Background — Clearpath Robotics secured $30 million in venture funding in 2016 to expand its OTTO Motors division, which makes self-driving robots for industrial uses like warehousing or transporting parts between manufacturing lines. Clearpath hired The Dialog Lab to secure Tier 1 media coverage that would help the company elevate its brand and connect with potential customers. They also wanted to reach potential new partners with news coverage in technology and robotics-specific media outlets, as well as potential employees through coverage in Canada’s business press.
Challenges — Making B2B technology “sexy” is a challenge many business PR teams face, and while self-driving technologies are heavily covered in business and tech press alike, Clearpath is a smaller company with a decidedly non-consumer product. The Dialog Lab also faced the additional challenge of “rewriting history” on a tight budget. Without the help of The Dialog Lab, Clearpath had launched OTTO Motors about a year prior to finalizing their Series B funding round and coverage of the announcement was limited to three trade outlets. The company’s basic story was already out there. To attract the type of large customers who could afford to deploy OTTO robots at an appropriate scale, Clearpath knew they needed to secure coverage in Tier 1 outlets, but had only an $8,000 budget for the publicity campaign.