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How to capture the attention you don’t deserve: rethinking B2B marketing for complex industries

By Ellie Jackson, Chief Client Strategy Officer

This blog explores why some traditional B2B marketing tactics are overused in complex sectors and provides strategies for capturing attention during dormant phases. Learn how to build long-term brand affinity and become top-of-mind when your prospects are ready to buy.

It’s an uncomfortable truth: in the world of niche, high-value B2B industries, your prospects are probably not actively looking to buy from you right now. They’re probably not even close. If you’re selling complex software systems or solutions in sectors like capital markets, financial services or energy and industrials, your audience might only be in the market for your product once every five years, if that.

So, why on earth would they give you their attention the rest of the time?

The simple answer is they won’t – unless you earn it. This post will dig into why traditional B2B marketing tactics can fall flat outside of active buying cycles and explore what you can do to make sure your brand is front-of-mind when your prospects do switch from the c.95% “not interested” majority, to the c.5% who might actually be ready to do a deal.

Less sales funnel, more dormant volcano – understanding your audience’s buying cycles

The classic B2B marketing funnel is well-understood: awareness → consideration → preference. But for highly specialized B2B sectors, it’s more of a dormant volcano than a funnel. Your target audience is active, engaged, and potentially in-market for a tiny sliver of time, and dormant the rest. And during that dormant phase, no matter how persuasive your sales pitch or how detailed your product white paper, most of your efforts will bounce right off.

The temptation is to stick to the script and double down on rational, sales-focused content in the drive for leads: case studies, technical specifications, endless webinars. But ask yourself: when was the last time you watched a 45-minute webinar about a tool you weren’t planning to buy? Or read a case study about a solution you’re not actively considering?

Capturing attention in the dormant zone

The key is to rethink what capturing attention means. It’s not about trying to bounce someone down the funnel when they’re not ready. It’s about offering something valuable in a way that’s memorable, useful, and maybe even a little unexpected.

Since they don’t need your solution right now, you’ve got to create content that actually delivers intrinsic value. Something they’d engage with even if they have no intention of buying today. In other words, the type of content that doesn’t directly sell anything.

But how does that drive ROI? It doesn’t… well, not immediately (and not in the next quarter’s measurement of that marketing effort). But that’s okay, because they were never going to convert right now. You’re optimizing for memory. And in a world where somewhere around 95% of your audience is currently not in market, getting your brand to stick in their minds so it’s there when they do become active buyers is a massive win.

Four Strategies for Capturing Dormant B2B Attention

So how do you capture the attention you don’t deserve? By being genuinely interesting, relevant, and even entertaining.

1) Usefulness Over Salesmanship

Content that’s directly related to your product features or benefits has its place. But outside of buying cycles, it’s as compelling as a dry sales pitch during happy hour. Instead, create content that tackles the problems your target audience cares about, even if they’re tangentially related to your product.  

Think interactive tools that help them benchmark industry metrics, or short, insight-packed research papers that shed light on an industry trend. Not only do these formats provide value, they also position your brand as an ally in solving their problems, not just another vendor pitching a tool.

2) Surprise Them (In a Good Way)

B2B marketing has a deserved reputation for being, well, boring. When everyone else is playing it safe, the occasional curveball can be enough to make your brand memorable. Of course it still has to feel true to your brand, but a touch of humor, a well-placed infographic, or even a creatively animated explainer video can stand out in a sea.

For instance, how about a brief, clever explainer video breaking down a complex regulatory change your audience might be grappling with? If it’s smart, relevant, and shareable, it might just get forwarded around their team. Even if they don’t need your product right now, they’ll remember who made it easy to understand.

3) The Trojan Horse: Thought Leadership

Thought leadership is an overused buzzword. But when it’s done well, it’s one of the few things that can draw in even the most disinterested audiences. Remember: the best thought leadership doesn’t have to sell anything at all – and indeed if it’s intended for media, it probably won’t get published if it does. What it should do is offer a unique perspective or insight that your audience can’t find elsewhere – ideally coupled with some sort of creative hook – or reference to popular culture – to catch the eye.

4) Take the contrarian view

Just like good music, good marketing is about tension and resolution. Is there a myth that needs busting, or a long-held belief that needs taking apart? Not only does this sort of content get people talking, and sharing, but also positions your brand as a thought leader willing to take a stand.

From Forgotten to Front of Mind

The goal is simple: when your dormant buyers enter the market, your brand should be the first one that springs to mind. That means building a connection now, long before they’re ready to sign a purchase order. It’s about playing the long game—creating moments of genuine engagement that build positive associations and, ultimately, brand affinity.

Because when your prospects finally are in market with intent to buy, that carefully constructed, rational white paper will be invaluable. But until then? Capturing the attention you don’t deserve means knowing when to turn down the hard sell and just offering up content that’s too good to ignore.

And if you’re still unsure how to do it, let’s chat. Our team specializes in turning passive attention into powerful brand recall—even when nobody’s buying.

Key Takeaways

Q1: Why do traditional B2B marketing strategies fail outside active buying cycles?
A: Traditional tactics focus on immediate conversion, but in niche sectors, most prospects are dormant. Engaging them requires content that offers value beyond a sales pitch.

Q2: How can you capture attention when prospects aren’t in-market?
A: Provide useful, unexpected content that aligns with their challenges, such as interactive tools, thought leadership, or creative formats like videos.

