Celonis: A global leader in process mining

Scaling a Munich-based start-up to a global tech decacorn.


When Celonis first approached us to increase brand awareness in the UK in 2017, the software start-up was relatively unknown outside of the process mining world in Germany. Fast forward five years and the firm is a global tech decacorn, worth over $11bn, commanding the attention of the national and international business tech media. 


To elevate Celonis’ position from process mining software firm to major global tech player required a dedicated programme of executive leadership profiling and proactive national pitching. We shifted the focus from Celonis’ technology to humanise the business – first telling the founders’ back story – from university friends to successful tech entrepreneurs – and then giving business media reason to cover the firm, through creative pitch angles of national relevance. We uncovered quirky tales from the founders’ early years, handwriting letters to business prospects and offering up Harley-Davidson motorbikes as prizes to drum up footfall at trade shows. We nurtured close relationship with journalists at CNBC, Financial Times, Fortune, Insider, The Daily Telegraph and Sifted to ensure a steady flow of national coverage. We also supported Celonis through three funding rounds – B, C and D – which took the business to a valuation of over $11bn. 


Our work has positioned Celonis as the global leader in process mining and a huge software success story. We have secured over 30 dedicated national press articles and profiles of Celonis’ executive leadership team, putting the business firmly on the global tech stage.