Founded in Mumbai, Fractal Analytics is the second-largest AI provider out of APAC. With a customer base largely in the U.S., Fractal offers AI-powered solutions that streamline monotonous workflows and free up human intelligence, enhancing decision-making across the organization. However, despite work with global Fortune 100 companies, Fractal Analytics was not well known in the U.S.
Fractal Analytics enlisted Crenshaw Communications to increase brand awareness in the U.S., position the AI provider as a global industry innovator, and ultimately drive inbound leads.
Strategy
For competitive reasons, many customers prefer not to disclose their work with Fractal Analytics. Without customer names to draw on, the team at Crenshaw Communications knew they would need to increase executive visibility and merchandise executive insights to help the AI provider reach its goals.
The B2B PR agency built a PR program comprised of earned media and content, targeting various industry verticals including CPG, financial services, pharmaceuticals, public health, and safety, insurance, telecom, and retail.
The team also worked together to support the company’s thought leadership through a Fractal Analytics branded conference, ai.now — the only industry event designed to help Fortune 500 companies learn to implement artificial intelligence in order to optimize business success. The event paired executives from Fractal Analytics with AI leaders at well-known brands like VISA, Procter and Gamble, and Quest Diagnostics for sessions discussing topics like AI transformation.
Impact
Fractal Analytics achieved foundational awareness in the market through top-tier business and trade media coverage. Executives from the company have been quoted in publications like The Wall Street Journal and InformationWeek on topics ranging from decision-making and AI to the impact of AI on the retail supply chain and how CPGs can leverage AI to influence consumer buying behavior.
The brand is catching up with the business.
Fractal Analytics’ Chief Practice Officer attributes the company’s biggest customer wins over the last two years to inbound leads resulting from earned and owned media placements, as well as a branded AI conference. He reports that a single podcast interview alone resulted in three introductory meetings with Fortune 100 companies and a follow-up discussion with the head of AI transformation at a global insurance giant.
“[Our] biggest client wins over the last 2 years have been through inbound leads.”
“[Our] biggest client wins over the last 2 years have been through inbound leads.”