The Sales Playbook That Turbocharged Outreach from $0 to $200M ARR
Our November NY Enterprise Tech Meetup focused on a topic we’re particularly passionate about at Work-Bench: enterprise sales and go-to-market tactics.
Closing a Seed round is a huge milestone for any startup. It signals you’ve received conviction from investors and possibly some customers, and that you’re on the road to scale. To leverage this momentum, it's important to announce this funding to the world. In addition to brand building, it will go miles in attracting new talent, investors, and customers.
However, in today’s challenging ecosystem, getting funding news picked up in the media is more of a battle than ever. Reporters are strapped for time and resources, the number of startups has exploded, and many Seed stage startups don’t yet have a dedicated marketing person in-house to own the process.
Throughout my career in public relations and as Head of Content at Work-Bench, I’ve counseled countless startups through the process of landing a Seed announcement in the media. While you may be ready to pull the trigger on a heafy PR agency retainer, ask your investors if they have the resources to help here.
Although the outcome of pitching a Seed announcement is never guaranteed, here are my top tips for better success:
The best publications for early stage startup news include TechCrunch, VentureBeat, Crunchbase News.
Others like The Wall Street Journal, The New York Times, and even Forbes and Business Insider are generally reserved for growth-stage companies with proven track records (metrics!) to point to. That said, it’s not impossible to get a Seed announcement in these publications, but your startup must have a truly unique story to tell.
Next, find the specific reporters within those publications who are writing about your industry. Search keywords and competitors, and browse through reporters’ past articles, LinkedIn and Twitter handles to get a better sense of what they’re writing about. For example:
While “enterprise” might feel like a catch-all topic, the nuances between open-source and developer tools vs. SaaS vs. security, etc. all matter!
Before actually pitching a reporter, you’ll need to get all your ducks in a row and complete a general checklist of items:
Writing a press release or blog post (if you have an established blog) is a complementary way to ensure your announcement is archived online in your own words, regardless of if or how a media article lands. When writing this, you should lay out all the facts in what PR folks call an “inverted pyramid.” To do that, lead with the most important news, followed by supporting facts in descending order of importance:
Example press releases: Alkymi, VISO Trust
Example blog posts: FireHydrant, Authzed, Courier Health
You should be pitching about two weeks in advance of when you’d like to see an article published. Your email should be short, to the point, and completely personalized to the reporter. When drafting your pitch, remember that the fact that you’ve raised a Seed round or came out of stealth is NOT NEWS. Make sure to put yourself in the reporter's shoes and think “why would readers care about this?” This will require a bit more creativity than writing the press release - think of a catchy headline that would prompt people to read an article…that's your news.
Wrap up all of those details in as short an email as possible (I’m talking <10 short sentences with bullet points prefered). While you may be thinking “how can I possibly pitch my company in so little space?” - most reporters say that if you haven’t captured their interest in the first sentence, the pitch is dead in the water.
These are two PR terms that will come into play during the pitch process:
Most often, the reporter will request a 30 minute phone call with the company’s founder / CEO to ask questions and gather more details beyond what was written in the pitch. I’ve heard from many founders that this is the most nerve wracking part of the entire funding announcement process. Remember, especially at this early stage, reporters are not out to get you. They simply want to learn about the most interesting aspects of your business.
Some tips:
The work is not over once the article is published. Carve out time that day (not the next day…) to amplify across all of your channels and to your broader networks:
The goal is to make the biggest splash possible!
This process can certainly be daunting if you haven’t experienced it before. Just remember to plan in advance, target the proper reporter, and really spend time nailing your company and announcement messaging. Happy pitching!