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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

Aiven-founders3-Mika-Hannu-Oskari-Heikki

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

TNMOC-Mainframe Room

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.

4 min read

WATER-COOLER SESSION: HOW TO MARKET AND SELL TO IT DECISION MAKERS DURING THE PANDEMIC

WATER-COOLER SESSION: HOW TO MARKET AND SELL TO IT DECISION MAKERS DURING THE PANDEMIC

Bringing the community together during this time

Following our research of IT decision makers and their buying intentions during the pandemic, Resonance and Operatix came together for a virtual water-cooler session. We invited our B2B technology sales, marketing and PR communities to join us. Over 40 people joined our discussion on 14th May and we heard from Resonance MD, Claire Williamson on marketing, PR and communications; Operatix CEO, Aurelien Mottier on marketing and sales; and virtual CIO and board advisor, Simon Ratcliffe on what the IT decision makers are doing and what they expect from brands during this time.

The top takeaways from the session were:

  • The pandemic has led to three buying stages: Survive, Optimise and Transform
  • The relationship between the business and IT has changed and so has the internal buying process
  • CIOs and IT managers are looking to their communities for support and want helpful advice
  • Businesses are starting to understand the need for long term thinking
  • For Sales & Marketing teams this means an even stronger focus on ABX (Account-based Everything) where a tailored, personal and human approach should be used to show value to customers.

The three buying stages: survive, optimise, transform

There was consensus among the group that businesses are moving through a series of phases. In the first two weeks, businesses pressed the pause button as they identified their risk. There has since been a realisation that we need to think longer term. We have a duty to ensure we continue to market and sell for the long-term success of the organisations we work with and to help the economy get back on its feet.

Simon Ratcliffe: “At the beginning, we went into survival mode to get people working from home. We had to buy things to get everything working. And that survival mode is where a lot of the initial buying behaviour seen in the survey came from.

 “The interesting thing now is, we’re seeing the organisations that have gone through survival mode, move to the second phase of ‘optimising’. Organisations are now largely functioning; they have their employees working effectively from home. Even the ones that have furloughed staff are turning to optimising, which is driving a second phase of buying behaviour. These organisations are saying to themselves ‘it's okay we've survived. Now let's make everything work a little bit better’”.

Aurelien Mottier: “In the first two weeks of lockdown we saw lots of demos, meetings and deals being pushed back as organisations figured things out. However, to Simon’s point earlier, we also saw speed in some of the important decisions, especially for some of our security clients who have real value in a working from home world.”

Businesses are also realising that the world has shifted. Business operations and business models have had to react quickly to a world where socially distanced consumers’ and clients’ expectations have evolved. It is important that businesses monitor and innovate for the new reality.

Claire Williamson: “It's about understanding how consumption patterns are evolving and fine tuning the business and from our perspective as the marketers, making sure that we understand the audience our customers are ultimately selling to and how the consumers adapting during this time. And how it will change for the long term.”

The view from sales and marketing marries well with that of the office of the CIO. Simon Ratcliffe shared the three stages he has seen: Survive, Optimise, Transform. The buying intentions survey of 100 CIOs and IT decision makers also confirmed this view.

 

A shift in the relationship between business and IT

As businesses needed to quickly get up to speed with the new working realities brought about by social distancing, the relationship has shifted between IT and the business, with increased autonomy for IT decision makers.

Simon: “The interesting thing I’ve seen from the CIOs I work with is that they were not asking for business permission to spend money to get things into place. They were just going and doing it and for once the business actually turned its view around. It wasn't asking for ROI, it wasn't asking for KPIs, it wasn’t asking for a business case, it was just saying do it and we’ll figure the outcome later.”

“This is signalling a shift in where we're going. We are now moving into much more outcome-based buying and it's quicker.”

Community and spirit of sharing is important.

Community and peer learning has also played an increasingly important role during the pandemic.

“CIOs are getting together and sharing in forums and recommending people to each other. And it’s about sometimes engaging in those forums. We are open to external parties coming in there and sharing ideas and case studies. I’ve seen an increase in this. I have spent more time talking to other groups than prior to the pandemic.”

Simon Ratcliffe

It is also important that at the transform stage, vendors and service providers deliver the advice and thought leadership needed, and that they work with their sales and marketing teams for the insights from the wider market. Key areas to understand include:

  • What is your prospect is looking for?
  • What are your competitors doing?
  • What challenges do they currently have?

Providing helpful insights to your prospects into what their future organisation will look like and what their stakeholders are looking for, can place yourself at the heart of influence and begin positioning yourself as a trusted advisor. 

The importance of an Account-based approach for Sales & Marketing Teams

Companies are seeing their total addressable market shrinking and need to review their approach to focus their efforts on targeting industries and regions less affected by the crisis.

This new reality demands an even stronger focus on ABX (Account-based Everything).

It’s crucial that companies invest in gathering intelligence on the still viable segments of their target account list and double down on a tailored, personal and human approach. This will allow marketers to not only open up green field accounts, but also support their sales teams in identifying other relevant personas and facilitating consensus in the different buying centres.

CIOs have shown their power

Simon Ratcliffe made an insightful point that CIOs have proven their value to management by acting quickly during the crisis, implementing working from home infrastructure. They have built trust with the business and this is potentially a turning point in the relationship between IT and the business:

 “We've still got a little bit of that carte blanche there. The business are very Pro IT going out and doing things. The CIO and IT departments have this autonomy like never before.”

If you'd like more information, contact hello@resonancecrowd.com

 

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