There was a time when IT was in the driving seat for nearly all technology buying decisions. Whether an organisation needed to purchase new laptops, a security system, a new CRM, or accounting software, it was invariably IT that would manage the buying process, assess the options, and have the final say. But as technology has advanced to meet a vast range of...
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Innovation makes great headlines. Whether it’s the latest SpaceX rocket launch, a new iPhone hitting the shelves, or the rapid development of Covid-19 vaccines, doing something new and different never fails to capture attention and create excitement. It’s why we all want to read about the latest technological discoveries, cool startups, and what Elon Musk has...
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Mapping the technology buyer journey used to be relatively simple. Your buyers were IT decision-makers, with only had a handful of big vendors to choose from. Sales teams knew where to find their targets - whether at events, through cold calls, or incoming enquiries. Sales meetings were standard practice, to understand customer needs and build relationships. The...
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While my colleagues left the office for team drinks in the pub in 2019, I sat alone in our London office so I could watch ads instead....
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Pandemic or no pandemic, successful campaigns always start with great ideas born of relevant audience insight. They achieve their...
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We live in an age of personalised, anonymous marketing. On the one hand, consumers expect to receive highly tailored, timely messaging...
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