Netprofile's recent report confirms that technology companies' customers now have access to more information than ever. This vast data lake means fierce competition for business-relevant content and thought leadership.
The recipe for winning the race is telling exceptional stories about innovations that solve customer problems.
Esko, highlighted in the headline of this article, is also an essential part of the winning formula. If you're not familiar with the idea of Esko, keep reading.
What's happening around us?
Customer experience has entered a new era. Customers expect transactions to be effortless and fast – even though sales cycles have lengthened due to the economic downturn.
Trust is key. More and more companies want to buy comprehensive solutions from a single partner. Clarity, manageability, and thoroughness are crucial in the sales process. In a complex reality, customers seek a strategic partner to guide them to success.
A genuine partner drives efficiency. Instead of focusing directly on cost savings, customers increasingly value a partner who enhances business efficiency.
The IT services market, in particular, is now saturated. Supply often exceeds demand, making customers more selective. Proven performance is a key differentiator.
CAIS stands for Cyber, AI, and Sustainability
Cyber threats have boldly stepped onto the stage of communication and marketing strategies. Cybersecurity is now a core part of corporate responsibility. The potential impact of cyber threats on business is enormous. Poorly managed crisis communication during a cyber incident can practically shut down a company.
It makes sense for cool-headed marcomms pros to look at AI like an advanced calculator. The same fears and hopes we now associate with AI were once attached to the calculator. Both fulfill a similar function as everyday tools.
Experienced users of current AI models have quickly realized their limitations. AI, for example, can turn a poor writer into a mediocre one, but no more. AI-generated messages are generic, and the subtle touchpoints along the customer journey may go unnoticed.
In most cases, sustainability is no longer a differentiator; it has become a basic expectation in the business community – EU regulation against greenwashing strongly steers marketing communications. What matters now is the authenticity of sustainability efforts and third-party verified evidence of their impact.
Where is communication headed?
Regulation complicates the targeting of messages online. However, this also offers an opportunity for new solutions. Messages must reach the right target groups more precisely than ever before. The stories must speak to the right individuals.
Communication and marketing have a great opportunity to act as bridges between customer needs, sales stories, and user experiences. In B2B, the buyer is increasingly a business decision-maker, not just IT. It's high time to shift towards business-relevant and emotionally engaging storytelling.
Content creators need a deep understanding of their target audience and must speak the language of the target business. Relevant content, delivered at the right time and place, is key to success.
But what about Esko?
"The world changes, my dear Esko," is a famous line from the Finnish literary classic Nummisuutarit (The Cobblers on the Heath) by Aleksis Kivi, written in 1864.
In the play, the main character, Esko, sets out on a journey to propose to the lovely Kreeta. However, along the way, Esko encounters setbacks. He ends up misled, and his money is stolen. To make matters worse, Kreeta has already been promised to another suitor.
Esko returns home with empty pockets and a broken heart.
The play's themes include love, societal pressures, and the inevitability of change. Esko's father consoles him with the line, "The world changes, my dear Esko," emphasizing the futility of resisting change. This line is one of the most quoted in Finnish literature.
Although Esko fails to achieve his original goal during his journey, he learns new things about himself and the world around him.
Many industries, not least technology, have been on Esko's journey for the past few years. There have been setbacks, and we've had more than enough practice in realism. The change in our operating environment is dramatic.
However, the downturn will not be eternal. A turning point is coming soon, and the winners in the growth market are doing the groundwork right now.
The most important question in communication and marketing is: Is your organization ready to "go Esko" – to ride the wave of change and emerge victorious in the blue ocean of winning B2B technology communication and marketing?
Additional insights in our Insight Track 2024 report
For this report, Netprofile interviewed 21 communications and marketing executives from B2B technology organizations across Northern Europe. We mapped out their views on the direction of communications and marketing over the next three years leading up to 2027.
