The Engagement
What 5W did for Zeta Global.
Zeta Global, the AI-powered marketing cloud co-founded by serial tech entrepreneur David A. Steinberg and former Apple CEO John Sculley, engaged 5W to build awareness of its proprietary data-driven tools and capabilities among industry analysts and decision-makers at Fortune 500 companies and middle-market brands.
5W developed an aggressive media outreach program highlighting Zeta Global's expertise in using big data to help brands more effectively reach targeted consumers. The team leveraged David Steinberg's background as an industry expert and serial entrepreneur to secure ongoing opportunities as a featured contributor and expert commentator. Tactics included:
- Hosting a panel discussion on Super Bowl advertising featuring David Steinberg and John Sculley
- Securing media around the company's outlook on industry trends
- Leveraging company news and announcements
- Pursuing industry honors and awards to reinforce credibility
STRATEGY
RESULTS
- 300+ media placements
- 2B+ unique media impressions
- Inclusion on Crain's "Top 150 Privately-Held Companies" and Forbes "Most Promising Companies in America"
- 50+ contributed guest articles, expert commentary, and executive profiles
- Coverage in The Wall Street Journal, Forbes, CNBC, Fast Company, Bloomberg, Business Insider, AdExchanger, TechCrunch, Advertising Age, Financial Times, The New York Times, TODAY, Fox News, Fox Business, Wired, Inc., VentureBeat, DigiDay, and more
FAQ
What is an AI-powered marketing cloud?
An AI-powered marketing cloud is a unified platform that uses artificial intelligence and machine learning to analyze customer data, predict behavior, and automate marketing across channels. Zeta Global is one of the leading providers in the category.
How does 5W support AI and marketing technology brands?
5W builds long-running PR programs combining media relations, executive thought leadership, contributed content, panel placements, and awards strategy - designed to position AI and martech brands as category leaders with analysts, customers, and investors.
What outlets cover AI and marketing technology?
Leading outlets include The Wall Street Journal, Forbes, CNBC, Fast Company, Bloomberg, AdExchanger, TechCrunch, Advertising Age, Financial Times, Wired, VentureBeat, and DigiDay.
How long should an AI company invest in PR for results?
AI companies typically see meaningful coverage within 6 months and analyst-level recognition within 12 to 18 months. The Zeta Global program has generated 300+ placements and 2 billion impressions over a multi-year engagement.
What is the difference between AI PR and traditional tech PR?
AI PR requires deeper technical fluency, ongoing positioning around responsible AI and data governance, and active analyst engagement. It also increasingly requires Generative Engine Optimization (GEO) - ensuring brand authority is visible inside ChatGPT, Claude, Perplexity, and AI Overviews where buyers now research.