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This report by Big Valley Marketing analyzes 75 top unicorns to benchmark their visibility and momentum across news, social and search channels. This is relevant because many founders believe unicorn status provides advantages for recruiting top talent, and demonstrates a startup’s viability for customers and prospects.
The study also showcases a new Earned Media Index™ for benchmarking earned media performance – often the most impactful but least-invested, under-measured part of the marketing and communications mix.
We conclude that unicorn status and valuation alone do not dictate media performance. We also learn a lot about category performance, company success factors, IPO impact and channel dynamics. We look forward to your feedback as we continue to study this important class of startups…