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The value of thought leadership in B2B technology brands

Posted by Catherine Bridgman on 24-Apr-2017 10:00:00

The life of a B2B IT decision maker is increasingly complex. They have to make big buying decisions that have business critical implications, and they often have smaller budgets and less time in which to act.

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Topics: b2b pr

How B2B brands can measure the true cost of Inbound Marketing

Posted by Rob Loveday on 17-Apr-2017 13:54:00

The marketing environment continues to change rapidly and often feels like a moving target that’s impossible to hit. It’s genuinely difficult to overemphasise the magnitude of the change or the challenge. 

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Topics: b2b inbound marketing

Spotify turning a profit: will they or won't they?

Posted by Elvina Soogun on 11-Apr-2017 08:00:00

Spotify is a brand we're always seeing splayed across the tech pages of the national press. Still in the middle of a turbulent journey to profitability, the world, and the media, are watching and waiting to see if the hype will actually translate into dollars.

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Topics: b2b pr

How technology brands can take advantage of inbound marketing

Posted by Elvina Soogun on 10-Apr-2017 09:37:55

The highly respected Search Engine Journal estimates that inbound leads cost 60% less than outbound leads. In contrast traditional, impression-based advertising is wasteful, and importantly, no longer reflects buyer’s behaviour.

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Topics: b2b inbound marketing

What skills do technology marketers need to leverage the value of inbound marketing?

Posted by Lauren Hill on 03-Apr-2017 10:21:59

Today’s B2B technology buyers are less impressed by unsubstantiated claims and hyperbole than the used to be. With less time, more complex and consequential decisions to make and tighter budgets, they need vendors to back up claims with evidence and will look to a wide range of sources for this.

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Topics: b2b inbound marketing, b2b pr

A quandary for B2B technology marketers

Posted by Richard Cook on 29-Mar-2017 10:26:53

Technology marketers are in a difficult position. The shifting sands of the digital landscape mean that long-established tactics are no longer effective. For instance, sales have traditionally been built on strong and personal relationships, developed over time. Loyalty was a given, as long as the product or service delivered the goods.

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Topics: b2b inbound marketing

Smart Levi jackets, Internet Retailing Expo & curvy iPads...

Posted by Rob Loveday on 20-Mar-2017 17:23:54

Bet you didn’t know that April is the global Jazz Awareness Month. Does jazz need awareness?  Or did you know in 1966 that the World Tramps Congress (yes, it’s a real thing) in Argentina decreed that May 2 shall be the International Day of Idleness. Nice. And in the US June is National Iced Tea Month (probably because they can’t make normal tea). Yes, the world and its people are endlessly fascinating and this is equally applicable in the world of tech. Over the next few months rafts of interesting product releases are expected, there are some notable events and Levi is gearing up to launch a smart jacket. How long before it’s hacked?

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Topics: b2b inbound marketing, b2b pr

How will the Snoopers’ Charter affect your B2B tech business?

Posted by Steven Russo on 27-Feb-2017 18:00:06

When the Investigatory Powers Act (2016) replaced the  Data Retention and Investigatory Powers Act 2014 last November, most of the coverage revolved around the impact the so called ‘Snoopers’ Charter’ would have on individuals’ privacy.

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Topics: b2b pr

'R' is for Relationships

Posted by Elvina Soogun on 14-Feb-2017 17:15:14

It’s Valentine’s day but is love in the air? A recent PRCA event entitled ‘Client Satisfaction in a Box’, hosted a panel of tech PR professionals, to debate what a great in-house - agency relationship looks like.

James Bethell, Owner of Westbourne Communications raised a great point, ‘five years ago, we were measuring this relationship by how often we were having lunch together’. Today, a survey across the PRCA membership highlighted what clients were really looking for from their agency partners: strategic guidance, idea generation and an extension of their team.   

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Topics: b2b pr

Does your Big Data CEO know what he can tweet?

Posted by Richard on 10-Feb-2017 16:47:22

Ivanka Trump's father gets The President into hot water. What can big data PR teams learn from this?

I sympathise tremendously with Donald Trump. His beloved daughter, Ivanka Trump’s eponymous fashion and accessories line was dropped by Nordstrum. The retailer cited “poor performance” of the brand as justification, although the liberal press jumped on this as further evidence of Trump’s own unpopularity. It must be distressing for any father to be accused of being a hindrance to his child’s success.

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Topics: Social media

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