The Strain to Retain: 5 Pitfalls of Ignoring Your Customers
When most people think of marketing, they usually think of appealing to new customers. Marketing isn’t usually associated with reaching out and messaging existing customers — only 18 percent of brands said […]
Seven B2B Tech Taglines We Love
What makes a good tagline? Creating the perfect tagline is something that many brands struggle with. How can you fit what you are into a few words? How can you […]
CMOs prioritise brand strategy as digital dominates post-Covid marketing channel mix
Chief Marketing Officers (CMOs) are increasing their spend on digital channels as the COVID pandemic has scuppered many 2020 offline campaigns. As a direct result of the COVID-19 pandemic, one-third […]
The brand dangers of buying the wrong AI product
Companies looking to position in the AI market will quickly need to satisfy ethical questions for buyers – even though the demand curve looks steep. The impact of buying the […]
Why Microsoft, IBM and Amazon disavowed ‘biased’ facial recognition only now?
Microsoft, IBM and Amazon have walked away from facial recognition tech in law enforcement. Neither company owns a significant market share, but the reputational risk for continuing with the technology […]
Hit with the B of the Bang
You have approximately one second to capture someone’s attention. Perhaps three – and if you’re really lucky, a few more. But make no mistake, we are talking seconds. As I […]
The Anatomy of Category — Using USP to Create New Markets
Stand out from the crowd. It sounds so simple, but a majority of businesses fail to do that. If you don’t stand out from the crowd, you won’t be visible […]
Fintechs struggle to monetise digital banking services
For most industries, the most difficult obstacle to overcome is getting the customer to pay you. This is particularly true for “neobanks” ike Starling, Revolut and Monzo. Despite millions of […]
Cutthroat COVID economy threatens SaaS investment boom
COVID has seen vast changes in companies’ budgets, and 80% of them say these cuts won’t be reverting back anytime soon. Yet, over half of businesses worldwide have spent the same or more on […]
Cloud Security 2020: Barriers to Growth (and How to Overcome Them)
Public spending on cloud computing now accounts for 15% of IT spend and is estimated to grow to $500 billion by 2023. It’s no surprise that the growth markets within, […]
The Importance of Brand Storytelling – Your Market Story
The value of storytelling in marketing and branding is widely known. To be able to have customers understand a narrative you build and buy into the idea that your tech […]
The Special Forces CMO: Supercharging Sales in the Face of Adversity
The role of the CMO has been thrown into turmoil this year. The COVID-19 pandemic has accelerated the majority of business’ efforts towards digital transformation and has seen many having […]
Do you know if you’re a SaaS or field sales company?
Many cloud security companies believe themselves to be Software as a Service (SaaS) firms, when they actually have a field-sales journey. A good marketing plan will include not only a […]
Cut the jargon that’s killing your cloud security brand
It’s a bad industry habit to use technical, complicated language to sell cloud solutions. Cloud security products are complicated and technical innovations, but for the most part, the customer does […]
Cloud Security 2020: Branding
As a security provider in 2020, brand trust is paramount. Customers have many reasons to doubt a tech company’s claims and if your brand does not make a conscious effort […]