Q3: What’s the benefit of engaging dormant audiences?
A: Building memory and brand recall now ensures your brand is the first they remember when they are ready to buy, making you the preferred choice.

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Singapore Fintech Festival: How to thrive, not just survive

By Maddy Stichbury, Financial Services

Planning to attend Singapore Fintech Festival in November? This blog covers our top recommendations to make the most out of the world’s largest fintech event.

Singapore has long-since secured its position in the Fintech Hall of Fame. Thanks to a combination of government backing, a favourable regulatory environment and world-class tech infrastructure, Singapore has flourished as a global fintech hub. In fact, the city-state rivals other fintech giants like the US and UK in term of fintechs per capita

It makes sense, therefore, that the world’s largest fintech event takes place here every year, an accolade that comes with unique challenges and opportunities. So, if you’re planning to attend Singapore Fintech Festival, here are my top five recommendations for surviving – and thriving – at this massive event.

1) Comfortable attire

The event truly is the world’s largest fintech event. With such a vast exhibition space, seven stages and a huge number of booths, you can easily walk over 10 kilometres in a single day. Comfortable shoes are a must! However, while Singapore is renowned for its hot and humid climate, the festival venue will have aggressive air con to cool the 60,000+ attendees. Don’t let the chill catch you out, bring a jacket or extra layers to stay comfortable.

2) Skip the queues

A little planning goes a long way. On the first day of the festival, ticket pickup can be tricky if you’re not prepared. My advice? Arrive early or late to avoid the initial rush on day one. Similarly, don’t schedule any key meetings for the early hours of the first day. The odds of you, or your contact, getting caught in a queue are high.

3) Getting around

A common saying you hear when visiting Singapore is that you can get anywhere in 20 minutes. That might be the case – but that reality does not extend to this venue! The location of the event, plus the volume of attendees, means it could well take you longer than 20 minutes, so plan accordingly. Then, at the end of the day, have a backup plan for getting home when taxis become gold dust. Singapore is renowned for its public transportation so consider this option too.

4) Maximise your experience

Singapore Fintech Festival offers so much – the seven different stages will have you planning your schedule like it’s Glastonbury. But don’t miss the brilliant opportunity to meet leading journalists in this space, which can lead to valuable media coverage. Use the event to generate marketing collateral, whether that’s posting to your LinkedIn or for inspiration for future ad campaigns.

Lastly, the networking opportunities are unparalleled. The event brings together industry leaders from all over the globe, so make sure you carve out time to tap into the new connections you can make.

Packing, planning, transportation – check. The final thing:

5) Schedule a meeting with Aspectus while you’re there

Attending industry events like Singapore Fintech Festival is an important strand of a fintech communications plan, but are you doing everything you could be to build your brand?

Aspectus is a global brand, marketing and communications agency with skin in the fintech game. We’ve supported fintech brands of all sizes to achieve their strategic goals. So, whatever yours are, let’s have a conversation at Singapore Fintech Festival 2024.

You can reach Maddy at maddy.stichbury@aspectusgroup.com

Singapore Fintech Festival takes place on 6th – 8th November 2024 at Singapore Expo.

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How to modernise your telecom marketing strategy for success

By Ruby Taylor, Technology

The telecommunications industry is evolving rapidly, and businesses need to modernise their marketing strategies to keep up. This blog discusses key tactics such as personalised messaging, a customer-centric approach, thoughtful content creation, and integrated campaigns to help telecom brands stand out and win new business.

The telecoms industry is undergoing a monumental shift, from the transition to all-IP networks to the phase-out of 3G. These changes are reshaping consumer expectations and intensifying competition, as more businesses try to get a piece of the digital transformation pie.  Effective marketing strategies for the telecommunication industry have never been more crucial

To stay ahead, it’s essential that customer-centric telecom marketing strategies are modernised. By adopting innovative strategies, tools and trends that resonate with today’s customers, businesses can stand out in a crowded market and drive new business. In this blog, we’ll explore integrated telecom content marketing tactics to help you thrive.

Pin down your messaging

The right messaging can make all the difference in capturing and retaining customer attention. As you navigate changes in the industry, it’s important to communicate value propositions clearly, highlighting how your solutions align with these shifts.

Start by identifying your core strengths – whether it’s seamless integration of VoIP, cloud services, or next-gen connectivity solutions – and make these the pillars of your messaging. Personalisation is key: speak directly to the pain points of your target audience, whether they’re large enterprises seeking scalability or smaller businesses needing cost-effective solutions.

Additionally, stay on top of industry trends and use them to frame your marketing messages. For example, you could showcase your expertise in digital transformation, cloud migration, and cybersecurity. By consistently aligning your messaging with customer needs and market developments, you’ll build trust and establish your brand as an innovative leader.

Focus on a customer-centric approach

Getting your messaging right is closely linked with having a customer-centric approach, which is the key to winning new business and retaining existing customers.

Customer feedback is central to this. By actively seeking and incorporating customer feedback into your products, services, and marketing strategies you can stay aligned with customer expectations and build long-term loyalty.

Ensuring a seamless experience across all channels, whether online, via mobile apps or in-store, will also build a strong customer base. You could have the best product in the world, but if your customer can’t work out how to get past your website homepage to purchase it, or know how to get in touch, you’re missing a trick. That slice of digital transformation pie is being eaten by someone else.

