Category: Technology

Internal threat data: your key to cybersecurity media success

By Sanjana Rao, Account Executive

In a densely saturated market for media attention, it can seem an uphill struggle for cybersecurity sellers to carve out a name for themselves. A company news drought can be frustrating, especially in those periods when you have no new funding rounds, high profile hires, or marquee client partnerships to announce. But cybersecurity companies are treasure troves of internal threat data which can form the glue between your company and journalists writing their next story.

Banking on your data

Many companies in the cybersecurity space have access to vast repositories of data, which can be enhanced to tell new and compelling stories about current trends in the market in which you operate.
In other words, what are the current patterns your product is experiencing, and what can this tell us about the broader cybersecurity landscape? What modes of cyberattacks are most prevalent for your users? What security tools are most in demand from customers and prospects? What kinds of companies need your product and services? Internal data could reveal interesting data security trends in whatever verticals you serve.
Suddenly, an array of internal performance data becomes an insightful take on the wider industry and reinforces why businesses should invest in cybersecurity, and your product in particular.

Data-driven journalism

Journalists love data. Data offers hard evidentiary proof points in an inherently opinion-driven media world. When creating and pitching stories to journalists, you need to consider why it’s important to readers and what value you can add. A great way of doing this is by providing data, since this grants credibility to stories and gives real-world context. Media pitches backed up by data in the form of numbers, charts, graphs, tables, or interactive infographics offer a clear story map that makes a journalist’s life easier. Nowhere is this more important than the cybersecurity trade media like Beta News, Security Boulevard, and ZDNet – in the evolving landscape of cybersecurity threats, readers are concerned about the measurable risk that current and future trends pose to themselves and their businesses.
Thankfully, with new technologies at the hands of cyber criminals, no subsector is too niche for journalists, whether it be hardware security, Kubernetes, identity and access management, and many others. This presents an opportunity for you to become an industry data leader by offering market research that can’t be sourced from anywhere else.

Become a market research go-to source

The goal is to ultimately become the go-to data bank for journalists when they are writing their next stories. For instance, this could be commissioned yearly as an annual report, meaning over time, you can become known for something. For example, longtime Aspectus client and award-winning anti-malware solution provider Malwarebytes produces an annual and quarterly Ransomware Report, detailing ransomware attack trends. Cybersecurity trade outlets including InfoSecurity Magazine published articles on Malwarebytes’ 2023 spring report, noting that the UK’s education sector was the most targeted industry in 2022-23.

However, a conglomeration of internal data and a cutting-edge market report are two very different things. Getting there requires knowing exactly what your end goal is and how this can be rolled out to maximise your return on investment.

Data-driven PR builds credibility and good media relations

Survey research reports present robust opportunities for PR and marketing campaigns and content. Cybersecurity companies that conduct periodic surveys of industry participants or target audiences can generate data-driven storylines that not only can attract media attention but also can be repurposed into valuable content for blog posts, LinkedIn campaigns, white papers, and conference presentations. This can elevate a company’s voice of authority in its space, positioning executives as credible thought leaders and attracting new business. For some tips on conducting PR survey campaigns, see this earlier post.

As communications professionals, we have our fingers on the pulse of the cybersecurity news cycle. We also have longstanding and very personal relationships with the journalists who would be interested in your products. Moreover, our cybersecurity sector expertise means not only that we grasp the technical details of the industry, but we also are keyed in to the latest trends and news in the cybersecurity mediascape. We can therefore connect the dots between your business and their next article, which results in building media relations that pays dividends again and again.

Most importantly, we can work with you to create a creative, but relevant report topic that customers, prospects, and media can look forward to.

There is a lot to digest starting out in this process, so if you want to know how to make the most of your internal data, get in touch.

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Mastering B2B SaaS marketing: choosing channels and media for optimal success

By Sophie Reed, Associate Content Manager

In today’s digital landscape, social media has become a staple for B2B digital marketing. However, the online space is crowded with countless platforms and an overwhelming array of content – making it tough to stand-out within the Software as a Service sphere. This makes it crucial for software companies to leverage social channels the right way and ensure efforts aren’t wasted.
Gone are the days of simply existing across every social platform. Instead, each social channel possesses its own unique dynamics, user demographics, and engagement patterns.
To maximise the impact of your social media presence, it’s essential to adopt a customer-centric approach and let your target audience guide your strategy and supercharge your SaaS metrics.

