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Earned Media

Credibility that travels and turns into pipeline

The Earned package converts your POV into newsworthy stories grounded in a professional market survey so every pitch has proof from day one.

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Why Earned Media?

We conduct a professional market survey or use internal datasets to generate fresh, defensible insights

PR uses the same narrative and pillars as your Owned & Paid programmes—one message, everywhere

Stories launch alongside your campaigns and events, then are reused across site, sales, social, and ads to drive meetings and revenue

The Pipeline

How we take B2B from PR

Step 1

Shared foundation

We start with your narrative and campaign pillars from onboarding; PR is an orchestration layer, not a side-show.

Step 2

Proof first

The market survey (or internal data) supplies angles, statistics, and quotes journalists want.

Step 3

Story production

We transform proof into angles, bylines, and a Publishing Pack (structured with tags so humans and AI can read it—GEO: Generative Engine Optimisation).

Step 4

Distribution

Stories are published via your newsroom/website and Demandwebs distribution (Owned + social + partner drops).

Step 5

Measurement & feedback

We track AI Visibility (machine discoverability) and Demand Visibility (human conversion), feeding results back into the plan—reputation ↔ revenue.

Channels we run

Press & trade media

Podcasts & webinars

Analysts/reviewers

Influencers & partners

Communities

Newsletters

Professional market survey

Scope

    Knowing your audience
    Sample size
    Identifying topics aligned to your narrative
    Naming your ICP

Outputs

    Headline statistics and charts
    Data workbooks
    Press-ready quotes
    Byline hooks

Reuse

    Report pages
    PR pitches
    Webinar themes
    Social series
    Sales one-pager
PR inside your programme

Sample campaign flow

Content Launch
Survey proof feeds paid creative, webinar themes, and PR angles
Parallel Launch
PR stories launch alongside webinar to reinforce the lead magnet
Monthly Review
Results roll into the review, then the next cycle performs better

Measurement that closes the loop

AI Visibility

Are machines (LLMs/search) indexing and understanding our story?

  • GEO tags track machine-readable story indexing
  • Visibility across search, LLM models, and knowledge graphs
  • Visibility across search, LLM models, and knowledge graphs

Demand Visibility

Are humans converting after reading it?

  • Track engagement, shares, and inbound interest
  • Map influenced pipeline meetings and SQOs
  • Both feed the monthly review cycle
Market Intelligence Report

See how you stack up against your competitors

We can provide a Market Intelligence Report to check how others compare with their messaging, channels, signals, and conversion paths. Plus, read about plays to win ICP Pipeline buyers first.

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FAQs

What is OrbitalX and what do you do?
OrbitalX is a demand generation partner that helps B2B software companies accelerate revenue growth using data-driven strategies, multi-channel engagement, live events and compelling storytelling.
How does OrbitalX differ from traditional marketing agencies?
Unlike traditional agencies that hand over deliverables and move on, OrbitalX operates as an embedded demand generation partner. You get an entire team, AI-powered systems, and performance accountability for the cost of a single marketing hire. Every campaign is tied to pipeline and revenue—not vanity metrics—and our compounding system means results get stronger month over month.
What industries or companies do you typically work with?
We work with PE-backed and bootstrapped B2B technology and services companies that need to grow market share or enter new markets without scaling headcount. Our sweet spot is lean marketing teams at mid-market SaaS, fintech, and systems integrator businesses that want predictable pipeline—not just more leads.
What is the DemandWEBS™ framework?
DemandWEBS™ is our proprietary system that weaves together Owned, Paid, and Earned media into a single compounding engine. It starts by identifying your ICP pipeline buyers with data and intelligence, then delivers point-of-view content that shapes their decision criteria, and finally converts interest into pipeline on repeat—with every signal feeding the next cycle so performance improves month over month.
How long before we see results?
Most clients see early pipeline signals within the first 4–6 weeks, especially on paid and outbound channels. Compounding results—like 30%+ pipeline contribution and double-digit ROI—typically build over the first 6–9 months as owned and earned media assets gain traction. The system is designed to perform better every month.
How is pricing structured?
Our engagements are structured as monthly retainers tailored to your growth goals and the channels you need. You get access to 15+ skill sets—strategy, content, paid media, earned media, design, and more—for the price of one full-time marketing hire. No long-term lock-ins; we earn your business every month through measurable pipeline results.

Build an efficient pipeline for your marketing teams

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