Category: Sector

Four Tips To Cut Through In A Noisy Tech Marketplace

by Elate Communications

Getting noticed (by the right people) is a constant challenge for many B2B tech brands, as buyers are inundated with vendor content hitting them across multiple channels. Earning attention from your audience only grows more difficult as markets become saturated, with interconnected multiple messages from vendors pushing their wares.

Big stunt approaches may have some impact with buyers, but slow and steady over time normally wins the race.  Consistency and longevity is key for ambitious tech firms looking to stand out.  So, with the right positioning and smart outreach, your brand can capture the mindshare it needs, even in the most crowded sectors.

Here are just four tips to consider:

Define Your Niche & Message

Rather than copying competitors, find your unique angle in the market. Workshop it and/or conduct research to identify the pain points your technology can distinctively solve. You could have that sorted already, but the real work comes in as you define a set of messages that highlights your differentiator, but also importantly links to industry issues. Don’t short-cut that critical messaging stage and objectively consider if your existing messaging needs a refresh too.

Leverage Executive Thought Leadership

Build the profiles of the right executives and subject matter experts as forward-thinking, interesting and insightful. Work to develop relevant themes that connect to by-lined media articles, speaking opportunities, event and social media opportunities, to establish and build authority. Ensure your leaders are accessible and responsive to the media, analysts, industry bodies and other key influencers seeking perspectives on relevant industry topics.

Prioritise and Drive Targeted Outreach

Avoid spraying and praying. Carefully select media or analyst targets that reach your ideal personas at each stage of the sales process. With media, consider pitching niche publications initially that allow you room to dominate the conversation, and then evolve and customise your approach. Don’t be disheartened, as not every pitch or approach will succeed, so be prepared to learn and evolve.

Monitor Conversations and Insert Yourself > using different content formats

Use social listening tools to identify the right news, trends and regulatory discussions, so you can tap into relevant industry debates or breaking news moments. But, keep authentic to your position, as ‘ambulance-chasing’ will be spotted. Be helpful, responsive and provide insightful comments and resources rather than overt self-promotion.   Also, do use different and engaging content formats like video case studies, infographics, interactive short videos and animations. Test different short-forms and snackable assets for social sharing to keep it fresh and lively.

In summary, earning and maintaining brand attention can take time, but with a targeted, relevant, creative and authentic approach, tech brands can develop mindshare, authority and cut-through even in noisy markets. Patience and consistency is key, but it’s all very doable.  

So, do you want to discuss how best to cut through the noise together?
 

If so, don’t hesitate to contact us by email or book an intro strategy call to discuss how to improve your Comms programme.

Top Tips To Embrace European Technology Analysts

by Elate Communications

Industry analysts play an important and often underappreciated role in validating and
endorsing your vision, strategy, technology proposition and road-map. While analyst
relations is critical on a global scale, UK and European based analysts also deserve
dedicated focus as tech firms scale across the region.

European analysts act as key influencers during the IT purchasing process. IT
decision makers routinely consult analyst research and perspectives to guide their
spending. It’s not critical to have paid relationships with all the firms, but it’s essential
to brief European analysts from the ‘big dog’ firms, as well as the boutique analysts
in the region.

When managed strategically, analyst relations can lend third-party validation from
these respected experts, and if all goes well, will confirm your value proposition and
help accelerate the sales cycle. And, when analysts disagree with you, they will say
so, and those insights are like gold-dust!

Every AR plan is different, but do consider a phased approach that includes the
following:

  • A situational analysis to map existing global and European analyst relationships
  • Identification and research of the most appropriate target analysts
  • Assessment and clarification of your vision, strategy, proposition, technology
    road-map, competitive USPs and European business momentum plans/evidence
  • Develop the right analyst presentation (with clarification of what’s under NDA)
  • Ensure that your executives are prepared, briefed and coached on delivery
  • Stay engaged with analysts with regular business updates
  • Consider paid relationships, where they are mutually beneficial (and affordable)
  • Perform periodic perception audits to assess progress
  • Continue to monitor the impact of the analyst programme

Analysts offer market intelligence and will identify gaps and opportunities for your
company and message, so ignore their feedback at your peril.

