Case study
Can reframing a research report boost PR results?
pieces of coverage
in UK, US, French & German IT titles
report downloads
Marketing Qualified Leads
contribution to sales pipeline
About the client
Camunda enables organisations to orchestrate and automate processes across people, systems and devices. The company wanted to increase media, customer and prospect engagement with its ‘2025 State of Process Orchestration & Automation’ report.
Challenge
Camunda had published its ‘State of Process Orchestration & Automation’ report for several years to support marketing and PR activity. Although the report featured a wealth of data on process orchestration and automation, it hadn’t generated strong media interest – particularly in the US, a key market for Camunda. To raise the bar, we needed to demonstrate the urgent need for senior decision makers to invest in solutions like Camunda’s process orchestration and automation platform.
Spark’s combination of storytelling and media relations expertise helped elevate our ‘2025 State of Process Orchestration & Automation’ report. This integrated campaign created a sense of urgency for process orchestration and automation and saw a significant uplift in both media coverage and leads.”
Anna Schroth, Corporate Communications Manager at Camunda
Action
We started by identifying various pain points facing organisations that are rolling out AI and automation initiatives. We then created narratives around the business impact of these pain points, to highlight that dealing with these issues is an urgent task. This led us to a story around how digital chaos was driving “automation Armageddon” – where lack of control around AI/automation threatened to derail core business processes and escalate compliance risks.
We updated the research questionnaire to deliver headline-making data points that aligned to our storyline. For example, we led with statistics revealing that eight in ten organisations are concerned about the impact of digital chaos as business processes grow more complex – with 82% fearing an ‘Automation Armageddon’.
This helped capture the imagination of the media, while also providing Camunda with a thought leadership platform to highlight the business need for process orchestration and automation.
Impact
The 2025 report secured over 60 pieces of coverage, with a significant uplift in media coverage in both the US and UK. Highlights included ZDNet, TechRadar Pro, Enterprise Times, Beta News, Intelligent CIO, Automation.com, RT Insights, Fintech Global, Solutions-Numeriques and Computerwoche.
From a demand generation perspective, the ‘2025 State of Process Orchestration & Automation’ report findings were used for horizontal and vertical marketing, including a blog series and webinar. Overall, the report was downloaded more than 2,400 times and helped generate over 250 MQLs. In addition, the report and supporting activities were part of marketing campaigns, which generated €1m+ in sales pipeline.
