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  • AZK Media

B&T Feature: B2B marketing leadership and breaking the bias

According to recent data, women are underrepresented in key decision-making roles across almost all industries in the workforce. While women make up half of the employees, (51%), women comprise only:

  • 19.4% of CEOs

  • 32.5% of key management positions

  • 33% of board members

  • 18% of board chairs

Meanwhile in the B2B technology sector, which our Agency operates in, nearly one-in-ten company boards have no women. So what can we do to break the bias?

Your vibe attracts your tribe

Breaking the bias is a slow burn. But be brave, channel your energy to being positive and creative and show you are:

  • Genuinely good at what you do

  • A trustworthy industry leader

  • Able to deliver tangible business results

  • Transformative in your business approach

… Then your product or services will be in demand – regardless of your gender, age or ethnicity. The right prospects and clients will seek you out and value you for what you can do for their business. For us at AZK Media, this turned out to be technology companies seeking global expansion.

At AZK Media, we believe diversity from board level down has a profound ability to transform all companies for the better. Diversity brings different perspectives coming to the table to solve complex business problems, which in turns, fosters fresh ideas and business innovation.

Here are some tips on how to break bias and encourage more women to challenge the status quo

Educate and inspire more women to ‘own and celebrate their differences’: Don’t try to be like ‘one of the boys’ to fit in. Just embrace who you are! Remember, what makes you different, makes you special. When you own ‘you’ and teach others to do so, you start to create a movement in ‘normalising’ diversity in all its power and glory.

Be fearless: Stand up to the laggards, traditionalists and those who are afraid of change. Continue to make noise because together, our voices are far louder.

Mentor and be the guiding light: If you have reached a position of power and influence as a woman in leadership, there’s an instinctive duty to lead the next generation of female leaders. So keep on being proactive, mentor and give that helping hand when it’s needed. Even the smallest referral – or a shoulder to cry on – can make all the difference!

'You're worth it': Often female leaders fall into the trap of having to constantly ‘prove their worth’, taking on more workload and responsibilities than their male counterparts. Work smarter, focus on your wellbeing, be more in tune with your authentic self – don't get too wrapped up in the ‘weeds' of your role.

Define what success looks like to you: Diversity, delegation and collaboration are critical to scaling your business. By investing in people, a company not only has the premium resources and capability to deliver the best value for its clients, but it can also collaborate together and function like a ‘well-oiled machine’ becoming a productive, happy and thriving business.

Define priorities: Family, health and wellbeing come first. They fuel our passion, productivity and motivation. More organisations need to realise that, regardless of gender, background or religion, wellbeing matters and is the backbone of a healthier and more innovative talent pool. It's what we believe at AZK Media, and what we believe more organisations need to embrace in order to grow in today's increasingly globalised marketplace.

Access the full article as featured in B&T Magazine here.

About AZK Media

AZK Media is an award-winning B2B media and marketing firm representing the technology, data, martech, adtech, health, tax and finance sectors. Founded in 2017, AZK Media services clients seeking to expand and grow specifically across APAC and the UK/EMEA regions.

Leading organisations like Sisense, SnapLogic, The CDP Institute and Cheetah Digital leverage AZK Media’s deep understanding of complex, emerging and innovative industries and capability to scale marketing and PR campaigns that drive measurable results.

AZK Media has been consistently recognised by B&T as leaders in public relations, marketing and entrepreneurship:

Find out more at

This article was also published on Little Black Book, read here


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