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Client Blog: AppDynamics Funding Round – Coverage

AppDynamics - Jyoti Bansal Founder and CEO

AppDynamics – Jyoti Bansal – Founder and CEO

July 22: We worked with AppDynamics on the strategy, timing, tactics and outreach for their large growth financing round. AppDynamics software monitors web and mobile applications to automatically find and fix problems. Check out the amazing coverage that resulted from Trainer’s media outreach:

@Reuters – Sarah McBride: AppDynamics raises $120 mln, joining billion-dollar valuation club

@ Wall Street Journal – Deborah Gage: AppDynamics Raises $120M, Valued at $1 Billion for Corporate Software

@ VentureBeat – Jordan Novet: AppDynamics picks up $120M in the race to replace old-school monitoring tools

@ Bloomberg News / Businessweek – Olga Kharif: AppDynamics Nabs $120 Million to Join $1 Billion Club

@ Red Herring – Peter Ward: AppDynamics raises $120m at $1bn valuation – Investment Round Up

@ Law360 – Chelsea Naso: AppDynamics Becomes Latest Tech Startup Worth Over $1B

@  GigaOm – Jonathan Vanian: As AppDynamics lands $120 million, its focus shifts to expansion and new products


This entry was written by, posted on July 28, 2014 at 5:23 am, filed under Business Strategy, PR, Press Relations, Trainer Communications, Uncategorized and tagged , , , . Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

Are You Ready to Swim with Media Sharks?

shark blog pic

Colin Powell once said, “There are no secrets to success.  It is the result of preparation, hard work, and learning from failure.”  This is not only true about business, but also about life.  At Trainer Communcations, we understand and live by this advice.  In fact, it is from this concept that our incredibly successful charity and media event SharkTank was developed.

This year marks Trainer’s fourth annual SharkTank event, which will take place October 22nd at the beautiful Hotel Vitale in San Francisco.  The Media SharkTank event gives Silicon Valley technology company executives the opportunity to test their best pitch before an elite panel of media “sharks,” including television anchors/reporters and top-tier business press.  Media pitches are presented to a panel of four prestigious judges from a variety of outlets such as NBC-TV and Bloomberg Businessweek, and each spokesperson receives invaluable feedback to hone their respective media pitch for the future.

media sharktank-image-for-SharkTank1

Although these are “shark-infested waters,” it’s actually as safe as it gets.  SharkTank provides the perfect opportunity to test your pitching skills in the confines of a private hotel suite with immediate expert advice that is specific to you and your company.  Participants receive nonpareil exposure and are able to build relationships with elite reporters as executives learn how to ensure that their pitches end up on top.  Make no mistake, if your company “hooks” the judges, they will likely reach out to you again to pursue a future story!

This unparalleled event has sold out every year, and continues to receive rave reviews from all who attend.  In fact, Trainer’s SharkTank event was named a finalist in the PR News’ PR 2013 Agency Elite awards “Promotion of a Firm” category.

Last, but not least, what’s a shark themed event without a little charity (or in this case a lot of charity).  For the fourth year in a row, all proceeds of this amazing event go to the San Francisco Baykeeper.  So far, Media SharkTank has raised over $32,500 for this incredible charity!  This non-profit organization has advocated for the health and sustainability of San Francisco Bay since 1989 working to, “reverse the environmental degradation of the past and promote new strategies and policies.”

So take the plunge, make a splash, and test your best pitch on several real media “sharks” at the 2014 Media SharkTank on October 22nd!



Ashley Gustafson

This entry was written by Kayla Bongay, posted on July 16, 2014 at 9:43 pm, filed under Media Shark Tank, Uncategorized and tagged , , , . Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

The Brilliant Machine That Could Finally Fix Airport Security

WIRED.COM – By Alex Davies

Fans at a World Cup game at Arena de Baixada stadium in Curitiba, Brazil use the Qylatron to go through security.

Australian fans pumped to see their team take on Spain during the first round of the World Cup were intrigued by the honeycomb-like machine that had replaced the standard manual search process at Arena de Baixada stadium in Curitiba, Brazil. They were less thrilled when the machine spotted the toy kangaroos they were trying to sneak into the match.

That machine is the Qylatron Entry Experience Solution, and it could soon replace a crappy experience of going through security checks at airports and other venues with one that’s faster and less invasive. Instead of having a human poke around in your bag, the machine scans it for a variety of threats in just a few seconds. Searching those Aussies and other soccer fans may prove to be a watershed moment for the system, a successful test of how well it can spot trouble and move people through security, efficiently and with their dignity intact.

