In the words of Sophocles, 'Trust dies but mistrust blossoms’. Never has a truer word been spoken, at least in relation to promoting and marketing MarTech solutions. When that trust is broken, so is your brand’s reputation.
Is brand awareness just another buzzword?
In a saturated and competitive market like MarTech, the meaning of ‘brand awareness’ has shifted in recent years. It goes beyond just recognition – it's about establishing a true sense of trust with your audience. How do you achieve this?
The answer is straightforward – enlist a robust B2B tech PR agency to handle the heavy lifting. But don’t take our word for it. We turned to the expert in MarTech to learn more about cultivating trust in a brand in a competitive market.
Join us for an enlightening ‘AZK Meets’ conversation where Azadeh Williams, AZK Media’s Founder and Managing Director, chats with Juan Mendoza, CEO of The Martech Weekly. Let’s dive in!
Exciting developments are unfolding at The Martech Weekly as you approach the next phase of growth. What is exciting about this new chapter?
In just 12 short months, we've expanded from a small team to a global workforce of 17, dedicated to our media business. We've embarked on an ambitious growth trajectory, focusing on three core pillars.
Firstly, there's our TMW Pro subscription, where clients invest in our premium content and wrap-ups.
Secondly, our TMW 100 awards program, now in its second successful year, honours the most innovative global marketing tech companies.
Lastly, there’s our Martech World Forum events, designed to educate and empower those in the industry to excel in their field. We recently wrapped up a successful MarTech World Forum event in Melbourne and plan to host three more this year around the world, with a goal of reaching 12 events a year in the next few years.
Our growth strategy is all about nurturing relationships and trust with our audience. Importantly, we align with strong partners like AZK Media to ensure our messaging is spot-on and effectively communicates our vision for the future of MarTech media.
How important do you think brand awareness is for businesses undergoing rapid growth?
Brand awareness is often misunderstood, especially in digital and MarTech circles where everything can seem tactical.
To me, it's less about brand awareness and more about trust. How much do people trust your brand and believe in the value you bring to your customers? Do they resonate with your philosophy and why you exist in the first place? For me, that's the definition of brand awareness.
Many businesses fall into the trap of simply promoting how great they are along with their latest products, without addressing the fundamental problem they're trying to solve. True masters in this space understand that people buy into a belief system, regardless of the quality of products they are selling. This is where AZK Media excels—you craft messages that focus on the core problems and philosophies, not just a product’s features and benefits.
How important do you think brand awareness is for businesses undergoing rapid growth? For MarTech vendors seeking a PR partners, what should they look for?
A PR partner that offers a strategic approach is invaluable. They should sit down with you and ask: 'Where do you want to go?'; 'What topics are resonating in the industry?'; 'What are people concerned about?' A great PR partner stays attuned to industry trends and conversations.
Our business, as reflected in our name – The Martech Weekly – is about that weekly churn and keeping up with the rapid changes in our industry. If your PR partner can't keep pace with these shifts, your content efforts will fall flat, no matter how many pitches or media opportunities are created. AZK Media stands out in this regard – you are deeply embedded in the tech industry's ebb and flow.
Authored by Jessica Phillips (née Poulter), Senior Social Media and Communications Specialist at AZK Media.
At AZK Media, we specialise in helping global technology companies get noticed in new and emerging markets. We make driving your growth, our business. Contact us today to see how we can strengthen your expansion efforts.
Comments