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Resonance

How do technology brands tell stories and resonate with their customers? Visit our site: https://www.resonancecrowd.com/ read less
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Episodes

Ukraine, Big Tech, and telling your company's story with Jane Wakefield, BBC technology journalist
13-04-2023
Ukraine, Big Tech, and telling your company's story with Jane Wakefield, BBC technology journalist
Jane Wakefield, former Senior Tech Journalist at the BBC and podcast host for UK Tech News and Boardwave, spoke to me about her experience moving from mainstream to B2B tech news, covering tech in Ukraine during the war, and the need to tell a human story when communicating the work your company does. Topics we discussed included: How moving away from Jane's previous role with the BBC allowed her greater freedom to explore less established tech companies. Why companies must tell a human story to attract journalists' attention and resonate with their audience.The way that politics and tech have become increasingly linked in recent years, resulting in heightened regulatory attention.How the media cycle is often a hyped-up representation of technological reality, making it difficult to explore nuanced implications before the next headline arrives. Where comms professionals and journalists can find a balance between simplifying and exploring technical concepts in order to engage a wide range of audiences.Speaking to tech innovators in Ukraine during the war effort and being inspired by the development of the scene.The collapse of Silicon Valley Bank and first-hand experiences of founders through the crisis. Attribution: Music used under Creative Commons license: Covert Affair by Kevin MacLeod Link: ⁠https://incompetech.filmmusic.io/song/3558-covert-affair ⁠ License: ⁠https://filmmusic.io/standard-license
Intellectual curiosity, news cycles, and investing in your brand with Chas Kielt, Global Corporate Communications Executive
29-03-2023
Intellectual curiosity, news cycles, and investing in your brand with Chas Kielt, Global Corporate Communications Executive
This week Chas Kielt, a Global Corporate Communications Executive and former senior marketing professional at companies like Experian, Citrix, Reltio, and Pyramid Analytics, spoke to me about the importance of intellectual curiosity, the role played by brand equity, and how to make your company's story relatable to potential buyers. Topics we discussed included: Why intellectual curiosity is so vital for PR practitioners to tell a brand's story and make it relevant and engaging to its target audience.The differences and similarities between corporate communications, PR, analyst relations, and marketing – as well as the product marketing roles Chas has held at several companies.The metrics that marketers and PR professionals should be using to prove how they're adding value to a company.Why investing in your brand and building brand equity is crucial – even amidst a general downturn in global markets.Which lessons he's taken from the hype around generative AI and how it illustrates the workings of the B2B tech media cycle.How the data and analytics sector has evolved over the last couple of decades, moving from descriptive to predictive, and even prescriptive, as enterprise adoption accelerates. Attribution: Music used under Creative Commons license: Covert Affair by Kevin MacLeod Link: ⁠https://incompetech.filmmusic.io/song/3558-covert-affair ⁠ License: ⁠https://filmmusic.io/standard-license
Decision-making, downcycles, and the value of experience with Aurelien Mottier, CEO of Operatix
16-03-2023
Decision-making, downcycles, and the value of experience with Aurelien Mottier, CEO of Operatix
This week Aurelien Mottier, CEO and co-founder of Operatix, spoke to me about sales cycles, the B2B tech market, and how leaders can put the right People, Processes, and Technology in place. Founded in 2012 and with 3 offices worldwide, Operatix specializes in accelerating growth and increasing revenue for B2B Software companies across North America and Europe. Operatix has worked with some of the biggest tech players worldwide, as well as many emerging software vendors and scale-ups. Topics we discussed included: Why some leaders are suited for certain stages of a company's growth (pre-seed to Series A, growth stage, etc.)The importance of leaders learning from their mistakes and putting the right People, Processes, and Technology in place (in that order).Why PR, marketing, and sales are interconnected – and how each department is essential to help companies grow.The kinds of clients Operatix works with, why they choose outsourced sales development, and the primary drivers behind their decisions.How the economic downturns of 2022 have affected the B2B tech market, and how it can pay to recognise the signs early.Why Aurelien co-founded Operatix, and what he's learned as a leader and CEO. Attribution: Music used under Creative Commons license: Covert Affair by Kevin MacLeod Link: https://incompetech.filmmusic.io/song/3558-covert-affair  License: https://filmmusic.io/standard-license