Situation & Challenge
PSS Systems operated in a highly specialized segment of the IT sector, developing software that helped Fortune 100 companies manage, archive, and dispose of litigation-sensitive data. Their solution integrated with existing content management systems, requiring coordination across multiple corporate functions that traditionally had minimal interaction – from legal and compliance to IT and records management.The company faced several complex communications hurdles. Their solution, while critical, had no natural organizational owner or champion within their target enterprises. The product touched multiple stakeholders across different corporate functions, each with distinct priorities and concerns. Traditional customer advocacy was particularly challenging due to this dispersed ownership model.
Our Approach
We recognized that success required more than traditional product marketing – it needed an industry movement. At the center of our strategy was the Compliance, Governance and Oversight Council (CGOC), a think tank assembled from PSS Systems’ advisory executives. This group became the cornerstone of a sophisticated thought leadership program that addressed information governance, legal discovery, and data management.
Our multi-faceted strategy included:
Building a Community-Driven Narrative We leveraged the CGOC to frame PSS Systems’ retention policy engine within the larger context of critical business challenges facing enterprises. This approach helped articulate why standardizing document retention was fundamentally different from implementing typical enterprise software, requiring unique cross-functional collaboration.
Multi-Stakeholder Thought Leadership We developed targeted content for each key audience, addressing their specific challenges and opportunities. Through both earned and sponsored media, we created narratives that resonated with each stakeholder:
- Business leaders learning about defensible disposal
- IT teams becoming cost-savings champions through retention schedule development
- Records Information Managers (RIMs) discovering technology solutions
Research-Based Industry Framework The company commissioned a groundbreaking study examining challenges across user categories and highlighting gaps between executive priorities and available resources. This research led to the creation of the Information Governance Maturity Model, which became a foundation for industry dialogue and thought leadership. We amplified these insights through:
- Press releases driving executives to download
- Targeted bylines in mainstream publications including Forbes, eWeek, Computerworld, and IT-Governance as well as in industry-specific publications, such as Law Technology, BioIT World, PharmaExec, and Pipeline and Gas Journal.
- Custom content for specialized audience segments
Acquisition and Beyond
Continuing with Integrated Marketing
The program’s initial success culminated in one of the world’s largest hardware/software vendors acquiring PSS Systems. However, the true testament to our strategic value came after the acquisition – we became the only vendor to continue working with this company post-acquisition, maintaining and growing the vendor-neutral CGOC for eight additional years.
As the lean marketing team supporting CGOC’s executive director, we expanded our role well beyond traditional PR to drive community growth and lead generation. Our comprehensive marketing program delivered exceptional results:
- Developed and executed an integrated content strategy spanning earned, owned, shared, and paid media campaigns
- Achieved a remarkable 179% increase in returning visitors to the CGOC website
- Managed social media channels to amplify earned media coverage and original content
- Drove 62% year-over-year growth in qualified membership, creating a steady pipeline of new prospects
- Maintained the council’s vendor-neutral positioning while generating valuable leads for the company’s portfolio of enterprise solutions
This case illustrates how sophisticated communications and marketing strategies can create lasting enterprise value by building industry movements, fostering community growth, and driving thought leadership that resonates across multiple stakeholder groups. The program’s success – both pre- and post-acquisition – demonstrates Kickstart’s ability to deliver comprehensive marketing solutions that extend far beyond traditional agency services to support both immediate exit objectives and long-term value creation.
A sampling of media featuring CGOC
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