10Fold is a leading North American public relations firm headquartered in San Francisco, and with regional offices in San Diego, Pleasanton and Orange County, Calif, Austin TX, and Denver CO. As a privately owned company founded in 1995, 10Fold provides strategic communications and content expertise to B2B tech companies that specialize in networking, IT security, cloud, storage, Big Data, enterprise software, AppDev solutions, wireless and telecom. The award-winning, highly-specialized account teams consist of multi-year public relations veterans, broadcasters and former journalists. 10Fold is a full-service firm that is widely known for its media and analyst relations, original content development, corporate messaging, social media and video production capabilities (through its division ProMotion Studios). For more information, please visit www.10Fold.com or follow us on Twitter (@10foldComm) and Facebook (10Fold).
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10Fold Helps Qylur Entry System Become a NationalJuly 2018July 2018
10Fold Helps Qylur Entry System Become a National
10Fold Communications started working with Qylur Intelligent Systems, a user experience-driven intelligent machines company, in September 2013. Our goal was to launch the company and promote the commercial availability of the Qylatron™ Entry Experience Solution – an automated, self-service, security-screening kiosk for sports and entertainment venues, monuments, and transportation hubs. The company’s mission is to improve the customer service experience for everyone. In parallel with the launch, 10Fold helped Qylur pull off a national media event at Lincoln Center in New York City, where the 10Fold Communications-produced Qylur Launch Video would be the showcase piece “played on the big screen” in front of a packed house of national business and broadcast media, partners, prospects, customers and investors.
Our strategy for the launch was to focus on the inspiration for Qylur, leveraging the emotional story of CEO and Founder Lisa Dolev, who was deeply moved to change the security-screening experience forever, following her viewing of the deadly Madrid bombings in 2004 on CNN. We suggested producing a powerful video for two main reasons: to use it as the featured piece of content for the company’s launch event in New York City, and to leverage it in the launch press release to provide media with a rich piece of visual content that they could include with their stories. In addition, we produced a “man on the street” video in downtown San Francisco, capturing sports fans’ sentiments about current shortcomings of security-screening processes at stadiums. Both of these videos not only provided additional fodder to intrigue the media, but they also served as core lead-generation assets for Qylur’s sales and marketing teams to accelerate sales cycles with large public venues and airports around the world.
Using 10Fold Communications’ turnkey video production services, we storyboarded our vision for the video, hired a videography crew, developed the interview questions, conducted the interview (eliciting emotional, passionate sound bites from CEO Lisa Dolev), and produced a dramatic video that left the Lincoln Center standing-room only crowd with goose bumps and media so impressed that national outlets such as the Huffington Post embedded the video with their Qylur launch coverage. In addition, we invited NYC-based business press reporters and broadcast media to the Lincoln Center launch event to personally experience the Qylatron entry experience solution themselves, take photos and videos, and also have the opportunity to interview the Qylur CEO and other dignitaries. More than a dozen media attended the event, including Bloomberg, The Huffington Post, The Wall Street Journal, Reuters, Fox News, and Business Insider.
Measures of Success:
Within two weeks of Qylur’s launch, the main launch video secured more than 1,000 views on YouTube, with ultimate validation of our video production work coming when the Huffington Post embedded the video as part of its feature coverage of Qylur. In addition, we secured national and international media coverage on CNN, the Wall Street Journal, Forbes, Business Insider, Yahoo! Travel, and Conde Nast Traveler, among others. Coverage resulted in global syndication for all target verticals, including sporting venues, airports and national monuments. Finally, the “long tail effect” of the launch video garnered follow-on interest from major networks in the US and abroad, resulting in coverage on Fox Business and the Discovery Channel. Regarding business impact, Qylur experienced a surge in website traffic, setting its own company record for most unique website visitors during the week of the launch. Furthermore, the international launch coverage resulted in inbound requests from investors, partners and prospects to learn more about the company.
DroneDeploy Soars Above the Competition in White-HJuly 2018July 2018
DroneDeploy Soars Above the Competition in White-H
The still-volatile drone industry is experiencing regulatory inconsistencies across different countries, and there is near-daily news competition when it comes to drone-related stories from both startups and large consumer brands. Drone startup DroneDeploy went nearly four years without a PR agency until it turned to 10Fold in June 2016 to increase its thought leadership in this increasingly crowded space. As a cloud-based software platform provider, DroneDeploy is also constantly improving its own technology; to remain competitive, it’s imperative that the company’s monthly (and sometimes weekly) drumbeat of new app features and new partnerships stay top of mind for key media.
10Fold’s approach in such a nascent space is to identify the best opportunities each week to insert DroneDeploy into the most relevant and timely topics. Whether it’s quickly crafting and pitching their POV on the regulatory landscape, pushing out a statement on the competition between DJI vs. GoPro vs. Intel, announcing new features at a smaller tradeshow, or highlighting the “bigger picture” benefits of drones to influential reporters, 10Fold is both nimble and aggressive. As a result, 10Fold achieved nearly 100 percent of its PR metrics for the calendar year – but in in half the time.
