FALL 2021
Version 2.0
Greetings everyone!

As summer comes to a close, we maybe should be wishing you a happy new year with all the change the new season brings. While many head off to school, some of us at V2 are heading back to the office in our newly minted hybrid work model. V2ers can still elect to work from home—and many have elected this option—but it's also been great to see so many faces in our Boston headquarters. (Fret not, pets at home: every V2er will continue to work at least a portion of their week remotely.) And with so many new faces on the team, we also used the summer months to expand our office space to accommodate our new teammates.  

Of course, we’ve been growing the V2 team to keep up with all the excitement going on recently with our clients. Many V2 clients hit major milestones. Markforged went public, while ECI Software Solutions acquired Deacom. Others are gearing up for exciting events this fall. Rave recently hosted its Rave Summit, where V2’s own Melissa Mahoney facilitated the “Communications in a Crisis” Roundtable, and all next week, UiPath will host Forward IVNAVEX Global will host NAVEX NextArdoq will host Tech Fest and ASG will host EVOLVE21.  

No matter the occasion, you’ll find the V2 team ready to create a buzz around it. As we head into the Fall, we look forward to celebrating our clients’ triumphs and achievements (and helping them navigate the complexities along the way). 

Maura + Jean 
Building an Iconic Global Brand: A Q+A with UiPath Chief Communications Officer Toni Iafrate
 The cover of Forbes in September 2019, features in The Wall Street Journal, customer stories in The New York Times—these are a few of the mile markers in enterprise software and automation technology giant UiPath’s meteoric journey. To recap the company’s roots, its goals, and how it got where it is today—as well as to catch some advice from a PR pro at the top of her game—we recently spoke with the company’s Chief Communications Officer, Toni Iafrate.  

Q: You played an instrumental role building UiPath’s brand over the past several years. What sticks out to you as key turning points in creating that iconic brand?

A: Over the past few years of our partnership with V2, we set very aggressive goals to support the company’s journey to become an iconic tech brand – and we met them. When I reflect back on key milestones, what sticks out most are the strong relationships we built with media over the years that resulted in major coverage opportunities. This level of exposure put us on a global stage and positioned us as a company to watch.

Q: What lessons would you share with other PR professionals as their companies embark on building iconic tech brands? What does it take?

A: First and foremost, building an iconic tech brand starts with a company vision to change the world and a mission to build technology to make that vision happen. We set our sights high and worked toward those goals every day. It also requires:

  • Access to and enthusiastic buy-in from customers, investors, and analysts to offer third-party validation

  • Transparency and boldness around sharing financial and corporate data to highlight adoption and leadership

  • A robust arsenal of storytelling fodder, be it for corporate/culture and executive profiles, tech- and vertical-focused thought leadership, or product and partnership news

  • Investing the time and financial resources needed to create a powerhouse marketing and PR program that would get attention

V2 in the News

Bob Cargill’s Marketing Show: Marketing pro Bob Cargill recently had Maura as a guest on his podcast to discuss everything from the importance of a solid internal communications program to how business leaders can empower employees. Catch their conversation here. 

Forbes: How to Build an International Agency Network: V2 has connections across the globe to ensure clients always receive the support they need, no matter where they’re located. Maura details what went into forming this network in Forbes.  

Get to Know the GreenLight Fund’s Co-Founder John Simon 
V2’s home in Boston is surrounded by big thinkers and bold movers—like John Simon, Co-Founder and Board Chair of The GreenLight Fund. Visit the V2 blog for our conversation with John ahead of the organization’s annual Golf for Good tournament, of which V2 was a proud sponsor. 
Client Spotlight

Catch up on more client milestones here.