TechFinitive, a b2b technology brand, is the brainchild of ex-Dennis Publishing and Future PLC executives Chris Cannon and Julian Lloyd Evans, and is the inaugural digital content brand launched under their new publishing company, Engage Media Group.
TechFinitive is designed to give definitive advice to both traditional buyers of business IT and the new breed of influencers: employees who want a say in the hardware, software and services they use every day.
“We see a b2b digital landscape which hasn’t really changed in a decade,” says Cannon. “On one side you have business news websites and on the other your technical IT websites; today the buying committee for b2b technology is made up of both audiences, so we saw a gap in the landscape to bring these audiences together.
“Furthermore there is a generational shift in these IT buyers as they now prefer to conduct their own digital research for most of their purchase journey (rather than speaking to salespeople). Our strategy is to help them make the right decisions, in tandem with the IT decision makers, with targeted editorial content and research whitepapers,” says Cannon.
The brand and company embrace the advantages of cloud-based technology, much like TechFinitive’s target audience. The launch team is largely hybrid, based in the UK and Australia. Ricardo Oliveria, joining as senior digital operations director (formerly of CBS Interactive B2B, RedVentures and Technology Advice) is himself based in Sydney, Australia.
Oliveira says: “Cloud-based software and collaboration tools, a global footprint and hybrid working allows us to select the very best talent and technologies to power and grow the business at a much faster rate than was possible even five years ago.”
Over the past few years many experienced writers and journalists chose to become freelance, which is the power behind TechFinitive’s ‘hive mind’ approach to its editorial content. We commission the very best subject matter experts, ensuring both high-quality writing and hard-earned authority for each core topic.
The editorial team comprises experienced journalists, hands-on IT professionals and technology experts, giving readers multiple perspectives to inform their research. Lloyd Evans says: “In the age of AI-powered journalism we believe high-quality reporting, analysis and opinion from actual writers with unique voices will be invaluable for our audience.”
TechFinitive.com will be a free to access media brand from launch, with revenues derived from a full-cycle ‘brand to demand’ offering for b2b technology advertisers. Again, the advantages of cloud-based SaaS (software-as-a-service) mean that TechFinitive itself will be using cutting-edge data technologies to offer advertisers advanced demand generation, account based marketing (ABM) and intent data products.
TechFinitive’s sales director Claire Fairbrother brings over ten years of experience in the space working for brands such as ZDNet, TechRepublic, Foundry (IDG) and more recently IT Pro. Fairbrother says: “We believe having a trusted and respected editorial brand in TechFinitive, at the heart of everything we do for advertisers, will improve both commercial content and demand generation effectiveness. Owning and operating a premium editorial brand ensures that we are able to capture first party data, including intent, which will underpin the data strategy we employ for advertisers. This approach should increase engagement levels for our advertisers whilst delivering more relevant and useful content for our readers.”
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