Freshworks
Building competitive differentiation in a crowded SaaS and AI market
How we helped
Industry
Client
Freshworks
Our role
Cavendish developed a strategic communications programme designed to strengthen Freshworks’ profile across technology, business and mainstream media.
Our work combined executive thought leadership, global research campaigns, topical commentary and customer success storytelling to position Freshworks prominently within wider debates around AI, workplace transformation and digital customer experience.
Alongside proactive media engagement and product communications, we developed insight-led campaigns exploring themes including generational change in the workforce, technology adoption and evolving expectations around work and customer experience.
We also supported rapid-response commentary around breaking technology and AI stories, helping position Freshworks as a credible and relevant voice within fast-moving industry conversations.
The challenge
As AI and software-as-a-service markets became increasingly crowded, technology companies faced growing pressure to differentiate beyond product functionality alone.
For Freshworks, the challenge was not simply building awareness, but strengthening credibility with enterprise buyers and positioning the business as a serious global challenger brand within highly competitive customer experience, IT service and AI-driven software markets.
The business needed to strengthen visibility among senior decision makers while reinforcing its broader narrative around innovation, usability and the future of AI-enabled workplace technology.
The impact
The programme helped strengthen Freshworks’ visibility and credibility across European technology and business audiences during a period of rapid growth in SaaS and AI markets.
By positioning the business within wider debates around workplace technology, AI and customer experience, the campaign helped reinforce Freshworks’ standing as an emerging global challenger brand.
Campaign activity generated top-tier coverage across business, technology and broadcast media, including coverage linked to research developed with the London School of Economics and Political Science and national broadcast commentary on the role of AI in customer service.