Chatbots have already revolutionised the consumer space – helping streamline and improve all kinds of processes, from booking a holiday to paying bills or organising transport. 

In modern IT sales, suppliers are often late to the conversation. As the diagram below indicates, a sales journey is typically 57% complete by the time a customer reaches out to a tech supplier. By this stage, the business will already have identified its needs, set priorities, defined requirements, compared providers and benchmarked prices.

BY MELANIE JOHNSTONE, STRATEGY DIRECTOR

There’s no question the B2B tech industry moves at a cracking pace. With rapidly changing customer needs, tech innovations and market disruptions, it’s no wonder marketers feel like every day is a sprint to a finish line that keeps moving.   

The way in which businesses purchase products and services has changed. Today, the decision to make a major IT investment isn’t something that’s made solely by the IT team or an individual manager. It’s now a whole-of-business decision, with stakeholders from a variety of teams and departments.   

Used in the right way, LinkedIn can be a very powerful tool for tech companies wanting to market their products and services to other businesses. At Splendid, we often include LinkedIn in our marketing plans as it’s such a measurable, easy to use and popular forum – attracting around 450 million professionals from across the globe. 

We were beyond excited to find out that our talented Strategy Director, Mel Johnstone, had been selected as a finalist for the B&T Women in Media awards for 2019. In the lead-up to the awards being announced, we thought we’d do a quick Q&A with Mel and share some of her thoughts about her role at Splendid, Australia’s B2B tech marketing sector, and where she thinks the industry is headed. 

BY TIM SANDS, MANAGING DIRECTOR

After years of talking about 5G and speculating when it will happen, it's finally here in Australia - with the roll-out happening right now.

BY JULIA RUSH, OPERATIONS MANAGER

When I was at university completing my Bachelor of Media, I decided advertising was the right career path for me, and was excited to learn more about the digital and creative world. A few years later I picked up Ikebana (the Japanese art of flower arranging) and fell madly in love with the world of flowers. Torn between the 2 paths of floristry & advertising, I finally found the solution in 2017; a Splendid side hustle.

BY BIANKA DEMETS, SENIOR ACCOUNT DIRECTOR

Just a few months ago, we produced some direct marketing (DM) material for a client – with great success. Though it was far from being a traditional DM piece, its impressive response rate definitely indicates the strength of DM as a modern marketing tool.

BY TIM SANDS, MANAGING DIRECTOR

Workplace expectations have changed and this is opening up all kinds of conversations about EX.