruitful. Notoriously selective Adweek ran a multi-page feature story on the Seattle Sounders FC use of Amperity’s CDP to increase ticket sales post pandemic entitled: “Data and AI Bring Moneyball Methods to Level the Sports Marketing Playing Field”.