The system is the work of Silicon Valley-based Qylur Security Systems, and it consists of five pods that sit around a central sensor. The process is a much closer to being pleasant than having your stuff searched by hand at a stadium or going through the mundane horrors of TSA security. You don’t have to open your bag or let any else touch it. And with five people moving through at once, you’re through security before you have time to really get annoyed. <MORE>


This entry was written by, posted on July 15, 2014 at 12:17 am, filed under Marketing, PR, Security, Trainer Communications. Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

Trainer Communications Earns “Best Video” Award from PR Daily


Qylur Security Systems Video is a PR Daily Winner, Featured on Huffington Post and a YouTube Hit

June 4: Trainer Communications announced today that Ragan’s PR Daily has honored Trainer Communications with the “Best Video” award in the “Company Overview” category for its work with Qylur Security Systems. The PR Daily Video Awards recognize videos that maximize production values, stretch small budget dollars, craft compelling, dramatic stories, and take full advantage of the powerfully humanizing and personalizing video format.

To view the Qylatron™ Entry Experience Solution award-winning video, click here.

YouTube Preview Image

After seeing the aftermath of the Madrid bombings on CNN in 2004, Dolev was moved to change the security screening experience forever, resulting in her founding of Qylur Security Systems. As the company prepared to emerge from stealth mode in 2013, Qylur challenged Trainer to tell a passionate and emotional story that explained Qylur’s security technology in a simple way. Within two weeks of launching, the video had earned more than 1,000 views on YouTube and The Huffington Post had included it in a feature on Qylur.

Ragan Communications award competitions are the most prestigious in the PR and corporate communications industry. PR Daily judges noted that within the first 30 seconds of the video, viewers were engaged and eager to hear how Qylur could help deter future acts of terrorism. According to PR Daily, “the team at Trainer Communications made the difficult look easy when it created a company overview video for Qylur Security Systems, a homeland security technology company.”

5 Tips for Your New Corporate Video

With the wild popularity of YouTube and the ubiquity of smartphones that shoot high-def video, it seems that almost everyone is a videographer and producer these days. The technology is so user friendly – shoot, edit, share – anyone can produce a video, right? Not Really!

Download the new ProMotion Studios Solution Brief to find out how you can make maximum impact with your new Corporate Video or Animation: 5 Tips for Your New Corporate Video – Solution Brief – F60414

This entry was written by, posted on June 4, 2014 at 9:20 pm, filed under PR, Security, Trainer Communications, Uncategorized, Video, Video Production and tagged , , . Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

MetricsMatter(tm) Client Highlights: April & May 2014

Trainer Metrics Matter Speed - @1

News and Coverage Roundup

Sumologic: In The News

May 20: VentureBeat – With another $30M, Sumo Logic will keep tabs on your dataThe data analytics startup has pulled in another $30 million in funding, bringing its total to $80.5 million. It previously raised $30 million in a late 2012 funding round. Sumo Logic provides analysis of log data across a business’s apps, servers, network, and other IT infrastructure: Network World, Silicon Valley Business Journal, Dow Jones – Venture Wire, Tech Republic.

Exablox: Client Coverage

May 1: Review: Exablox OneBlox is a storage admin’s dream – Smoothly scalable, automatically redundant, set-it-and-forget-it NAS from Exablox, rewrites the network storage playbook. By Tim Ferrill – InfoWorld

AppDynamics: As Seen on TV

April 30: Bloomberg TV – A Rags to Riches Story for AppDynamics’ CEOAppDynamics CEO Jyoti Bansal explains how the company helps clients find and fix problems with their web and mobile applications. He speaks with Pimm Fox on Bloomberg Television’s “Taking Stock.” (Source: Bloomberg)

TelyLabs: Contributed Articles

May 27: Forbes – Does Tely Labs Threaten George Soros’s 9.4 Million Polycom Share Bet? by Peter Cohan – Contributor

May 24: Entrepreneur – When Launching Your Startup, Consider These 5 Risks by Shreekanth Ravi, Founder – Tely Labs

May 20: InformationWeek/Healthcare – Videoconferencing Connects Hospice Patients, Families by Alison Diana, Senior Editor – InformationWeek

Xangati: Channel Program Intro

April 24: CRN – Xangati, Developer Of Cloud Intelligence Tools, Expanding VAR Programs by Joseph Tsidulko – Senior Editor, CRN.

