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Category: Technology

Communicating ESG in B2B tech: what professionals really think

Estimated read time: 6 minutes 

Our recent whitepaper, Marketing ESG in 2024: Risks, Rewards & Riddles, lifted the lid on what marketeers and comms professionals really thought about ESG in their roles. In this follow-up, we take a look specifically at the B2B tech sector data from the wider research.  

Attitudes to to B2B Tech ESG Communications: What do tech comms and marketing professionals think? 

To be blunt, they are wary. Twenty-one percent of global tech professionals primarily see ESG as a risk with little upside opportunity versus a 17 percent average across sectors. A further 13 percent see some opportunity alongside the risk, but overall 34 percent see ESG primarily as a risk, versus 26 percent who see more opportunity.   

This wariness does not stem from unfamilarity. More tech professionals (22 percent) say ESG is incorporated as a core part of their communications strategy than any other sector (17 percent average). However simultaneously, 22 percent say they communicate only the bare essentials – again against a 17 percent average.  

Beyond comms and marketing, tech professionals are less likely to report that ESG is a high strategic priority for their employers.  

Sofie Skouras, Head of Technology at Aspectus, wonders whether “ESG is still seen as this extrinsic, imposed thing that not everyone fully understands yet, as opposed to something intrinsic and close to the hearts of organizations and their leadership.” 

This lukewarm organizational attitude to ESG is also reflected in respondents’ personal views. Tech professionals are less likely than average to say they care deeply or a little about some or all aspects of ESG performance, and more likely to admit that they don’t really care about ESG factors at all. 

Skouras explains: “For most tech professionals, the overwhelming priority is keeping the business operational and safe. They’re up at night worrying about outages or data breaches, not ESG.  

That may change over time – regulation can increase ESG’s importance, and it is starting to feature in RFPs, but it takes time for that to filter through and really suffuse an organization.  

However, we should think about how we talk about ESG too. The fact is that things like outage protection and cyber security fall squarely under the ‘G’ of ESG, yet the general narrative doesn’t reflect that as strongly as environmental concerns, for example.” 

Care and consequences: Are tech professionals properly supported? 

We also asked whether communications and marketing professionals feel adequately supported in B2B tech ESG communications . In this respect, professionals feel exposed: only 37 percent believe they have a good degree or all the resources they need to do their job effectively, while 43 percent believe the opposite. Twenty-one percent even report a severe lack of resources. 

Tech professionals more or less track the averages in this respect, suggesting they are neither better nor worse resourced than their peers. 

That said, though B2B tech ESG communications professionals seem roughly on par with their peers in terms of resources and support, they are marginally more likely to say there have been ocassions where “we have had to communicate around ESG (on our organizations’ behalf or our clients’), when I have not felt the message has been fully justified or appropriate” 

This sounds a note of caution for tech professionals: such scenarios introduce the risk of inadvertant greenwashing (or ESG-washing, impact-washing etc) – an injurious comms misstep.  

Facing the future: Is ESG here to stay? 

According to 47 percent of our total respondents, ESG is a passing trend that will disappear, or at least subside, while 28 percent think it won’t disappear, but will have to evolve. Only nine percent think ESG as we see it today will be a permanent fixture. 

Tech professionals agree: an identical 28 percent predict evolution, but more than half (52 percent) think ESG is on the way out. Twelve percent think it’s here to stay – more than average, but still a low number. 

Is the terminology the sticking point? Perhaps. Tech professionals do not seem particularly enamoured with the term ‘ESG’. Fewer respondents than average say the term works well, while more than average are satisfied with the term but think it needs better messaging. Fewer respondents also say it needs a new name, or that it should be jettisoned entirely. Overall the picture is one of broad but unenthusiastic agreement with the term, so it seems unlikely to be the source of discomfort.  

A neat summary of the tension comes from Sarwar Khan, Sustainability Director at BT*: “It is quite clear to me that the key principles of ESG are here to stay, and that organizations should continue to focus on these to build a sustainable and more resilient business for the long-term. We cannot allow ourselves to get distracted by the current debate on the naming convention of ‘ESG’ – it is the principles that the term represents that are ultimately important to us as a business, our employees, and those that we serve.”  

Skouras agrees: “ESG requirements will continue to grow in importance as customer requirements evolve and it’s the companies that are making moves now that will have head starts on the others. It’s easy to bury your head in the sand, particularly when you think ESG is just a passing hype train, but it’s here to stay long-term in some capacity.” 

Want to know more about the practical and strategic considerations for effectively communicating your ESG efforts? Download our ESG whitepaper. 

*Sarwar Khan is an Aspectus client. His quote appeared in the original whitepaper. 

Key takeaways: 

Do B2B tech ESG communications and marketing professionals think of ESG as more of a risk or opportunity? 

