Post by TechMode

Before TechMode, a lot of tech marketing followed a familiar playbook. 📰Product launches with perfectly written press releases. 🏢Trade shows with polished booths. ✨Ad campaigns with glossy graphics. It looked professional, and to be fair, a lot of brands were already doing great work. But something wasn’t quite landing the way it used to. Beverley Eve and Chelsea Larson-Andrews started noticing the change. Audiences weren’t engaging with traditional brand messaging in the same way. Not because it was bad, but because their attention had moved elsewhere. They were listening to creators. Creators were breaking things down in a more relatable way. Explaining the “why.” Showing how products actually fit into real workflows and everyday moments. And people were paying attention. That moment felt important. So instead of sticking to the usual playbook, TechMode was built around it, leaning into creators as a more human, credible way to tell tech stories. And what’s been amazing to see is how that idea has grown, not just across the industry, but within our own team too. From a small group spotting a change, to a growing team of brilliant people all helping shape how B2B tech stories are told (see pics below of some of the FAB team meeting in London last month - ft Samantha Haslop & Alice Guala 💙). Today, that approach feels a lot more common across the industry. Back then, it required a bit of a mindset shift, especially for brands used to owning every part of the message. For us, it was never about replacing traditional marketing. It was about adding something that made it connect better. Because in the end, it’s not just about being seen, it’s about being understood and trusted.