Treble recently announced it has significantly bolstered its Enterprise Technology Practice Group, which was highlighted by winning LogicMonitor as its U.S. public relations agency of record. The momentum reflects Treble’s continued move upmarket, now working with increasingly later-stage, venture-backed enterprise technology companies.
Ethan Parker, founder and CEO of Treble, shared insights about this expansion and its implications for the agency.
Treble has announced a significant expansion of its Enterprise Technology Practice Group. What does this news represent for the agency?
We've reached a milestone in our agency's evolution. The validation from winning the LogicMonitor RFP and our ongoing success with other later-stage companies have positioned us to invest significantly in the team and talent necessary to make Treble a top selection for any enterprise technology company seeking strategic communications and earned media expertise.
Since launching the Enterprise Practice Group in 2022, we've won multiple enterprise accounts, which validated our decision to formalize this practice area in terms of building our team and our technology stack.
Treble Senior Vice President Matt Grant heads the Enterprise Technology Practice Group. He was VP of Global Marketing & Communications at Cloudmark leading up to their IPO. How does that experience influence his approach at Treble?
Matt's nearly six years on the client side as VP of Global Marketing & Communications at Cloudmark during their IPO process give him a unique perspective that directly benefits our enterprise clients. He’s personally experienced the pressures, challenges, and critical decision points our clients face as they scale and prepare for significant milestones like public offerings or acquisitions.
When we work with enterprise clients now, Matt can anticipate their needs because he’s been in their position. He understands the intense scrutiny from boards and investors, the need to align communications with business objectives, and the importance of building a narrative that resonates with multiple stakeholders simultaneously.
We know what enterprises genuinely need from their PR partners during critical growth phases, and we’ve structured our Enterprise Technology Practice Group to deliver precisely that.
What types of enterprise technology companies make up your client portfolio?
Our enterprise technology portfolio has grown significantly and now includes industry leaders like LogicMonitor, SymphonyAI, ConcertAI, ZEDEDA, Azul, and Zilliant. These companies represent diverse sectors within enterprise technology, including artificial intelligence, DevOps, cybersecurity, and SaaS.
We also work with clients developing disruptive technologies in traditional industries such as finance, healthcare, and climate tech. This diversity allows us to apply our experience across multiple sectors while maintaining specialized expertise in each.
What unique value does Treble bring to enterprise technology companies compared to other PR agencies?
Our differentiation is our earned media expertise. While other agencies have become more generalists, attempting to weave in a variety of marketing services, Treble has doubled down on earned media. Everyone at the agency pitches, senior team members are involved in daily activities, and we relentlessly pursue ideas and media relationships that produce results. Our specialized practice groups give us and our clients more creative freedom with campaigns. This approach allows us to pivot quickly and provide an extra layer of value across all accounts.
How does the expansion of the Enterprise Technology Practice Group fit into Treble's larger strategy?
The agency built a strong foundation of supporting VC-backed, emerging-growth tech companies. That’s always going to be a key part of our business, along with expanding our partnerships with venture capital firms.
Once companies have achieved product-market fit and a clear go-to-market strategy across multiple vertical industries, PR becomes less about initial brand awareness and more of a growth accelerator to map to business goals. The net result of a successful earned media PR program includes multiple facets, including increased demand generation, increased share of voice versus competitors, vertical market permeation, and an accelerated path toward a successful exit.
What's next for the Enterprise Technology Practice Group?
We're focused on continuing to build our team and expanding our service offerings to meet the evolving needs of enterprise clients. The LogicMonitor win represents just the beginning of what we expect to be significant growth in this practice area.
We're particularly excited about strengthening our work at the intersection of earned media, analyst relations, and content development. Enterprise clients need an integrated approach that builds credibility across multiple channels, and we're uniquely positioned to deliver that.
We're also keeping a close eye on emerging sectors where enterprise technology is making an impact across traditional industries, from climatetech to healthtech, and across a myriad of other verticals. Our expertise in artificial intelligence, cybersecurity, and other specialized areas positions us well to emerge as the premier earned media PR agency in the country — we are ready and actively looking forward to the challenge.