Help Product Analytics SaaS vendor Mixpanel articulate its successful turnaround strategy since a management change, culminating in a $200m investment from Bain Capital.
Fire on the Hill worked directly with the firm’s CEO, Head of Strategy, and Marketing team to devise a high-impact communications strategy across multiple markets. We acted as the lead agency, coordinating the communications campaign on an international basis and working closely with Bain Capital’s own communications experts.
Fire on the Hill developed comms materials including extensive messaging, media kits, the strategic comeback story, and a press release. We prepared key spokespeople through a series of media training workshops to ensure they could deliver the right message whilst avoiding several difficult issues.
Fire on the Hill helped Mixpanel secure outstanding results that informed the market of its comeback based on its successful product-led growth strategy.
This culminated in a 3,000 word deep dive article in TechCrunch following interviews with four executives, citing the company as an example for other SaaS firms seeking to reignite their businesses. [This piece helped support company fundraising]
The campaign also secured high-profile coverage for the resulting $200 million raise from Bain Capital, with coverage in The Wall Street Journal, Fortune, TechCrunch, Business Insider, VentureBeat, Axios, The Next Web, TechMeme, and many more.
Since working with Mixpanel on this project (Aug-Nov 21), Fire on the Hill has been appointed as the Agency of Record on an international basis