From Software Unknown to Unicorn

Industry recognition icon
Earned Industry Recognition
Share of voice icon
Share of Voice Skyrocketed
Company value icon
Company Valued at $1 Billion
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Secured Millions in Funding

The Challenge:

  • Belgian data software firm Collibra enters a crowded US tech market in 2008 with little to no brand awareness
  • The concept of data governance is still emerging, but its esoteric nature generally makes the topic a sleeper for most business audiences

Tier One’s Approach:

  • Make data governance relevant and compelling by putting hard business value against it
  • Focus on Collibra’s “purpose-built” approach in comparison to competitive solutions that treated governance as an afterthought
  • Distill Collibra’s technology down to a few concepts media and buyers could appreciate
  • Provide trend and social listening services to identify opportunities — like GDPR, data privacy, and the Facebook data breach — to promote thought leadership and position data governance as an existential issue
  • The secret sauce? Be provocative!

The Outcome:

  • Collibra went from a no-name to a recognized leader in an up-and-coming software category
  • Inclusion in prestigious Forbes Cloud 100 list for two consecutive years (2017, 2018)
  • Share of voice skyrockets, landing coverage in major publications like The Wall Street Journal, TechCrunch, and Bloomberg BusinessWeek
  • Secured millions in funding from prominent VCs including ICONIQ Capital and Battery Ventures
  • Collibra today valued at more than $1 billion

Additional Case Studies

Entegris | Humanizing Advanced Materials Science

Innovative storytelling humanized Entegris’ advanced materials science to connect the brand with a broader audience. Targeted earned media placements successfully positioned company as a microelectronics industry disruptor, highlighting the value of its technology differentiators.


Prophix | Advanced Technology Elevates the Office of Finance

Brand awareness positioned Prophix as a leader among CPM vendors. Aligning the company to macro trends and executing a smart thought leadership program significantly increased Prophix’s earned media placements.