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For The Challengers. The Rebels. The Innovators.

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Find out how Resonance combines the art of storytelling with innovation, behavioural science, data science and first-hand technology expertise to deliver business outcomes.

FOR THE DATA ECONOMY

We have entered a new epoch, one defined by data and AI. As industries increasingly rely on data to differentiate themselves from competitors and drive decision making, so too does the need for clear, precise, and impactful communication increase.

Resonance ensure messages are not only heard but resonate with the right audience, making them uniquely positioned to serve businesses in this transformative age.

 

tom-1"The intricacies of the data-driven landscape is written into the DNA of Resonance. We are built for the data economy."
WHY CHOOSE RESONANCE?

Our Approach

We pride ourselves on taking a unique and innovative approach to every project we undertake. Our team of experts combines their extensive knowledge and experience to deliver exceptional results for our clients.

Our Expertise

We have a deep understanding and mastery of our craft. Our team of experts brings a wealth of knowledge and experience to the table, allowing us to tackle any project with confidence and precision. 

We stay ahead of the curve by constantly staying updated on the latest industry trends and technologies. This enables us to provide innovative solutions that exceed expectations.

Our Vision

We envision a world where businesses thrive and excel, empowered by our innovative solutions and strategic approach. Our goal is to not only meet but exceed the expectations of our clients, helping them achieve their business objectives and stay ahead of the competition.

 

WHAT'S YOUR CHALLENGE?

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Every brand has its challenges, we're here to help.

Our specialists are at the forefront of cutting-edge advancements in artificial intelligence and cloud computing, staying ahead of the curve to deliver innovative solutions that drive tangible results for our clients.

With a proven track record of success, Resonance is your trusted partner for all your technical needs. 

Explore our solutions to your marketing challenges.
EXPERTISE

From AI to Cloud, Resonance proudly boasts a team of seasoned professionals with an unrivalled depth of technical expertise.

tom-1"In Tech PR we have a front row seat to the changing technology landscape. From Generative AI to Quantum, it's our job to insert our clients' voices into the narrative"

Our specialists are at the forefront of cutting-edge advancements in artificial intelligence and cloud computing, staying ahead of the curve to deliver innovative solutions that drive tangible results for our clients.

With a proven track record of success, Resonance is your trusted partner for all your marketing needs. 

Read our Case Studies
CASE STUDIES

Resonance works with the challengers, the rebels and the innovators. Read about some of our work.

BOOSTING AIVEN'S OPEN SOURCE CREDENTIALS

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Resonance built a campaign built around Github data to find new insights around contribution to open source by the hyperscalers.

THE NATIONAL MUSEUM OF COMPUTING

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Resonance raised the national profile of this Bletchley Park-based museum to drive visitors and publicise its important mission to preserve the history of computing.

Insights from Resonance

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News and views from the Resonance team.

Blog
Podcast
Research
RESEARCH:THE EXPANDING ROLE OF ANALYST RELATIONS IN THE DATA-DRIVEN BUSINESS LANDSCAPE

Data and insights have never been more crucial in a world plagued with uncertainty and complexity.

Resonance interviewed 100 analyst relations professionals and found Analyst Relations (AR) has become a central force that brings strategic, competitive edges to businesses.

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Claire-1"In a world where the only constant is change, how do tech brands stay one step ahead of the market? That's where Resonance comes in"
WAVELENGTH BY RESONANCE

Wavelength is our regular podcast bringing you influential voices in B2B technology from journalists to marketing leaders .

Listen to our episode where we interviewed Seb Moss of DataCenterDynamics on all things Data Centre-related

Seb Moss Wavelength

 
RESONANCE

Resonance is a B2B tech PR, AR and content marketing consultancy that helps brands grow.

Our passion and energy comes from the blurring of corporate reputation management and demand generation.

We are technology, business and communications experts made up of a team of computer scientists, journalists and marketing communication specialists.

Jess"Resonance is a group of technology, business and communications experts"

prcacouncil2023  CMS

Resonance is a proud member of the PRCA and holds its CMS accreditation. Our founding team members hold senior positions on the PRCA Council helping to share the future of the PR industry.

JOIN THE TEAM

We're always on the look-out for great talent to join the team. If you're an exceptional Account Director, Account Manager - or a grad looking to build a career in Tech PR - then get in touch!

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Find out more about our culture and the values that everyone who works for us embodies.