Social channels for meaningful connections

To hit the bullseye with your B2B SaaS audience, you must align your efforts with their preferences and behaviors to ensure your message resonates with the right people in the right places. If you are targeting primarily professionals and decision-makers, LinkedIn is an optimal platform to make connections.

Here, you can promote your spokespeople, showcasing their expertise, positioning them as key thought leaders in the space, and build meaningful relationships with potential customers. Through thoughtful engagement, such as participating in relevant group discussions, resource sharing, industry news commentary or offering expert advice, you can curate a genuine connection with your audience. By nurturing these relationships, you open doors to future collaborations, referrals, and increase your potential of high conversion rates.

Work smarter not harder

Less is more when it comes to selecting the right channels for your B2B SaaS marketing. Rather than a blind pursuit across a range of platforms, target two birds with one stone.

Twitter is a fantastic way to contribute to wider industry conversations in real-time, and enables wider audience reach and traction by leveraging trending hashtags and breaking industry news. To make the most of it, repurpose LinkedIn messaging to create short, punchy tweets sparking engagement. This way, you can recast, retell and replay your messaging to ensure it consistently aligns across your channels.

Amplify your credibility with PR

From a PR perspective, trade publications offer a golden opportunity to shine the spotlight on your company’s spokespersons, products and services to captivate your desired audience. These publications are read by industry professionals and decision-makers actively seeking insights on trends and innovative solutions within their field.

By targeting top-tier trade publications relevant to your niche, you can generate interest in your product and wider services. For example, if you are promoting an update to your HR software service, your HR tech PR strategy will target top-tier trade publications such as HR Grapevine, HR Magazine, The HRDirector and People Management Magazine. You can then boost engagement with trophy coverage by sharing it across your LinkedIn and Twitter.

Securing coverage in reputable publications boosts brand visibility and industry credibility, signalling to target audiences that you’re a trusted player, attracting and strengthening customer relationships. Credibility such as this paves the way for long-term loyalty.

The wrap-up:

🔍 Know your audience: inform your approach by selecting the social media channels where audiences are most present to ensure messaging gets in front of the right people

⚡ Recast, retell, replay: keep your messaging consistent and aligned across your chosen channels to make a cohesive brand presence, maximizing audience engagement and visibility

📰 Don’t underestimate the value of trade publications

Bear in mind, B2B company updates are not necessarily the tastiest bait for reeling in national headlines. When it comes securing a big tuna, PR campaigns and research are a brilliant hook. If you want to make a splash above the sea of competition, keep your eyes peeled for our following blogs in this series, covering considered creativity and data mining for national catches.

Want to step up your SaaS marketing game? Get in touch with Aspectus Group, an award-winning integrated SaaS marketing agency with expertise in B2B technology PR.

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Why the time to ignite tech communications in Singapore is now

By Isabelle Dann, Media Strategy Director

The world of venture capital (VC) is like no other. Unlike the stock market, there are no daily temperature checks, nor individual share prices for people to watch. Still, as the global VC slowdown persists, there are reasons to be cheerful – if you know where to look. Singapore attracted more venture capital investment per capita in 2022 than any other country, receiving over $1 billion, beating the US – the world’s largest VC market – which ranked third. 

This makes sense, considering that South-East Asia is now the world’s most compelling region for digital innovation, with Singapore its technical capital. Catalysts include new local initiatives such as the Singapore Deep-Tech Alliance, the Singapore-MIT Alliance, and the National University of Singapore. 

On top of this, funds from home-grown VC firms such as iGlobe Partners and Temasek are fuelling tech founders. More time may be taken to choose and close deals but, ultimately, investors must deploy the capital they’ve raised. 

Within the tech sector, deeptech – encompassing the likes of artificial intelligence, robotics, and blockchain/Web3 – is a particular strength. Food tech is another, as Singapore is the only country where consumers can buy lab-grown meat. While the rest of the world largely recognises the climate benefits of cultivated meat, it has yet to catch up with Singapore – a golden opportunity for entrepreneurs in this space.

Beyond these spotlights, the opportunity is endless. After all, these days, technology can encompass everything from building a website and conversing with ChatGPT to crafting space satellites and driverless cars. No longer is it the preserve of a select few; everyone is a digital citizen. 

