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airSlate: Increasing Brand Awareness & Driving Momentum Behind Funding, Executive Visibility, Partnerships

  • Technology
  • Enterprise Software
  • Cloud

airSlate: Increasing Brand Awareness & Driving Momentum Behind Funding, Executive Visibility, Partnerships


pieces of organic coverage in the first quarter of the year




publications for executive thought leadership content opportunities

Supporting Two Major Announcements via PAN’s NXT Stage Approach

airSlate, a no-code business workflow automation provider competing with major players in eSignature and document management, aims to provide easy-to-use, no-code, end-to-end business automation solutions that empowers individuals and teams across industries to digitize business interactions on their own.

When airSlate partnered with PAN in 2020, the program focused on corporate and product messaging. As the need for more robust PR support arose, the partnership naturally expanded to the full media relations and thought leadership program it is today – just in time to support not one, but two major company financial announcements.

There is a methodology with NXT Stage that gives growth-minded brands a strategic communications blueprint. Our work with airSlate to date is a great example of this and a testament to the hard work of our media relations experts to continually execute on these strategic plans.
Adam Cormier, VP, Technology at PAN Communications, headshot
Adam Cormier
Vice President, Technology | Boston, MA
The Challenge

Breaking Through the Chatter

With the massive global shift to remote work as a result of the COVID-19 pandemic, the low and no-code business automation market became increasingly crowded and airSlate needed to break through the chatter to compete among the major players in the space, namely DocuSign and their powerful SOV. PAN was tasked with increasing airSlate’s share of voice in the industry and establishing airSlate as a notable brand while positioning the CEO as a trusted media source across all relevant enterprise and SMB verticals, both digitally and traditional.

The Solution
Strategic Media Relations

Starting with a major funding announcement, part one of two, and moving into a steady cadence of partner and product news announcements, PAN worked closely with airSlate’s communications team to seamlessly execute targeted media outreach to top business, financial, tech and vertical publications to highlight the success and growing momentum of airSlate and their suite of solutions.  

Executive Thought Leadership

To further elevate airSlate’s industry presence, PAN leveraged CEO Borya Shakhnovich’s unique founder story and entrepreneurial experience, in tandem with the ongoing conversation around remote work solutions, to promote a targeted content campaign that positioned Borya as a reputable influencer in this space.

Rolling Thunder: Funding News

In preparation for parts 1 and 2 of airSlate’s funding news, PAN lead the charge in press release messaging, identifying key media targets, and developing a phased pitch strategy with heavily vetted embargo contacts to achieve the best quality, and quantity, of news coverage – thus creating a rolling thunder into the upcoming news announcements of the year, and establishing brand awareness in an otherwise crowded space.

The Impact

40 pieces of organic coverage in Q1 − with over 26B impressions

As a result of PAN’s efforts and constant monitoring of industry news and media trends, we secured 40 pieces of organic coverage in the first quarter of the year, with over 26B impressions. The team pitched, drafted and secured executive thought leadership content opportunities for Borya across 8 publications, aligning with airSlate’s core topics and pillars – no-code, workflow automation, and future of work.

Coverage highlights include Venture Beat, Fortune, Reuters, Axios, Business Insider, VMBlog, Security Magazine, and DevOps Digest among others.

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