Information Technology and Services

Industry Update: 16.01.2021

Vertical: Information Technology and Services
Type: B2B
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Information Technology and Services, what are we seeing?

In sharp contrast to the juggernaut growth of 2019, we have seen a dramatic slowdown in Q1 2020 as the majority of ICT projects lost momentum due to delays and cancellations sweeping most industries. This sector has been particularly impacted as the all important Spring season of major conferences and events has been canceled more-or-less globally, with little insight into likely reschedule timelines.

There has been some silver lining with a large number of larger firms requiring IT service sand managed support in deploying viable and compliant distributed workforce IT infrastructure, networks and systems… but these projects are relatively specialist and account for a minor subset of the sector market cap.

What do these businesses need to do now?

1. Adjust your business targeting

Right now it is worth targeting larger firms that are likely to be struggling with remote working models. We also suggest targeting the less technical sectors that are still largely operational, such as training, recruitment, insurance, utilities, call centers, etc.

Talk to us if you’d like to identify and reach new potential customers. We can save you time and money as you reallocate your 2020 event budget to find new customers in high demand, high growth sectors such as telecoms, remote & online education, collaborative software & services, cloud service, and the healthcare IT sector.

2. Review your marketing channels
B2B Direct Mail


Paid Search


Tradeshows and Exhibitions


Awards Circuit


Word of mouth


Social Media


Digital Outreach i.e. B2B prospecting


3. Revise your proposition

Identify areas of your specialism that are currently under-supplied. Think about how COVID-19 has presented new challenges to businesses operating in these areas.

Present services in the context of securing business continuity, reducing risk, and enabling clients to stay competitive in response to the coronavirus pandemic and the trading conditions imposed under the various global lockdowns.

Accentuate the competitive advantages that you can offer, including sector expertise and turn-around times, explaining why these are important now.

As the lockdowns show signs of easing, consider supporting the reversal projects, as businesses scramble to deploy IT configurations to support the new normal.

4. Revise your messaging

Revise messaging to set out how your proposition directly contributes to overcoming the current challenges associated with the pandemic. Set out the stepping stones from where each prospect is now, to where they need to be, and outline how your support and services are the missing ingredient.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

Watch Our Video Case Studies

“One of the great things about working with SoPro is the dedicated team of professionals we have at the other end of the phone... For us, there really is no question. Having a prospecting service is vastly more beneficial than just having the tool. Put simply, it’s transformed our business.”

Nick Washington-Jones, Managing Director, Tack UK

Our Totally Bonkers 60 Second Explainer Video

What better way to convey the surreal magic of the SoPro service than through an animated 60-second explainer video, starring a flying submarine. We commissioned the experts over at Sentio Space to encapsulate SoPro’s fantastical prospecting machine in under a minute. And we don’t mind admitting they totally nailed it.