Clarity’s CEO discusses European Tech’s Disruptive Growth, Strategic Shifts, and Global Impact 

Ahead of The Next Web Conference Amsterdam in June 2024, I penned an article on how European tech can take notes from the U.S. on using MarComms (Marketing and Communications) to supercharge growth. I revealed some insights and lessons from conversations I’ve had recently with some of Europe’s fastest-growing businesses, and some exciting US-based brands leading their markets. I also reflected on how organizations with limited budgets can use stealthy MarComms to gain an edge against competitors in a fierce market.

Here are some interesting highlights from the piece:

1. The European tech sectors performing best at the moment (Life Sciences, Energy Transition, and Deep Tech) on average stem from academia, and are driven to achieve positive impact in the world.
2. European tech has faced significant challenges over the last few years, but as we approach a ‘normalization’ phase, preparation is key. The most strategic brands I’ve been speaking to are investing in audience insight, rebranding and new messaging so they can ‘relaunch’ to a drastically different audience when the market stabilizes. 
3. Younger venture-backed companies have experienced significant growth over recent years, the continent is still dwarfed by North America when it comes to funding. Lessons from the States are that these brands are investing in tech to reduce silos and improve productivity and ROI, and to be prepared for crises—which in a rapidly changing world are hitting more and more frequently.

Brands are noticing that the world is changing rapidly every year. Because of this, they recognise the importance of reevaluating who their audiences are, understanding what they want, and finding meaningful ways to connect with them. 

Click here to read the full article on TNW for more trends and insights, and my thoughts on how to build an ROI-first MarComms strategy.