In just under six months, 10Fold secured more than 80 stories in top business, technology, IT and vertical (construction, ag/farming, clean tech) outlets. On average, the team secured 3-4 stories per week; coverage included The Wall Street Journal, Fortune, CNBC, Inc., TechCrunch, Politico, Business Insider, SiliconANGLE, ZDNet, NBC Bay Area, CleanTechnica, Greentech Media, and many more.
Importantly, the majority of stories incorporated key messages around the benefits of drones in different commercial industries, and how DroneDeploy is working to foster a drone industry ecosystem positioned for long-term success.
Interana Ushers in Self-Service Big Data: AllowingJuly 2018July 2018
Interana Ushers in Self-Service Big Data: Allowing
10Fold launched Interana out of stealth mode prior to Strata + Hadoop World in October 2014. Interana was founded with the goal of bringing the same cutting-edge data analytics tools found at companies like Facebook to companies of any size. However, with so many new players entering the market, it was very important for Interana to set themselves apart from the Tableaus of the world. Their mission to provide access to event data – which holds the true understanding of how customers behave and products are used – into the hands of businesses needed to resonate with analysts, business and technology media. Not only were the founders first time C-level executives, but two of the founders were a husband and wife duo and it was important to tell this story during the company launch. We set up an aggressive goals:
- Launch the company as an emerging industry leader with the ability to be Google for business analytics. Metrics: 16 articles
- Garner significant business and trade media coverage for the company’s funding announcement to establish Interana as a self-service analytics solution. Metrics: 13 articles
- Obtain industry analyst validation for the company’s full stack technology. Metrics: 2 analyst reports
- Initiate industry discussions around the success of a husband and wife team, female CEOs, and women gaining funding in a technology world dominated by men
- Educate the industry that web companies need to live and die by event data
Interana’s official company and product launch took place in October 2014. 10Foldpre-briefed media and analysts head of launch. From the launch, Interana was featured in three industry analyst reports including Ovum, 451 Group and EMA, and received feature media coverage in Bloomberg Businessweek, TechCrunch, Gigaom, VentureBeat and Datanami, helping to establish Interana the expert in self-service analytics for event data.
To raise awareness of the company, 10Fold submitted Interana for the CEO World Awards and nominated the CEO, Ann Johnson, to the Silicon Valley Women of Influence Awards. Interana was named Company of the Year in the CEO World Awards and the CEO was named on the top 100 list in the Women of Influence Awards.
In January 2015, 10Fold executed a visibility campaign around Interana’s new $20 million round of funding from Index Ventures. Recognizing the funding round would be seen as momentous – but not unique in a newly upbeat VC investing climate – 10Fold conditioned media targets before the announcement, citing Interana’s rapid growth since launching in October. 10Fold’s activities garnered feature coverage in The Wall Street Journal, Fortune, Silicon Valley Business Journal and Xconomy, among other marquee media names.
24 launch pre-briefings with business press, big data technology press, analysts and industry influencers.
Launch coverage in Forbes, Bloomberg, The Register, TechCrunch, Gigaom, VentureBeat, Data Center Post, Dataversity, Database Trends and Applications, Inside BigData, Datanami, The New Stack, Dataconomy, and Application Development Trends, as well as print coverage in BusinessWeek.
Inclusion in The 451 Group’s Impact Report, Ovum’s On The Radar Report and EMA’s Vendor to Watch Report.
27 funding articles including features in The Wall Street Journal, Fortune, Xconomy, Gigaom, Datanami, and Media Post.
AppDynamicsJuly 2018July 2018
AppDynamics wanted to match their impressive revenue and business growth with an equally impressive industry image. “Prior to working with Trainer Communications, feature coverage of the company in technology and business publications was nearly non-existent, as we watched less-capable competitors take a larger share of voice,” said Steven Wastie, CMO, AppDynamics. “In 90 days, Trainer was able to help us develop recognition for our unique partner ecosystem and attractive channel program, develop strong traction with the technology press for our differentiated technology, and position our CEO and Board members for prominent feature coverage in Forbes, The Wall Street Journal and on Bloomberg TV.”
