“Operational agility”
Its positioning around “operational agility” described an abstract outcome rather than making the technology understandable.
Blue Prism
Helping build a brand, create a +£30 billion category, and support global growth
From helping name and build the Robotic Process Automation (RPA) category name, to delivering the marketing that helped build its market, I helped Blue Prism position pioneering technology into a proposition enterprise buyers could understand, trust and buy.
2012
In 2012, Blue Prism had pioneering technology and early-adopter enterprise customers, but no market awareness.
Robotic Process
Automation
I helped shift that thinking towards creating a distinct category, contributing the “robotic” and “automation” elements of the Robotic Process Automation name.
I went beyond giving an emerging market a name, by showing enterprise buying groups a clearer way to understand its value, explain it internally and build confidence in choosing it.
Turn category thinking into market momentum
I shaped the strategy and delivered the positioning and messaging, media and analyst relations, thought leadership, content, campaigns, events, customer advocacy and sales enablement.
Results from the initial 18-month engagement
Supported a multimillion-pound sales pipeline.
5×
growth in unique website visitors.
7×
growth in content downloads.
50
high-profile trade and broadcast media placements across the UK and US.
This increased visibility, engagement and commercial interest laid the foundations for Blue Prism’s growth towards IPO.
June 2018 – October 2021
Invited back to support the next stage
From June 2018 to October 2021, I contributed to and executed corporate communications strategy, helped resolve challenges across the marketing mix and supported management of UK and US PR agencies.
I personally delivered case studies, media articles, blogs, ebooks, video scripts and webinars.
I applied strategic thinking and hands-on delivery to a business operating on a global stage.
“Nick helped put our brand on the map. He helped define, position and promote the RPA category. His work enabled us to generate commercial opportunities, attracted huge amounts of engagement, which also paved the way for our IPO.”