From PR To Lead Generation

Stop Measuring Noise | Start Driving Revenue

Our proven 21-step blueprint turns brand awareness into qualified leads and tangible ROI.

The Blueprint

Our proven path from PR to profit

For over two decades, we’ve partnered with technology innovators to give them a voice and transform awareness into measurable growth. Our proprietary 21-step methodology is a proven integrated methodology for turning brand awareness into a measurable, high-quality lead pipeline. It’s a holistic approach that ensures every action is purpose-driven and aligned directly with your commercial goals.

Phase 1

Build a solid foundation for growth

Momentum starts with a rock-solid foundation. This initial phase is the most critical part of thejourney, ensuring your brand identity is clear, your messaging is powerful, and your leaders are positioned as trusted authorities. This is where we establish your Owned Media.

Owned Media refers to any media platform a brand has full control over. This would include the brand’s website, blog, email newsletters, brochures, and other forms of content marketing shared by the brand itself.

1. Strategic Messaging & Differentiation

We begin with a collaborative strategy workshop to define your core messaging, goals, and success metrics. This ensures your unique value proposition is crystal clear and resonates powerfully with your ideal customer.

2. Brand Guidelines & Imagery

A consistent brand is a credible brand. We establish a clear, differentiated visual identity and create the core brand assets needed for a professional and cohesive presence across all touchpoints.

3. Executive Profile Development

Your leaders are your most powerful ambassadors. We develop strong, consistent professional identities that establish them as trusted authorities in their field, building confidence in your brand from the top down.

4. Media Training

Confidence is crucial when engaging with the media. Our training equips your spokespeople with the skills to handle any interview, manage challenging questions, and deliver your key messages with impact and credibility.

5. Website & Social Media Audit

Your digital footprint is your global storefront. We conduct a thorough audit to refine your messaging, improve the user experience (UX), and enhance credibility through a modern and impactful online presence.

6. Case Studies

Nothing builds trust faster than proven success. Developing compelling case studies provides concrete evidence of your value, earning credibility with potential customers by showcasing real-world results and tangible ROI.

7. Press Announcements

Visibility is crucial for market traction. We ensure your company news and milestones are shared through strategic press announcements, gaining you valuable exposure in the publications your audience reads and respects.

Phase 2

Amplify your voice & lead the conversation

With a strong foundation in place, it’s time to build authority and amplify your voice. This phase is all about creating and distributing high-value content that earns trust, captures attention, and establishes your brand as the go-to resource in your industry. Here, we focus on leveraging Earned Media, gaining visibility through credible, third-party outlets, and Shared Media, engaging your community directly on social platforms.

8. Thought Leadership Articles

This is how you build true, authority and industry influence. We develop insightful, high-quality articles that showcase your expertise, building deep awareness, trust, and credibility with your target audience where it matters most.

9. Blogs

Consistent, quality content is the engine of modern marketing. Creating regular blog content generates sustained credibility and awareness while building a valuable library of assets for SEO and social media engagement.

10. SEO (Search Engine Optimisation)

To be chosen, you first have to be found. A strong SEO strategy improves your search engine ranking and increases organic visibility, putting your brand in front of customers at the exact moment they are looking for a solution.

11. White Papers

For high-value lead capture, nothing beats an in-depth white paper. This format allows you to demonstrate your authority on a complex topic, providing immense value to your audience and capturing high-intent leads in the process.

12. Videos

Dynamic content drives superior engagement. Videos enhance brand awareness and visibility by telling your story in a compelling, easily shareable format that captures and holds the attention of a busy audience.

13. Social Media

Be part of the conversation where your audience lives online. Strategic use of social media increases your visibility and allows for direct, authentic engagement with your community, customers, and prospects.

14. Digital Campaign Testing

A seamless user experience is non-negotiable for conversion. We test every aspect of your digital campaigns to ensure an optimised and frictionless journey for the user, which is foundational for effective lead capture.

Phase 3

Amplify your voice & lead the conversation

This is where strategy transforms directly into revenue. With brand awareness and credibility firmly established, we now focus on conversion, turning audience engagement into qualified leads and sales opportunities. This phase is driven by strategic Paid Media, allowing us to target your ideal customer with precision and deliver a predictable commercial return on your investment.

Paid Media refers to any media coverage that is purchased by a brand. This could include traditional advertising, sponsorships, or digital forms like pay-per-click advertising or sponsored content.

15. UX testing

A seamless user experience is non-negotiable for conversion. We conduct rigorous UX testing on all campaign assets to ensure an optimised and frictionless user journey, leading to improved conversion rates and more effective lead capture.

16. Landing pages prepared and tested

This is your digital pitch. We create optimised, high-performing landing pages specifically designed for effective lead capture and conversion, ensuring that interested visitors become qualified leads for your sales
team.

17. Digital Campaigns

It's time to actively generate new business. We run targeted digital campaigns that create genuine conversion opportunities, moving your audience from passive interest to active consideration and inquiry.

18. Advertorials

Leverage the credibility of established publications to drive action. Sponsored content, or advertorials, allows you to generate qualified leads and increase sales opportunities by placing your compelling message within a trusted media environment.