We worked with AppDynamics on the strategy, timing, tactics and outreach for their large growth financing round. AppDynamics software monitors web and mobile applications to automatically find and fix problems. Check out the amazing coverage that resulted from Trainer’s media outreach:
About AppDynamics – Turn data into impact Digital businesses like yours need a way to turn data into actual results. At AppDynamics, we’re ushering in the next digital age—the age of the software-defined business. Our mission is to deliver true application intelligence that helps your software-defined business run faster, leaner, and more efficient. You get the visibility and control you need to identify problems, find the root cause, and instantly connect the dots to get applications—and user transactions—on track and running flawlessly. AppDynamics provides the certainty that your most complex, business-critical applications are performing at the highest level; and be certain that the data and information generated by these applications can be harnessed for ongoing business advantage and impact. www.appdynamics.com
Barefoot Networks Launches, Leaving a Big FootprinJuly 2018July 2018
Barefoot Networks Launches, Leaving a Big Footprin
Semiconductors continue to grow in performance, but by small, painstaking increments that provide little return on investment. The truth is that the state of the art in semiconductors hasn’t changed appreciably in over two decades; they just get faster. However, the methodologies companies use to build, manage and debug networks are largely the same as those used in 1996. For one company, Barefoot Networks, the status quo was unacceptable. Its core team of network designers and semiconductor innovators, led by co-founder and chief scientist Nick McKeown, famed founder of Nicira, went to work in 2013 with one goal in mind: disrupt the status quo in a way that nobody else could even envision.
Barefoot had a tall order. With fame from a record-setting acquisition, Nicira, the founders were expecting top-tier media, analyst, and influencer recognition – and lots of it. 10Fold had to corral these brilliant minds to ensure that 1) Barefoot would engender the confidence of the industry analyst community; 2) we could secure at least one major feature in a top-tier business press that spoke to not only the founders’ backgrounds, but also the promise of the technology (a technology that has yet to be proven); and 3) that we could build strong, differentiated messaging that would ensure that the top-tier tech media would cover the announcement – even after an exclusive.
10Fold devised a plan to guarantee a major feature profile in a top-tier business press publication, while not compromising the opportunity for a large quantity of additional launch coverage in leading IT and venture funding outlets. 10Fold started by conducting an in-depth analysis of potential tier-one business press, assessing the pros and cons of each, and then rank ordered our recommendations to Barefoot.
Upon agreement of our top two candidates to pursue, we decided to offer our top candidate, Don Clark of WSJ, exclusive access to the company’s VCs and advisors, and in-person meeting with Barefoot chief scientist and co-founder Nick McKeown (of Nicira, which he sold to VMware for $1.26 billion in 2012). We knew that this approach might have caused our second candidate, Cade Metz of WIRED, to opt out; But we also knew that Cade would not pass on an opportunity to develop his own feature story as long as he would have free rein to speak with Barefoot’s CEO and founders, as well as a customer. Summarizing our final PR strategy, we granted exclusive access to a unique set of spokespeople for both Clark and Metz, feeling confident they would each write their own deep feature stories. And since our agreement with Barefoot was that we would guarantee one major profile as part of the launch, we doubled down on our strategy to be “safe” with two strong options, and a strong disrupt story for the tech press.
10Fold exceeded its coverage forecast by 52%, securing 38 pieces of coverage, including 34 feature stories of four paragraphs or more and four brief mentions.
Feature media coverage in Wall Street Journal, Wired, Fortune, TechTarget, SiliconANGLE, SDxCentral, Converge Network Digest, The Next Platform, Xconomy, ZDNet, IDG Communications (with story syndicating to ComputerWorld, IT World, Network World, and InfoWorld), EE Times, Semiconductor Times, The Street, Enterprise Networking Planet, Enterprise Tech, IT Business Edge, Dataversity, Telecompaper, Light Reading, NFV Zone, and others. We also secured
feature coverage in an Impact Report by 451 Research, which highlighted the innovation of the company’s Tofino platform.
To see the results of our efforts, see WSJ feature “Stanford Professor’s Startup Plans Novel Networking Chips” and WIRED feature “Barefoot Networks’ Chips Will Transform the Tech Industry.”
10Fold Differentiates BitGlass With Where’s YourJuly 2018July 2018
10Fold Differentiates BitGlass With Where’s Your
Bitglass is an IT security startup that needed visibility and leads leading up to the industry’s biggest IT security tradeshow, RSA. The company competes in a very noisy space and an industry darling, CipherCloud, had secured a lot of industry attention. In addition, Bitglass wanted to educate the media and public on the fluid state of information outside of the corporate firewall. 10Fold recommended an experiment using the Bitglass watermarking technology to highlight the speed in which sensitive financial data would travel after a theoretical data breach once it hit the Dark Web.
Using the Bitglass-patented watermarking technology, Bitglass generated an Excel document and populated it with names, addresses, phone numbers, Social Security and credit card numbers. The list of 1,568 fictitious people was then anonymously posted by the Bitglass team within the Dark Web where cybercriminals frequent to purchase stolen consumer and corporate information. The test demonstrated how stolen data is shared, bought and sold on the black market. Within two weeks:
• The document was previewed > 1,000 times.
• The document was downloaded 47 times.