Developing loyalty programs that reward customers for their continued business also creates an avenue for successful marketing. BT Wholesale’s Partner Plus programme is a brilliant example of this. From delivering award-winning events to providing tools and educational resources for its channel partners, it offers a golden ticket to the marketing team to gain insights into what audiences want and need, and craft a marketing strategy around that.

Develop a thoughtful content and media strategy

In an industry that’s highly technical, educational content is invaluable. Creating informative, engaging, and relevant material that addresses your audience’s needs will position your brand as a thought leader. Content like blog posts, case studies, white papers, and webinars on topics that offer industry takes helps potential customers understand the value of your solutions.

Beyond simply creating content, it’s crucial to amplify it through the right media networks to gain visibility. Tapping into media outlets and building relationships with journalists can give your business the exposure it needs to stand out.

Developing a media outreach strategy that includes press releases, media pitches, and opinion pieces can help your business be seen by the right people at the right time too. Securing interviews or guest columns in key industry publications can strengthen your credentials, by establishing your company as an authority and boost your spokesperson’s profile.

Whether through traditional media or digital outlets, this visibility increases trust, helping to convert awareness into meaningful business opportunities.

Have an integrated approach

By integrating your content, digital campaigns, media outreach, and customer engagement activities, you can ensure consistent messaging across every touchpoint.

Start by aligning your marketing goals with the overall business objectives. Are you looking to generate leads, build brand awareness, or promote a specific product or service? Once you’ve identified your priorities, develop a strategy that connects multiple channels – such as content marketing, social media, paid advertising, and email campaigns – so that they work towards the same goal.

For example, a blog post on the shift to all-IP can be shared across social platforms, followed up with a targeted email newsletter, and backed by a webinar or case study, creating a seamless experience for potential customers.

An integrated approach also means ensuring marketing and sales are closely aligned. Sharing data and insights between teams allows for personalised, consistent messaging throughout the buyer’s journey, increasing the chances of converting prospects into customers.

If you want to find out more about how you can modernise your telecommunications marketing strategy and win new business, I will be attending DTX London on October 3rd-4th and would love to meet you there.  Otherwise, feel free to reach out to me at ruby.taylor@aspectusgroup.com.

About the author:

Ruby Taylor is a Senior Account Manager in the technology team at Aspectus. She has been working closely with clients in the telecoms industry for over three years and understands how to elevate their profile and drive new business.

Key Takeaways:

Q1: Why is modernising telecom marketing strategies important?
A: The telecom industry is changing due to all-IP networks and digital transformation, making modern marketing strategies crucial for staying competitive and capturing new business.

Q2: How can businesses tailor their messaging in the telecom industry?
A: Identify core strengths, address customer pain points, and align messaging with industry trends to build trust and attract new customers.

Q3: What role does content and media play in telecommunications marketing?
A: Educational content positions telecom brands as thought leaders, and media outreach amplifies visibility, turning awareness into business opportunities.

Bibliography:

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What Telecoms Can Learn from the Oasis Reunion PR Fallout

By Piers Grassmann, Technology

The Oasis reunion has highlighted critical lessons for the tech and telecoms sector. From ensuring resilient infrastructure to delivering consistent messaging and leading industry discussions, companies can draw valuable insights from this high-profile event.

Unless you’ve been on a silent, off-grid retreat for the last month or so, you’ll be well aware of the much-publicised Oasis reunion scheduled to hit the UK next summer. The story has captured front pages and headlines across the nation, but you may be surprised to find it’s more relevant to companies’ wider PR & comms strategy than meets the eye. Indeed, the importance of resilience, proactivity and consistent messaging for telecoms companies has always been crucial to success, but this front-page story brings this truth to light in stark clarity.

It’s a story that showed no real signs of slowing down either, with the band swiftly announcing two further dates amid the fallout of the initial sale, and the UK’s Competition and Markets Authority launching an investigation into Ticketmaster for how it ran the process.

The news ties into how to be successful in the tech and telecoms industries (and, by extension, how to communicate well within it) in a few key ways.

Heed these three lessons so you won’t be ‘looking back in anger at your PR & comms strategy in a year, two years, or five years’ time:

1) The importance of being resilient

Some of the outages reported on ticket-selling websites demonstrate the importance of resilient internet infrastructure to cope with customer demand. It’s vital that companies instils confidence among their customer base so there are no concerns they will face issues during crucial or highly-sensitive periods for the business.

While a big part of this will be fostered through gradual, careful and long-term relationship-building, so it’s important to communicate the message to your target audience at all times and not just when the going gets tough.

By focusing on campaigns and content that convincingly and effectively drive home these messages to existing and future customers, you can put your business in the driving seat towards creating (and maintaining) the strong reputation it deserves.

2) What’s the story? Consistent messaging

The backlash around dynamic pricing demonstrates why it’s crucial that brands remain in touch with market sentiment and are conscious of the context in which they do business. If your actions (inflating prices without warning) are in conflict to your stated aims (wanting as many people as possible to see the band perform together again), you risk reputational damage.

If you haven’t already, consider working with a dedicated agency skilled in Brand, Insight & Strategy work to help you carve out areas of differentiation and spot any potential inconsistencies before they become a problem.

3) Some might say…be proactive in discussing industry trends

Investigations into consumer protection following the public ticket outcry can be linked to Ofcom recently calling for greater clarity on mid-contract mobile phone price rises. Namely, your comms strategy should help you lead conversations about industry change and where it may or may not be needed, to prevent your brand finding itself in a position where your missteps are the cause of a wider inquiry.

