One of the many effects of the pandemic, from a digital perspective, is that people are conducting more research to find the right solutions. There is also an increased willingness when buying to try new things. Therefore, the way we see it, is that organisations should be looking at how they can be as inspiring and genuinely helpful as possible–even in ways that aren’t directly or traditionally tracked.

For instance, we've just completed a major acquisition and we filmed a documentary of the entire process. Are we going to get leads from that? Absolutely not. But it will certainly raise our profile amongst the people we're talking to. Other strategies, such as asking my team to be active on Linkedin and speaking on podcasts across the industry, build that deep understanding of the customer and create content that is going to ensure that our core propositions are coming across to the right people and that we’re inspiring them to believe in us. I wholeheartedly believe if we provide helpful, informative, useful, and engaging content and host in those spaces where people are learning, then, regardless of whether that shows up in any reports or scores, it will be beneficial and give results.