From DMs to Forbes
#clientstories
Meet Placements.io
Seattle-based Placements.io is an ad tech startup in the hot retail media industry. As a B2B tech vendor, they struggle to land Tier 1 coverage without media customer references.
Challenges
Placements.io is an AdTech startup working with ad buyers and sellers, with emphasis on the fast-growing retail media sector. They compete with unicorns and other high growth tech vendors to differentiate and win the minds of C-level ad execs. Despite working with some of the nations top retails and ad agencies, the company wanted Tier 1 media coverage. However, like many B2B technology vendors, the company struggled with customer privacy requirements.
Solutions
With a startup budget, they turned to freelance PR. Their goal was to help raise awareness of the company and its ad tech solutions. This effort targeted key media and influencers without relying on news or customer references. The PR objective was to create long-term relationships with key press. They also aimed to start establishing share-of-voice in the hot retail media industry.
To secure Tier 1 media relationships (and ultimately, coverage), Placements.io’s exec team knew they needed a long-game strategy that prioritizes media relationships over immediate coverage.
The company used ongoing media monitoring support. It executed a “quiet PR” campaign. The campaign involved building behind-the-scenes relationships with top media and influencers via LinkedIn, email, and virtual interviews.
Benefits
Building real relationships with key influencers.
PIO implemented daily monitoring of target journalists and thought leaders, to deepen relationships with key industry pundits. The goal was to find prompt opportunities for engagement. LBC provided the team with tailored LinkedIn and email outreach suggestions. These suggestions helped executives engage consistently and authentically on social media and email. This effort was paired with strategic execution plans to nurture connections over time, well before any pitch was sent.
A strategic extension of the marketing & comms team.
As an embedded PR partner, LBC acted as a true extension of the Placements.io marketing and comms team, adapting to internal priorities and moving quickly as needs shifted. LBC brought senior-level strategy and hands-on execution, from message refinement to proactive media outreach, without adding layers of complexity. LBC’s role flexed between strategist and doer, giving PIO’s internal team the bandwidth and momentum to stay ahead.
Created and nurtured relationships with one of the top influencers in the industry, leading to Forbes coverage (and more!).
LBC helped Placements.io establish a relationship with a a top retail media pundit who’s prolific on Linkedin, a podcast, and Forbes. After three months of engagement, the company’s leadership was showcased. PIO’s GM of retail media was quoted in an industry piece on Forbes.com, and they were invited to join in collaborative marketing opportunities.
What The Client Says
“Lindsey has a particular talent for crafting compelling narratives that resonate with tech-focused audiences and media outlets.”
— Andy Shirey, Sr. Product Marketing Manager, PIO
Want a Story Like This for Your Startup?
This is what a patient, relationship-first PR strategy can build. Let’s talk about what it could look like for you.