Crafting a Connected Narrative

Samsara’s Rise from Startup to Public Market Player

For over two years, Aircover partnered with Samsara, the pioneer of the Connected Operations Cloud, to guide the company from a private, well-funded startup through an IPO and its first year as a public company.

Samsara brought on Aircover in January 2021 to build buzz ahead of its IPO. However, when the IPO was delayed until later that year, it severely limited what the team was able to do to engage key business press. The initial media strategy was all about creating excitement for the IPO and securing relationship-building meetings, which resulted in feature pieces in Bloomberg , and The Information. After the IPO was delayed, Aircover quickly shifted gears to drive a strategic thought leadership program leveraging the expertise of the company’s CEO and founder to share insights on topics related to technology, products, customers, and data.

We refocused Samsara’s storytelling approach, taking it from a company with visibility only in industry trade publications to a major player with consistent mainstream business press. The results included regular CEO appearances on CNBC, a major customer profile story in The Wall Street Journal, company features in The Information and Barron’s