Pyramid Analytics sells decision intelligence software in competition with Microsoft, Tableau and Qlik. In May 2022 it closed an oversubscribed $120 million Series E, co-led by H.I.G. Growth Partners, with Sequoia Capital, Jerusalem Venture Partners and Viola Growth among the investors. The funding was the headline, although the harder job was making sure the coverage explained what the company does, in a category most technology journalists had never written about.
We briefed the journalists who would set the tone before anyone else saw the story. Media and analysts were briefed under NDA ahead of the announcement, so nobody read the release for the first time on launch morning. TechCrunch took the exclusive, which meant the first story in the market was a full feature that explained the category.
After the exclusive we widened the story, using the investors, the analysts and the founders to give each new wave of coverage a fresh angle. Omri Kohl, the chief executive, went on Sky News with Ian King, Business Insider published the pitch deck, and Crunchbase put the company on its emerging unicorn board for May.
We also ran the launch party at Tower Bridge, with personal invitations to the journalists and analysts we wanted in the room. A funding round is a good reason to meet the people you will be calling for the next two years.
The round produced 69 pieces of coverage in all. TechCrunch broke the story, Sky News put the chief executive on Ian King Live and Business Insider ran the pitch deck, with VentureBeat, Crunchbase, Tech.eu, Sifted and The Times of Israel following.
A $120 million round will be written up whatever you do, but the quality of the writing depends on whether the journalist understands the category before opening the release. The week of briefings under NDA gave them that understanding. The exclusive then set the tone and the extra voices kept the story going after day one, while the evening at Tower Bridge turned a news moment into lasting relationships with people who now take our call.