Until the invention of the printing press in the 15th century, books were scarce and expensive. As they became more abundant, literacy rates soared. In 1800, 60% of men and 40% of women were literate, rising to 97% for both sexes within a century. The same story can be seen in tech now. 

In 2001, there were 500 million global internet users; in 2021, that shot up to five billion. Just as increased literacy rates kindled communities and contributed to economic growth, widening access to digital resources has granted more people the power to shape and challenge the impact of technology on society. 

So, what does this all mean? For tech startups and scaleups in Singapore, now is the time to tell your story. Competition – whether that’s for headlines, clicks, or customers – will only grow more fierce. Those who cut through the noise with compelling communications, led by tech PR, will find themselves equipped with a unique competitive advantage. Make the move now – or risk missing out entirely.

Isabelle can be reached at and @izzydann 

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Step up your SaaS marketing game: top tips for knowing your audience

By Sophie Reed, Associate Content Manager

When it comes to audience growth, engagement and reeling new potential clients, fostering an authentic relationship between your brand and customers is key. To do so, businesses must interact with their target market on the ground. With an optimised communication strategy, you can engage with your customers and prospective leads to build connections that last.  

In the digital age, a wealth of platforms can assist in getting your brand in front of your target audience. With around 3.5 billion people using social media networks worldwide, you need to develop your understanding of social channels and optimise your SaaS marketing by creating a clear comms strategy to maximise your results and cut through the noise.  

Taking an integrated approach will help you communicate through different platforms and get your message out there. Whether it’s though social media, advertising, public relations (PR) or emails and newsletters, these must all work in unison to achieve the same goal.  

Here’s how you can develop a thoughtful integrated comms strategy to achieve your business goals.  

Know your audience: who, what, why

The customer is king. Evolving consumer demands determine your ongoing business developments and offerings. Adapting in response to these changing needs will ensure your B2B SaaS offering remains relevant, showcases your agility, and helps you scale up to maintain a competitive market edge.   

To create thoughtful messaging that resonates, you need to tailor it to your audience – find out their unmet needs, preferences, pain points and motivations, then position yourself as the answer. Crucially, it is key that messaging is designed to fill the ‘white space’ conversations that your customers are not currently owning and topics that are not saturated.   

Where to start: 

  1. Desktop research: identify the trends, patterns in customer behaviour, social discussions, and online reviews to get under the skin of your audience and understand what they care about 
  1. Surveys and interviews: requesting feedback is a great way to connect with your current customers and demonstrate you value their opinion. Ask about their issues, buying habits, and what they value most in a product or service 
  1. Competitor research: work smarter not harder. Analyse competitors and take inspiration from how they connect with audiences. Competitors will also open the door to other prospective leads to target – look for gaps in their marketing strategy you can capitalise on, and hone in on the whitespace to elevate your unique value proposition 

Unleash your distinctive potential

Taking the time to undertake in-depth upfront data gathering and competitor audits will enable you to make more well-informed, strategic decisions that will be truly impactful in the long run. A magnified knowledge of the market will help you understand and communicate your unique traits, differentiating yourself from market competitors and creating a brand that makes you famous for your thinking. All of this enhances your wider business strategy. 

You can revisit these methods again and again, keeping the customer feedback loop open and adjusting your messaging accordingly. This creates a virtuous circle of results In turn, you can flex your business agility and deliver messaging that will appeal to audiences and increase engagement rates by hooking readers in.  

In our next blog in this series, we will focus on the tools used to push out your enhanced messaging, with information about how to identify the relevant media and social channels so push messaging out and place you in front of your target audience.  

Looking to learn more? Get in touch with Aspectus Group, an award-winning integrated SaaS marketing agency with expertise in B2B technology PR. 

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3 top tips for developing an effective technology event communications plan

By Astor Sonnen, Senior Account Director

Trade shows are a staple of most industries. A chance to network, showcase solutions, sell, buy, and learn, brands often anchor entire marketing and sales campaigns around their appearances at events.  

Driving the most value out of trade shows is dependent on having clear objectives, defined within a strategic event communications plan. You can’t simply turn up and expect success; you need to lay the groundwork.  

While events may differ between industries, there are several key considerations for marketeers when developing marketing and comms plans. So, whether you’re planning on exhibiting at DCD Connect, Capacity Europe, SaaStock, InfoSec Europe or any other event, here are three top tips to keep in mind.  

