Blue Prism
Helping name a category, build its market and support global growth
2012–13Category creation & market building
2018–21Global marketing support
From contributing to the RPA name to personally delivering the marketing that helped build its market, I helped Blue Prism turn pioneering technology into a proposition enterprise buyers could understand and trust.
My initial 18-month engagement in 2012–13 supported a multimillion-pound sales pipeline. In 2018, chairman Jason Kingdon invited me back to support global marketing for more than three years.
Give buyers a category they can understand
Blue Prism had pioneering technology and early-adopter enterprise customers, but no market awareness. Its positioning around “operational agility” described an abstract outcome rather than making the technology understandable.
I helped shift that thinking towards a distinct category, contributing the “robotic” and “automation” elements of the Robotic Process Automation name.
This went beyond a new message for Blue Prism. It helped give an emerging market a name and 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 personally delivered the programme: positioning and messaging, media and analyst relations, thought leadership, content, campaigns, events, customer advocacy and sales enablement.
The programme combined market education with credible customer evidence, helping buyers understand the opportunity, trust the proposition and make the case internally. These are the principles that underpin my decision enablement approach today.
Results from the initial 18-month engagement
Supported a multimillion-pound sales pipeline.
growth in unique website visitors.
growth in content downloads.
high-profile trade and broadcast media placements across the UK and US.
This increased visibility, engagement and commercial interest helped lay 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.”