Venafi: Security Never Sleeps

WSJ: “Google, Microsoft Race to Assess Heartbleed Vulnerability
LA Times: “Heartbleed Bug’ puts Web security at risk.”
Security Week: “Content Distribution Networks Fuel Rising Threat of Digitally Signed Malware”
NWW: “Poorly managed SSH keys pose serious risks for most companies”
CSO: “CryptoLocker’s success will fuel future copycats”
The Economist: “The end of trust”

This entry was written by, posted on May 27, 2014 at 11:37 pm, filed under Marketing, PR, Press Relations, Sales, Social Media, Trainer Communications. Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

The company we keep: Mobile solutions tackle early diagnosis, economic growth in developing world

VAF logo

The company we keep: Mobile solutions tackle early diagnosis, economic growth in developing world

By Caitlin Haskins

The gathering looked like many that you would see in San Francisco or the Silicon Valley – a modern, sleek office space with a mixed group of men and women, ages twenty-something to forties. Some wore business casual, others came in jeans and were busy snapping photos with their mobile phones. What set apart this particular group from dozens of others like it happening that week?

Everett, the inventor and engineer from MIT that I’d just met, showed off a device clipped to his iPhone. This small smartphone accessory (that looked a bit like a belt clip) could, he told me, enable a mobile phone to take photos of a patient’s retina. Eventually, it might allow a doctor in the developing world to gauge a patient’s chances of developing diabetes or neurological disorders, even if they lived far from the nearest medical clinic.

Held by the Vodafone Americas Foundation, this reception celebrated finalists for the 2014 Wireless Innovation Project, a competition that promotes innovation and increase implementation of wireless technologies for a better world. The inventors, coders, and entrepreneurs in the room were a day away from presenting their technologies to a panel of judges with the goal of earning part of a $600,000 pot of prize money and the mentorship of Vodafone xone, Vodafone’s global center for innovation in the Silicon Valley.

Trainer’s clients represent an incredible class of companies across enterprise software, security, network infrastructure, storage, and consumer tech industries. Innovation and deep tech are our mainstays. Standing in a room with the brains behind so many incredible mobile tech creations – including a fog-mapping system that will deliver a potable water source to rural populations, a drone that can deliver cell signal in the immediate aftermath of a natural disaster, and an imaging device that will help doctors better detect and treat cervical cancer – gives a feeling of excitement and hope that is beyond any other in the PR business.

At the Social Innovation Summit in New York, May 28-29, Vodafone will announce the winners of the Wireless Innovation Project and send three teams on their way to making the world a better place through mobile tech. It is such a privilege to work with clients that know the importance of honoring innovation in the community and supporting the incredible tech minds of the future.

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June Sugiyama, Director of Vodafone Americas Foundation

This entry was written by Kayla Bongay, posted on April 11, 2014 at 4:03 pm, filed under Giving Back, PR, Social Media, Trainer Communications and tagged , , , . Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

The Modern Professional’s Hamlet Dilemma: To Read or not to Read?

To Read or Not To Read?

Open. Respond. Filter. Delete. Repeat.

Responding to the landslide of emails is a continuous process in our daily routine. Given the sheer volume of emails, one must learn to recognize which emails are worth opening and which are just spam. Jack Shepherd of BuzzFeed noticed this and further investigated this real life phenomenon in his article Is Email Turning Us All Into Spammers?

From evaluating 75 emails, Shepherd determined that 68 percent of messages were spam, 92 percent of which were coming from coworkers. After seeing these numbers, Shepherd posed three thoughts to his readers:  

  1. Before even drafting a message, determine if the email will be relevant to your coworkers in the “To” line.
  2. Today the common habit is to continuously send/receive emails, rather than really dealing with their content.
  3. Having “email free days” in the workplace are not a bad idea.

As I sit here seeing the numbers in my inbox continuously increase in my peripheral vision, I continue to wonder about this modern day dilemma my co-workers and I face as modern PR professionals – a profession that relies heavily on exchanging emails.  And Shepherd’s three points, bring up three of my own:

  1. Just like the common saying of “think before you speak” in this modern day and age, it is also important to “think before you e-mail.”
  2. Our culture thrives on instant gratification. We check our emails right when our phone buzzes because we want to know right away what is going on. But at the same time, instantly checking swallows up a lot of time, sometimes resulting in procrastination of important work. Although, will we ever be able to break this habit when our smart phones are always at our sides?
  3. It’s a great thought to fully cut the cord from emails, but how practical or even possible is that in 2014?

Emails are an unavoidable part of our daily routine. Check, respond, filter, delete, and repeat. It’s a necessary evil. But where is the line between necessary evil and just plain evil? What are your thoughts on e-mail etiquette, volume and best practices? Leave them in the comments or Tweet us at @TrainerComms… and of course you can always email us.

