BAM’s recent PR campaign, on behalf of Baton aimed to achieve two primary objectives: first, to position the company in front of business leaders and investors to highlight its momentum via a Series A funding announcement, and second, to engage small business owners and entrepreneurs who may be interested in selling or acquiring businesses on Baton’s platform.
A major milestone of the campaign was last week’s feature in Fortune, a publication with readership from business leaders, investors, and entrepreneurs, leading to a syndication pickup in Yahoo!.
So how did these wins come to be? Let’s dig in.
The Power of Networking
The journey to Fortune began months prior at an in-person media dinner. This dinner included finance reporter Luisa Beltran from Fortune and Founder Chat Joglekar from Baton. After the event, Chat followed up with Luisa with a simple note expressing interest in staying in touch. While there was no news coverage immediately, this first connection laid the groundwork for Chat and Luisa to continue to build their relationship.
A Step Above
Several months later, as Baton prepared to announce their $10 million Series A funding round, BAM recognized an opportunity to reconnect with Luisa. In the current media landscape, securing coverage for a $10 million fundraise has become increasingly challenging, with feature stories being particularly elusive. Yet, due to Luisa's existing familiarity with the company, she recognized that the Baton narrative extended well beyond their fundraising milestone, including its transformation of the way small and medium sized businesses are being sold and purchased in the US.
Third Party Validation Drives Engagement
Following the publication of the article, Baton’s website saw a surge in engagement, including five business owners booking meetings directly after reading the piece. Additionally, Baton experienced an overall uptick in buyer interest, reinforcing the value the exposure had in generating leads.
What can other companies learn from Baton’s success?
Baton’s success story is a reminder of the importance of in-person connections and strategic follow-ups. While a pitch is crucial, it’s often the connections we make—and keep—that can have the biggest impact on getting coverage in top-tier outlets. For startups looking to gain visibility, remember, authentic relationships and personal connections go a long way in landing impactful coverage.
Want to be a part of one of BAM’s upcoming in-person events? Nominate yourself or a colleague today!
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