19. LinkedIn Sponsored Content

Reach decision-makers directly where they are most active. LinkedIn's powerful targeting allows us to generate highly specific leads and drive direct engagement with your ideal customer profile through strategic content and clear calls-to-action.

20. Webinars

Position yourself as an expert and engage directly with prospects in a live setting. Webinars are a powerful tool for enhancing brand authority, building customer confidence, and generating a pipeline of highly qualified, sales-ready leads.

21. Tracking & Digital Reporting

Real results for tech leaders

Our relationship has grown and allowed us to explore more ideas and options for how we can combine marketing efforts instead of looking at things as being done by 2 separate entities.

Sandile Mntambo

Marketing Manager

We’ve worked with DUO on a wide range of comms channels from PR, crisis comms and digital advertising and we’ve found them to be a highly proactive, specialist and skilled team. We’ve seen them as an extension of our team rather than an agency partner and have got incredible value out of working together on projects for SOLA Group.

Ashley Slattery

Marketing Manager

[DUO’s processes are] super detailed and never lacking – they always “overdo” it, which is a huge plus for clients like us. It literally feels like DUO is an extension of our own team.

Valmae Maple

Copywriter

Over the last year, DUO has enabled us to achieve exposure in the South African market to audiences we could never have reached otherwise. Your extensive networks in the tech media industry, your insightful contributions to our articles and thought leadership pieces, your proactive management of our monthly goals and targets, and your wise guidance to us as we embark on our PR journey have all been invaluable.

Wayne Toms

CEO

DUO Marketing has played an instrumental role in shaping and differentiating our brand voice and narrative in the South African market over the past six months. DUO’s strategy and support enabled us, as a new start-up, to not just disrupt but cut through the clutter of a very competitive category.

Lindsay Cowan

CEO & Co-founder

DUO surpassed all goals and raised brand awareness and recognition as Mukuru shifted from being remittance-led to a leading next-generation financial services platform. DUO secured a record 221 pieces of coverage over 12 months through high quality thought leadership content. In addition, securing 45 broadcast interviews, media features and speaker slots – and submitting Mukuru for a high-profile award, which we won. All this affirmed Mukuru’s position as a key entity in the fintech industry

Andy Jury

CEO

Working with DUO Marketing for our media training was a game-changer. They guided us through realistic scenarios, such as crisis management, emphasising the importance of measured responses. For team members new to media interactions, the session was engaging and built confidence. Team members shared their experiences, saw glimpses of how thought leadership is developed, and now understand the value of DUO’s expertise. We feel reassured that our PR activities are in capable hands, making DUO an invaluable partner.

Sandile Mntambo

Marketing Manager

The fact that the Vox/ DUO relationship spans almost two decades signifies how working with Duo has been a game changer for the Vox brand. The team has a very clear understanding of the company culture and its needs, as well as an excellent understanding of the ICT industry. Their commitment to excellence, accountability and responsibility aligns perfectly with the Vox values and it’s the perfect recipe for a mutually successful and respectful relationship.

Diana Prenner

Marketing Manager: PR, Events and Sponsorships

DUO’s deep understanding of the technology sector, media relations and professional approach to communications has brought our impact and success stories to the forefront with our target audience, supporting redAcademy in sharing a new way for youth to enter skilled careers in tech. It is wonderful to partner with an organisation that understands our vision and values so deeply, the DUO team are a true pleasure to work with.

Jessica Hawkey

Managing Director

We were seeking a PR partner that takes the time to understand our company, products, services and culture. DUO went the extra mile to ensure they are always informed and aligned to our fast paced IT industry. They offered training upfront which helped us understand PR processes and the media world in general. Their experience, professionalism and connections in the media have given us the additional exposure in a competitive market we were seeking.

Charlene Smith

Sales Director

Braintree has been working in unison with DUO for a number of years, strategically on the Brand and public relations elements of marketing the business. DUO is a strategic part of the marketing team, the direction, intent and strategic guidance and professional deliverables speaks for itself based on the statistics of the Deeply Rooted Digital Campaign. I look forward to our ongoing engagements and tactical success

Gregor Dreyer

VP Marketing

Through [DUO’s] generation of outstanding media exposure, we managed to raise Armata’s profile as an influential thought leader in the cyber security space in South Africa across the consumer, SMME and enterprise space. Furthermore, we have managed to forge excellent media relationships that have resulted in us being regularly approached to comment on key industry-related issues and as such have had the privilege to be interviewed by high-profile journalists across leading TV, radio and digital news platforms.

Richard Frost

Head of Technology and Innovation

How does your current PR and digital marketing compare?

Our blueprint is the map, and our ‘Make It Matter’ Scorecard is your
compass. Use this free tool to self-assess your current PR and
marketing efforts, identify gaps, and uncover your biggest
opportunities for growth.

MAKE IT MATTER SCORECARD

Before you spend next year’s budget, make sure you make it matter. Use our proven diagnostic tool to assess your PR-to-lead-gen journey. Identify what to cut, fix, and amplify for maximum ROI.

Ready to build a predictable path to ROI?

Stop guessing and start building. A strategy session with our team will provide
the clarity you need to connect your marketing spend to your bottom line.

Let’s build it together.