Primarily as a risk, though they recognize there is opportunity to be had. 

Do tech communications and marketing professionals care about ESG? 

The tech sector has fewer professionals who are passionate about ESG than other sectors.  

Do tech communications and marketing professionals have enough resources and support to communicate around ESG? 

Across the board, our respondents report needing greater support and resourcing to communicate effectively around ESG. Tech professionals are broadly average in this respect. 

Do tech communications and marketing professionals think ESG is here to stay? 

A slim majority of tech professionals predict ESG will disappear, though more than a quarter think it will evolve rather than vanish entirely.  

About the author: 

Chris Bowman is an Associate Director at Aspectus and co-leads Aspectus’ ESG services. His experience is primarily in the energy and financial services sectors, and Chris specializes in brand strategy and messaging. He recently completed a short course on Sustainability Communication Strategies from the LSE. 

Read more from this series:

Communicating ESG in B2B Financial Services & Capital Markets: what professionals really think

Communicating ESG in B2B Energy: what professionals really think 

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Will AI replace public relations? What business leaders need to know

Isabelle Dann, Technology

This blog explores the role of AI in public relations, highlighting its potential benefits and limitations. While AI can automate tasks and enhance productivity, human creativity and storytelling remain irreplaceable in public relations (PR).

The proliferation of artificial intelligence (AI) presents countless new ways to get things done. In the workplace, AI can be harnessed to automate repetitive tasks, enhance decision-making, and improve productivity. Consequently, many business leaders are turning to automation as a strategy to reduce costs. According to McKinsey, 72% of organisations have adopted AI in at least one business function, with the PR and communications sector being no exception. Nonetheless, more than half (56%) of Fortune 500 companies cited AI as a risk factor – with media, software, and technology firms particularly concerned.

This raises a critical question: will AI replace PR? And, in turn, the need to partner with an agency?

Defining PR in the age of AI

Before answering, it’s essential to define PR. In a nutshell, PR is the pursuit of third-party endorsement through strategic media relations. This approach adds credibility to a brand, as positive commentary is more persuasive from an impartial source. In practice, this involves cultivating a keen eye for a story, which is vital for making company news compelling and creating proactive opportunities. Mastering these narrative skills is essential for success.

AI’s potential and limits in public relations

So, how can AI help here? Theoretically, AI can automate countless PR activities, including content creation and idea generation. However, getting the best results means knowing when to use this technology. Just because AI can be used for a specific task doesn’t mean it should. AI is a tool; its effectiveness depends on how we use it.

Key AI limitations include hallucinations – put simply, making something up – and potential biases. Additionally, the intersection of commercial interests and privacy concerns must not be overlooked.” If sensitive company data is mishandled and fed carelessly into a language learning model (LLM), the ramifications of an NDA breach could be colossal. As such, prioritising information security is paramount.

The human element: why creativity matters

Creative caution must also be taken. Asking ChatGPT to develop an article idea from scratch will likely prove a fruitless exercise because outputs from LLMs are, by nature, highly derivative and dependent on whatever data they’re fed. Regurgitating the past without looking to the future does not foster originality. This may change over time if artificial general intelligence (AGI) becomes a reality. However, while we’re in the safer realm of narrow AI, human creativity and curiosity are irreplaceable. Machines might excel at summarising established concepts but are less deft at metaphors, analogies, and other literary devices unless prompted. Similarly, because automated writing is usually formulaic, LLMs fail to deliver surprising and insightful narratives. They also can’t tell jokes. That’s why anyone who attempts to outsource original content writing to ChatGPT will find themselves disappointed. Similarly, PR professionals who make the mistake of leaning on ChatGPT for ideation, rather than summarisation, will stagnate.

Strategic use of AI in PR

Still, despite these limitations, AI can unlock significant advantages when used appropriately in PR. Asking ChatGPT to help brainstorm headlines for an article is a different story, because it’s a way of packaging up and boosting human-written content. Similarly, plugging a human-written article into ChatGPT can make it more SEO-friendly by automating the creation of title tags, meta descriptions, H tags, and social posts. Humans should still edit these outputs, but they’re a useful starting point when amplifying content.

Transcribing meetings automatically – from client briefing calls to internal training sessions – is another ideal use case for AI in PR. Popular paid tools include Otter.ai and Microsoft Teams’ built-in transcription capabilities. Voice typing on Google Docs is a handy trick for anyone lacking the budget for subscriptions.

AI also helps speed up research through tools like Perplexity AI, a research and conversational search engine that answers queries with natural language predictive text. This makes PRs better at their jobs by granting access to data swiftly and concisely. Pitches to journalists are more convincing when injected with evidence. More broadly, reading widely nurtures writing.