For example, ensuring you have a strong PR team and press office geared towards securing top-quality newsjacking coverage is one excellent tactic you can implement to check this box and keep your business at the forefront of the most relevant and timely topics in your sector or sub-sector.

Whether or not you were able to secure tickets yourself and are planning to attend any of the now-infamous gigs, the Oasis hype stands as testament to the importance of resilience, consistent messaging and proactive communications for firms in the tech and telecoms space.

Our technology team has an experienced group of telecoms experts who would love to support you with all of the above and more. If you’re interested in a conversation with the team, do get in touch with us at tech@aspectusgroup.com.

Key Takeaway Section

Q1: How does the Oasis reunion relate to the telecoms industry?

The reunion sheds light on the importance of resilient infrastructure, consistent communication, and staying proactive in industry conversations.

Q2: Why is resilient infrastructure crucial for tech and telecoms companies?

The ticket sale website outages demonstrate how vital it is to instil confidence through infrastructure that can handle high demand during peak times.

Q3: How does proactive communication benefit companies?

Proactively addressing industry trends helps avoid potential scrutiny and positions companies as leaders in their field, preventing PR issues like those seen with dynamic pricing.

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Tech Week Singapore 2024: 6 tips for event success

By Astor Sonnen, Deputy Head of Tech

This blog covers six essential tips for getting the most out of Tech Week Singapore 2024. From establishing business objectives to navigating the Marina Bay Sands and jetlag, discover how to optimize time, ensure productive meetings, and make the event a cornerstone of annual technology communication strategies.

It’s less than one month until Tech Week Singapore 2024 (9th – 10th October). Now in its 10th year, it’s always a fascinating opportunity to hear about the groundbreaking innovation flourishing within the region and further afield.

The 2024 event consists of seven simultaneous shows – Cloud Expo Asia, DevOps Live!, Cyber Security World, Data Centre World, Big Data & AI World, eCommerce Expo and Technology for Marketing – and will again attract nearly 25,000 senior IT leader attendees and 500+ exhibitors.

It’s easy then to understand why so many brands consider the event a key milestone in their yearly technology marketing and communication plans – but you can’t just turn up and hope everything goes smoothly.

Here are my 6 top tips for a successful Tech Week Singapore 2024.

1) Why business objectives matter at Tech Week Singapore

What are your business objectives for going to Tech Week Singapore? Whether it’s to network with peers, hear from business and technology influencers, sell your solutions or to build brand awareness, identifying what you want to do and who you want to meet ahead of the event is key. Set up meetings with other attendees in the weeks before to help ensure your attendance delivers on objectives.  

If you’re exhibiting at the event, here are my 3 top tips for developing an effective technology event communications plan.

2) Navigating the Marina Bay Sands efficiently

The iconic Marina Bay Sands can be a maze for the uninitiated and combined with crowds from seven shows, it’s easy to go wrong. Before heading in, make sure you know exactly where your particular event is being held and give yourself some time to get your bearings so that you’re not late for any of Tech Week Singapore’s keynotes, talks or your pre-organized networking meetings.

Similarly, traffic can make getting to the event via taxi longer than you think, so take the MRT if you can. If you’re like me and your perception of public transport is incredibly hot train carriages, you’ll be pleased to know the MRT is completely airconditioned. You can also tap on and off using contactless so no need to buy a paper ticket.

3) The best coffee spots for meetings

Like all big events, trying to find a quiet corner for a conversation within the show is challenging. Tables are often occupied and it’s loud. Outside of the main show floors, there are multiple options for a business discussion, so if you are in pursuit of decent coffee and a quieter space, head to our tried and test spots: Bacha Coffee, Angelina or Beanstro, to make sure your meetings are being held in a more suitable environment.

4) Must-have apps for Tech Week Singapore

If you’re travelling in from afar, you can make sure you have everything you need for Singapore and Tech Week before landing. Download the official event app onto your iPhone or Android, and install Grab at the same time. Grab is your go-to for everything including taxis, food and groceries, so having your profile set-up prior means one less thing to think about on arrival.

5) Face your jetlag

Singapore is a wonderful vibrant place and sometimes that’s enough to counter the impact of jetlag. Other times you’ll need to face it head-on. Drink lots of water before, during and after flying, try to get into your new time zone quickly by staying awake and sleeping when the locals do, and don’t organize anything too mentally taxing on your first day.

6) Organize a meeting with Aspectus

form an important cornerstone of technology communications plans, but are you doing everything to build your brand?

Aspectus is a global all service communications agency, which means we partner with technology brands of all sizes to achieve their strategic goals. So, whether you’re looking to sell more, position your brand differently or break into a new market, let’s have a conversation at Tech Week Singapore 2024.

You can reach Astor at astor.sonnen@aspectusgroup.com

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What Do Clients Want from Their Marketing Agency in 2024?

By Ellie Jackson, Chief Client Strategy Officer

This blog explores the top five attributes businesses seek in a marketing agency in 2024. Learn how to embody these qualities to meet client expectations and excel in the industry.

As September rolls in and the familiar buzz of “back to school” season begins, we’re reminded of the importance of preparation, learning, and the pursuit of excellence. Like students sharpening their skills and embracing new challenges, we at Aspectus find ourselves reflecting on our methods as a global branding, marketing and communications agency.

