The Challenge
When The Flywheelers began working with Alteryx in the UK, our initial focus was on evolving the brand’s positioning from being seen primarily as a business intelligence platform to being recognized as a leader in AI-driven analytics. This mission took on new momentum with the arrival of Alteryx’s new CEO, who introduced a bold strategic vision centred around the concept of the AI Data Clearinghouse. Our goal became clear: to build awareness and excitement around this new chapter for Alteryx.
Approach
Our strategy for delivering a high-impact media relations programme focused on building market recognition for this new positioning by securing media engagements for the CEO, while continuing to run a press office that elevated Alteryx’s AI analytics narrative.
Key activities included:
- Crafting the CEO’s visionary talk track: Positioned Alteryx’s new CEO appointment as part of the company’s transformation into the AI Data Clearinghouse for enterprises. We focused on phone interviews and podcast opportunities where the CEO could bring the vision to life. Coverage included Bernard Marr’s Future of Business, Forbes, Tech Transformed (EM360), The Tech Business Podcast, and Tech Monitor.
- Shaping angles around the news agenda: Aligned the CEO’s vision with timely industry trends to develop proactive media angles, including the rise of the AI Analyst job role, GenAI’s impact on UK businesses, and Agentic AI. This landed coverage with titles including Computer Weekly and TechRadar Pro. Alongside this, we identified opportunities for reactive commentary that positioned the CEO as a go-to expert on market dynamics. This included pitching the CEO’s perspective on Salesforce’s $8bn Informatica acquisition, resulting in coverage in Verdict.
- Spotlighting corporate milestones: Showcased company momentum under the new CEO’s leadership. This included elevating other executive appointments as Alteryx “building its new leadership team”, which generated coverage with the likes of The Technology Magazine, IT Pro, and Performance Marketing World. We also positioned product news from Alteryx’s annual conference as indicative of the CEO’s roadmap for innovation in AI analytics, which led to a Q&A for the CEO with Diginomica, as well as news coverage including Techzine and Digitalisation World.
- Demonstrating real-world impact: Used real-world insights to show the evolution and impact of data and AI analytics. This included securing journalists from TechInformed and the Stack to attend Alteryx’s Analytics Summit, which offered direct engagement with customers such as McLaren Racing, alongside Alteryx C-Suite spokespeople. We also maximised the data from Alteryx’s 2025 State of the Data Analyst report following its launch by proactively developing two new media alerts for the financial services and retail sectors, where we secured “on message” headlines in Finextra and Illuminaire.
Impact
From January to July 2025, The Flywheelers secured 67 pieces of high-quality, proactive media coverage across top-tier outlets. This included a notable increase in spoken opportunities through podcasts and interviews, which not only led to dedicated profiles and features but also aligned with Alteryx’s goal of engaging audiences with the company’s new vision for the AI Data Clearinghouse.
Since our partnership began with Alteryx 18 months ago, we have delivered 152 coverage overall.
