Upstream finds its '1to1' calling

1to1 Magazine's editor's blog, December 21-22, 2006

1to1 Magazine's editor's blog, December 21-22, 2006

Who is your client, and what are its media goals?

Lawren Markle: Our client is Upstream Works, which provides software and consulting services that help company call centers do a better job with customer service. It was looking to target vertical media that focus on customer service and customer relationship management (CRM).

What made the 1to1 editor's blog such a good hit, and how did you pitch the editor there?

Markle: 1to1 is one of the premier titles aimed at call center and CRM managers, and because we have several clients in this space, we've had a longstanding relationship with the staff there. The issue of first call resolution is emerging as a hot topic in this category, so I sent an e-mail pitch to 1to1 editor-in-chief Ginger Conlon suggesting it would be a good topic for her editor's blog. She was immediately interested.

How did you prepare Upstream Works president Rob McDougall for the blog interview?

Markle: We did some prep, but really that was less critical than the follow-up because blogs are a dynamic conversation. So I made sure McDougall posted comments after the original interview that kept the conversation going with Conlon for several days.

Was there a new product announcement or another news hook?

Markle: No, this placement was all about thought leadership. Upstream Works looks at first call resolution from a fresh perspective, and this interview helped it get the word out before other companies tried to establish their flag in this topic.

What was the impact of the hit?

Markle: The interview, along with the follow-up conversation between Conlon and McDougall, ran December 21 and 22. We quickly moved to post the link on the Upstream Works Web site, so the value of the clip lived on. Because this posting went a long way toward positioning Upstream Works as an innovator in an important CRM topic, the client was really pleased.

Name: Lawren Markle, media relations manager, Tech Image (Buffalo Grove, IL)

Placement: 1to1 Magazine's editor's blog, December 21-22, 2006

Pitch Timeline: About two weeksName: Lawren Markle, media relations manager, Tech Image (Buffalo Grove, IL)

Placement: 1to1 Magazine's editor's blog, December 21-22, 2006

Pitch Timeline: About two weeks

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