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8x8

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Success by numbers

272k

unique monthly visitors

4

briefings in four months

100%

key message pull-through

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Driving global growth with 8x8: securing tier‑one influence in four months

Strategic media relations, PR, and corporate communications to strengthen 8x8’s channel presence in enterprise technology.

The partnership

8x8 is a global cloud communications provider, relied on by enterprises to keep employees and customers connected. Following the appointment of a new global channel chief and an EMEA channel lead, 8x8 wanted to sharpen how it showed up in the channel ecosystem. The leadership team needed to signal a clear, confident direction to partners and the media, and to turn a routine news cycle into an opportunity to reinforce 8x8’s strategic narrative.

8x8 partnered with Clarity to position its new leaders as authoritative voices on channel strategy in the UK, build trusted relationships with tier‑one channel publications, and ensure every conversation landed consistent, business‑led messages. The objective was not just coverage, but influence: shaping how priority media and partners understood 8x8’s channel ambitions and long‑term growth plans.


Systematising impact

Clarity designed a focused media strategy around 8x8’s new channel leaders, prioritising a small number of tier‑one channel publications that mattered most to the business. Drawing on deep sector knowledge, Clarity anticipated likely lines of questioning and built detailed briefing materials so each spokesperson could confidently land strategic messages, not just product talking points. 

To turn a routine blog‑format announcement into a higher‑impact moment, Clarity pre‑secured interest from key journalists and arranged an embargoed interview and follow‑up Q&A with additional channel media. This created space for richer, analysis‑led coverage while maintaining 100% message alignment. By concentrating effort on the right titles, right stakeholders, and right timing, Clarity systematised how 8x8 shows up in the channel, converting one news moment into a repeatable playbook for strategic visibility.

Achieving global growth

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“I’ve been working with the Clarity UK team for more than two years now and can’t fault any part of the team’s efforts. They integrated quickly with our processes and operations, seamlessly becoming part of our operation. They come across as truly invested in the company’s success and not just chasing success metrics that benefit them and their KPIs. It’s not just about their responsiveness in suggesting material to respond to – or the items that they generate themselves – it’s the fact that they will also push back and ensure everything is completely aligned and on message – not just tactically but also strategically.The best compliment I can give the team is that I know when I am on PTO or unavailable that any opportunities that arise – and are relevant – will be dealt with quickly and professionally. They have the contacts, they have the skills, they are the team you want. If you’ve got this team on your side you don’t need to worry.”
Craig McGill
Craig McGill
EMEA comms and content lead, 8x8

Internal alignment

  • Clarity embedded into 8x8’s processes, acting as an extension of the in‑house team and constructively pushing back to keep activity fully aligned with the company’s strategic messaging.

Commercial momentum

  • Within four months, Clarity secured four briefings with tier‑one media targets identified by 8x8. All four resulted in positive profiling pieces, with coverage across titles reaching 272k unique monthly visitors and achieving 100% key message pull‑through.

Global growth

  • The programme strengthened 8x8’s visibility and credibility in the UK channel ecosystem, deepened relationships with priority publications, and created a repeatable model for future channel announcements and leadership profiling.

More results

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