In 2017, Ilex had its best year yet. Our client list is growing around the world with B2B technology companies and industry organisations in Turkey, France, the US, and the UK joining us.
We were extremely proud to see many of our clients partnering with each other and joining forces. Many like-minded businesses are collaborating and it is great to be supporting partnerships on a global scale. These partnerships have been recognised through industry awards and new sustainable growth.
Ilex has grown its team in 2017. We now have five languages spoken by our staff with dedicated managers serving Start-Ups through to Multinational Corporations (MNC). Diversity of not just background but of perspective and experience is what matters most. We will continue to grow our business in 2018 with new clients in new markets in Asia, Europe, the Middle East and the Americas.
As we look ahead to the new year, there are six trends we see shaping B2B technology marketing in 2018:
- Communicating Innovation is critical for tech businesses in 2018. If you are doing amazing and innovative things, you need to tell people about it. With the amount of noise and hype in the tech industry, you can’t wait to be discovered or “just do great work”. You have to explain your business and why it matters clearly and efficiently or you will watch less innovative and exciting companies win business and become successful.
- Thoughtful and community-driven content is growing in demand. Quality content that serves the interests and needs of specific communities has value. In a world of information overload, content that is helpful, compelling and offers a unique opinion or insight can differentiate a tech company. No one complains about quality content. They only complain when the content clearly serves the brands needs not the community’s.
- B2B Tech companies need a comprehensive content ecosystem. In 2017, Ilex had its strongest year ever creating sales enablement content, channel partner content and internal communications. We made our name with thought-leadership but we are increasingly being asked to reinvent and create brochures, sales presentations, direct emailers, event support and training programmes. B2B Tech companies want and need complete consistency and a whole ecosystem of content that clearly communicates who they are.
- PR’s role will decline but remains important to storytelling. As fewer trade publications exist, traditional public relations reaches fewer people. That said, it is still a critical touchpoint and a way to get a story out and understood. Increasingly, blogs, bylines and co-development of stories is what is being asked for over basic press releases. The stories need to be better developed before the journalist even sees them.
- Start-Ups need to trust the process. Marketing success doesn’t happen overnight. Start-Ups need to build a strong foundation with really basic content like efficient and effective websites, sales presentations, brochures and messaging. Getting coverage on the front page of the New York Times or 100,000 views on LinkedIn won’t matter if there’s nothing to support it in the long-term.
- Traditional organisations need to rethink where marketing value is. One great video isn’t as valuable as 12 months of creating multiple touchpoints across a variety of channels with really compelling content. Consistent content drives sales and gives the organisation internal and external communications that drives understanding and familiarity. It makes it easy to buy from a company when you feel you know them. If you want to make an impact on a balance sheet with marketing, you need to invest in marketing content in the long term.
Quality content is in demand, skilled writing and creative ideas differentiates our business, and execution remains paramount to our success. We’re able to execute at the highest level and deliver real marketing value for clients with more than just hype to back it up.
We look forward to having another big year in 2018 and enabling our client’s success.
Matthew Whalley
Director
Ilex Content Strategies