B2B technology companies are increasingly competing not just for media coverage, but for ownership of the industry categories in which buyers make purchasing decisions. 10Fold has been named a finalist in the 2026 PRNEWS Platinum Awards for Campaign of the Year – B2B for its work with supply chain technology company Cleo, highlighting how targeted media relations, executive thought leadership and measurement can be combined to build category authority.

10Fold, a B2B technology communications and content agency, has been selected as a finalist for Campaign of the Year – B2B in the 2026 PRNEWS Platinum Awards for its Cleo Supply Chain Orchestration Media & Thought Leadership Campaign.

The campaign was built around a positioning challenge familiar to many enterprise technology companies: moving beyond being recognized as a software vendor and establishing a stronger role in a strategic business conversation.

For Cleo, that conversation centered on supply chain orchestration, a category that has gained importance as manufacturers, distributors and logistics organizations deal with increasingly fragmented global supply networks, multiple trading partners and more demanding requirements for real-time data exchange.

Rather than relying on broad technology coverage, 10Fold and Cleo targeted publications and audiences relevant to supply chain IT professionals, senior logistics executives and C-suite decision-makers. The program combined media relations with executive thought leadership, original research and digital amplification.

That approach reflects a broader change in B2B technology communications. Media coverage remains important, but enterprise software companies increasingly need a consistent body of evidence demonstrating expertise across multiple channels. Articles, executive commentary, research, podcasts and social content can collectively reinforce a company's position in a market rather than functioning as isolated PR placements.

For Cleo, the campaign aimed to make supply chain orchestration a more recognizable part of the company's market identity. The teams developed a steady stream of stories explaining the category, demonstrating demand and communicating the business consequences of better orchestration.

Cleo executives and subject matter experts also appeared across earned media, LinkedIn, podcasts and industry discussions. That helped extend the campaign beyond traditional public relations and into executive visibility and thought leadership.

The results reported by the companies point to the value of a sustained category-building strategy. Cleo achieved a 30.86% share of voice in 2025, exceeding its 25% campaign target, and secured 175 articles, including 70 articles that incorporated the company's supply chain orchestration message.

The campaign continued into 2026, with Cleo reportedly meeting or exceeding its 24% monthly share-of-topic target.

Those metrics are particularly relevant in B2B technology marketing because raw media volume does not necessarily translate into market influence. A company can receive hundreds of mentions while remaining poorly associated with the category it wants to own.

The distinction between share of voice and share of topic is therefore significant. Share of voice measures a brand's presence relative to competitors, while share of topic focuses more directly on whether the desired subject or category is appearing in coverage associated with the brand.

That type of measurement is becoming increasingly important as communications teams try to demonstrate business value. 10Fold cites its MetricsMatter platform as part of the program, giving Cleo visibility into campaign performance and helping the teams adjust the strategy based on data.

The trend extends beyond public relations. Modern B2B marketing programs are increasingly expected to connect earned media with search visibility, social distribution, executive branding and demand generation. A successful thought leadership campaign can influence how prospects encounter a company across Google, industry publications, social networks and increasingly AI-powered discovery systems.

That creates a strategic opportunity for technology brands operating in complex markets such as supply chain management. Buyers rarely make enterprise software decisions after reading a single article. Instead, they may encounter the company through an analyst report, an executive interview, a LinkedIn post, a podcast, a customer case study and a product page before entering a sales conversation.

Consistent positioning across those touchpoints can therefore become a competitive asset.

Cleo's campaign also illustrates why category creation is becoming a larger part of B2B communications strategy. Supply chain technology encompasses integration, visibility, data exchange, automation, analytics and orchestration, making the terminology used to describe the market particularly important.

Companies that help define those terms can influence how buyers frame their own problems—and, consequently, which vendors they consider.

The PRNEWS recognition comes as B2B technology marketers face a crowded media environment and growing pressure to demonstrate measurable impact from communications investments. In that context, the Cleo campaign offers an example of PR being used not simply to generate coverage, but to reinforce market positioning over an extended period.

The larger question is whether that media visibility ultimately contributes to commercial outcomes such as brand consideration, qualified demand and pipeline. Share-of-voice and share-of-topic metrics can demonstrate increased presence, but they remain intermediate indicators rather than direct measures of revenue.

For enterprise technology companies, the most mature communications strategies will likely connect those upper-funnel indicators with website engagement, branded search, account engagement and sales outcomes.

Market Landscape

B2B technology communications is moving toward integrated category marketing, where public relations, thought leadership, content, SEO and demand generation operate as interconnected functions.

Enterprise technology companies such as Salesforce, Microsoft, SAP and Oracle have spent years building extensive thought leadership and ecosystem programs around strategic categories. Smaller and mid-market vendors increasingly face the challenge of achieving similar authority with more focused campaigns.

Cleo's supply chain orchestration positioning sits within a market that includes supply chain management, integration platforms, logistics technology and enterprise automation. Competitors such as MuleSoft, Boomi, SPS Commerce and E2open operate across overlapping parts of that ecosystem, making category clarity important for differentiation.

In that environment, communications agencies are increasingly expected to provide measurement alongside media relationships. The competitive advantage comes not simply from generating placements, but from determining whether those placements are reinforcing the message a brand needs buyers to remember.

Strategic Outlook

B2B thought leadership is likely to become more measurable and more closely integrated with the wider MarTech stack.

As generative AI changes how buyers discover and summarize information, consistent third-party references may become increasingly valuable for enterprise technology brands. A category narrative repeated across credible publications, executive interviews, research reports and industry discussions creates a broader information footprint than a single press release can provide.

For communications teams, that means the future of PR may involve optimizing for authority, topic association and discoverability, in addition to traditional media volume.

The Cleo campaign demonstrates the potential of that model, but its longer-term value will ultimately be judged by whether stronger category recognition translates into sustained buyer engagement and commercial growth.

Top Insights

• 10Fold's Cleo campaign demonstrates how B2B PR can move beyond media volume by consistently associating a technology brand with a strategically important market category.
• Cleo reported 30.86% share of voice in 2025, exceeding its 25% target while securing 175 articles across the campaign's core media strategy.
• The campaign combined earned media, executive thought leadership, original research and digital amplification to reach technical and executive supply chain audiences.
• Share-of-topic measurement is increasingly important for B2B technology brands seeking evidence that communications are strengthening category positioning rather than simply generating coverage.
• As AI changes information discovery, consistent third-party coverage and authoritative thought leadership could become increasingly important components of enterprise brand visibility.

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