The Background
While UiPath’s business and technology have evolved since V2 Communications first partnered with the brand in 2017, our communications goals have largely stayed the same: to establish the company as a leading automation and AI player with a critical solution for transforming enterprise operations and performance.
The Approach
When UiPath first partnered with V2, the company was looking to establish leadership in the high-growth Robotic Process Automation (RPA) category. At the time, there were three major companies vying for industry dominance. To raise awareness for the RPA category and set UiPath ahead and apart from the competition, V2 leaned heavily into third-party validation –customer stories, analyst reports, investor marketing and tech awards – to underscore the company’s superior technology and impact. V2 coupled this work with brand building initiatives that focused on UiPath’s unique founding story, vision and exceptional growth, as evidenced by customer count, revenue and valuation.
With its RPA market leadership solidified, UiPath began to look ahead to its next major milestone: an IPO. To position the company for a strong market debut, V2 ramped brand building initiatives – forging relationships between UiPath’s C-suite leaders and top business, financial and tech media to set the stage for feature stories that highlighted the company’s vision, growth and market opportunity. More on that here.
Today, V2 continues to partner with UiPath, now a public company. As the company continues to evolve, V2 applies an integrated approach to its communications strategy – leveraging a mix of owned, earned and paid channels to consistently share UiPath’s vision, impact and roadmap with key stakeholders.
The Results
Over the course of V2’s long partnership with UiPath, we have achieved high-impact results including:
- Company features, including a Forbes cover story, as well as numerous profiles in CNBC, the Financial Times, TechCrunch and Business Insider
- Broadcast segments on CNBC, Bloomberg TV, Fast Company, Fortune Leadership Next, the Verge’s Decoder
- High-impact customer stories in publications such as the Wall Street Journal, the New York Times, WIRED, CIO Magazine
- Esteemed awards like CNBC Disruptor, TIME Best Inventions, Forbes Cloud 100, Forbes AI 50
- Speaking engagements at the Wall Street Journal CIO Summit, Fortune Brainstorm Tech, VentureBeat Transform
- 30,300+ page views on paid content activations with Business Insider, Fast Company and diginomica