Insights

Learn how Thought Leadership is a growing force in marketing today and the growing importance of Business to Human (B2H).

Take a look at the fourth (2021) LinkedIn Endleman study on Thought Leadership. Many corporations are now putting thought leadership at the centre of their marketing strategy. 64% of buyers say that an organisation’s thought leadership content is a more trustworthy basis for assessing its capabilities and competency than its marketing materials and product sheets.

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Understanding human psychology is important. ‘Paying it forward’ or ‘leading with value’ is central to an intelligent and effective B2H account-based marketing (ABM) strategy. When marketing to enterprise, the key often lies in helping the individual buyers first, rather than trying to demonstrate the benefits of your solution to their company.

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When was the last time you made a business leader feel like they’d just had a great group therapy session? A well executed virtual roundtable event can do just this. Historically, most roundtable events brought together seven or eight senior executives in person to discuss a specific industry trend or challenge. Participants would share their own challenges, experiences and ideas.

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Nobody would have predicted that from March 2020 there would be no more trade shows, conferences, roundtables, business dinners etc. taking place around the world. What does the future hold for events following the pandemic?  We decided to ask marketing leaders in the UK. Find out how the market sees the future for events as everything moves virtual during these uncertain times.

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Not many functions have experienced as much change in recent years as the marketing department.  Likewise, the CMO role has become increasingly strategic with a broadening of scope, particularly in enterprise.  Find out first hand from experienced marketing leaders what is driving these changes and the increasing importance of customer experience and buyer engagement in the marketing stack.

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Today buyers are inundated with content available at their fingertips 24/7.  In most cases, reading about your proposition may not be of immediate interest! Instead, your buyers may prefer to read or watch something more interesting which could shape their thinking.  As a result of the value derived from the experience you have given them, they are usually open to talking further. This eBook takes a deep dive into human psychology and content best practice.

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Have a read of some recent eBooks produced by TechPros.

Our technology journalists all have >20 years experience writing for well-known publications including the Financial Times, Computer Weekly and the Guardian.  Each writer is assigned to a client and learns about their market and proposition which helps with ongoing content publications following the initial eBook.

In 2021, digital transformation is a core requirement for business, but many organisations are struggling with the pace of transformation that is needed. We asked some of the leading UK consultancies how IT leaders can accelerate digital transformation and how can we adopt a faster pace of change while prioritising the right projects.

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This eBook is the result of our engagement with around 100 FMCG leaders. Through interviews, qualitative and quantitative research, Exceedra, in collaboration with TechPros.io, has pulled together the key beliefs, strategies and operational approaches from some of the biggest FMCG suppliers in Europe.

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We ran a series of interviews sponsored by BT Ireland with business leaders to find out more about how they are meeting their remote working challenges. This eBook combines these findings with our insight to offer a guide to embedding the digital workplace into business strategy.

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Achieving Return on Investment ‘ROI’ on marketing investments is the intention of every technology and services business and their marketing leader. But over what period of time? We asked 23 enterprise technology and services marketing leaders what they thought about this and the brand marketing strategies they are currently deploying.

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We interviewed senior IT leaders from across the travel, transport and logistics sectors sponsored by Mindtree. In this eBook, we share expertise from executives who are facing huge competition from Internet-based start-ups with agile technology and fast, personalised customer service.

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BT Ireland sponsored research which dug deep into the global enterprises under pressure to make dramatic changes to customer service delivery after seeing an exceptional change in 2020. The eBook offers unrivalled insights from dozens of C-Level contributors.

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