We’re always looking to get better at what we do. We work hard to keep our services fresh and valuable. That’s why we often ask for client feedback – to understand what clients value the most and highlight where we should focus our attention.

Based on the lessons from our latest client survey, I found it fascinating to compile these into the five key trends clients rank as the most valuable from their marketing and PR agency in 2024.

Proactivity: Anticipating Client Needs

“My coverage team has been sharp and consistently contribute to our success. They are my secret weapon.”

Proactivity isn’t just about reacting to client requests; it’s about being innovative and forward-thinking. As students gather their stationary supplies and prepare for ‘what if’ situations like a surprise quiz, clients value an agency that anticipates their needs and is prepared to react quickly.

We are constantly exploring new ways to help partners succeed. This mindset allows us to offer creative solutions that not only meet but exceed expectations, ensuring clients stay ahead in their respective markets across financial services, capital markets, technology, energy and industrials.

So, what does this look like?

Embody clients’ business: immersion into their business plan, operations, and culture allows us to understand their unique needs and objectives.

“They are proactive and understand where our company is in its lifecycle.”

Contingency planning: strategic planning ensures we are always prepared to act swiftly and effectively in line with clients’ messaging and goals.

Study competitors: understanding the competitive landscape allows us to identify gaps and opportunities to exploit.

Conduct thorough market analysis: staying abreast of industry trends helps us anticipate changes and adapt tactics accordingly.

Identify challenges and opportunities: by keeping an eye on market developments, we can anticipate evolving conversations and stories to leverage emerging opportunities – especially when the client is unsure where to tap into.

“Wonderful team, super proactive even when we struggled to find story angles on our side. Very professional and can rely on them to deliver.”

Creativity: Standing Out in Saturated Markets

In increasingly saturated markets across social channels and publications, businesses are looking for agencies that can think outside the box. But creativity can sometimes feel out of sync with the logic and rationality of business strategy. The challenge lies in carving out space for them to own and make a lasting impression.

At Aspectus, we set ourselves apart with a special kind of creative energy, which we call ‘considered creativity’. We don’t just do creativity for creativity’s sake. Instead, our ideas are big and bold – designed to ensure organisations stand out – but firmly grounded in an understanding of target markets, audiences, and business goals. Whether it’s through a press release, product launch, or LinkedIn campaign, this guiding principle means our work cuts through the technical (and sometimes monotonous) noise.

“I always want more proactive, creative ideas coming my way, so I encourage the team to keep their foot on the gas in that respect. They do a good job today and I want to continue this focus.”

Most importantly, we do not want to create an echo chamber. Creativity thrives on diversity. This is why we are committed to a balanced approach, uplifting talent from different backgrounds, with unique experiences and perspectives to bring fresh, innovative ideas to the table.

“The team has the right blend of skills to deliver communication objectives.”

Deep Sector Knowledge: Driving Business Forward

Importance of sector knowledge in marketing is paramount. Organisations want an agency that understands their industry inside out and can provide insights that drive their business forward.

96% of clients see their account team as a genuinely consultative partner, and 93% say the team has a good understanding of the client’s sector.

“I think the team have a very good understanding of the traditional telecoms market. They also seek opportunities to bridge the gap with the new technology sector by connecting stories in AI, cloud and digital technologies.”

We strive to stand in our clients’ shoes to understand their distinct viewpoints – delving into their marketing plans and sales targets – aligning our approach with their targets. Building this kind of rapport with a client takes considerable time and effort until it becomes intuitive within account teams.

Dedication to understanding the essence of organisations, every nuance of their industries, and the specifics of their products and services allows agencies to provide tailored, effective strategies that resonate.

Reliability and Responsiveness: The Backbone of Agency Success

After the intensity of a demanding first term, students get to have some much-needed rest and relaxation (R&R) during the half-term break. This rejuvenation period allows them to reflect on their performances, celebrate their successes, and plan for the future.

 Similarly, it is important for agencies to take a step back to evaluate their performance – not just to identify areas of improvement, but also to understand what is going well.

When asked what teams do that clients value most, the resounding answers were: responsiveness and reliability. 100% of our respondents said the Aspectus account team is organised, reliable and communicated effectively.

This combination of traits ensures we can respond quickly to media requests and other last-minute needs, without any drama. They value collaboration and a deep understanding of their unique operational processes, enabling agencies to seamlessly integrate as an arm of their marketing team.

Each agency has its own approach to working with clients. For us, the term “client” doesn’t fully capture the essence of our relationships with the companies we serve. We see them as integral partners who keep our lights on. Recognising that each point of contact has a unique personality, workflow, and objectives, we strive to be agile and adaptable to meet their diverse needs.

“We see the Aspectus team as an extension of our internal team – they are extremely knowledgeable about our organisation, our messaging and objectives, and we can trust them to come to us with proactive ideas which will help support our overall mission and goals. Fantastic communication from the whole team – and they are so flexible with our timings and always accommodate our often-last-minute requests.”

That is our take on proactive marketing agency strategies 2024. Ultimately, businesses desire marketing agencies that exemplify proactivity, foster considered creativity, possess deep sector knowledge, and demonstrate unwavering reliability and responsiveness.

At Aspectus, our commitment to these values defines our approach and drives us to excel. We’re looking forward to what’s to come in the next year, and how we can continue to push boundaries to deliver exceptional results for our partners.

Key takeaways

Q: What is the importance of proactivity for marketing agencies? A: Proactivity involves anticipating client needs and offering innovative solutions, ensuring agencies stay ahead in the market.

