Technology Articles

  • Today, we’re all tech buyers: engaging the new, expanded buying committee

    Today, we’re all tech buyers: engaging the new, expanded buying committee

    April 7, 2021

    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...

  • Balancing innovation and reliability to hit the tech buyer’s sweet spot

    Balancing innovation and reliability to hit the tech buyer’s sweet spot

    March 24, 2021

    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...

  • Flexing to the new agile buying journey

    Flexing to the new agile buying journey

    March 9, 2021

    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...

  • What do great video ads look like?

    What do great video ads look like?

    March 1, 2021

    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....

  • Inspirational stories of growth marketing on LinkedIn

    Inspirational stories of growth marketing on LinkedIn

    February 25, 2021

    Pandemic or no pandemic, successful campaigns always start with great ideas born of relevant audience insight. They achieve their...

  • Five marketing strategies for engaging with anonymous buyers

    Five marketing strategies for engaging with anonymous...

    February 24, 2021

    We live in an age of personalised, anonymous marketing. On the one hand, consumers expect to receive highly tailored, timely messaging...