Building a global PR programme for Xalient


Headquartered in the UK and with offices in the USA, and Western Europe, Xalient counts Kellogg’s, Avis Budget Group, WPP and Keurig Dr Pepper among its clients. It was established nine years ago to disrupt the traditional markets for secure networking, taking advantage of the huge shift to cloud technology that has created high demand for flexible, cost-effective global connectivity and protection against increasingly complex cyber threats.   

Following the strategic acquisition of Integral Partners and Grabowsky in 2023, Xalient offers world class advisory, IGA, PAM, customer identity, access enforcement and other IAM solutions, as well as transformative software defined networking, cybersecurity technologies and managed services. Xalient helps the world’s largest brands become more resilient, and responsive to change. C8 Consulting has enjoyed a near two-year relationship with Xalient, initially starting as a pilot project in April 2022 which led to C8’s appointment as the company’s UK PR agency in June 2022. Now, C8 is taking this even further, with a global programme in 2024. 

*Xalient was named among Europe’s Fastest Growing Companies in 2024 by Financial Times and Statista for the third consecutive year.   

The Challenge

As a fastgrowth scale-up business, Xalient needed to increase brand awareness and recognition in the market. With specialist knowledge and experience in the identity, secure networking, and cybersecurity sector, Xalient appointed C8 to undertake a pilot project in May 2022 which proved hugely successful, resulting in C8 being appointed to develop the PR strategy and deliver a UK/USA PR programme. Our responsive nature, storytelling capabilities, and understanding of industry issues meant we quickly gathered momentum. 

The Campaign

As a company, Xalient are new to PR, therefore we kick-started our relationship by demonstrating how C8 would build a programme and generate brand awareness before ramping up activity to establish the company’s voice in the market. During this initial phase, C8 provided UK and USA PR and media relations support, and our Content Studio delivered copywriting expertise, providing thought leadership content for Xalient around key trending topics such as Zero Trust, AIOps, and Identity Management. 

Xalient has won many prestigious awards including The Sunday Times Inspiring Workplaces accolade in 2023, and it was named among Europe’s Fastest Growing Companies in 2024 by The Financial Times and Statista for the third year running. C8 helped to promote these awards to garner further interest and brand awareness.  

In addition, in 2023, Xalient made two significant acquisitions and C8 was part of the strategic communications team working alongside Xalient to craft the press material, and communications strategy and plan, to successfully take these announcements to the market. Alongside 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 a complex message to market.    

The Results

As a result, we have achieved 2,465 pieces of coverage in 2023, with 226 pieces of pro-actively earned media in publications such as The Financial Times, The Times, The Sunday Times, CRN, Computer Weekly, Intelligent CISO, Enterprise Times, Dark Reading, Help Net Security, Intelligent CIO North America, and many more.  

In 2024, not only are we looking to scale up activity globally, but we are also working on securing more C-suite and business level media, with our effort focused on the specific geographies spanning USA, UK and EMEA, to drive global brand awareness. 

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.” 

Dorota Gibiino, Marketing Director, Xalient

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