Q: How can creativity help marketing agencies stand out? A: Creativity, especially when grounded in market understanding, allows agencies to create impactful and memorable campaigns that cut through the noise.

Q: Why is deep sector knowledge crucial for marketing agencies? A: Deep sector knowledge enables agencies to provide tailored strategies and insights that align with clients’ business goals and industry trends.

Q: How do reliability and responsiveness benefit clients? A: These traits ensure that agencies can quickly and effectively address client needs, fostering strong, collaborative relationships.

Bibliography

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How to grow your business in Asia

By Louise Veitch, Head of South East Asia

This blog explores strategies for growing your business in Asia, emphasising the importance of local presence, networking, understanding cultural nuances, and effective marketing & communications activity. Learn how to navigate the unique challenges of the Asian market to achieve sustained success.

Many people may not know this, but Julia Donaldson’s classic children’s tale The Gruffalo took inspiration from a much older Chinese folk tale, The Fox and The Tiger. It’s a tale worth reading and one that comes to mind when I reflect on moving to Singapore two years ago to expand the Aspectus office here.

The short premise of the fable is, like the mouse in Julia Donaldson’s book, a fox who is captured by a hungry tiger, manages to escape becoming dinner, through the sheer sense of determination and believing in himself in a testing and terrifying situation!

While I wouldn’t compare moving to Singapore with ending up in a tiger’s lair, I would be lying if I said it wasn’t challenging at times. However, it’s also been an incredible journey so far and from the tests we’ve encountered, I – and the business here – continues to go from strength-to-strength thanks in most part to the fantastic team and client base we are assembling out here.

When we first opened our doors in Southeast Asia, Aspectus’ presence here looked very different. With limited people on the ground the business wasn’t growing nearly as quickly as our US, UK & Europe counterparts. Fast forward to today the Singapore office has quadrupled in size and the agency also has a presence in Thailand, Vietnam, China, the Philippines & Indonesia.

Success and timing often go hand in hand, so Asia’s booming economic landscape, which is expected to far outpace global growth this year, has helped to slick the wheels. We started to invest in our presence and our people in this region just as our core clients were realizing the huge opportunities that Asia presents.

However, timing isn’t everything and while we can’t deny any absence of growing pains, I wanted to share some of our learnings for getting to where we are and manifesting Aspectus’ own ‘inner fox’.

Be on the ground

In our highly connected post-Covid world, the value of being on the ground can often be overlooked without consequence – but not in Singapore. Having local experts who understand the region’s nuances is crucial for effectively communicating with and selling to your target audience.

The same goes for the value of being in the same time zone as the people you want to do business with. With only a two-hour cross-over for the UK and no (sociable) business hour cross-over with the US, being on the ground is essential for making things happen.  

The importance of networking in Singapore

Thanks to Zoom or Teams, it is not out of the question to have clients in London & New York that you’ve never met in-person. However, in Asia the culture of face-to-face meetings has survived the pandemic and although what you do is important, who you know is crucial. In-person industry events are essential for getting face-to-face. In Singapore there are industry events every week, but if we had to recommend our top 5 for our specialist sectors, it would be Singapore Fintech Festival, Tech Week, Token 2049, Asia Clean Energy Summit, & Money20/20 Bangkok.

Good work leads to more work

It’s almost always the case that doing good work leads to winning more work, but never has this been truer than in Singapore and the rest of Asia. Recommendations in this region can be even more valuable than reputation. So instead of chasing the next sale, focus on doing brilliant work, surpassing expectations and delivering real impact.

Always consider cultural nuances

Each country in Asia has its own unique business etiquette and cultural nuances. In Japan you have no chance of connecting with your target audience unless you are communicating in Japanese, in contrast with Malaysia and the Philippines where English is the standard language for business.

Tailor your business practices, marketing, and communications to fit the local culture for individual countries in Asia. This might include translating materials into the local language or adapting your business model to meet local consumer preferences.

Marketing in a new market

Make sure people are finding you on Google and when they do, make sure your brand, messaging & content backs up why your audience should be choosing your services. Done well, pay-per-click (PPC) provides immediate visibility, very effectively targeting potential customers and recruits. The ROI is undeniable.

Then you can consider proactive outreach to grow your brand and network. We recently hosted a Marcoms in Asia webinar with some of the top marcoms leaders in the region, which led to another 100 new connections and opportunities to build our network out here.

So timing isn’t everything. Building a business in Singapore has taken a ‘fox’s courage’ – often in situations that can be high pressured and a step into the unknown. But with the support of a loyal client base and an exceptional team across Asia and the rest of the world we’ve been able to pull off something special that is only going from strength to strength.

Key takeaways

  • Q1: Why is local presence important for business growth in Asia? A1: Being on the ground allows businesses to understand local nuances and effectively communicate with their target audience, which is crucial for success in Asia.
  • Q2: How does networking contribute to success in Asia? A2: In Asia, who you know is often as important as what you do. Face-to-face meetings and strong connections are essential for business growth.
  • Q3: What role does cultural awareness play in expanding a business in Asia? A3: Each Asian country has unique cultural and business practices. Tailoring your approach to fit these nuances is key to successfully connecting with your audience.

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Scotland’s energy future under a Labour government

By Jamee Kirkpatrick, Energy and Industrials

Scotland’s energy landscape is evolving fast under Labour’s new government. Discover the key policies and announcements shaping the future of renewables and the oil and gas sector, before delving into the opportunities it presents for energy companies to rethink their communications strategy.

