Driving brand awareness for Xalient, Globally

May 29, 2024By C8 ConsultingInsights

At C8 Consulting, we pride ourselves on being the go-to PR agency for edgy and innovative companies that aim to disrupt their chosen industry. One company that perfectly exemplifies this is our client Xalient.

Xalient is a cybersecurity business that was established eight years ago with a focus on secure networking. The company took advantage of the huge shift towards cloud-based computing that created a high demand for flexible connectivity and protection against increasingly complex cyber threats. Headquartered in the UK, and with offices in the USA and Western Europe, Xalient enables some of the world’s largest brands to become more resilient and adaptable, and its clients include well-known global names such as Kellogg’s and Keurig Dr Pepper.

C8 has enjoyed a near two-year relationship with Xalient, being appointed as the company’s UK PR agency in June 2022 following a month-long pilot programme. After running a tremendously successful UK campaign, Xalient appointed C8 as its global PR agency in January 2024.

Delivering a PR recipe for success

As an organisation, Xalient had not invested in communications before hiring C8 as their strategic PR agency. Kicking off with a discovery session to surface key messaging and spokespeople, C8 set about building a programme that was designed to generate brand awareness ahead of ramping up activity to establish the Xalient’s voice in the market.

During the initial phase of our relationship, C8 supported Xalient in terms of day-to-day PR activity, utilising our Content Studio offering to draft thought leadership pieces and additional articles. These would allow us to position key Xalient spokespeople as subject matter experts in the media, and demonstrates the expertise of the company as a whole. For the media, C8 focused on identifying trending topics such as AI, Zero Trust, and identity management, for commentary.

C8 also helped to promote some of Xalient’s many prestigious awards, including The Sunday Times Inspiring Workplaces accolade in 2023, as well as being included in the Europe’s Fastest Growing Companies in 2023 list by the Financial Times and Statista for the second year running.

Developing our role as your PR partner

As a growing and successful company, Xalient made two notable acquisitions in 2023, giving C8 a compelling newsworthy narrative and an opportunity to demonstrate our strengths in corporate communication. The team worked in tandem with the client to draft press material, as well as planning and creating a communications strategy to make sure this important news hit targeted media publications with the impact that it deserved and warranted.

In addition to regular PR activity such as newsjacking, features tracking, content creation, and media relations, C8 undertook writing a significant amount of thought leadership content to help communicate and deliver a complex message to market.

Speaking of the relationship between Xalient and C8, Dorota Gibiino, marketing director, Xalient commented, “Since 2022, C8 Consulting has been an amazing agency to work and partner with. We feel they are an extension of our marketing team and the collaboration and responsiveness between us is remarkable. They’ve exceeded our expectations and initial KPIs identified at the start, delivering incredible results for Xalient.”

As a result of C8’s approach, strategic thinking, and PR expertise, Xalient secured nearly 2,500 pieces of media coverage during 2023. This included featuring in national publications such as Financial Times, Sunday Times, and The Times, as well as mentions in top-tier tech trade outlets, including Computer Weekly and CRN.

In 2024, C8 is looking to increase global PR activity and raise Xalient’s profile even further, with a particular focus on C-suite and business media across the UK, US, and EMEA.

Speak with the communications specialists

With 20 successful years in business, the team at C8 Consulting is perfectly placed to help you address your PR and communications challenges. Whether you’re looking to grow internationally, beach head and rollout across new markets, or have secured series C, D or E funding to champion your next stage of growth, C8 Consulting is here to help you. Do get in touch: https://www.c8consulting.co.uk/contact-us/