Belgian data software firm Collibra enters a crowded US tech market with little to no brand awareness
The concept of data governance is still emerging, but its esoteric nature makes the topic a sleeper for most business audiences
The Strategy
Make data governance relevant and compelling by putting hard business value against it
Focus on Collibra’s “purpose-built” approach vs. competitive solutions that treat governance as an afterthought
Humanize Collibra’s technology so media and buyers could appreciate its value
Identify opportunities via trendspotting and social listening (GDPR, data privacy, the Facebook data breach) to promote thought leadership, position data governance as an existential issue
The secret sauce: share a provocative POV
The Results
Earned Industry Recognition
Share of Voice Skyrocketed
Secured Funding from Leading VCs
Company Valuation Soars into Billions
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