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Achieving thought leadership in emerging technology and innovations

by AprilSix Proof


How do you excite B2B buyers about your technology or innovation while at the same time showing you’re sensitive to the public’s concerns? How do you secure thought leadership and awareness at the cutting edge, whilst bringing with you those you need to influence?

Last week, we held an exclusive event where the Times, Dynatrace, and AprilSix Proof shared their insights on how to position new technology innovations to grab attention and keep a step ahead of the competition.

Here are the key insights that each of our speakers shared:

Jim Sutton, Managing Director, AprilSix Proof

The power of influencer communications and how to turn it to your advantage

67% of the buyer journey is completed before there is any contact with a vendor, and a lot of it happens through internet searches where the buyer is looking for recommendations or commentary from trusted sources. The body of potential sources – that we call influencers – is wider than ever: analysts, industry bodies, journalists, policy makers, bloggers etc. So how do we influence the influencers?

Social listening is the new strategic intelligence

Data is knowledge and knowledge is power. Social media channels have become an invaluable source of intelligence on customers and influencers. What are they talking about? When? What content do they respond to? Where? Strategies informed by this knowledge are delivering greater impact, fast.

Tactics must work in unison

An effective influencer strategy will utilise many traditional PR tactics, but in much smarter ways. Integration is key to make PR and marketing activities become more than the some of their parts.

Influencers are hyper critical for emerging technologies

Where people don’t have experience of a new vendor to fall back on, or they are unsure if they should even engage with a new kind of technology itself, reassurance from trusted third parties becomes requisite.


Tom Whipple, Science and Technology Editor, The Times

Working with the national media on emerging technologies

National journalists receive hundreds of story pitches every day, but the reality is only a very small number are considered for publication. Presenting your stories in an engaging way, providing journalists with everything they need, and appreciating the pressures they’re under will go a long way to helping secure coverage for your brand.

What’s interesting to you about your company may not be interesting to other people

You may be proud of your latest software release, but no one else will write about it on those terms. Instead, think about and research what they will write about and concentrate on that.

People are interested in people

Find the stories that intersect with their lives, that are accessible, and are the sort of things you would tell people down the pub. What is the human story? Great photographs can also make a story more appealing.

Journalists are busy and stressed

Be available on the phone for quotes or to give more information; and don’t invite a journalist to meet your spokesperson face to face unless it’s for a specific and well thought-through story.


Dave Anderson, VP Global Marketing, Dynatrace

Redefining the Dynatrace brand

As a brand, it’s crucial to find your differentiator and use it to your advantage. At Dynatrace, as well as setting themselves ahead of the competition they have to find a careful balance between promoting their AI technology capabilities to an audience that fears it could replace their jobs.

First to market means nothing in marketing

And issuing press releases isn’t the answer; boasting about your list of product specifications doesn’t speak to media or potential customers.

Customer stories and accessible language are crucial

Focus on the cool stuff that people want to read about. How would you explain it in the pub? That’s the level you need to communicate at.

Be smart with your messaging

With potentially controversial subjects like artificial intelligence, be careful not to alienate customers who may be wary of new technology. We focus on how it will help them and enable existing teams to move from operations to development.