Recently, when working on a client’s B2B marketing campaign, we uncovered this mind-blowing stat from Microsoft: the modern worker now spends 80% of his/her day collaborating at work1. 80%!
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.
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 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 TIM SANDS, MANAGING DIRECTOR
For an industry that prides itself on creativity and innovation, advertising is unashamedly gruelling and inflexible when it comes to its workplace culture. For whatever reasons, the industry seems to be holding tight to its Mad Men style heritage – with employees expected to work long hours in a central office against continual deadlines.