Elevating Brand Credibility in a Competitive Market for Flexential
A data-driven media strategy helped Flexential break into national tech conversations and position itself as a leader in AI-fueled IT infrastructure.
Overview
Flexential, a leading provider of data center and colocation services, faced mounting pressure to stand out in a rapidly evolving marketplace dominated by larger competitors like DataBank and Digital Realty.
With the AI boom fueling intense infrastructure demand, the company needed a breakthrough PR strategy that would move it beyond niche trade visibility and into national tech and business conversations.
Flexential partnered with Walker Sands to design an ambitious, insight-led PR program that combined a strategic media engine with data-driven storytelling to build credibility, raise brand awareness and amplify thought leadership.
total placements
tier-one placements
increase in SOV
The Challenge
While Flexential was well-regarded in data center trade media, it lacked visibility in top-tier publications that influence broader market perception. So, the company’s goals were clear:
- Elevate brand credibility beyond industry trades
- Break into tier-1 national coverage
- Build a sustainable thought leadership platform anchored in AI infrastructure
To succeed, Walker Sands needed to shift Flexential’s narrative from industry participant to recognized leader shaping the AI-driven future of IT infrastructure.
The Solution
Walker Sands’ program combined strategic targeting with bold storytelling:
Strategic Media Relations Engine, Driven by ABM Thinking
- Applied an account-based approach to media outreach, prioritizing outlets like The Wall Street Journal, The New York Times and Business Insider.
- Maintained an always-on strategy, inserting Flexential’s voice into the fast-moving AI and IT infrastructure news cycle.
- Empowered spokespeople to become go-to sources for technical depth and high-level AI market commentary.
Insight-Led Storytelling, Anchored by Third-Party Research
- Created the State of AI Infrastructure (SOAI) Report, a research-driven asset designed to fuel long-term coverage.
- Leveraged embargoes, exclusive interviews, contributed articles and newsjacking opportunities.
- Extended visibility by drip-feeding findings over months, including a secondary release tied to industry events.
The Results
Walker Sands not only met but exceeded every program benchmark — two years in a row:
- 118 total media placements
- 34 tier-1 media hits across outlets such as Forbes, Fortune, Business Insider, IT Brew and CIO Dive
- 43 new tier-1 media relationships established
- Share of Voice doubled from 6.7% in Q1 to 13.7% in Q4 2024
The SOAI Report alone generated:
- 57 placements (including 6 tier-1 hits)
- Sustained coverage lasting 6+ months post-launch
“I want to reiterate my thanks to the whole WS team. I’m very impressed and excited about the research report and am really pleased with the progress. Let’s keep hitting the accelerator button!”
Sheri Liebo
SVP Marketing, Flexential
