How to stop your marketing budget being slashed

How to stop your tech marketing budget being slashed

Budget reviews can be a scary time for marketers,not just in tech marketing.Marketing’s budget is consistently at risk because it is too often seen as a cost center, rather than a source of revenue.Why not circumvent the risk and get on the front foot? Show positive ROI with your current marketing budget Proving that your […]

Tech marketing lessons from superheroes

What tech marketing can learn from superheroes

In tech marketing, inspiration can come from the most unlikely sources. I got to thinking the other day about what tech marketing lessons we could take from superheroes.It turns out, quite a lot… 1. Have a great origin story Pretty much every superhero has a great origin story. The shy teenager bitten by a radioactive […]


8 tips for a better website press page

Journalists shouldn’t have to hunt around your website for information they can use to write about you. You need to make it easy for them. A good media section on your website shows the media that you are a serious player. And it increases their goodwill towards you, because you’re making their lives easier. Having […]


Use Gartner’s Hype Cycle to define your marketing strategy

Most people in B2B tech marketing are aware of Gartner’s iconic Hype Cycle. But fewer people have considered it as an incredible guide to defining their marketing strategy. Align your marketing strategy to the Hype Cycle and you can shortcut a lot of navel-gazing about the right marketing strategy and start executing. It is easy […]

Paid earned owned media technology PR tech PR London San Francisco

What you need to know about earned, paid and owned media

The media has changed. There was a time, not so long ago, when businesses only wanted to be featured in broadsheets and broadcast outlets. That era is long gone. Now PRs have to navigate blogs, websites, video channels and a host of high-profile and emerging tech and business sites. What follows is by no means […]

Major Trends at MobileBeat 2015

Earlier this week, the San Francisco Sonus team attended MobileBeat, hosted by VentureBeat.  A quick three-block walk from our office in downtown San Francisco, MobileBeat was the perfect opportunity for us to take the pulse of the consumer mobile industry and to connect with top professionals and influencers. Word of mouth rules The day started […]

Why Satya Nadella is my new tech hero

No matter what, redundancies are a tragedy. The thousands of job losses announced by Microsoft recently were a result of a doomed business strategy. The tech giant believed it could compete against the behemoths of Apple’s iPhones and the smorgasbord of Android devices. Hardware has never been Microsoft’s bread and butter. The supposed three-way clash […]

Tech PR’s Role in Getting Your Startup Acquired

Nowadays it seems like everyone and their college roommate has a billion dollar tech startup idea. But the question is, will it attract the attention needed to become the next unicorn? Ingenuity and hard work are only going to get tech startups so far before they hit a brick wall. If the end game is […]

The business case for external PR and marketing support

Okay, you know that you need an external PR and marketing agency to get the marketing and business results your executive team is demanding. But do they understand it? Maybe. Maybe not. Assuming there is not a fully-fledged, board-approved marketing plan with an agency budget already in hand, here are the three arguments for bringing […]

The Mobile World Congress Survival Guide

It’s only a few days away. For those of you who have been there before, you know it’s tough-going at MWC. Follow this guide and it’ll be a lot easier. Buy (or bring) these before you get there: Mobile charging unit This one is gold. More than likely, you’ll be on your smartphone way more […]

Account Executive Vacancy – San Francisco

We have a new opening for an Account Executive at our San Francisco office. See the job advertisement below: The Account Executive will support our US technology clients with the execution of media relations, analyst relations, brand strategy, content creation, content marketing, events & awards and digital marketing for a range of clients. Because we […]

Account Manager Vacancy – London

We have a new opening for an Account Manager at our London office. See the job advertisement below: The Account Manager (AM) will serve as the day-to-day client contact and oversee the complete PR campaign for several clients with active support from the Sonus leadership team. The AM will report directly to Sonus’ EMEA GM […]

Sonus PR most “Mobile Savvy PR Firm” of 2014

Sonus has been named as the SuperStar in the category “Mobile Savvy PR Firm Visionary” for the 2014 Mobile Star awards! We came top in this category, beating out a number of rival agencies (including the world’s largest PR agency). What makes this so meaningful is that this is voted for by the mobile industry. […]

Analyst relations

Part 4 of 4: What results should analyst relations deliver?

Part 4 of 4 Analyst relations deep dive Any marketing activity you undertake should be done with the end-results in mind. So what results should analyst relations activity be aiming for? As a professional tech PR and AR consultancy, we aim to ensure that we have Key Performance Indicators (KPIs) in place for our clients. […]

Analyst relations - part 2a

Part 3 of 4: When should you approach industry analysts?

Part 3 of 4 Analyst relations deep dive If you’re less familiar with analyst relations it is not always easy to know when or how to approach analysts. So in this blog post I am laying out, practically, the five times when it is best to approach analysts for a briefing. When they have not […]

Analyst relations post - part 3a

Part 2 of 4: How can you determine which analysts are most important?

Part 2 of 4 Analyst relations deep dive It is widely acknowledged that industry analysts are important influencers in large technology purchases. So while pretty much everyone agrees they are important, how do you prioritize analysts’ influence on your market? Our formula for determining analyst influence is simple, but not simplistic. We take a quadrant […]

Analyst relations post - part 1a

Part 1 of 4: Why are industry analysts so important?

Part 1 of 4 Analyst relations deep dive Industry analysts are “influencers”. You get that. But who, what and where do they influence? Start by looking at the buying cycle or sales cycle in a typical technology sale and match where analysts are engaged. In large enterprises, the buying cycle comprises the same stages. At […]