1: Tell your audience that you’re attending and ‘stand’ out

Raise awareness of your attendance so that your audience can set up meetings at the show, while also boosting your brand by publicising what topics and events you’re active in.

Start activity 6-weeks or so out and use a variety of tactics – such as email marketing, social media and content – to increase the likelihood your audience will engage.

Conversations will also happen organically at the show, but having a stand that sets you apart will help to attract visitors. Some brands develop vibrant signage, while others may have quirks such as demos and freebies.

Ask yourself:

  • How will your target audience know that you’re exhibiting at the event? 
  • What’s the most effective way of reaching your audience? 
  • Do you have something planned that will increase the attractiveness of your stand?  

2: Train your speakers to represent your brand in the right way  

If you have a representative in a panel discussion, make sure they’re fully prepped to add insightful commentary. A true thought leader can explore industry topics, while subtly bridging back to their own messaging, so that attendees gain a better understanding. If panel participants clearly push their own agenda and aren’t in sync with each other, it can be alienating to the audience.  

Ask yourself:  

  • Are your experts fully prepared for a discussion?  
  • Do they require training so that they understand when best to engage in the wider conversation and when to be more direct with your messaging? 

3: If you want media coverage, have something new to say  

Media coverage is another common desired outcome for brands attending events, but this is dependent on having actual news. Attendance in itself is not newsworthy. Be ready to announce something along the lines of new data, offerings, customer relationships or top-level hires so that journalists have a reason to come to your stand.  

However, other brands in attendance will likely be announcing news at the same time for the same reasoning, so make your story strong. And remember, if there’s no news, you can still take the opportunity to chat to journalists on the day to build relationships – with the right preparation. 

Ask yourself: 

  • Do you have something new to talk about? 
  • If yes, to manage expectations, would you expect coverage of the news if you announced it outside of the show?  
  • What are your main goals for attending? If lead generation is a priority, your efforts may be better focused elsewhere. 

There are plenty more top tips we can give you, so if you’ve got an industry event on the horizon and want to know how to make your resources deliver more, get in touch.  

Let’s discuss your event communications plan, as well as your wider technology PR and comms strategy. 

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Why we care more about bad news… and how spokespeople can cut through

By Alex Newlove, Senior Account Manager

It is a common complaint that journalists tend to focus on the ‘bad’ stories that make us despair about the state of the world. Our clients sometimes worry that journalists’ propensity for covering conflict and mishap will lead to quotes being taken out of context and placed in an overwhelmingly negative story.

Who else subscribes to a news service where the refrain below-the-line is often “I will be cancelling my subscription to this alarmist newspaper, I expected better”?

The insinuation behind these complaints is that journalists go out of their way to irritate and alarm us, just for fun. Sometimes, the follow-up statement from commenters will be something like, “why can’t you report on some good news for a change?”.

The answer to this question is clear: editors have better information than ever about what people are reading, given that the vast majority of news is now clicked on, as opposed to leafed through. I would argue that this makes us all culpable for the quality and tone of the news agenda. You clicked on one too many articles about Kim Kardashian’s bum, and you are now living in the mean and superficial world which you helped to mould. Social media has further fueled an environment that rewards only the most extreme, black-and-white opinions.

But while I have just implied that we all have a degree of responsibility for the negative news cycle, we are also born with brains that fire up for drama and disaster; merely flicker for charming stories with a happy ending; and barely register accounts of where things have gone well or adhered to the status quo – in fact this latter group is barely considered news at all.

Excuse me while my undergraduate psychology course rears its ugly head, but this penchant for bad news makes perfect sense from an evolutionary perspective. The ‘negativity bias’ meant our ancestors were vastly more likely to put their attention towards what could be a snake in the grass, over admiring a glorious blue sky. Ignoring potential bad news (the approaching snake) was vastly riskier than not focusing on neutral or good news. Similar mechanisms are at work when we find it easier to recall insults than compliments, and why you remember exactly what you were doing when you heard a plane had crashed into the twin towers. Your brain registered the perceived shocking threat and helpfully filed the ‘lesson’ for later.

This negativity bias poses a challenge for PR people. Our clients often come to us desperately excited about a new project their team has been working energetically on for many months. We are sometimes in the unenviable position of telling them “sorry, no-one cares”. This will be translated to something along the lines of “What an exciting initiative! Unfortunately, due to the busy news agenda we cannot imagine this will get much traction with the media at this time”.

