Successful PR Strategy Leads to $190M Acquisition: Cast Iron Systems

Background

Founded in 2001, Cast Iron Systems, The #1 SaaS and Cloud Integration Company, began working with the PR team in 2007, prospered through the recession, and was acquired by IBM in 2010.

Business Challenge

In the crowded integration solutions market, Cast Iron needed to set itself apart from the competition while moving from a behind-the-firewall appliance sales model to a cloud-based SaaS sales model. As an integral part of the marketing team, the PR team worked with Cast Iron to achieve its strategic vision.

Strategy

Analyst Program: Update key analysts with each major piece of news; for example, announcements of new products and of megabrand partnerships

Media Relations: Pitch news, SaaS Integration trends and feature articles, and customer success stories

Thought Leadership: Develop and pitch contributed articles, speaking abstracts, and business press opportunities

Speaking: Work with three key spokespeople and pursue relevant opportunities at business and industry conferences with thought-provoking abstracts

Awards: Pursue competitive rankings, customer successes, and product shoot-outs

Strategic Writing: Compile quarterly momentum releases and thought leadership articles

SEO Press Releases: Optimize releases for search engine recognition

Customer Program: Develop, launch, and manage customer reference program

Success!

As a result of all of these efforts, Cast Iron was consistently well positioned in 27 analyst reports focused on SaaS and Cloud integration, and quarter over quarter the company received more coverage than Boomi, Informatica, and Pervasive.

In addition, Cast Iron was featured in over 200 articles, including 15 key appearances in the Wall Street Journal, Forbes, the San Jose Mercury News, and on Red Herring TV. The PR team succeeded in helping Cast Iron win 20 awards and participate in 20 speaking opportunities, while increasing Google alert pickups to 60 to 80 per release.