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Software Combined is an experienced international company that takes a long-term view to building and investing in businesses. By serving as a forever home for a community of like-minded businesses, the company invests in successful B2B tech companies with strong cultures and clear visions. They focus not just on protecting what makes these companies special, but on amplifying that potential and helping them grow in the right direction to ensure founder legacies endure.
Software Combined sought to establish and expand its presence in the European market, with a specific focus on the Netherlands. They aimed to position themselves as the preferred "forever home" for successful B2B independent software vendors (ISVs) looking to exit, offering a permanent capital approach that prioritizes culture, independence, and long-term value creation over traditional private equity or venture capital models.
The campaign was structured around two primary, distinct press milestones. The first was the market-entry announcement through the acquisition of Unified Streaming, which established the company's European hub in Amsterdam. The second milestone was the strategic acquisition of the WCC Group, which showcased the company’s accelerated growth in the Benelux region. These releases served as the foundation for broader media engagement, which was further amplified by in-depth interviews with Tech180 and Recruitment Tech to discuss the founders' stories and the company’s long-term vision.
This multifaceted approach aimed to raise awareness of their international expansion and communicate their unique value proposition. A key focus was to highlight the company's personality as a "torchbearer" for distinctiveness and to announce its strategic acquisitions within the Dutch market.
Step 1: Develop a comprehensive PR strategy, content calendar, and key messaging framework centered on the hero message of Software Combined's personality and their Dutch market acquisitions.
Step 2: Compile a media kit and establish a curated press distribution list targeting tech, M&E, financial, and entrepreneurship media outlets.
Step 3: Execute the two-stage press release campaign, beginning with the market-entry acquisition of Unified Streaming, followed by the WCC Group acquisition to demonstrate portfolio growth, using personal pitching to editors under embargo.
Step 4: Execute ongoing media monitoring, background discussions, and follow-ups on interview opportunities with platforms like Tech180 and Recruitment Tech to secure further media placements.
The press release campaigns were highly successful, generating widespread interest across international and Dutch markets. As of 2 December, this effort has culminated in 25 publications, including features in key outlets such as Emerce, Computable, Dutch IT Channel, and Business News Australia. In addition to the broad press coverage, the team successfully facilitated high-level interviews with Tech180 and Recruitment Tech, which allowed leadership to provide deeper insights into the company's unique "forever home" philosophy and its strategy for sustainable European growth. These outcomes demonstrate a strong alignment between Software Combined's brand vision and the needs of the B2B tech community.
