About PrivateCircle

PrivateCircle is the leading source of Indian private markets data and intelligence, offered through its key product, PC Research. It provides subscribers with an Excel-like dashboard that lets them filter data on 3 lakh Indian companies across 500 parameters.

PE funds, investment bankers and corporate development teams, among others, use PrivateCircle Research as an up-to-date and reliable source of private market intelligence.

Problem Statement

For a B2B SaaS company like PrivateCircle, can a content format engage its audience and communicate the product’s value proposition at the same time? This was one of the problems we worked on. This project was executed when Amrit was running his earlier brand consulting company (prior to Story99).

What does a winning LinkedIn strategy for tech companies look like?

The primary job of a company’s LinkedIn feed is to keep the company and its product relevant and known within its community of buyers and partners.

When done right, it makes the sales team’s job easier. They can open more conversations and close faster. Because content builds trust.

What we did

• Step 1 - came up with a long list of content ideas (about a dozen)

• Step 2 - evaluated the options using our RBTE framework (Reach+Brand+Templatization/Effort)

• Step 3 - did pilots, measured impact and iterated till we had a winning formula

• Step 4 - continued to execute for as long as needed

• Step 5 - transferred knowledge and helped set up production in-house

Deliverables

We tried a bunch of things like this Shark Tank analysis but eventually settled on a show called ‘It’s a Big Deal (IBD)’ (the video embedded at the beginning of this page).

IBD cleverly portrays the product while offering relevant, engaging content at the same time. Because tech companies deserve great storytelling.

Business outcome

The show has been a success: some episodes generated up to 4X more engagement than the previous baseline.

PrivateCircle has continued to create and produce the show in-house for two years now, which validates the effectiveness of this strategy. Content like this helps its sales teams do their job better.