Where we work
Where B2B gets complex.
Our strongest work is for companies with complicated products or heavy regulation, whose buyers need help to understand what they do.
TechnologyAI, cyber, cloud, software
Professional serviceswhere reputation is the product
Financial servicesregulated growth stories
Seven markets.
One discipline.
Each has its own buyers, its own sceptics and its own way of deciding who to trust.
Technology buyers read past the press release.
A technical evaluator and a budget holder both have to believe the same thing about you before the board signs off, because B2B technology is bought by committees. They form that belief from the trade press, analysts, peers and search, and increasingly from the answer an AI assistant gives them.
Enterprise buyers take months to decide and years to leave.
Cloud, infrastructure, managed services and data platforms are bought slowly, by committees, from a shortlist that analysts helped to write. The CIO checks the business press while procurement checks with peers, so a single story rarely decides anything.
Security buyers have heard it all before.
Security buyers hear a new warning every day, and the CISOs and architects who make decisions have seen almost every claim before. They trust what they can check for themselves, such as analyst reports, peer references and technical detail. Messages built on alarm tend to be discounted.
SaaS buyers can switch easily, and reputation is what keeps them.
Software as a service is bought quickly and dropped just as quickly, since the buyer is often the user and a rival product is only a browser tab away. Reputation is what turns a trial into a renewal, and it is built in reviews, peer forums, analyst reports and AI answers as much as in the press.
Financial services buyers trust precision, and they check.
Institutions and partners read the small print and remember what a firm said last year. A claim that would pass without comment in software can become a compliance issue in finance, so fintech communications need more care than most.
Reputation is the product, and it is bought slowly.
Professional and financial services firms sell judgement, and clients choose a law firm, an adviser or a fund manager because they trust its people. That trust forms over years among experienced buyers who read widely and have long memories.
Punch above your weight, with founders and with LPs.
A venture firm is judged by two audiences. Founders choosing between term sheets want to know which fund is worth having on the cap table, while limited partners decide whether to back the next fund. Both look at exits, follow-on rounds, partner knowledge and portfolio momentum.
A case that has to survive procurement.
Complex businesses selling to other businesses: long buying cycles, several decision-makers and a case that has to survive procurement as well as persuade.
Design, build, manage, measure.
Whatever the sector, the work runs through the same four disciplines.
Design
Positioning, narrative and a plan aligned to the decision the business needs to influence.
02Build
Media relations, analyst relations, executive profiling, research and content.
03Manage
Always-on counsel, newsjacking, issues preparedness and how AI systems describe you.
04Measure
Share of voice, message adoption, AI visibility and influenced demand, in one live view.