Through media relations, strategic direction, content development, and social media support, 10Fold helped Certinia launch industry-leading initiatives.
Success Metrics
- Secured coverage in key publications including Digital Journal, Enterprise Times, Diginomica resulting in 236,632 media impressions.
- The organic social campaign achieved more than 25,000 impressions, 1,500+ total engagements and 327 new followers in 2 months
- Named PR Daily’s 2025 Content Marketing Awards finalist in the B2B Campaign category – winners will be announced in September 2025
- The International Services Week website garnered over 1,000 sessions, in September -October 2024 despite limited development resources
Background
Certinia is the world’s leading provider of Professional Services Automation (PSA) enterprise software. Empowering technology and services organizations to deliver customer value with certainty across the entire services value chain, its solutions connect everything from opportunity to renewal – all built natively on Salesforce.
Trusted by more than 1,400 of the world’s most successful technology and services organizations, including Salesforce, PwC, Siemens, and HPE, Certinia is at the forefront of unifying professional services and customer success, enabling businesses to scale value beyond individual projects and build lasting customer relationships. Certinia provides professional services organizations (PSOs) with the fastest, surest path to improved revenue, margins, and resource utilization, leveraging comprehensive predictive, generative, and agentic AI capabilities.
The Challenge:
Certinia rebranded from FinancialForce in 2023 to demonstrate its focus on delivering a single source of business certainty to professional services organizations. Despite this, the Professional Services Automation (PSA) field is one that’s not widely understood in the market, though professional services is estimated to make up approximately 13% of the US GDP.
The Certinia corporate communications team saw that they faced two challenges:
- Building awareness for the broader media, analyst and business community for the value that PSA brings.
- Uniting services leaders during a time of economic stress, AI disruption and operational recalibration.
Further PSO Challenges
PSOs struggled to adapt to a business landscape where high credit rates limited accessibility to capital, prompting businesses to prioritize efficiency and productivity from their professional services teams. In addition, the adoption of AI sent ripples through the professional services community, creating opportunities for streamlining workflows, as well as causing some to question the long-term outlook of the professional services sector.
The Solution
The Certinia corporate communications and marketing teams partnered with 10Fold Communications to devise plans to create a new source of truth for the professional services sector and create a moment in time where the services sector could be recognized. This came to form in two major initiatives:
- The Global Services Dynamics Report
- International Services Week
Global Services Dynamics Report:
Noting a lack of industry research for the broader services sector, the team identified an opportunity to create landmark data that showed the importance of professional services to businesses and how their value was changing as economic pressure mounted. The team conducted a survey of 1,000 professional services executives across the U.S., Canada, Australia, Singapore and the United Kingdom.
Launched in April 2024, the Global Services Dynamics (GSD) report kicked off significant efforts in thought leadership for Certinia that are continuing even as the team plans the second annual report. Campaign components included:
- Global Services Dynamic Report
- Blog post that served as the “launch pad” and announcement for the report.
- Media engagement across the United States and UK.
- Sales enablement content
- Two webinars
- Social media campaign – paid and organic amplification
- Inclusion in event presentations and other marketing initiatives
International Services Week:
To fulfill the second goal of bringing the services business community together, Certinia developed the first-ever International Services Week (ISW) on Oct. 21-25, 2024, timed with TSIA World to celebrate the wide range, vital role, and meaningful impact of technology and services organizations on today’s landscape.
In its inaugural year and with virtually zero budget, ISW started with the building of a website that served as the “home” for ISW events and content: www.servicesweek.com. Elements of the campaign included:
- Themed days throughout the week, highlighted on social media
- Meet-ups at Dreamforce, TSIA World, and Austin and Chicago Certinia User Group events
- In-person event in the UK co-hosted by Certinia and Salesforce with 47 attendees, including 28 customers and prospects
The Results
- Earned placements in top-tier media, including Forbes, TechRadar, Diginomica, Enterprise Times, Digital Journal, and more
- Content for speaking opportunities and marketing activations at TSIA World Conference and Dreamforce
- 25,000+ impressions and 327 new LinkedIn followers during ISW
- Established both GSD and ISW as new annual tentpole campaigns for FY25 and beyond
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