Babel Challenges B2B Tech to Get Brave with Brand-First Marketing
Babel, the specialist B2B tech agency, today announced the launch of its integrated marketing services and new positioning – “We Back Your Brave” – as it shifts from Babel PR to simply, Babel.
The move reflects the agency’s evolution into a full-service PR and marketing partner for B2B technology brands, and its belief that in today’s competitive markets, companies need to be brave in how they develop their messaging, positioning and go-to-market strategies if they are to stand out and drive long-term growth.
According to Babel’s Tech Barometer research, 49% of technology buyers only purchase or replace solutions every two to five years. With such long sales cycles, B2B tech brands must prioritise memorability so they are remembered when a prospect finally enters the market.
Yet, the industry is awash with product-centric and generic messaging that focuses on features and short-term lead generation over long-term brand building. This can lead to inconsistent messaging, which can turn off 68% of buyers.
As Ash Locket, Head of B2B Marketing at Babel, puts it, “The B2B tech brands that are growing are those that have swallowed the brave pill and are investing in brand. These brave B2B marketing champions are flipping the script and reallocating budgets to focus on both the short and long game. Developing emotional positioning and messaging that is memorable, driving curiosity and interest when buyers do eventually come to market.”
Babel’s new positioning - We Back Your Brave - aims to support clients in making their boldest ideas their safest bet, by backing them with a data-driven strategy and years of B2B storytelling experience. The company’s expanded full-service offering is designed to unite storytelling with a commercial mindset, ensuring every campaign delivers impactful results. It includes:
- Integrated PR and Marketing: Connecting the dots between often fragmented teams or agency rosters to unite brand-building efforts with performance marketing campaigns to deliver true business impact across the entire funnel.
- Deep sector intel: Our research highlights that credibility and trust are key. Our deep industry knowledge, combined with our proprietary AI analysis tool and strong relationships with media and analysts enable us to translate complex technical topics into resonant, high impact campaigns.
- Human-centric storytelling: B2B still means selling to people. Babel creates emotional unique positioning platforms that deeply connect with target buyers and champions across marketing channels
- An arsenal of tactics at your disposal: From PR to PPC, content to field marketing, and everything in between, Babel can support brands in creating stand-out campaigns across any channel.
"For too long, B2B brand building has been too product-centric. Too rational," says Ash Lockett. "We’re here to help B2B tech brands stop chasing MQLs and start creating memorable campaigns that drive long-term demand. With our backing, it’s safe to be brave."
Babel’s evolution is a commitment to a new way of working - one that empowers our clients to take bold, brave, differentiated steps in a crowded market.
"While our name is shorter, our capabilities have grown significantly. We're here to help our clients unlock greater commercial impact through the realisation of their bravest marketing ideas. Our existing contacts, processes and relationships remain unchanged - ensuring a seamless transition and continued partnership with our valued clients," says Jenny Mowat, CEO of Babel.
As part of the evolution of Babel, Laura Holland, formerly of Flame PR, Fight or Flight and CityWire, has joined as Digital Marketing Manager. She joins Babel’s growing marketing team and will support clients with her more than 10 years of experience to develop brave digital marketing strategies and executions.
For more information visit www.babelpr.com.
*"Brave" is the intelligent and strategic use of PR and marketing to build a category-defining brand. It is the kind of courage that wins not just today's leads, but tomorrow's market.