Further use cases include automated media monitoring and sentiment analysis through tools like Signal AI, advancing reporting efforts. As a result, PRs have more time to carve out new opportunities for clients.

Why storytelling will always need humans

Across industries, AI shines when augmenting – rather than replacing – human efforts. PR and marketing professionals alike must be judicious about using AI, taking ethical, commercial, and creative care. In turn, C-suite leaders should avoid falling for short-term financial gains and continue investing in people. Let’s not forget, alongside building brand awareness, lead generation is often a long-term goal of PR efforts. With that in mind, it’s crucial to remember that people buy from people. Throughout my years of industry experience, I’ve found that if there’s no human element in a story – whether the medium is journalism, a conference, or a company website – nobody will buy it.

Ultimately, good PR rests on storytelling. A good story must provoke intrigue, compelling the audience to want to learn more. In the nineteenth century, Charles Dickens published his novels serially, so his stories appeared in episodic instalments rather than all at once. In addition to leaving readers craving more content – much like a Netflix cliffhanger – this serialisation fostered a deeper emotional connection. Ardent fans wrote to Dickens and each other in a frenzy to discuss a novel’s latest developments, akin to people posting on Reddit and social media today.

People’s appetite for stories remains as voracious as ever, whether accessed through books, earned media, video games, or podcasts. Successful storytelling – regardless of the method used – provokes genuine engagement and creates an authentic connection.

AI compels us to rethink the development of humanity. As technology advances and enhances our natural abilities, the demand for human-led storytelling will only increase. Storytelling is inextricably linked with human culture and progress; the stories we tell reflect and reshape our changing identities. Relying on AI for this will yield poor – and, most critically, uninspired – results.

About the author:

Izzy started her career as a journalist and now helps tech founders, C-suite leaders, and investors tell their stories and grow their brands. Blending expert counsel, strong media relationships, and compelling content, Izzy excels in creative ideas and strategy. Alongside earned media expertise, Izzy also produces in-depth reports. Sector specialisms include venture capital, cybersecurity, and deep tech, including AI, life sciences, and clean energy.

You can find her on LinkedIn here.

Key Takeaways:

Q1: Can AI fully replace PR professionals?

A1: No, AI cannot fully replace PR professionals. While AI can automate certain tasks, human creativity, intuition, and storytelling are vital components of effective PR that AI cannot replicate.

Q2: What are the limitations of using AI in PR?

A2: AI has limitations like hallucinations, potential biases, and a lack of originality. It struggles with creative tasks like generating metaphors and crafting compelling narratives.

Q3: How can AI be effectively used in PR?

A3: AI is best used to automate repetitive tasks, enhance content with SEO-friendly elements, transcribe meetings, and assist in research. However, human oversight is essential to maintain quality and originality.

Bibliography:

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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.

Bibliography

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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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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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Best Cybersecurity Awards for 2025: Entry Deadlines & Tips

Sanjana Rao, Technology

Why cybersecurity awards matter

Awards are a crucial component of a company’s PR and marketing strategies. They provide third-party endorsements for your products or services, spotlighting the tangible impact of your business and cybersecurity solutions. You can use these to supplement marketing materials, attract new customers, and serve as proof of success for potential investors and entice talent. Additionally, winning awards helps position your business leaders and key spokespeople as authoritative figures in the media and your sector.

As award season draws to a close, we’ve pulled together a list of the best cybersecurity awards for companies in 2025.

So, what are you waiting for? Explore our recommendations and read on for our five tips on best practices for award entries.

Key cybersecurity awards for 2025

Globee Awards for Cybersecurity

The 21st Annual Globee Awards for Cybersecurity are open for entry now. These awards, part of the Globee Business Awards, have had a long-standing reputation of inspiring success.

Categories include ‘Emerging Cybersecurity Startup of the Year,’ ‘Cybersecurity Product Launch,’ ‘Cybersecurity Entrepreneur of the Year’ and more.

  • Entry deadline: 25th September 2024 (early-bird)
  • Entry fee: from $176 – $784
  • Awards ceremony: 12th March 2025

Cyber Security Awards

Now in its 10th year, the Cyber Security Awards reviews the best players in the industry. It rewards those committed to making a difference.

Categories are split between impressive individuals and company-centric awards. These include ‘Cyber Woman of the Year,’ ‘CISO of the Year,’ ‘Best Cyber Start-up for the Year,’ ‘Best AI Solution of the Year’ and more.

So, whether you want to nominate incredible talent within your company or a solution you’re proud of, there’s something for everyone.

