Building Xenai Digital’s authority from Australian Salesforce specialist to globally recognised partner

Xenai Digital is an Australian Salesforce consulting partner working with mid-market and enterprise clients across sectors including retail, aviation and financial services.

Founder Pauline Pangan had deep experience in the Salesforce ecosystem and strong client relationships, but the business had a relatively limited external profile.

In a market where Xenai was often competing for attention alongside much larger consulting firms, there was a gap between the calibre of work the business was delivering and how visible and credible it appeared from the outside.

The brief was to close that gap: building independent credibility that could support business development, strengthen Xenai’s position within the Salesforce ecosystem, and raise Pauline’s profile as a founder with a strong point of view.

Hyde & Seek built the strategy around three areas: customer stories, founder profile and ecosystem credibility.

Turning customer work into earned stories

Customer stories became the foundation of the program. Rather than treating case studies as static marketing content, we looked for the broader business story behind the technology and shaped the strongest examples into media-ready angles.

Xenai’s work with customers including Fiji Airways and El Jannah gave us opportunities to talk about transformation through the lens of tangible business and customer outcomes, rather than simply announcing technology implementations.

This resulted in coverage across publications including Travel Weekly and CX Focus.

Building Pauline Pangan’s founder profile

Alongside customer storytelling, we developed Pauline’s profile as a Filipino-Australian technology founder and Salesforce expert.

Her background gave us a distinctive and credible platform to talk about entrepreneurship, AI, leadership and the changing technology landscape across Australia and the Philippines. Pauline’s commentary on AI and women in tech ran in IT Brief and was syndicated across seven international markets.

An initial founder interview with SBS Filipino expanded into radio, online and social coverage. The strategy then developed further into commentary and stories around AI leadership and upskilling, generating coverage with outlets including SBS Filipino, Insider PH, Outsource Accelerator, ABS-CBN News, ANC News and Business Manual PH.

Building credibility within the Salesforce ecosystem

We also looked for opportunities to reinforce Xenai’s position within the Salesforce ecosystem.

During the engagement, Xenai was named 2025 Salesforce ANZ Partner of the Year for Customer Success & Innovation for its work with Fiji Airways, recognised for delivering high-impact innovation that transformed the customer experience.

Rather than treating industry awards as isolated announcements, we used them as third-party proof within broader narratives about Xenai’s expertise, customer outcomes and market position.

That credibility continued to build.

In August 2026, Xenai was named a 2027 Salesforce Partner of the Year winner for System of Context (Data 360), Consulting Partner, one of only two consulting partners globally recognised in the category.

For a specialist Australian consultancy competing in an ecosystem containing some of the world’s largest technology firms, the recognition provided a significant independent proof point of Xenai’s growing position in the market.

Across the engagement to date, the earned media program has generated more than 30 published placements.

Coverage has spanned Australian and international business, technology, aviation, retail and trade media, including ARN, Travel Weekly, IT Brief, Dynamic Business, SBS Filipino, Insider PH, ABS-CBN News, ANC News, QSR Media and Business Manual.

The program has also expanded Xenai’s footprint beyond Australia, with earned coverage across multiple international IT Brief editions and a growing body of media coverage in the Philippines.

The impact has extended beyond media coverage.

During the PR period, Xenai’s Google search ranking improved by 15 per cent and organic search clicks increased, while searches for Xenai Digital and Pauline Pangan began surfacing substantially more credible third-party results.

Earned coverage also became a commercial asset for the business. Placements such as ARN, where Xenai appeared alongside major global technology firms, gave the sales team independent proof points to use in business development conversations and across Salesforce partner channels.

The growing body of independent coverage also strengthens the third-party information available to search engines and AI platforms about Xenai, its leadership and its areas of expertise.

The engagement has since been renewed, with the next phase expanding the relationship across PR, search and AI discoverability, alongside an international strategy focused on building Xenai’s profile in the Philippine market.