- Case Study -
FUEL !nc
FUEL !nc, the first performance-as-a-service platform, partnered with Next PR to break into the crowded SaaS and talent management markets and become a category leader.
THE CHALLENGE
Next PR's mission: help co-founders Alex Kutsishin and Todd Duncan create a new category at the intersection of SaaS and talent management called performance-as-a-service.
To succeed, the team needed to educate busy executives and sales teams on redefining performance standards to achieve revenue goals.
HOW WE GOT THERE
The Next PR team built a comprehensive strategy, including targeted media outreach and LinkedIn advertising, to generate brand awareness and fill FUEL !nc’s sales funnel.
Over two months, Next PR executed a robust thought leadership campaign to establish FUEL !nc’s voice and SEO presence. The team secured in-depth placements in HR.com, Training Industry and Authority Magazine, leveraging Duncan’s expertise as a best-selling author and Kutsishin’s storytelling skills.
Next PR amplified the platform launch with embargoed outreach and product demos, a company profile piece in SUCCESS Magazine and strategic LinkedIn initiatives. It built FUEL !nc’s LinkedIn presence with course trailers and instructor spotlights, invited influencers to share content and ran an A/B-tested LinkedIn ad campaign.
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Web Traffic Conversions
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Of All Referral Traffic Attributed to PR
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Inbound Leads
THE RESULTS
Next PR grew FUEL !nc’s brand awareness by reaching a total audience of 154M through nine earned media placements. 78% of coverage contained backlinks, boosting FUEL !nc’s SEO and driving 42% of the company’s referral traffic.
Organic LinkedIn efforts earned 6.6K impressions and a 15.1% engagement rate – 10x the industry average. Paid ads delivered 93.6K impressions, 964 conversions and a $0.78 CPC (well below LinkedIn’s average CPC of $2-4). The campaign also generated over 300 inbound leads in the months following the launch, priming FUEL !nc’s sales funnel for success.