The election this summer and subsequent change in government could mark a pivotal moment for Scotland’s energy landscape. This transition brings both challenges and opportunities for energy companies and, by extension, the marketing and communications strategies that support them.

Understanding Labour’s energy vision

Labour’s recent election victory has set the stage for significant changes in Scotland’s energy industry, particularly as the UK accelerates its transition to renewable energy. Since the party took power, Ofgem has approved the largest single investment in the UK’s electricity grid, paving the way for a new “superhighway” in the form of a subsea cable connecting Peterhead and Lincolnshire. And, just this week, the results of the sixth Contracts for Difference (CfD) renewable auction saw a major U-turn on last year, securing more than double the capacity of 2023’s auction thanks to a significant increase in budget under the Labour government.

This forms part of a broader strategy to support the integration of 21 GW of additional offshore wind capacity and other renewables, including onshore wind and solar. A strategy that will be spearheaded by GB Energy, which, the BBC has reported will be headquartered in the home of Scotland’s energy sector: Aberdeen.

Labour has pledged not to revoke existing offshore oil and gas licenses in the North Sea, but has committed to not issuing any new licenses, signalling a gradual shift away from fossil fuels. Yet, recently announced changes to the Energy Profits Levy (EPL) – the windfall tax – have left question marks over job security and unease across the oil and gas sector.

And it is also not yet clear what Labour will do to support the decommissioning sector. What can be said though is that both the Scottish and UK governments are backing carbon capture and storage (CCS) and hydrogen.

In early August, the Scottish government granted the Acorn project £2m in funding and in its manifesto, Labour stated that it planned to invest £7.3 billion on priority low-carbon industries, with £1.8 billion earmarked for decarbonising ports, £1 billion for carbon capture and £500 million for green hydrogen. As a result, Scotland can likely expect to see significant investment from the UK government.

The opportunity for marketing and communications

With Labour’s pledge to achieve 100% clean power by 2030 – five years ahead of previous targets – the urgency for action is clear. With ambitious plans to quadruple offshore wind capacity to 60 GW, triple solar capacity to 32 GW and double onshore wind capacity to 30 GW across the UK, Scotland can and should be at the heart of this energy transition.

This shift presents a dual challenge and opportunity for marketing and communications professionals, who must adapt their strategies to ensure their brands remain relevant and competitive in this evolving environment.

As with any time of significant change, there is the potential for a shake-up. It is likely that we will see new businesses and ideas coming to the fore, and, as a result, brand relevance must shift to the top of many marketing and communications functions agenda. Where legacy businesses have thrived, now they may face a struggle to survive in a clouded and saturated market.

While not every brand will need a complete overhaul, businesses will need to a pragmatic approach to stay relevant. From brand strategy and visual identity, to clear, concise messaging and a strategic multi-channel communications approach to take that brand to market, businesses must ensure they are equipped to meet the expectations of their industry and audience.

With the ever growing importance on the energy transition, companies operating across the value chain must navigate the balance between conventional and renewable energy carefully and avoid the risks of being sidelined or accused of greenwashing. Our in-house, multi-disciplinary support, rooted in energy and industrials sector experience, helps companies do just that.

The new political landscape presents a unique opportunity for energy companies to redefine their narratives and strengthen their market positions. Although the full implications of government policy remain speculative in some cases, the election marked the beginning of a promising new chapter for the future of Scotland’s energy industry.

At Aspectus Group, we are committed to guiding our clients through change with strategic, insightful and innovative marketing and communications solutions. By staying informed, adaptable and proactive, we can turn potential challenges into opportunities for growth.

Key takeaways

  • What is Labour’s energy strategy for Scotland?
    Labour aims to accelerate Scotland’s shift to renewable energy, pledging to achieve 100% clean power by 2030 and committing to major investments in offshore wind, solar, and green hydrogen.
  • What are the challenges and opportunities for energy companies?
    The energy transition will challenge existing businesses to remain relevant while creating opportunities for new companies. Effective communication strategies and clear messaging will be vital to navigating this shift.
  • How can marketing help energy companies adapt?
    By refining their brand messaging and adopting a clear multi-channel approach, companies can stay competitive and avoid pitfalls that come with change.

Author Bio

Jamee Kirkpatrick is a senior account director in our energy and industrials practice, who supports companies from start-ups to global players. Through her proactive, multi-channel approach she helps companies build their brands, tell their stories and drive business outcomes. Based in Aberdeen, Jamee works with clients in the oil and gas, renewable, utilities and technology space.

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Marketing Cybersecurity Solutions: Top 5 Strategies for 2024

By Piers Grassmann, Technology

This blog outlines five key strategies to effectively market your cybersecurity service in 2024. It covers understanding market dynamics, identifying target customers, building a strong brand, and using digital marketing and public relations to drive business growth.

If there’s one reality that’s hit the business world hardest in the last two years, it’s the importance of the cybersecurity sector for the smooth running of business operations, the economy, and even society at large (stay tuned to find out how this relates to cybersecurity service marketing strategies).

We all witnessed the impact of the global IT outage caused by a faulty update released by the cybersecurity firm, CrowdStrike, with flights, hospitals, trains and even stock markets grinding to a halt as a result.

