Wax Digital

Lead generation PR

Integrated technology leadership campaign


Wax Digital is a Manchester-based software company and has been a Skout client for over five years. Specialising in e-procurement software, it operates in a competitive marketplace against software giants such as SAP and Oracle. Wax wanted to position is itself as a technology leader in the procurement software sector so we worked with it to launch an integrated lead generation PR and marketing campaign, investigating the future of technology-led corporate buying.


We devised ‘The Buying Game’ debate discussing how wearable technology and other future tech innovations could change corporate buying.

Discussions were led by Wax and a leading futurologist, with panel attendees including senior procurement professionals and media.

We also launched Wax’s wearable tech prototype as a new innovation soon to hit enterprises.


The Buying Game delivered some outstanding results as an integrated campaign. We secured coverage in Supply Management, a trade cover story and other business and tech coverage including The Guardian and Management Today. It also produced a research document positioning ‘The Buying Game’ concept, a paper on wearable technology for procurement and video.

web3 Glass resulted in briefings with key tech, procurement and supply chain media and attracted interest from the BBC technology team, keen to trial the first commercially developed version. Content produced as part of our storytelling approach was used across 29+ marketing channels including 20+ publications, Facebook, LinkedIn, Twitter, YouTube, email marketing and three events. The campaign also helped generate a healthy six-figure pipeline of new business leads for Wax and a significant increase in enquiries at their stand at eWorld.

The Buying Game campaign was extremely cost-effective with a ‘create once, use many times’ content ethos at its core.

Skout has transformed PR into one of the main thrusts behind marketing and lead generation. Its integrated approach has driven consistently high results that are now bringing enquiries into the business.

Daniel Ball

Business development director, Wax Digital