Alteryx

Alteryx

Inspiring customers, prospects, and analysts with a bold corporate vision

Businesses today face the challenge: evolve or die. Alteryx, a data analytics and automation software company, recognizes this challenge and provides solutions for faster and more meaningful digital transformation. The company holds an annual user conference, Inspire, which brings together thousands of data analysts, data scientists, and business leaders from all over the world.

To help further accelerate digital transformation across the enterprise, Alteryx needed to inspire more prospects, customers, and analysts with their new vision, Analytics for All.

Democratizing analytics

Alteryx developed its Analytics for All positioning, which brought the power and insight historically reserved for power users (few), like data scientists and analysts, to a broader set of roles across the enterprise (all). By democratizing analytics, Alteryx could help fuel faster and more substantive transformation within organizations.

They planned to unveil the new vision and branding at their annual user conference, Inspire, in Denver. However, because of other ambitious goals and a fight against time, the in-house Alteryx team sought a partner who could own the creation of their main stage keynotes and connect their vision with the needs and desires of customers, prospects, analysts, and investors.

Having created main-stage presentations for high-profile events and some of the largest conferences in the world, my team and I were brought in to lead the alignment of corporate vision, compelling narrative, and engaging design.

Building the story

We began by understanding Alteryx's new vision and how it relates to audiences new and existing. To make the most of the keynotes, the first step was to develop a compelling story across four executive presentations that wove together historical successes and current vision while touching on brand position, product roadmaps, company culture, and product demos.

We started by mapping each presentation in a shared workspace, identifying and connecting common themes, elevating the most relevant portions of the content, and ensuring the story arcs led the audience to clear and concise resolutions. By creating a story that maps to audience needs, the audience can more readily identify with the content. Additionally, mapping the presentations helped shift the narrative from specific product features and functions to something more inspirational. By following this approach, Alteryx could better address the missing emotional connection and quickly bring the content to life.

Once the story arcs were mapped, we established the keynote look and feel and created all the presentation visuals, refining them in highly iterative cycles as the conference grew closer. Finally, during rehersales, we provided on-site support, building trust with the Alteryx events team, executives, and production company prepare as we liased between the various stakeholders.

Building a solid foundation

Inspire Americas was a resounding success, and Alteryx was able to inspire the largest group of attendees to date with the promise of Analytics for All.

“Brian and his team have continually raised the standard for our brand with each event. Their ability to leverage a brand as a powerful storytelling tool has been an asset in launching our company into a new class of the most influential software brands. I value their ongoing partnership in helping Alteryx deliver world-class experiences to our customers, employees, and partners.”

Keith Pearce, CMO