Pax8

Boosted EMEA presence, award recognition, and share of voice growth, positioning the brand as a leading voice in the IT channel.

142

pieces of UK+I coverage reaching 4 million

261

pieces of EMEA coverage reaching 18 million

pieces of coverage for event and strong media attendance

1+5

1 award win and 5 shortlists

It’s been a true pleasure to work with AMBITIOUS. The team has gone out of their way to support us in PR across EMEA during a rapid period of growth, which has led to an increase in Share of Voice across UK+I and the wider EMEA region respectively. AMBITIOUS’ expertise and collaborative approach have made them a perfect fit for Pax8, and the relationship feels deeper than simply working with an agency.

Annabel Gadd
Campaign Marketing Manager at Pax8

Created a standout PR strategy to elevate Pax8’s brand across EMEA, driving media coverage, award recognition, and thought leadership in a crowded IT channel market

INSIGHT

As a leading cloud marketplace and key player in the IT Channel, Pax8 works closely with partners, vendors and Managed Service Providers (MSPs) from across the sector, putting software and solutions in the hands of business owners of all sizes.

In the midst of a critical period of growth having recently entered the European market, Pax8 was looking to rapidly increase its presence across EMEA.
It required a PR and marketing strategy and strategic counsel across the board
To increase brand awareness for Pax8, it needed to stand out from its competitors in a crowded market. It was important to distinguish Pax8’s status as a unique disruptor, positioning it as a marketplace and moving away from the sector’s traditional distribution model.
The PR campaign needed to provide measurable impact across Pax8’s four key regions; UK&I, DACH, Nordics, Benelux.

In March 2024, Pax8 selected AMBITIOUS as its UK agency — the start of a highly targeted, results-driven PR campaign tailored to its ambitious goals.

Audience:

MSPs
Channel partners
IT vendors
IT providers
IT decision makers
Business leaders

IDEAS

Working in partnership with Pax8’s brand managers, as well as their newly appointed PR agencies spread throughout the region, AMBITIOUS drives coverage in UK+I and coordinates media relations across EMEA.

Building on its unique status and key sector differentiator, AMBITIOUS identified multiple opportunities to develop a series of thought leadership articles with key spokespeople from across UK+I, placing written commentary in sector feature articles and developing multiple channel award submissions.
AMBITIOUS maintained a strong news pipeline, issuing a variety of announcements with new partners and vendors joining the Pax8 marketplace alongside new initiatives and developments from its partner programs to generate profile.
To further elevate Pax8 as a leader in the sector, AMBITIOUS worked closely with the other EMEA agencies to create bespoke materials to target leading channel trade media to attend Pax8 Beyond EMEA – a first-of-its-kind three-day event for the EMEA region that brought together IT service providers, vendors and leading channel experts across the sector.

This approach exemplifies AMBITIOUS’ deep experience in PR for technology companies, where differentiation and innovation are central to brand narrative and market positioning.

IMPACT

Outputs:

Across UK+I to-date, AMBITIOUS has generated 142 pieces of coverage reaching an estimated audience of over 4 million including pick up in key Channel titles: CRN, Channel Futures, Microscope and PCR .
By coordinating, collaborating and aligning with the other EMEA agencies, 261 pieces of coverage have been achieved reaching an audience of over 18 million readers.
Secured key media attendance at Beyond EMEA, resulting in dedicated articles from each journalist, contributing to a total of 37 pieces of coverage on the event itself
X10 award entries drafted for UK+I including 1 win and 5 shortlists.
X3 media training sessions completed and delivered to Pax8 EMEA spokespeople.

Outtakes:

Across UK+I to-date, all coverage achieved has featured Pax8 as the main focus of the story, 61% of which has a domain authority of more than 40. Across EMEA, 94% of coverage has featured Pax8 as the main focus of the story and 56% of coverage secured has a domain authority score above 40.

Outcomes:

The campaign for Pax8 UK+I has resulted in 45% positive sentiment and 33% for wider Pax8 EMEA.

Impact:

Increased brand awareness and positioning of Pax8 as a channel thought leader.
There’s been a 6% increase of Pax8 UK+I’s Share of Voice, against its key competitors.
Pax8 EMEA has seen an 11% increase in Share of Voice to-date alongside its EMEA competitor set.

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