This entry was written by Kayla Bongay, posted on March 28, 2014 at 10:36 pm, filed under Internship, Marketing, PR and marketing agency best practices, Trainer Communications and tagged , , , . Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

Courage and Careers Can Go Hand in Hand


On January 10, 2014, The WELL for Women Entrepreneurs held its Symposia::2014 Conference for Women Entrepreneurs. The WELL, which was founded by Julie Gordon White, was established to serve women entrepreneurs aiming to expand their business into a million-dollar business. This year the event’s focus was “7 Stories of 7 Figured Women & Beyond.” The conference highlighted seven women who have successfully established companies. Each woman spoke on one of seven topics: determination, commitment, confidence, social skills, courage, and clarity – and even on rising stars among women in business. Because all seven women are highly accomplished and have inspiring stories of how they attained success, it’s no surprise that The WELL turned to Trainer’s CEO, Susan Thomas when looking for someone to speak about courage.

Susan knows exactly what it is like to establish a successful business. At twenty-nine, she started Trainer Communications. As her company and family continued to grow, she also experienced many personal obstacles – from the loss of loved ones to battling breast cancer. Although these were all high hurdles to jump over, she never let hardships deter her from attaining her lofty goals.

You might ask how a woman of just 29, facing extreme adversity, could face innumerable setbacks to create a million-dollar business in just 3 years.  Susan’s answer is courage. During her speech on courage at the 2014 Conference for Women Entrepreneurs, she laid out her ten steps to building courage:

  1. Identify your core values and what matters most to you.
  2. Have a mentor.
  3. Get to know yourself and develop confidence in your abilities.
  4. Keep a positive attitude.
  5. Practice gratitude.
  6. Identify stretch goals and test yourself.
  7. Take the first step boldly.
  8. Never give up. Even when goals feel out of reach.
  9. Don’t succumb to peer pressure.
  10. Celebrate your success, and then try harder.

Being a few years out of college and at the start of my career, I can see the importance of all of Susan’s ten steps. Each will help you to build courage to better envision your goals and chart an unwavering course to your future.  And, with each courageous move you make, you will see your goals getting closer and closer.


This entry was written by, posted on March 15, 2014 at 1:36 am, filed under Business Strategy, Marketing, PR, Press Relations, Trainer Communications and tagged , . Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

How to Host a VIP Event at a Conference or Tradeshow

There are many ways companies stand out at tradeshows. Some use flashy booths, desired giveaways, even celebrity spokespeople. However, these tactics don’t always give you the best sales leads, which is the ultimate goal at tradeshows. Think about this: what if you organized an event where prospective customers could join in a private venue and hear about what your company has to offer straight from some of your existing customers?

A VIP dinner is an excellent way, especially during tradeshows when everyone is in one location, to demonstrate that a company has created a certain level of momentum and signal that it is hitting mass adoption by showcasing successful customers for analysts, media and prospects. Turning these dinners into sales opportunities makes them even more valuable.

Here are some best practices to consider before hosting an event:

Invite key customers and prospects to the dinner, letting customers drive more customers to attend. For example, the bigger the name of the customers company and the better the title, the more customers at that level you will be able to secure.

Offer customer awards as part of the dinner to recognize customers’ commitment to the vendor. Think “Best technology implementation,” “Best ROI” or “Best use case” as examples of awards that can be given out. You can create a Tiffany award, a handsome plaque or other form of corporate recognition. You can present the award at the dinner, acknowledge the person publically and tell the story about how they are using your product or technology.

Invite industry analysts, if applicable in your market, to round out the mix of attendees.

Seating chart is key….Strategically place customers and prospects next to each other so the prospect is able to talk to the customer about your client’s product or technology and how it’s working for them. Make sure your executives are seated near the business press.

Reserve a private room and have the chef talk to the group about the food and wine pairings. Choose a menu that is at least three courses and space them to allow for talking between courses. Good food, conversation and a nice bottle of wine are a winning combination for getting folks to open up with one another.

As you start to plan a VIP customer dinner, here’s an event checklist and tips to get started:
1. Identify venue (make sure it’s a private dining room), timing and location
2. Identify food, wine pairings and other culinary perks
3. Secure attendees: business press, analysts, customers, prospects
4. Create a table seating chart (think strategically)
5. Have an ‘anchor’ gift for attendees (e.g., autographed cookbook from chef, cork pull, etc.)
6. Prepare talking points for executives
7. Prepare customer(s) that will get the award before the event; you don’t want to surprise them
8. Hire a videographer and have video consent forms for attendees to sign
9. Write a press release about the event / award winners discussing why you chose the companies and what important industry trends were addressed
10. Have fun and be creative!

