Bullhorn > Case Studies > TopLine Comms Enhances PR Operations with Bullhorn CRM

TopLine Comms Enhances PR Operations with Bullhorn CRM

Technology Category

Infrastructure as a Service (IaaS) - Public Cloud
Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Telecommunications

Applicable Functions

Sales & Marketing

Use Cases

Inventory Management
Time Sensitive Networking

Services

Cloud Planning, Design & Implementation Services

About The Customer

TopLine Comms is a B2B digital marketing consultancy based in London. The company helps organizations of all sizes improve their business development process through video production, social media marketing, SEO, and public relations. TopLine Comms boasts a team of experts who are trained to help businesses generate the results they want, whether it’s gaining company recognition, attracting inbound leads, increasing conversions, driving engagement, or building customer loyalty. The company was in need of a CRM system that could address the specific business needs of PR agencies while providing the scalability and performance of a long-established, world-class platform.

The Challenge

TopLine Comms, a B2B digital marketing consultancy based in London, was grappling with the rapidly evolving definition of PR, which now encompasses social media, content marketing, search marketing, and more. The intertwining of PR with advertising, marketing, and creative, coupled with the management of multiple divisions and teams operating multiple accounts, made managing relationships both internally and externally complex and time-consuming. The company needed a CRM system that could address the specific business needs of PR agencies while providing the scalability and performance of a long-established, world-class platform. They needed a solution to manage and nurture their diverse and complex relationships seamlessly.

The Solution

TopLine Comms chose Bullhorn CRM as their solution. The company's director, Luke Budka, acknowledged that technology was the underpinning to their success, and finding great solutions was paramount to their business. Bullhorn CRM was the first CRM they had seen that was actually designed with the communications industry in mind. It helped foster better relationships with journalists, enhanced the sales pipeline and prospect conversions to clients, and streamlined communications both internally and externally in a scalable way. The CRM provided automated email tracking, enabling teams to communicate journalist preferences and outreach status, share pitching tips and contact information across individuals and teams, and automate client and journalist data entry.

Operational Impact

Since implementing Bullhorn CRM, TopLine Comms has seen a positive shift in both its process management and performance. The CRM's real-time customer sentiment and engagement analysis allows agency leaders to determine which accounts are running smoothly and which are in jeopardy, before the client even calls. The automated email tracking provided by Bullhorn CRM has resulted in better relationships with journalists and improved media outreach and client management by making contact history instantly accessible. The software has also enabled TopLine Comms to create a centrally accessible trove of knowledge capital. The company is confident that Bullhorn CRM will grow alongside them, and its ease-of-use has allowed TopLine Comms to onboard new team members quickly and effortlessly with immediate results.

Quantitative Benefit

Prospective client data and interactions are now tracked and centrally managed using Bullhorn CRM.
TopLine Comms has seen an increase in top-tier press coverage for clients across accounts.
TopLine Comms has automated its client and journalist data entry, saving countless hours in manual tracking.