• The data traveled to 22 countries on five continents.
• The most interesting places accessing the fake data: U.S.-based educational institutions.
• People looking at the data were criminal gangs in Russia and Nigeria.
Beyond proposing the creative outline for this experiment, 10Fold recommended disseminating the information in several formats including a press release, creating a hybrid report/infographic and video to depict the velocity in which breached information travels after a hypothetical cyberattack. The video was playing on repeat at the Bitglass booth during RSA 2015 and the infographic was made available to all foot traffic. All assets were posted online and on all social channels (YouTube, LinkedIn, Twitter and Facebook). 10Fold was able to use the report and digital collateral to emphasize the liquid market for breached data.
The report not only appeared in a feature story on the Wall Street Journal, but also appeared in the Risk and Compliance property of the Wall Street Journal, the CIO Journal Morning Download. In a matter of two weeks the report had been seen in more than 80 IT security, consumer and business publications.
• Week of launch netted 15,000 visitors to www.bitglass.com vs. their 5,000 weekly average
• After the first week, there were more than 2,300 video views
• 700 leads (gated report downloads, many more views of the report since some of the pubs included the link directly to the PDF)
• Thousands of tweet mentions (though we're not sure how many since we didn't have a great tool for tracking)
Bear in mind, Bitglass had only received 80 articles total prior to engaging with 10Fold. What’s more, the report serves as a data resource for press every time a breach takes place. The findings serve as good fodder for Bitglass inclusion and as a conversation starter every time a breach is disclosed. Lastly, multiple media outlets couldn't help but give their suggestions for fun and creative ways to do the experiment in 2016. This campaign garnered national industry recognition in March 2016 as it won Honorable Mention for PR Week’s Technology Campaign of the Year (2nd place out of five national Finalists).
10Fold Fast Tracks Nimble StorageJuly 2018July 2018
10Fold Fast Tracks Nimble Storage
Trainer Communications (now 10Fold) launched Nimble Storage out of stealth mode in July of 2010, and the company remained a client until Oct. 2013, when it filed its S1. Nimble Storage was founded out of the need for a new method of simplifying and lowering the cost of data storage, backup, and disaster recovery. Nimble’s founders and venture capital investors knew they had unique technology but also knew that in a market with stiff competition and large incumbents (EMC, NetApp, Dell, etc.), it would be challenging to persuade customers to 1) adopt Nimble’s “new approach” and not a competitor’s, and 2) persuade prospects to adopt Nimble rather than making a “safe bet” with an incumbent.
10Fold’s strategy was to attack the incumbents head-on, not by name but by value proposition. Before letting the first arrow fly, 10Fold developed a comprehensive plan to make an immediate and strong impression on prospects regarding Nimble's new approach to storage. This involved a three-pronged communication strategy: 1) executing a comprehensive internal messaging project using the findings of executive and customer interviews as source material to develop a corporate messaging architecture as the foundation for all marketing and public relations efforts, 2) conducting a survey of 150 IT professionals to validate the market demand for Nimble’s approach to storage, and 3) launching the company at the storage industry’s largest blogger event, Gestalt IT Tech Field Day, in addition to conducting pre-briefings with IT/storage press, analysts, and industry influencers.
On 10Fold’s advice, it was decided that the best approach to building credibility was to remain focused on tech press and industry analysts early on to gain validation of the company’s technology.
Part of the decision to focus initially on tech press was due to 10Fold’s knowledge that business journalists require referenceable customers to validate a company’s solution. In anticipation of this, 10Fold and Nimble took advantage of the first year-and-a-half to build a strong library of 26 customer case studies written by the 10Fold team. To make the program successful, 10Fold recommended, and Nimble approved,
In the time leading up to the launch in July 2010 and into the second half of the year, Nimble was covered in 90 tech press articles (half of which were attributed to the launch) and was introduced by 10Fold to nearly 20 industry analysts and several key industry bloggers. In addition, a CRN review we executed resulted in the product being referred to as “the Holy Grail of high-performance data storage,” and Nimble went on to win the magazine’s coveted Storage Product of the Year. This initial success continued to build in 2011; Nimble received coverage in 110 articles and continued to build relationships with the analyst community.
The greatest testament to 10Fold’s AR/PR programs is how they helped raise the company's visibility and its valuation. 10Fold managed Nimble Storage’s AR program from 2010-2012, and it was only one of three companies listed (another vendor mentioned, Coraid, who was also a 10Fold client) in the Visionaries quadrant of the 2013 Gartner MQ for general-purpose storage arrays. In addition, as of Sept. 2012, Nimble raised $98 million over four rounds, including highly oversubscribed third and fourth rounds that occurred after the launch. Through the aid of our strong media relations foundation and momentum, 10Fold helped Nimble Storage explode onto the scene, leading to an IPO valuation of over $1 billion.
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