Blog Insight

Does your B2B tech brand stand out?

You can’t read a business story or walk through an airport today without coming face-to-face with these buzzwords and the B2B tech brands spouting them in order to share who they are and why they matter. It seems that every tech brand has some role to play in the convergence of information and operations technology, data integration and analytics, and the Internet of Things. And so their messaging gets rolled up to the highest-level benefits and terms—and it all starts to sound the same. Herd mentality has been with us since people formed tribes, yet marketers’ ability to see trending terms and desire to show currency have started to cause a full-on logjam of similar ideas in B2B tech storytelling.

Think about the audience for a second. Technology executives in every industry are under tremendous pressure to show progress with digital transformation. Still, they are wary of the enormous costs and risks involved. Think about a manufacturing company that is slowed down or has a security breach due to new technology. Think about the stakes for healthcare providers. Digital transformation is hard. A recent Bain & Company study of hundreds of companies reveals that only 5 percent claim that their digital transformation efforts achieved or exceeded expectations.(1) In other words, there are a lot of skeptics out there seeing the same lofty messages from B2B technology companies.

At The Garrigan Lyman Group (GLG), we’ve helped B2B tech brands such as Microsoft, Cisco, Quorum, Avaya, IQVIA, Alert Logic, and many others to reach C-suite executives, technology decision makers, and key influencers in creative ways that stand out. We’ve developed campaigns and digital destinations that are engaging and intuitive. We start by understanding the business imperatives of each audience, seeing what competitors are doing, being in touch with the culture, and knowing what is authentic to the brand.

For example, today the world is demanding social and cultural innovation from brands. End customers are making buying decisions, and talented employees are deciding where to work based on the social impact and larger purpose of organizations. Yes, you need to show how your technology solves real business problems, but you also need to show how it helps change the world for good. Communicating that in a fresh and differentiated way breaks through, across all media, amid the cacophony of technology buzzwords.

1. “Digital Transformation Leaders Deliver Higher Profitability; Comprehensive and Systematic Orchestration Is Essential to Driving Full Potential Digital Acceleration,” Bain & Company website, January 22, 2018,