DigitalRoute turned to PR Agency One at a pivotal moment of transformation. Having evolved beyond its telecom roots, the company needed to reposition itself as a leader in the fast-growing category of usage-data analytics, targeting software publishers, cloud infrastructure providers and CFOs within these sectors.
With much of the company’s news subject to NDAs and a shifting market, DigitalRoute required a partner capable of building brand authority through thought leadership rather than product launches or company milestones.
What We Did
PR Agency One designed an integrated thought leadership and media relations strategy to support DigitalRoute’s repositioning and business objectives. Having evolved beyond its telecom roots, DigitalRoute needed to reposition towards software publishers and cloud infrastructure providers, while targeting CFOs as primary buyers.
With limited internal news available and much of the company’s activity subject to NDA, the programme focused on insight-led PR rather than announcements or product launches. Activity was designed to expand new business pipeline, support lead generation, and create shareable content that could be used as a platform for international events.
The programme combined executive profiling, feature development, proactive commentary and PR-driven SEO to build brand awareness, increase product understanding, drive category creation around “usage-data”, and improve inbound visibility. All activity was supported by PR Agency One’s AMEC-aligned OneEval measurement framework to ensure impact could be measured beyond coverage alone.
Our Campaign
To support DigitalRoute’s repositioning, PR Agency One delivered a campaign built around three core pillars.
C-suite profiling
Elevating the visibility of CEO Andreas Zartmann and CTO Demed L’Her through interviews, commentary and podcasts.
Thought leadership
Developing topical, sector-specific feature content focused on the commercial potential of usage data, usage-based pricing and SaaS business models. This included the launch of The State of AI Monetization (2025), a proprietary research report examining how CFOs are approaching AI monetisation.
The study surveyed 614 CFOs across the UK, US, Germany, France, Nordics and Benelux. While 93% believed AI monetisation would be essential within five years, fewer than half had usage-based pricing models, KPIs or data strategies in place, reinforcing DigitalRoute’s authority in this emerging category.
Newsjacking and commentary
Proactively inserting DigitalRoute into the media narrative around SaaS disruption, smart pricing and data analytics trends.
The results
Despite a limited internal news cycle, the campaign delivered sustained visibility, authority and measurable impact through tier-one media coverage and search performance.
Headline results included:
- 49 pieces of coverage across 2024/25
- 24.7 million reach from thought leadership placements in 2024
- 117,391,589 reach for the research report in 2025
- 20% of online coverage included backlinks
- Average Domain Authority of 75
Non-branded keyword visibility increased across priority terms including “churn prediction”, “data silos”, “metering” and “XAAS”. Citation Flow was high, indicating strong link acquisition, with further focus identified on improving Trust Flow.
The campaign delivered a strong media presence despite limited internal news, increased inbound search visibility aligned with PR-driven keywords, and established DigitalRoute as a thought leader in usage-data management and usage-based pricing.
Insights and learnings
The campaign demonstrated that prioritising quality media targets leads to stronger coverage and greater SEO value. Even with reduced internal content, visibility was sustained through agile commentary, feature development and research-led PR.
PR Agency One’s OneEval framework played a central role in demonstrating the business impact of PR, linking coverage to gains in search visibility, brand authority and lead generation support.
