When Ikigai Labs launched in 2019, its Large Graphical Model (LGM) platform drew attention in academia. Grounded in years of MIT research, the patented platform powered aiMatch, aiCast and aiPlan models and AI solutions for data reconciliation, forecasting and scenario planning. The technology saw early success, receiving two grants from the National Science Foundation (NSF). In August 2023, the company attracted investor attention, securing $25M in Series A funding led by Premji Invest with participation from Foundation Capital and E& Capital VC.
While the funding generated attention, the company faced a larger challenge: reaching enterprise buyers in an AI market dominated by conversations about Large Language Models (LLMs). Ikigai’s technology helps organizations with a critical need, generating predictive insights from tabular and time-series data, but many business decision-makers were unfamiliar with the category. Ikigai needed to educate the market, build credibility, and establish itself as a trusted voice in enterprise AI.
Although they had media coverage around the funding round, the company lacked deeper relationships driven by a reliable, steady media cadence and increased awareness beyond the initial news. But how do you break through the noise when the AI world is obsessed with LLMs) and the established competitors dominating the media landscape?
The answer came through strategic partnership with 10Fold Communications, resulting in 75+ media placements, 3.5+ billion media impressions, and positioning Ikigai as the definitive voice on LGMs. Here’s how they did it.
Obstacles in Breaking Through the AI Noise
Despite strong foundations in research and funding, Ikigai Labs faced a media landscape that presented four major obstacles:
- Category confusion: The industry was laser-focused on LLMs, while Ikigai’s LGM technology addressed tabular and time series data—a completely different use case
- Lack of awareness: Next to well-known LLM providers, Ikigai wasn’t known in the market among enterprise buyers
- Investor vs. media attention: Series A funding proved business viability, but media relationships require different strategies than investor relations
- Lack of a PR foundation: Despite academic and investor success, Ikigai had never engaged in systematic PR or awards programs
This equated to a well-funded company with proven technology that wasn’t reaching the business audiences who needed it most.
Strategic Thought Leadership and Relationship-Building
Ikigai partnered with 10Fold in September 2023 to develop a full communications strategy. The plan was to not only introduce Ikigai and its LGMs to the media, but also to increase awareness around the concept of LGMs and the need for generative AI for tabular and time series data for enterprise buyers and key audiences. Additionally, 10Fold supported with content creation around contributed articles, press releases, ebooks, and whitepapers. The process included:
- Creative, credible proactive pitching: Developed AI trend-focused pitches for CEO and president, offering thought leadership from regular sourcing calls on topics ranging from LGMs and regulations to ethical AI and workforce development
- Media relationship building: Built industry vertical relationships and sustained visibility in between news announcements
- Strategic mix of coverage formats: Delivered interviews, commentary opportunities, contributed articles, social media development, and podcast appearances
- Awards program: Identified and pursued the award programs that would elevate Ikigai’s LGMs and build credibility for its innovation
- Executive social content program: Blended news and industry event attendance with expert insight to drive awareness beyond traditional technology media
From Unknown Startup to Industry Authority
The engagement transformed Ikigai’s media presence and industry awareness. Highlights included:
- 75+ placements in business and trade publications
- Coverage in Yahoo!, Forbes, CIO, TechTarget, PYMNTS, Business.com, Digital Journal, and more
- 3,573,144,547 media impressions
- Increased social media followers by 74%, average social media engagements per month by 39%, and average monthly engagement rate by 42%.
- Secured an average 56.6% increase in executive social post engagement
- Relationships built with business press reporters at Reuters, Inc., VentureBeat, Forbes, Boston Globe, and Boston Business Journal
Strategic Impact:
- Elevated awareness of Ikigai’s category and LGMs as a groundbreaking innovation in AI
- Positioned Ikigai executives as industry authorities
- Created sustained visibility between major announcements
Key Takeaways
Ikigai’s success offers several lessons for technology companies of any stage:
- Education over promotion: focus on educating the market about your category, not just your product
- Thought leadership first: Position executives as industry experts, not just company reps
- Consistency matters: Build a strong executive social media cadence and maintain regular media presence between major announcements through strategic PR programs,
The companies that win attention in crowded markets aren’t always the loudest with the biggest venture backing. They’re often the ones that consistently educate buyers, contribute meaningful perspectives, and help shape industry conversations. For Ikigai Labs, that meant turning a novel AI approach into a recognizable voice in the market.
Ready to Transform Your Media Footprint?
Don’t let your groundbreaking technology go unnoticed. Just as Ikigai Labs established authority in LGMs, your innovative solutions can dominate your category’s conversation. Read the full case study.