So how can firms capitalise on a grim news agenda, without coming across as overly pessimistic, or getting drawn into a slanging match with competitors?

Contrarian points of view

Restating the status quo does not get you quoted. The journalist wants colour and opinion – what is your or your company’s attitude towards a topic? Can you critique a prevailing idea or theory, or even your own industry, before covering what your firm is doing to change it? (We recommend against criticising specific competitors.)

Use their angle to your advantage

Ask the journalist if they already have an angle in mind. If you feel it is inaccurate or overly-negative, this gives you a chance to come up with a more positive counter-narrative and will help guide your responses throughout the conversation.

Move the story on

The journalist is always trying to write the next chapter on a given topic, so there is little point in extensively rehashing old ground. Give them something fresh to go on and explain how an issue is moving on. “Now the market is shifting, and our clients have started asking us about Y. This means…”

Be fearless: say what you think

A big frustration for journalists is the extent to which senior people in well-paid positions are afraid to venture an opinion, even where it correlates to their company’s messaging. The world is gasping for thoughtful, frank, discussion. Being passionate and showing personality is good.

Aspectus can help your company navigate a turbulent news agenda. Contact us.

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The democratisation of the internet: how Web3.0 can correct the mistakes of Web2.0

By Corrie McBain, Account Executive

As we stand on the precipice of a Web3.0 world, it’s time to look at how the foundations of this new iteration of the internet can improve designs of the past. Much attention has been paid to how Web3.0 will democratise the internet as it allows users to harness the power of blockchain technologies and applications. Moving away from a centralised online framework to one where users can own their content and retain control could transform our online sphere, and indeed the way businesses and consumers interact.

Power to the people

Web3.0 offers the chance to redistribute power from the few tech giants (Google, Meta, and Twitter etc) that monopolised Web2.0 and award it to the users. Let’s look at the reasons behind why this is possible:

1) Web3.0 will likely improve data ownership. Having a few entities that controlled data in Web2.0 meant that companies, most notably Meta, transitioned simply from being social networks into mass distributors of their users’ information. Conversely, the ‘creator economy’ that provides the backbone of Web3.0 has seen the creators leveraging their own data. This way, users can protect and monetise their creations as they please.

2) Financial incentives for online dwellers. Make no mistake, Web2.0 invigorated entrepreneurial ambition across the world through e-commerce, drop-shipping, and many other avenues. This was, however, mostly limited the by strict control of the overlords.

Decentralised Autonomous Organisations (DAOs), which are legal structures that have no central governing body, empower members of different blockchain communities to work together on deciding the future of their respective entities. This bottom-up management approach enables a fairer, and more attractive model for investing in and selling commerce within Web3.0’s portfolio.

3) Improving transparency. The fundamental blocks of Web3.0, such as decentralised finance (DeFi) and other blockchain technologies, will be interoperable and powered by smart contracts. Essentially, this means that ledgers will have shared access for all stakeholders. This enables greater transparency of the commerce in question, consequently leading to more investment and less reliance on the big tech intermediaries.

Use cases that are enabling this revolution

DeFi in Web3.0 will involve people owning a digital wallet such as ‘MetaMask’ or ‘Coinbase Wallet’, further entrenching the notion of decentralisation in Web3.0, with people gaining full control of their finances and removing the role of the outside forces who take a cut.

Despite the volatile nature of the crypto market right now, there are plenty of cryptocurrencies that will dominate Web3.0 due their permissionless nature, transparency, and inclusivity. Aside from the frontrunners, Bitcoin and Ethereum, other networks such as Solana appear to be weathering the storm, so much so that it is expanding its portfolio by introducing Web3.0’s first mobile phone. DeFi has its sights on bigger and better things in the age of Web3.0.


NFTs can enable users to provide proof of ownership for content, including but not limited to, AI art, data and gaming. Powering NFTs is incredibly useful, and potentially misunderstood, technology that is unique and inimitable. This technology could liberate content creators from the chains of intermediaries who often exploit their ideas and creations – a dynamic that has been exacerbated in Web2.0 by the Tech giants. For example, Snoop Dogg has a highly successful NFT collection and has shown record labels that music ownership can be better managed using blockchain technology.