So next time you want to stand out at a tradeshow, think about hosting a private event like a VIP customer dinner that will give you the most ROI for your money and will help elevate your company’s image with existing customers and shrink the sales cycle.

Trainer has extensive experience organizing large and small events at the major technology conference in San Francisco, Los Angeles and New York. We also frequently put on VIP events for our customers who want to showcase their new services with their most valued prospects. Whether it’s Dreamforce, VM World, Oracle Open World, CES, NAB, RSA or BlackHat we are here to ease the stress of conference season while accelerating your sales cycle.

If you’d like to discuss how we can help with your next conference, let us know and we’ll set up a free consultation:

This entry was written by admin, posted on November 14, 2013 at 10:20 pm, filed under Business Strategy, Marketing, Sales, Security, Storage, Uncategorized and tagged , , , , , , , , , , , , . Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

Huge Biz Media Months for Trainer Clients in USA TODAY, The Wall Street Journal, Bloomberg, CNBC and All Points in Between

Colleagues I work with at my day job at Trainer Communications are constantly proving their business media story-telling expertise and strategic knowledge of journalists’ target audiences, the past couple months few are notable. Starting in September, Trainer clients have gained visibility in digital, print and broadcast media outlets that include The Wall Street Journal, San Jose Mercury News, CNBC, USA TODAY, Bloomberg, Forbes, Fox News, NBC and more.

Clients receiving write-ups and broadcast coverage have included a mix of high tech B2B and B2C vendors serving all industries and markets. Here is a brief lineup of clients earning top spots in the globe’s leading outlets, the related Trainer teams, summaries of and links to the news Trainer helped them to develop, articulate and land:

From the IT security team:

Norse: Featured in USA TODAY and syndicated repeatedly as a result, this security start up was covered for its ability to provide live threat intelligence needed to protect the Internet of Things —

Venafi: Featured in USA TODAY and the San Jose Mercury News, this provider of security solutions that protect trust for enterprise digital communications was featured in stories discussing the impact on security the federal government shutdown had and how NSA-surveillance is impacting the business of security —;

SpectorSoft: Known for helping companies to detect insider threats that frequently lead to data breaches and fraud, this client was featured in Fox News Small Business Center for research it brought to market along with a new product –

From the Storage Team:

Virident: Acquired for more than $600 million, this leading provider of Flash storage was featured over 150 times across all news mediums, with a stunning news report in Forbes as well as coverage in Reuters – ;

From the Consumer Team:

OMG Life: This UK-based supplier of precision-based motion-tracking systems and cameras took the consumer-tech world by storm when they popped up on a feature story in CNBC —

From the Wireless, Telecom and Networking Team:

Qylur: Focused on preventing physical security breaches that lead to terrorist attacks and life-threatening incidents, the startup burst onto the US homeland security radar with multiple business features including video reports in The Wall Street Journal and on Fox Business, as well as a feature story in Bloomberg —;;!DED7EF31-6D42-4D52-AB54-BE4613609DB5

Ikanos: This public player (NSADAQ: IKAN) providing advanced broadband semiconductor and software products landed front and center in a conversation with NBC Bay Area news anchor Scott McGrew about the intersection of TV and Internet:

This lineup is just a few of Trainer’s accomplishments over the past couple of months but worth mentioning, as rarely will any strategic communications agency offering integrated AR/PR and marketing have this much high-level business press success across all practice groups in such a short period. I asked Trainer’s founder and CEO Susan Thomas to sum up the success in her own words:

“Most high tech vendors’ attempts to capture executive audience attention through the business press are stalled by communication firms that lack key relationships with top journalists and that don’t know how to develop news into a story that appeals to business audiences,” said Thomas .  “We work very hard at every level of the organization to establish relationships with key reporters, stay abreast of trends and stories they care about, and design events that help us to get to know them on a personal level.”

Did I mention, in addition to this brief success history that has taken place over the past few months, since the beginning of the year the Trainer practice groups have landed clients in top-tier business press 95 times … 95 TIMES!

Great work Trainer practice group teams!

Tweet This: Awesome Biz Press #PR Sept. Oct. @TrainerComms @Norse @Venafi @Virident @Ikanos @Solutionary

This entry was written by, posted on November 5, 2013 at 7:18 pm, filed under PR, Press Relations, Security, Storage, Trainer Communications and tagged , , , , , , , , , , , , , , . Leave a comment or view the discussion at the permalink and follow any comments with the RSS feed for this post.

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