In today’s competitive B2B technology landscape, European industry analysts are a
vital but sometimes underappreciated audience. A strategic approach in the region
can illicit valuable insights, lend validation, build advocacy, encourage buyer trust
and shorten that sales cycle.

So, what are you waiting for?

And, don’t hesitate to contact us to discuss your Comms Strategy and/or Industry Analyst Relations programme.

Five Tips For Finding the Perfect Comms Agency Partner

by Elate Communications

Whether you’re still lounging on your holiday sunbed, with a Piña colada in hand, or steadfastly steering the comms and PR ship for your business, it’s important for marketing and comms executives to consider what’s key when on the hunt for that perfect agency comms partner.

  1. Define the Team & Cultural Fit: One time, my agency team thought we’d won the business after delivering a great PR pitch to a tech firm… only to have its marketing director challenge us with a group task to complete in 20 minutes to evaluate our teamwork. Despite feeling like we had lost control of the meeting, we displayed agility, creative thinking, and addressed the challenge well, ultimately winning the business. To ensure a successful PR partnership, meet or speak with the team members who will be running your PR campaign and assess if their skills align with your requirements.  Are they resourceful, proactive, agile, and consultative?  How will they work with your internal stakeholders? Do they have the X factor you need?
     
  2. Get Clear on Business Goals: Transparency is crucial; you need to share your company’s real business goals upfront–whether that’s driving sales leads, establishing a better position in your tech category to attract an acquisition, or seeking investment to expand overseas. Define and prioritise the key goals, as they should shape the comms objectives and, ultimately, your PR programme.
     
  3. Communicate the PR Goals: Be crystal clear about the PR objectives you want to achieve: is it driving more positive industry analyst engagement, or gaining higher media share of voice compared to your competitors? It’ll help you both to know what you really want, and it avoids later disappointments. Include at least three key messages for the PR campaign to guide the agency’s thinking. If you’re unsure about that at this stage, that’s fine, but identify it as a priority to work together on from the outset. Additionally, provide clarity on target audiences and geographic areas where regional assistance may be appreciated.
     
  4. Reach Measurement Heaven: Indicate how you’ll want to be measuring success for your organisation and its executives. Any agency worth your money should have concrete initial views on measurement criteria, e.g., industry measurement best practice.  Ensure alignment from the beginning: you can’t improve what you can’t measure.
     
  5. Outline Your Budget: Don’t leave agencies guessing what the stakes are here. Be explicit about your budget or at least provide a range. This enables the agency to create a well-suited campaign for you and establishes a level playing field. Budget clarity will also help rule out agencies that might not be the right fit, saving time for everyone involved.

All in all, investing time in to crafting a thoughtful, business-oriented brief that communicates your requirements in a communications partner is worth doing as it will ensure you receive quality proposals from agencies that align with your needs.

That’s because while team fit, culture, and chemistry matter, creating a comprehensive brief upfront will lead you to the most suitable PR partner which really is equipped with the right set of skills to elevate your planned communications blitz to the next level. 

Now, get back to your Summer holiday! 

In Challenging Times, A Balanced Marketing Approach Is A Priority

by Elate Communications

Bill Gates once said, “If I was down to my last dollar, I’d spend it on PR.” This always made sense–but in the complex business world of 2023 it’s one tip that all scale-up tech business leaders should be following.


Why? In recessions, businesses are tempted to shift their marketing spend to bottom-of-the-funnel activities, as these may drive more immediate results. But while that’s clearly important, savvy marketing leaders, and CEOs, like Mr Gates, also never lose sight of the long-term benefits of maintaining investment in communications.