A fairer marketing landscape

To understand how Web3.0 fits into a wider, business context, we can look at how these new functions will impact digital marketing. A key issue of digital marketing is being able to personalise ads to hit the target audiences, with 63% of marketers still struggling with personalisation.

Given the shift in data control, Web3.0 would make it even more difficult for marketers to gather and store data. Third party cookies will be a thing of the past in Web3.0, so B2B marketers will need to be more innovative in how they reach their audiences. This isn’t necessarily a bad thing for marketers, however. This innovation required will involve embracing new blockchain applications and brands that will enable organisations to become closer to the trends of users, therefore alleviating concerns of losing that personalised touch.

As a result of this change, consumers will receive more valuable and engaging ads. In turn, this could generate better trust between consumers and businesses as the ads are more honest and truer to the users’ preferences. Ultimately, Web3.0 could enable better ROI for advertisers on account of the more precise nature of their campaigns. B2B marketing will, indeed, require a slight makeover if it is to adapt successfully to this new iteration.

Evolving with the times

‘Hype’ is an easy thing to overvalue, especially today. However, if harnessed properly, and if blockchain founders avoid the balance of power sliding in favour of a few bad actors, Web3.0 could reimagine the way the way we use the internet. From better B2B marketing, to increased personal wealth from DeFi, Web3.0 could manifest itself as an inclusive, connected, and prosperous version of our World Wide Web.

If you need support transforming your company’s B2B marketing as we enter Web3, Get in touch with our team. Our blockchain specialists are on hand to help!

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Singapore: Asia’s Silicon Valley

Sanjana Rao, Associate Account Executive, Technology

As the home of some of technology’s greatest advancements and inventions that changed the world, Silicon Valley has become synonymous with innovation. And, whilst numerous cities have tried to replicate both its technological advancements and name, from the Silicon Valley of India (Bangalore), to Silicon Alley (a term coined in the 1990s during the dot-com boom in New York City) and Silicon Valley North (used to describe Ottawa during the 1990s), the term hasn’t quite stuck. Recently, however, Singapore has gained the coveted status of ‘The Silicon Valley of Asia’.

With Southeast Asia’s tech start-ups predicted to be valued at $1 trillion by 2025, Singapore is key to the region’s success. The country’s successful financial sector, government support and compelling policies which attract tech companies, and advanced infrastructure ensures its triumph as the next global technology capital. However, Singapore, much like San Francisco did, seems to be carving its own path within the technology world.

This blog will explore how Singapore is on its way to becoming a global technology hub and giving Silicon Valley a run for its money.

Singapore’s secret to tech success

Singapore’s rapid development in the late 20th century transformed it into a major manufacturing and financial hub. But the continued drive to invent and innovate – which are ingrained in Singapore’s culture – have helped to foster a collaborative environment for both startups and established companies within the technology industry.

Additionally, thanks to its advanced IT infrastructure and intellectual property laws, Singapore offers tech companies an attractive base for development products and solutions. With an increasing number of tech companies, Singapore’s government is promoting tech courses to help close the skills gap and continue the country’s trajectory as the technology capital of Asia.

As a small nation, with a population of just over 5 million, Singapore knows it needs to attract tech talent from across the world as well as upskilling its own citizens. The country’s Tech.Pass is targeted towards tech entrepreneurs and leaders allowing them to come to Singapore to work on trailblazing technology further encouraging the growth of its technology sector.

What’s next for technology in Singapore?

With an extraordinary story of growth, innovation and resilience, it is clear that Singapore has its sights set on becoming a Smart Nation.

As Singapore encourages citizens as well as businesses to implement technology to make lives easier, from investing in robots to help plug the foreign worker gap during the pandemic to finding ways to integrate virtual and augmented reality into everyday life, it is inevitable that the country’s digital transformation will see large continued growth.

As it works towards ensuring a fully digital society, economy and government, the prospect of attracting tech talent will only grow as workers and companies look for seamlessly advanced ecosystems to help their business goals and growth. With a booming technology sector, Singapore is leading the way towards becoming a Smart Nation and, undeniably, has the potential to become the true technology hub of Southeast Asia and perhaps even globally.

If you are keen to branch out and build your technology presence in Singapore, then talk to us at Aspectus where we can expertly guide you through your tech communications from our Singapore PR agency to help quickly boost your next stage of growth. Get in touch here.