  • Entry deadline: 17th January 2025
  • Entry fee: TBC
  • Awards ceremony: TBC

Cybersecurity Excellence Awards

The Cybersecurity Excellence Awards honor individuals and businesses that demonstrate excellence, innovation and leadership within the industry. The awards span the breadth of the sector, with prizes for the best ‘AI Security Solution’ to ‘Dark Web Monitoring’ and ‘Ransomware Protection.’

  • Entry deadline: 31st January 2025
  • Entry fee: from $499
  • Awards ceremony: TBC

The National Cyber Awards

The National Cyber Awards is a top cybersecurity award that rewards those who are committed to cyber innovation, cybercrime reduction and protecting citizens online. This year’s ceremony is hosted by the BBC’s Security Correspondent Gordon Corera who brings his extensive expertise in covering global security concerns. These awards have even gained recognition from the Prime Minister Sir Keir Starmer, recognizing the impact they have on the industry and the outstanding work of businesses and individuals with it.

  • Entry deadline: TBC, likely early 2024
  • Entry fee: TBC
  • Awards ceremony: 23rd September 2024

SC Awards Europe

As one of the most prestigious cybersecurity awards, the SC Awards are a celebration of achievement, excellence and advancement within the industry. Entries for 2024 are now closed but keep an eye out for early next year once they open again to make sure you don’t miss out on entering this top-tier cybersecurity award.

  • Entry deadline: TBC, likely February 2025
  • Entry fee: £460 + VAT (in 2024)
  • Awards ceremony: TBC, likely summer 2025

The Scottish Cyber Awards

The Scottish Cyber Awards have become a cornerstone of the country’s annual cyber calendar. Now in its 8th year, the awards celebrate the pinnacle of Scottish cyber talent supported by sponsors which include some of the biggest names in cybersecurity and technology. These include CheckPoint, Accenture, CyberScotland, Secureworks and Lloyds Banking Group.

  • Entry deadline: TBC, end of 2024
  • Entry fee: TBC
  • Awards ceremony: 27th March 2025

Top tips for cybersecurity award entries

Now you know the best cybersecurity awards for companies in 2025, it’s time to get writing those entries.

We understand award applications can be extremely time intensive. They require your business messaging to be succinct, consistent, with a compelling narrative to stand out from the crowd. But, they’re a crucial part of any B2B marketing strategy, so it’s important you put your best foot forward in the entry.

Here’s our five best cybersecurity award entry tips to help you increase chances of success for your submission:

  1. Understand the criteria: Before beginning your entry, it’s crucial you review the award guidelines to ensure that it’s a relevant category for you or your business. This also means you can guarantee your submission aligns with what the judges are looking for.
  2. Highlight your USPs: Identify what makes your business stand out. Focus on unique achievements and innovations, using clear examples and data to back these up in your application.
  3. Use understandable language: Cybersecurity can be highly technical with huge amounts of jargon. Whilst that sort of language is ideal for product handbooks, award entries require clarity and conciseness as the judges may not be experts in your industry.
  4. Harness the power of testimonials: Most award entries will allow you to submit testimonials in addition to the main submission. Testimonials are a goldmine of information that can serve as proof of why you should win, help build credibility and make a compelling case for you to take home the prize.
  5. Proofread and ask for feedback: Award entries can be tricky to get right. Once you have the first draft, ask for feedback from someone not involved in the drafting process. A fresh set of eyes can help pick up any accidental jargon, unusual wording, or mistakes.

Get expert help with award submissions

Our technology team has an experienced group of cybersecurity experts who have helped numerous clients submit, draft and win awards.

Whether it’s your first time or you’re ready to diversify your award submissions, get in touch at tech@aspectusgroup.com if you’d like to enter a cybersecurity award in 2025.

Want to learn more about our cybersecurity insights? Find out how to unlock cybersecurity media success.

And if cybersecurity isn’t your thing, read our blog about the top technology awards to enter.

Bibliography:

About the author:

Sanjana (Sanj) is a Senior Account Executive on the technology team. She has nearly 3 years’ experience working with cybersecurity companies in the UK, Singapore, Sweden, and USA, including Flexxon and Clavister.

Blog summary:

This blog explores the top cybersecurity awards to consider for 2025. It provides essential details on entry deadlines, fees, and offers valuable tips for creating a successful submission. Use this guide to enhance your PR and marketing strategy by entering these prestigious awards.

Key takeaways:

Q: Why should companies enter cybersecurity awards?

A: Cybersecurity awards boost a company’s credibility, attract new customers, and position its leaders as industry authorities.

Q: What are the top cybersecurity awards to enter in 2025?

A: Key awards include the Globee Awards for Cybersecurity, Cyber Security Awards, and Cybersecurity Excellence Awards.

Q: What are the best practices for submitting a cybersecurity award entry?

A: Focus on understanding the criteria, highlighting USPs, using clear language, incorporating testimonials, and proofreading.

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