When undertaking a massive project of any kind, sometimes you only know where you should have started once you’ve gained understanding and it’s too late to go back and do it again.

Chris Betton (UK and EMEA Marketing Manager, HIPER Global UK) knows all about this from his work on pulling together 5 businesses from 3 countries, under 1 new global banner – Chris joined Richard on the podcast to share his successes and lessons learned on:

• The challenges of creating content that resonates with multiple audiences whilst still staying true to HIPER Global UK’s value proposition
• The importance of authenticity and effective communication
• The need for agility and innovation in marketing strategy – particularly in the tech marketing space

“If an idea comes from somewhere unexpected, embrace it, because all it takes is for something different to crop up, and you might have something completely new to try in the market that suddenly starts to resonate. How are you going to know that until you try it?” - Chris Betton

This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.

Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com.