VAST Data

The client was growing at a pace few enterprise software companies had matched, but the market wasn’t seeing the bigger story.

The storage category was crowded with established players such as Dell EMC and NetApp, alongside well-funded competitors including Pure Storage, Qumulo, DDN and WekaIO. New product announcements came every quarter, making it difficult for any one company to stand apart.

When the client did attract media attention, coverage tended to focus on technical specifications: drives, nodes and performance benchmarks. That kept the company largely within storage trade publications and limited its visibility among the business, financial and industry reporters covering the transformative applications of AI infrastructure.

The company needed a brand repositioning strategy that would move it past its original category and establish it as a data infrastructure provider for an AI-powered world. The challenge was to make a highly technical product story relevant to customers, investors and journalists across multiple industries.

Bospar shifted the story from what the company’s technology did to what its customers could accomplish with it. Rather than leading with product specifications, we built an integrated B2B tech PR program around real-world customer applications, industry trends and strategic partnerships.

We used customer stories to earn media coverage in vertical publications that prospective buyers already trusted, taking its message beyond traditional storage and infrastructure media.

• Healthcare and life sciences: German genetics laboratory CeGaT selected the platform to deliver medical insights faster. We connected the cancer research story to World Cancer Day, making the technology relevant to a broader healthcare conversation.
• Media and entertainment: Ingenuity Studios rebuilt its production pipeline on the company’s technology. We tied the announcement to NAB and film awards season, showing how data infrastructure supports increasingly demanding creative workflows.
• Financial services: We positioned the company around the data demands of quantitative and cryptocurrency trading, where firms need answers as information arrives.
• Autonomous vehicles: Our “Cars Run on Data” campaign used Morgan Stanley’s estimate that an autonomous vehicle can generate 40 terabytes of data per hour to illustrate the infrastructure demands of intelligent transportation.
• Federal: We secured attention for the company’s role in the data platform supporting the VA’s Million Veteran Program.

Instead of  treating partnerships as routine product announcements, we connected each to a larger business or technology story. Bospar developed announcements around the company’s work with NVIDIA, including its Ceres platform launch at GTC 2022, which put the company’s technology in front of audiences across enterprise technology, AI, storage and high-performance computing. The campaign helped establish the company as an important player in the infrastructure conversation surrounding NVIDIA’s AI ecosystem, highlighting how its storage architecture could support the enormous data requirements of next-generation AI workloads.

Additional outreach focused on partnerships with Commvault, Vertica, Mercury Systems and Dremio.

Bospar also supported a midyear momentum announcement and an ESG report examining data center energy consumption.

We also employed analyst relations and other third-party validation. To strengthen credibility beyond traditional media coverage, we brought investors and analysts into the conversation. General Atlantic Operating Partner Gary Reiner, former GE CIO and the client’s board member, briefed The Wall Street Journal on the resilience of data infrastructure during economic downturns. We also secured Raymond James analyst Pavel Molchanov’s participation in the ESG launch.

And we built executive visibility through business press outreach, securing 16 media briefings for the client’s CEO, its co-founder and other executives with reporters at TechTarget, VentureBeat, ZDNet, Intellyx, SiliconANGLE, Forbes, The Next Platform, Fierce Electronics and The Wall Street Journal.

We also arranged a meeting between the client’s co-founder and Jason Bloomberg, founder and managing director of enterprise IT analysis firm Intellyx, resulting in a feature examining the client’s massively scalable storage architecture.