However, the disruption of cybersecurity incidents can also bring substantial financial repercussions. According to IBM’s 2023 ‘Cost of a Data Breach’ report, the impact of the average data breach entails a loss of approximately US$4.45 billion on average.

So, how should brands go about marketing cyber security services to audiences? Effective marketing has the potential to differentiate your offering from others and drive growth. But with so many options and tactics at their disposal, vendors are overwhelmed by choice.

In this guide, I will outline the 5 strategies cyber security firms must consider when it comes to marketing their services, from digital campaigns, to branding, PR, and everything in between.

Understanding the market landscape

When it comes to promoting cybersecurity solutions for businesses, understanding the wider context of the market is key.

Based on my introduction alone, it’s no secret that the 2024 cyber security market is intensely competitive. The growing prevalence of attacks, incidents, and breaches (as well as the ever-increasing severity of their impact), means the sector is seeing skyrocketing demand for reliable, advanced, and effective technology to combat these myriad threats.

Without understanding what you’re up against, you have little chance of ensuring your marketing and messaging will resonate with your target audiences. Whether you specialize in DDoS protection, identity threats or back-up storage, target audience identification should be the first step in any cyber security marketing strategy.

From the widespread proliferation of AI and machine learning integration, to concerns around the safety of Internet of Things (IoT) technology and the booming growth of ransomware and supply chain attacks, no marketing strategy should be developed in isolation from these critical concerns.

Identifying your target customer

The crucial next step in your marketing journey should involve zeroing in on the specific customers your service is aimed at (whether that be SMBs, larger enterprises, or those within specific industries) and then conducting research into their unique challenges and pain points. Only then can you identify how your offering can help.

For example, consider conducting research into the key trends, challenges and opportunities that exist in the sector at large and attempt to map your services onto them. From there, you can go into greater detail and begin developing tailored customer personas to crystallize who it is you’re talking to through your marketing strategy.

Building a strong brand identity through messaging

With the knowledge from your market landscape and customer research, you’re now able to begin building your brand identity as it relates to your offering. For example, create a messaging document for your team and potential prospects that outlines your services USPs.

Ideally, these tie into your company messaging and value proposition, but it’s crucial that each offering serves a clear purpose. It must address a tangible, measurable need for your target audience.

For instance, when marketing your DDoS protection service for retail businesses, you could start by citing figures from US-based cybersecurity firm, Cloudflare, who found that in Q3 of 2024 there was a 117% increase in YoY network-level DDoS attacks, with a particular uptick impacting retail around Black Friday. From there, you can build your brand identity and focus your marketing efforts on how you solve that problem for retail businesses more effectively than competitors.

Maximizing digital marketing tactics

Now that you have a comprehensive grasp of the landscape, audiences, their problems, and how your offering addresses them, you’re in a prime position to leverage the full gamut of marketing tactics available to you to get that message out there.

It’s a well-established concept within marketing that it takes an average of seven interactions with your brand before a buyer is likely to decide to buy with intent, this is often referred to as ‘the rule of 7’.

Your strategy should make full use of the digital marketing ecosystem to start spreading your message. A (non-exhaustive) list of approaches that should be included in any effective digital marketing strategies for cybersecurity companies might include:

  • Content creation and promotion: crafting and disseminating key educational content (e.g., blog posts, whitepapers, webinars) and promoting these through paid and organic social media
  • Email marketing: targeted emails to your core audiences can build stronger customer relationships, increase sales, enhance brand loyalty, and generate qualified leads
  • SEO strategy: implementing SEO strategies to rank highly for cybersecurity-related keywords in search engines
  • Marketing collateral: drafting case studies and testimonials as trust builders by providing third-party validation to potential prospects

Leveraging public relations for growth

It’s equally fundamental that any cyber security marketing strategy makes effective use of public relations to maximize the impact of any ongoing efforts. This includes, but isn’t limited to:

  • Media relations: partnering with a well-connected agency with extensive expertise and connections across the media landscape will allow you to unlock earned press opportunities to further build third-party validation with your target audience. Getting your message out there quickly is crucial and a good PR partner will be ideally placed to help with this
  • Analyst relations: where relevant, seeking support from a team able to arrange and manage briefings with analysts can add authority to your businesses industry presence
  • Award submissions: award entries are another effective way to shout about your services and gain the accreditation of external parties
  • Event and conference support: networking in-person still plays a role in any marketing efforts (even post-pandemic), and the right PR team can help to plan upcoming relevant industry gatherings to attend

By implementing the tips I’ve outlined above – understanding the market, your customer, and audience, building a strong brand identity through messaging, and leveraging digital marketing and PR – you will be positioned for a successful cyber security marketing strategy geared towards growth and long-term success.

Our technology team has an experienced group of cybersecurity experts (me included!) who would love to support you with all of the above and more. If you’re interested in a conversation with the team, do get in touch with us at tech@aspectusgroup.com.

Key Takeaway Section

Q1: Why is it important to understand the cybersecurity market landscape?
A1: Understanding the competitive landscape helps ensure your marketing efforts resonate with your target audience and address the key issues in the industry.

Q2: How can you tailor your marketing strategy to your customers’ needs?
A2: By conducting research on customer challenges and mapping your services to address those needs, you can create targeted and effective marketing messages.

Q3: What role does digital marketing play in promoting cybersecurity services?
A3: Digital marketing, including content creation, email campaigns, and SEO, is crucial for building brand visibility and engaging potential customers across various channels.

Bibliography

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