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.
Each inquiry is matched against your ideal customer profile (ICP) before a rep calls. 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 the stories and pitch them to the editors covering your category. Your report names each outlet once the coverage has run.
Opinion pieces and reports
We write the articles, the opinion pieces, and the research reports that carry your executives' names, from interviews with them. Each 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 the topics your executives can speak on with evidence. 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 review each draft before we send it.
Track what it returns
We track each 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
Our work page carries no PR and Thought Leadership result yet, and this page names an outlet only after your coverage runs.
Reported as inquiries
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
If you need conversations before the coverage builds, a lead generation program can run alongside it. Most programs go live inside 30 days, so your reps work leads while articles and speaking slots are placed.
Written from your interviews
Each article starts as an interview with the executive whose name goes on it, so the position is theirs. Product claims go out only with evidence your team supplies.
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
Also from xpandly
Explore our other services
Go-To-Market Strategy
Growth Marketing
Sales and Marketing Automation
IT Marketing Campaigns
Microsoft Copilot Lead Generation
MSP Lead Generation
Market Research
LinkedIn Pay-Per-Click Advertising
FAQs
Questions about PR and Thought Leadership
If your question is about your own market or service lines, ask it on a scoping call.
Talk to xpandlyOur work
Published results from IT channel programs.
Explore our workIT channel / Microsoft Copilot Lead Generation
184 qualified Microsoft Copilot leads in 90 days
Software / Go-To-Market Strategy
3.4x pipeline growth in year one
IT channel / Growth Marketing
9x inbound lead growth in 12 months
Cybersecurity / LinkedIn Pay-Per-Click Advertising
57% lower cost per lead on LinkedIn
Start here
Tell us which accounts you need to reach.
Send the service lines you want to grow and the buyers you sell to. On the scoping call we set the ideal customer profile (ICP) and the channels a program would use. You will hear back within one business day.