Challenge
Even with top-tier customers and a powerful, highly scalable CDP, Treasure Data had virtually no media recognition or validation. And giants like Adobe and Salesforce were on the verge of storming the market. Despite its innovation and customer success, the company simply wasn’t getting the attention it deserved.
“The Look Left team has elevated our voice in a very crowded space. Experienced, attentive, strategic and deliver results!”
Marci Bontadelli, Director of Analyst Relations and Corporate Communications, Treasure Data
Solution
Treasure Data turned to Look Left to reposition its data platform for the CDP market. Treasure Data was already defining and delivering incredible technology to the market, but wasn’t telling an effective market leadership narrative that would help insulate it from giants entering the market.
Look Left suggested campaigns that targeted advertising, marketing, sales and services executives at the most prominent brands worldwide — and introduced some clever market-level narratives that positioned Treasure Data as a successful first-mover in the market.
Strategy
- Sharp messaging and media relations: Look Left positioned Treasure Data’s value proposition for buyers in the CDP market with a campaign called “Data vs. Goliath,” which showed how companies can make the most of their data to improve customer interactions and earn market share from larger competitors.
- Smart research: Look Left promoted Treasure Data surveys, which earned coverage in publications like MarTech and VentureBeat.
- SME development: We helped identify, recruit and create content for a team of SMEs who could address the many nuances of Treasure Data's customer base.
- Insightful content: Look Left leveraged a healthy stream of blog content that helped position Treasure Data executives as thought leaders in the CDP market and on complicated topics like privacy and compliance regulations, such as CCPA and GDPR.
Results
- Top SOV: Treasure Data immediately became the dominant voice in the CDP market, earning the No. 1 share of voice, with the nearest competitor earning less than 20% of coverage.
- 75% stand-alone coverage increase: Stand-alone coverage expanded by 75%, hitting both vertical and business publications.
- 3X quarterly coverage: Treasure Data saw its quarter-over-quarter media coverage triple within the campaign's first quarter.
- Sustained dominance: Maintained consistent No. 1 or No. 2 spot in share of voice throughout the campaign, even as giant tech companies like Adobe entered the CDP.
- Expertise recognition: Shared GDPR insight and guidance in publications like Barron’s and Forbes.
- Acquisition: Treasure Data was acquired by the semiconductor firm Arm.