Here are just four reasons why maintaining a balanced marketing approach is key:

  1. Maintaining Brand Visibility: In a downturn, you may be tempted to prioritise short-term conversion. The problem: this could diminish your overall brand visibility. Even at the bottom of the cycle you need to keep ensuring you remain visible to your target audience, especially those that are not ready to buy right now but may do so in 6-12 months’ time. Consistent brand presence builds recognition, recall and trust, which are vital for sustained success beyond immediate sales.
  2. Gaining a Competitive Edge: While bottom-of-the-funnel activities may yield quick wins, maintaining PR during tougher times will allow you to sustain your competitive differentiation. Authentic thought leadership, ‘earned’ media coverage, solid analyst relations, and peer recognition via success in industry awards, for example, all build your share of voice, help you stand out in a crowded market and ensure long-term growth and market share.
  3. Follow the Money: While bottom-of-the-funnel activities demonstrate immediate revenue, smart investors look longer term too. Therefore, maintaining a sensible comms investment enables tech firms to communicate their value proposition more effectively, build reputation, and keep their potential to funders visible.
  4. Attracting Talent & Partners: In challenging times, the job market becomes ultra-competitive, with talented workers seeking financial and non-financial rewards. They won’t come to you if you’re invisible—and neither will partners (e.g., distributors, SIs or VARs) who are also on the lookout for new potential revenue streams from exciting vendors. PR plays a twin role here in showcasing your culture, values and your technology USPs, and is a core element in helping you attract (and retain) top talent and partners.

Summing up: while bottom-of-the-funnel marketing activities must continue, scale-up technology firms should consider the long-term benefits of investing in comms.

Maintaining brand visibility, gaining a competitive advantage, attracting investors and attracting/retaining top talent/partners are four reasons why–but a balanced marketing approach that encompasses both short-term gains and long-term sustainability is always the basis for success when the economic headwinds are uncertain.

Connect with us today to see how we can help restore your marketing balance.

PLANNING A SUMMER OF GENERATIVE AI-ONLY MARKETING? THINK AGAIN

by Elate Communications

The power of ChatGPT (and the like) has been spoken and written about everywhere and by everyone. And by now, we’ve all heard about the good, bad -and of course ‘the ugly,’ like the warning from global tech leaders that the technology could lead to the extinction of humanity.

How very like Star Trek that sounds.

However, putting aside the existential risk to humanity for now, what about the impact on tech brands, marketeers and senior comms professionals? For sure, AI is set to impact the way we all work as marketers, as it presents both opportunities and risks.

As other PR experts also say: there are risks around accuracy, bias, copyright, danger and ethics – but we’re advising clients and partners to embrace the technology, as there will be a raft of comms / PR areas where it can add value.

However, on the content development and social media side, ChatGPT and its competitors, whilst helpful on research and initial copy development, simply does not possess the human context, emotional punch and the authentic creativity of an experienced human writer – or a truly sentient being!

That means you, your team and comms agency partner must remain very much involved. You still need to work hard to create solid thought-leadership copy that a) stands out b) cuts through the noise and c) articulates what makes your brand and solution unique and compelling.

Despite the pressure to cut costs, delegating this important content activity to AI just won’t cut it.

To see why, download our Free 12-Point Comms Guide for ambitious and growing tech firms to get a better perspective on planning an effective B2B high-tech software and services comms programme.

We are still learning about how AI can help the PR profession, but we’d be interested to hear your thoughts and experiences, so do get in touch. In the meantime, have a great summer planning your PR programmes!

ELATE SECURES GREAT CLIENT WIN IN THE AI B2B TECH SPACE

by Elate Communications

We are delighted to say that we’ve been appointed to support the UK and European PR for H2O.ai, a leading Silicon Valley based AI technology software company. We’re excited to help the firm communicate the commercial benefits of a strategic AI and ML approach to digital transformation amongst enterprise European CIOs and business function heads.

Stay tuned for more new client wins!