How Industrial Software Leader PTC Turned Its Executive Team into LinkedIn Influencers with a White Glove Social Media Program
Industry: Technology
Executive Influencer Program · White Glove Publishing · Corporate Communications
ABOUT PTC
PTC is a Boston-based global industrial software company founded in 1985 and traded on the NASDAQ. With more than 6,000 employees across 80 offices in 30 countries and over $1 billion in revenue, PTC provides a comprehensive portfolio of product lifecycle management, CAD, IoT, augmented reality, and application lifecycle management solutions. Serving 95% of Fortune 500 discrete manufacturing companies across aerospace and defense, automotive, life sciences, and industrial sectors, PTC enables companies to digitally transform how they design, manufacture, and service the physical products the world relies on.
THE CHALLENGE
PTC’s corporate communications team recognized that their senior executives had significant untapped influence on LinkedIn. Leaders across different business units and functions carried authority in their respective markets, and the company had an opportunity to position them as credible voices and thought leaders at scale. The challenge was doing this without asking busy executives to manage their own social media presence or, critically, without requiring them to hand over account passwords. The team needed a secure, streamlined way to draft content on behalf of executives, get it approved, and publish it professionally at scale across a growing roster of senior leaders.
THE SOLUTION
Starting with One Executive and Scaling from There
The program began with the Executive Vice President and General Manager of the Velocity Group, with PTC’s corporate communications team using MarketBeam to draft content on the executive’s behalf, send it through an approval workflow, and publish it directly to LinkedIn without ever needing password access. The combination of a clean approval process and secure account integration gave the executive full control over what went out under their name while removing the operational burden of managing it themselves. The results were strong enough that the program expanded quickly, bringing in the Senior VP of ALM Products, the Vice President of Sustainability and Analyst Relations, and the Corporate Vice President of Corporate Development, each with their own tailored content stream and approval flow.
No Passwords, No Friction, Full Executive Control
One of the most important aspects of the program for PTC was security. Executives connected their LinkedIn accounts through MarketBeam’s secure OAuth integration, meaning the corporate communications team could draft and schedule content on their behalf at any time without needing login credentials. This single capability was what made the program scalable. Each new executive could be added to the program simply and securely, with no IT involvement and no risk of credential exposure. The communications team retained full visibility and coordination across all accounts from a single platform.
With the workflow established and trust built across the executive team, PTC’s corporate communications function was able to build consistent, role-specific personal brands for each leader, ensuring that the Vice President of Sustainability sounded like a sustainability expert, the SVP of ALM Products carried product credibility, and the EVP of the Velocity Group communicated with the authority of a business leader, all coordinated centrally but published with individual authenticity.
THE RESULTS
400%+
growth in LinkedIn followers
45K+
impressions generated across campaigns
60%
of total engagement driven by the
employee amplification
THE BENEFITS
Executives positioned as LinkedIn influencers in their domains — senior leaders across the Velocity Group, ALM Products, Sustainability, and Corporate Development built consistent, credible LinkedIn presences without managing a single post themselves.
No passwords required, no security risk — MarketBeam’s secure integration meant executives could participate fully in the program without ever sharing login credentials, making adoption easy and the program scalable without friction.
Corporate communications in full control at scale — one team drafted, managed approvals, and published across multiple executive accounts from a single platform, making the program operationally efficient and easy to grow as new leaders were added.
Individual executive brands built with authentic voice — each leader received content tailored to their specific area of expertise and business focus, giving their LinkedIn presence the credibility of personal authority backed by the polish of professional communications support.
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