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TopLine Comms is a B2B digital marketing consultancy based in London that helps organisations of all sizes improve the entire business development process through video production, social media marketing, SEO, and public relations. TopLine Comms boasts a team of experts who are trained to help businesses generate the results they want, whether it’s gaining company recognition, attracting inbound leads, increasing conversions, driving engagement, or building customer loyalty.
As agency PR professionals know, the definition of PR is rapidly evolving. Today, PR can encompass everything from social media, to content marketing, to search marketing, and more. What’s more, PR is increasingly intertwined with advertising, marketing, and creative. With multiple divisions and teams operating multiple accounts, managing relationships—both internally with team members and externally with clients and journalists—can be extremely complex and time consuming. With these needs in mind, TopLine Comms realised it required a CRM system that could address the specific business needs of PR agencies while providing the scalability and performance of a long-established, world-class platform. Luke Budka, director at TopLine Comms, knew that his team needed a way to seamlessly manage and nurture their relationships, which were as diverse as they were complex. The solution TopLine Comms chose was Bullhorn CRM.
“Technology is the underpinning to our success,” acknowledged Budka, “so finding great solutions is paramount to our business.” However, nearly all the CRM solutions Budka vetted were ill-equipped to address the unique needs of the PR world. Budka wanted a solution that could help foster better relationships with journalists, as well as enhance the sales pipeline and prospect conversions to clients. Additionally, Budka wanted to implement technology that could streamline communications both internally and externally in a scalable way. Bullhorn CRM addressed all of Budka’s requirements. “This is the first CRM we’ve ever seen that’s actually designed with the communications industry in mind,” he remarked.
Since implementing Bullhorn, Budka has seen a positive shift in both TopLine Comms’s process management as well as performance. Prospective client data and interactions are now tracked and centrally managed using Bullhorn CRM. Additionally, with Bullhorn CRM, Budka and his team have seen an immeasurable benefit of keeping high-level management informed about and engaged regarding client health. Many CRM systems provide a reactive, static view of existing client relationships. Bullhorn CRM’s real-time customer sentiment and engagement analysis allows agency leaders to determine which accounts are running smoothly and which are in jeopardy, before the client even calls.
Bullhorn CRM provides automated email tracking for TopLine Comms that enables teams to communicate journalist preferences and outreach status, as well as share pitching tips and contact information across individuals and teams. This has resulted in an increase in top-tier press coverage for clients across accounts. “With Bullhorn, no longer will you be an ‘agency of a thousand lists,’” said Budka. “All contacts, both business and media, are stored centrally, with all emails to and from saved against their records, alongside contact notes. Bullhorn CRM improves media outreach and client management by making contact history instantly accessible.” In additional to better relationships with journalists, using email tracking software has enabled TopLine Comms to automate its client and journalist data entry, saving countless hours in manual tracking, creating a centrally accessible trove of knowledge capital. Understanding how best to engage a particular journalist is as easy as pulling up the most recent successful pitch sent to that person, regardless of account. By seamlessly integrating this software across its teams, TopLine Comms has eliminated barriers to entry and achieved 100% adoption among employees.
TopLine Comms’s business is growing, and Budka is confident that Bullhorn CRM will grow alongside them. “Bullhorn’s been in the cloud business for 15 years so you know you’re in safe hands,” stated Budka, “and because it’s a True Cloud platform, there are no servers to install; you open any browser, log in, and away you go.” Bullhorn’s ease-of use has allowed TopLine Comms to onboard new team members quickly and effortlessly with immediate results. As for other PR agencies looking to increase prospect conversions, improve relationships with journalists, and save valuable time? “We’d encourage all agencies to demo the platform,” Budka stated, “because I bet you have the same jaw-dropping ‘but it’s the first time we’ve seen software designed for us’ experience we did!”
SVP Product, Executive Search
As Bullhorn’s SVP Product, Executive Search, Richard drives the company’s product strategy and initiatives for the executive search sector and the Invenias product. Richard joined Bullhorn as part of the Invenias acquisition in 2018, where he one of the founders and spent 14 years as the Chief Product & Technology Officer and a Board Director.
Richard brings over 25 years of business, technology and product leadership, with broad industry experience that spans the full spectrum of the staffing industry, with specific focus on executive and retained search. Prior to Bullhorn, Richard was central to the successful growth and development of the Invenias business globally, from its inception to becoming the market leading provider of executive search software.
Vice President of Marketing
As the Vice President of Marketing at Bullhorn, Catherine is responsible for all marketing efforts across the organization. Catherine has been with Bullhorn based in the Boston office since 2010 and has recently relocated to London. Over her tenure, she’s overseen several marketing functions including demand generation, marketing operations, and events. She is passionate about marketing technology, building high-performing teams, and leveraging both to drive for results. Catherine has a Bachelor of Arts in Global Studies from Providence College.
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Team Lead – Enterprise Solution Consultant, APAC
As GM for Bullhorn’s APAC business, Aaron McIntosh oversees all business functions in the region. He also leads the solutions consulting team locally, ensuring our customers have an incredible experience when transitioning to Bullhorn. He has over 20 years working various roles within the technology industry and joined Bullhorn in 2013 in the London office before relocating back to Australia in 2015. During his tenure, he has helped numerous customers make the move to Bullhorn including Kelly Persol, Ambition, Hudson, and many others. He is passionate about technology and in particular how technology can be used to solve business issues and problems that are inhibiting growth within recruitment businesses.
He has a Bachelor of Engineering (Electrical and Computing) with Honours from Monash University in Melbourne.
Senior Vice President, Customer Success
As the Senior Vice President of Customer Success, Tamsyn leads Bullhorn’s Services and Customer Success teams. She is responsible for successful delivery of all products and services globally and is committed to creating and maintaining incredible long term customer experiences in the candidate to cash process. Tamsyn has been delivering implementations for over 25 years with companies such as SAP, Ariba, Zuora: specialising in HR, Payroll, Procurement and Quote To Cash capability. She trained as a software engineer after studying Maths, Statistics, and Computing in England.
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Executive Vice President of Corporate Development and International
Peter oversees Bullhorn’s international operations outside North America in his role as Executive Vice President of Corporate Development and International. Peter joined Bullhorn in 2009 and was responsible for its highly successful UK launch and continued expansion internationally. Peter has grown the international team to over 100 staff, established Bullhorn as the UK’s market leading recruitment software and has expanded Bullhorn’s reach into EMEA and APAC, achieving a user base of more than 30,000 international users. Prior to taking on the launch of Bullhorn International, Peter spent 20 years working in the recruitment industry and held a number of senior director roles before moving into the technology space.