How we helped tech startup SamsonVT raise $5m in investment funding

We established the company as a credible provider of interactive 3D technical publications – helping to drive sales and attract investment

S amsonVT is a Manchester-based start-up that is helping manufacturers to transform product after sales and machine maintenance. This includes the replacement of printed repair manuals and parts catalogues with a digital platform offering interactive 3D models.

SamsonVT wanted to seize an opportunity to become a pioneer in the after sales market – a space that has traditionally been underserved by the technology sector – and saw PR as a key way to achieve this.

The PR objective

The main objective for the first twelve months was to establish SamsonVT as a credible provider of interactive 3D technical publications, with the goal of helping the company to drive sales and attract investment. SamsonVT needed a campaign that would:

  • raise awareness of the business and the huge potential of this technology
  • position the founders as thought leaders
  • nurture sales leads

Without legacy customers or an established reputation, SamsonVT wanted to build its credentials and reach the right people in a cost-effective way.

To achieve this, Fourth Day embarked on a campaign that would establish SamsonVT as an expert in its field. This included:

  1. Developing thought leadership. Media articles that would ensure SamsonVT was leading the conversation on issues that were important to prospective customers. This involved introducing key concepts such as ‘paperless engineering’ and the role of ‘anomaly detection’ in predictive maintenance.
  2. Commenting on topical issues. From the role of AI in manufacturing to views on international expansion for North West companies, we offered commentary from CEO Sam Burgess on a range of topics to tier one media.
  3. Distributing news releases. These were integral in communicating key milestones that would be of interest to potential investors. We worked with SamsonVT to create a steady stream of ‘good news’ stories including partnerships, key hires, client wins or successful grant applications that would support the company’s development.
  4. Drafting marketing collateral to nurture sales leads. We worked with SamsonVT to develop content across a variety of touchpoints that would help to convert prospects. This included producing a whitepaper – sourcing and interviewing third-party contributors and influencers – to create an authoritative, credible piece.

To create excitement around the company, we also helped Sam Burgess build relationships with the region’s business press. This included interviews with regional editors, participation in industry roundtables and submitting award entries, as well as highlighting any potential networking opportunities.

“Fourth Day have helped us in a number of ways. They gave us a voice where we previously didn’t have one, positioning us as a credible and innovative alternative to the traditional way of thinking about after sales. Without doubt, this encouraged customers to come to our door which has carried over into us gaining investment.’’
Sam Burgess CEO, SamsonVT

At a glance:

  • $5.1m Our strategy helped SamsonVT secure Series A funding
  • 55 articles Pieces of coverage in key online and print publications
  • Industry recognition Several award nominations

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Results

Built credibility, to help achieve business objectives: 

Our strategy helped SamsonVT securing $5.1m in Series A funding from Par Equity, with participation from Blumberg Capital. This will see significant investment into product development and an increase in headcount from 16 to 40 in 2022.

 

Enhanced brand recognition: 

Since working with Fourth Day, SamsonVT has gained widespread coverage across all of the tier one publications read by the company’s target audience. Highlights include Engineering & Technology, Develop 3D, Engineering Maintenance Solutions and IT PRO. 

Established Sam Burgess as a thought leader: 

Sam has also gained recognition as one of the region’s leading business figures – with almost 20 appearances in North West publications (Feb 2021 – March 2022). Sam has also been selected as one of North West Business Insider’s 42 under 42.

The company also recently shortlisted for two Made in the North West awards in the ‘digital engineering / technology and ‘manufacturing innovation’ categories.

SamsonVT’s rapidly expanding client base now includes global businesses such as Lotus, RS Components and Norton Motorcycles.

Media coverage

  • Wider adoption of condition monitoring will require cultural acceptance

    The deployment of condition monitoring is expected to grow strongly over the next few years. Engineering Maintenance Solutions

  • Anomaly detection: a game changing approach to predictive maintenance

    Machine learning is revolutionising the way in which the condition of crucial machinery components can be monitored. Engineering & Technology

  • The future of AI in manufacturing

    How AI can be deployed successfully and at scale IT PRO

  • Lockdown learning – product development software start-ups through the pandemic

    A roundtable discussion to learn more about their experiences of running early-stage companies during a global pandemic Develop 3D