3 min read

The Informed Buyer Series: Changes in the B2B Technology Buying Journey and Your Path to Success

The Informed Buyer Series: Changes in the B2B Technology Buying Journey and Your Path to Success

Welcome to our series examining the way the B2B technology buying journey has changed.

In the digital age, and as more millennials take up their positions as key business decision-makers, how technology companies sell must adapt. Buyers now have all the information they desire at their fingertips – search engines, social media, analyst reports, media and other digital channels. This has made it easy for buyers to independently research solutions to their problems, rather than waiting for sales teams to contact them and share insights.

We’ll be taking a look at how PR, AR, marketing, content and sales can work together for full impact on sales and revenue growth. 

As part of our series, we asked Simon Ratcliffe, Consultant and Board Advisor, to share his expertise and experience from his seat as an interim CIO.

THE CHANGING BUYER LANDSCAPE

By Simon Ratcliffe, Consultant and Board Advisor

The way buyers of IT services operate has changed in recent years. From a reasonably structured and well-understood process, a much more fragmented, less formal process has emerged in which people with the authority to buy what they need have all the resources they need to make an informed buying decision.

Most users of technology and buyers are far more tech savvy than they used to be. This puts the buyers themselves in a difficult position. Whereas in the past IT would spend time translating business needs into technical solutions they could then buy and negotiate with a small number of preferred vendors, the business users themselves are often dictating the technical requirements or even connecting directly with potential vendors. The number of buyers has grown enormously and the more traditional procurement processes have evolved but, in many cases, tech savvy users are buying directly without a structured procurement plan.

Within this rather chaotic framework, it is becoming increasingly difficult for technology vendors and IT service providers to differentiate themselves. The tech savvy employees have learned the value of information and are becoming more demanding in the quality and provenance of the information provided by those who seek to sell to them. A 2019 Gartner study highlighted that 69% of IT providers are rated as average or below average in their efforts to differentiate themselves from their competition with only 1% being rated as extremely effective in communicating their competitive advantage.

Buyers are using their ability to access a wide variety of reliable information to challenge a lot of the claims that providers have often made during their sales pursuits. The same Gartner research shows that buyers prefer to rely on trusted independent sources of information as well as analysts, influencers and professional associations and communities. On a scale of preference, marketing activities by the provider rank a miserable 7 out of the 8 sources reviewed, with only the provider website itself scoring lower.

The message is very clear. In this world of tech savvy and well-informed users where buying power is highly decentralised, trying to win the trust of a prospect is challenging. The buyers will research providers and check, re-check and cross check all their claims, seeking to determine as much tangible evidence as possible before even granting an initial audience.

And when that audience is granted, the approach needs to change. The buyers want to see live demonstrations and hear from existing customers. They may look at white papers, blogs and webinars as well, but these are background.  It is the ability to prove a real understanding of the prospect and to prove that you have a solution that is tangible and used by multiple other organisations who are prepared to discuss it that become key.   

Above all, prospects value stories. Not fictional accounts of what the provider can do for them, but well-crafted stories that show that the provider understands the prospect, can articulate their problems clearly and has a strategy to solve these problems for them.

Story telling is one of the oldest forms of communication, and the power of a great story is as powerful today as it has always been. A really great story will elevate the storyteller from somebody who is simply providing lots of information, to somebody who has understood the issue and is providing the right solution at the right time in the right way.

However great the story is and however well it is told, it will not have impact unless it is told to the right person. The biggest challenge for the seller in the world of multiple informed buyers is determining which of the buyers is genuinely able to drive action within an organisation. There are many and varied theories for identifying and connecting with the agents of change in any organisation, but it must be noted that telling a great story to the wrong person is a waste of time.

It is critical to identify who the buyers trust and ensure that they are who you're targeting. They will never trust you unless they have heard of you but they will not trust those traditional marketing led approaches.

Buyers need to hear authentic stories that resonate with them and can be validated by independent sources. It's important to guide them towards these sources, to go above and beyond and become their trusted adviser. As the number of buyers proliferate and the buying journey becomes more complex, providers have an opportunity to guide buyers through to purchase through multiple means. 

About Simon Ratcliffe

Simon is an IT evangelist, innovator and board advisor for some of the UK’s largest organisations. Simon has served as a Virtual CIO, CIO Advisor and Leadership Mentor for over 10 years. He is the chair of the Digital Skills Special Interest Group at the Cloud Industry Forum (CIF). He prioritises promoting the value of IT within organisations by developing a single strategic vision that unites business and people. Simon holds a Master of Arts from University of Cambridge and is a trained psychologist and former Finance Director.

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