YourStory PR Case Study: xtype

Written By Courtney Glymph

Overview

xtype is a B2B technology company purpose-built for ServiceNow platform teams. Its product helps enterprises manage the complexity of ServiceNow upgrades, releases, and governance, enabling platform owners, CIOs, and CISOs to move faster with confidence while reducing risk. In a market where compliance and technical debt are constant pressures, xtype offers a way to bring order, control, and predictability to one of the world's most widely deployed enterprise platforms.

YourStory PR began working with xtype in April 2023, partnering with the company from its earliest days of market entry through to its Series A fundraise and beyond.

The Challenge

xtype entered a crowded enterprise technology market with a highly technical product and a complex value proposition. The challenge was not just to generate awareness, but to earn credibility with a discerning audience ranging from platform architects and enterprise IT leaders to the investors and partners who back them.

With no established brand presence, the company needed to make an impact simultaneously across multiple audience segments, including enterprise decision-makers, the developer community and the ServiceNow ecosystem, while building the sustained media presence that drives long-term growth.

Objectives

  • Establish xtype as a credible voice in the ServiceNow governance and enterprise platform management space

  • Reach and influence the decision-makers and developers who matter most, from CIOs and CISOs to platform owners and technical practitioners

  • Position founders Ron Gidron and Scott Willson as respected thought leaders in the enterprise technology sector

  • Build the media relationships and brand authority needed to support commercial growth, investor conversations, and strategic partnerships

  • Amplify major business milestones to maximise their reach and impact

YourStory PR's Approach

We built a sustained, multi-channel PR programme designed to deliver compounding value, creating a body of coverage that would serve xtype in every sales conversation and investor deck. From the outset, we treated PR as a growth lever, connecting analyst relations, thought leadership, media outreach, and content so that every announcement, interview, and briefing worked harder across earned, owned, and emerging AI-driven channels.

Central to this was placing Ron Gidron and Scott Willson at the heart of xtype's narrative. Through articles, podcasts, Q&As, and expert comment placements, we helped establish both founders as respected, frequently cited voices on ServiceNow governance, enterprise platform risk, and the pressures facing modern IT leaders.

ServiceNow governance is a nuanced space, so we invested heavily in understanding the ecosystem and the pain points facing xtype's audience. That knowledge let us turn complex topics like compliance debt and platform sprawl into stories that resonated with specialist and general business media alike.

We structured the campaign around xtype's key business moments, including product launches, the ServiceNow Operations Survey, and the Series A, while using reactive media opportunities to maintain momentum in between. When relevant industry news broke, we moved quickly to insert xtype into the conversation. Over time, this built strong relationships with journalists and editors across B2B tech, enterprise IT, and the ServiceNow ecosystem in North America and Europe.

The Results

  • 178 pieces of media coverage secured across 15 months, spanning national business press, trade media, and specialist B2B technology publications

  • 14.9 million estimated views and a total audience reach of 200 million across North America, Canada, and the UK

  • Coverage in tier-one publications, including the Wall Street Journal, Computer Weekly, ERP Today, IT Pro, and SD Times

  • Ron Gidron and Scott Willson established as respected thought leaders in the ServiceNow and enterprise IT space, through articles, podcasts, Q&As, and expert comment placements

  • Pre-qualified inbound interest from potential investors and partners generated through earned media

  • Successful amplification of xtype's launch, product announcements, and Series A fundraise across target geographies

  • Strong discoverability across search and AI-generated results for key terms in the ServiceNow governance and enterprise platform management category

Quote

From the outset, the YourStoryPR team showed a deep understanding of both the ServiceNow ecosystem and the real-world pressures facing CIOs, CISOs, and platform owners. The team's ability to turn complex governance and compliance topics into clear, compelling stories played a key role in elevating xtype’s profile and positioning us as a credible authority in ServiceNow governance.

What really set the team apart was how seriously they took PR as a growth lever, not just a coverage exercise. Analyst relations, thought leadership, media outreach, and content were all tightly connected, ensuring every announcement, interview, and briefing worked harder across earned, owned, and emerging AI-driven channels. The team consistently focused on outcomes, credibility, and long-term brand authority. We saw them as an extension of our own organization and would readily recommend YourStoryPR to any B2B technology company looking for PR that is strategic, rigorous, and results-driven.

Ron Gidron, CEO, xtype

Courtney Glymph
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