Miller Heiman Group: Message development and media relations strategy

CHALLENGE
Miller Heiman Group, now part of Korn Ferry, is a provider of training, consulting, research and technology solutions that have defined the modern approach to sales.

We were tasked with establishing the firm as the global business partner for today’s world class sales skills. This included raising its profile as the leading expert on sales and the future of selling; helping the organisation tell one consistent, compelling story to a target audience of C-level executives in its key sectors such as manufacturing, healthcare, tech and professional services.

APPROACH
We developed a strategy to turn the volume up on Miller Heiman Group’s media profile in two of its key markets; the UK and Australia via one of our partner agencies.

Following a series of immersion sessions with spokespeople across the business, we developed messaging and a media relations strategy to engage top-tier national and trade media in target sectors. These informed our thought leadership and proactive feature development, interview pitches, and rapid response and comment opportunities, and were also adapted for the Australian market where applicable. Content themes included using the UK government’s Apprenticeship Levy to upskill sales teams, harnessing the power of AI to deliver accurate sales forecasting, and exploring the changing expertise and skills of the salesforce.

Additionally, we supported Miller Heiman Group on three campaigns to promote reports from the firm’s research division, CSO Insights, which included an EMEA Manufacturing Whitepaper, World Class Sales Practices Study, and Sales Enablement Study.

IMPACT
Our media relations strategy in the UK over an 8-month period generated 21 pieces of coverage, including five nationals and 12 top-tier trade publications.

This included an interview with Miller Heiman Group’s EMEA MD in The Times where he discussed how to create the perfect sales team; a dedicated feature with The Daily Mirror evaluating the sales performance of contestants in the 2019 series of the BBC’s The Apprentice; and a column in City AM examining the evolving role and attributes of the modern salesperson.

Press coverage was also secured in key industry trade media, across sales, manufacturing, finance, pharma, HR and customer experience verticals.

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