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A PR Playbook for B2B Techs Expanding into the US

By Richard Etchison, Senior Account Manager and Content Specialist

A high-growth B2B tech company that has successfully made a mark in Europe and is ready to enter the US market has a mammoth undertaking ahead. The US market differs from Europe for a variety of reasons, and its media landscape works differently. With so many companies and thought leaders vying for space, reporters are typically even more selective in the sources they choose to include and stories they highlight. There are fewer publications to pitch and a more competitive media landscape.

As such, in the US the focus is more on quality of exposure rather than sheer quantity. A comprehensive integrated communications and PR program is a key component of introducing a brand to the US and laying the groundwork for a successful expansion. Here are some best practices and fundamentals we have gleaned from helping B2B tech clients navigate the challenging nuances of the US media market to make the big move across the pond.

Get your message house in order

A big move like an expansion into a foreign country is a good time to revisit your existing messaging framework and make some refinements to reflect the new communications objectives as well as the new geography. The company needs to know who and what it wants to be in the US, and how it is different from the competition.

It’s wise to adapt your current PR messaging house document to the US market, since the US media narratives will look decidedly different. If a company does not yet have a master messaging house, a move to the US is a good excuse to produce one. A messaging house is a master comms bible of sorts in which a company codifies how it communicates with its target audiences. It’s a great starting point for your in-house PR team or B2B PR agency to clearly depict your mission, vision, goals, how you’ll achieve those goals in the US market, differentiating the company in a crowded landscape.

Get PR boots on US ground for local media relations

A European B2B tech firm hoping to make waves in the US needs communication boots on the ground in the states. The PR professionals wearing those boots must be fully plugged into the US mediascape, its customs, its journalists, and trending conversations. A productive partner knows the media landscape inside and out, is meeting with reporters regularly, and can conduct media relations from key geographic areas where the media are.

The company should designate media spokespeople specific for the US market, and they should be dynamic executive leaders based in the US office. One of the first tactics for expanding into the US is to set up some introductory meetings with the media and analysts.

Take an integrated communications approach

For those rising companies that dare take their B2B talents to America, we recommend an integrated communications approach to build engagement with new audiences. We favor a holistic combination of PR, social and web strategy, including foundational SEO work to support differentiating a company in a crowded landscape. Preferably, the B2B has something shiny to attract media attention, since even a well-known UK company’s move into the North American region is not necessarily newsworthy on its own merit. Ideally, the company is also announcing a triple digit multi-million-dollar money raise, a big acquisition, or an iconic new CEO. In either case, the grand entrance should not merely consist of a press release without a fully conceived integrated communications program.

Leverage the American marquee client

Just as important as having an American office address is having a big-name American client success story to tell. While not mandatory to move into the US, the ability to trumpet a major US client is an excellent way to announce your arrival. While a client success narrative may not be enough to win media coverage on its own, naming a known brand client in the announcement will confer more credibility.

Additionally, featuring the client case study in communications and marketing content like the US web page, blog posts, LinkedIn, other social media, and awards will build SEO, attract more eyeballs, and drive leads. If a company is moving into the US market on the back of a new, big-name US client or partner, hitching your cart to their brand name is a great way to announce expansion.

Take the podium and hoist the trophy in the US

Other prongs of a comprehensive integrated communications program are conference speaking and industry awards, particularly important for B2B tech firms to win that implicit third party endorsement and insert your brand voice into industry discussions. The company should enter that dazzling US client case study in US-specific industry award programs.

It should also dip its toes into executive awards, workplace culture, and revenue growth awards to raise the visibility of its brand, attract talent, and win credibility for its product/service, thus elevating it into the higher consideration set for B2B buyers. Executive speaking engagements at relevant sector conferences can begin building thought leadership authority and introduce the executive’s and the company’s brand to American peers.

The differences between the US and European markets go well beyond English spelling divergences between digitization and digitisation. Before making the crossing, a European company must know its sector’s ecosystem and must know the US media landscape within that sector; and it must know how it can best communicate its differentiation and value proposition. But if your B2B tech can make solid expansion announcements as part of a comprehensive integrated communications program shepherded by an agency with US presence, which helps build a steady drumbeat of earned media, content, and engagement, then it can crack the US market.

If your company in considering a move into the US market, give us a shout to explore the possibilities.

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