08 - PR and Thought Leadership
Earned coverage where your buyers read, articles that carry your executives' names, and speaking slots at the events they attend.
Overview
What PR and Thought Leadership means in practice
This is for the CEO or founder whose name goes on the opinion pieces. What reaches your sales team is the inquiries that follow coverage, routed to a rep with the article the buyer read attached.
Your reps match each inquiry against your ideal customer profile (ICP) before they call. The program delivers the coverage, the opinion pieces, and the speaking slots that produce those inquiries, and the monthly report names the placement behind each one.
Key benefits
Media coverage
We write and place the stories, then pitch them to the editors covering your category. We name the outlet only after coverage runs, in your report and nowhere else.
Opinion pieces and reports
We write the articles, the opinion pieces, and the research reports that carry your executives' names, from interviews with them. Every piece answers a question your buyers ask during an evaluation.
Speaking slots
We find the conferences and webinars your buyers attend, pitch your executives as speakers, and prepare them for the session. We agree the event list with you before we pitch anyone.
Our process
How we deliver PR and Thought Leadership
Map the coverage
We map where your buyers already read and listen, which of your competitors appear there, and what your executives can say that nobody else can. The map sets the target outlets and events.
Define the positions
We define the positions your executives will hold in public, and the evidence behind each one. Anything they will not defend on a stage comes out.
Write and pitch
We write the articles and the pitches, and approach the editors and conference organizers on your behalf. You see every draft before it leaves.
Track what it returns
We track every placement through to the inquiries it produced and the accounts that engaged, and report both to you each month. Your sales team gets the inquiries as they arrive.
Why xpandly
What sets us apart
No client result is published for PR and Thought Leadership, and no outlet is named on this page until coverage runs. What we report is the coverage that ran and the inquiries behind it.
Reported as pipeline
You will not get a report of impressions and share of voice. The monthly report names the coverage that ran, the inquiries it produced, and the accounts from your ICP that engaged with it.
Coverage while leads run
You will not wait two quarters for the first conversation. A lead generation program can run alongside the coverage, and most programs launch inside 30 days, so your reps are working leads while the coverage builds.
Written from your interviews
Every article starts as an interview with the executive whose name goes on it, so the position is theirs. We do not publish a claim about your product that your own team cannot evidence.
Microsoft Copilot
First qualified leads within 5 days of launch.
We find the IT decision-makers evaluating Microsoft Copilot now and hand them to your sales team as qualified leads within 5 days of launch. Each lead carries the budget, the timeline, and the intent signals behind the inquiry, such as a pricing page visit.
Meridian Technology Solutions
IT Director, 85 employees, Atlanta, GA
Status
Actively evaluating
Budget
$25k to $50k
Timeline
Decision within 90 days
Licenses
50 to 100 users
Intent signals
Attended a Microsoft Copilot for Business webinar 3 days ago
Downloaded the Microsoft Copilot ROI calculator
Visited the Microsoft 365 pricing page 4 times in the last 7 days
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FAQs
Questions about PR and Thought Leadership
Can't find what you're looking for? We're happy to discuss your specific situation directly.
Get in touchOur work
Published results from IT channel programs.
Explore our workIT channel / Microsoft Copilot Lead Generation
184 qualified Microsoft Copilot leads in 90 days
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3.4x pipeline growth in year one
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9x inbound lead growth in 12 months
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57% lower cost per lead on LinkedIn
Start here
Start with the pipeline.
Tell us what your pipeline needs to do next quarter. We will tell you plainly whether we can fill the gap, what it would involve, and whether we are the right partner. You will hear back within one business day.