Driving Innovation: How Greenough’s Technology Practice Fuels Industry Leadership

The technology industry is in the midst of its most transformative shift since the dawn of the Internet, and it’s reshaping how we live, work, and solve global challenges. Greenough has been at the forefront of this transformation for over two decades, championing tech brands that drive innovation and redefine industries. Now leading Greenough Communications’ rapidly growing Technology Practice, Kate Campbell brings a unique perspective shaped by years of experience in brand marketing, communications, and venture capital.

In this Q&A, she shares insights on the current state of the tech landscape, the critical role of branding in building industry leadership, and how our Practice guides clients who are navigating the complexities of an ever-changing market.

You spent your entire career working in brand marketing and communications for the technology industry and, most recently, took on an advisory role at a VC firm. What is one thing that has remained the same and has evolved in the last couple of decades regarding tech brands looking to lead industry conversations?

What remains the same is the need to tell a story and cut through the noise. It's not just about having a good product; companies must connect with their audience in a way that reveals their unique value proposition and why it matters to them.  

A strong brand and compelling storytelling are more crucial now than ever. With industries like AI, cybersecurity, and martech becoming increasingly saturated, having a brand that cuts through the noise and becomes recognizable is key to long-term success. Such a brand inspires employee and customer loyalty, drives sales, and builds a community.  

What's evolved is the landscape of storytelling itself. The mediums for communication have transformed rapidly over the past two decades. Brands now must be laser-focused on where their customers consume information and become distinctive voices in those channels. The next generation isn't reading traditional press; it's all about consuming content faster and more engagingly across non-traditional platforms. Brands need to be there and be able to engage with their audience in a genuine and memorable way.

This shift has elevated executive communications to play a crucial role in any communications strategy. Ultimately, it's the stories told by people that truly resonate with audiences. Personal narratives and authentic voices have become the most powerful tool for any marketer. That has stayed the same!  

Do you have a different perspective after looking through the VC lens?

Absolutely. My perspective has sharpened with a stronger understanding of what truly drives business success. Building a compelling brand is simultaneously critical and challenging from an investment standpoint.

Companies find themselves in a catch-22: sophisticated brand development requires significant investment, yet that investment is precisely what attracts potential funding. Often, organizations focus on short-term results instead of the long-term strategic game of brand building.

Investors consistently evaluate companies through three key lenses: the leadership's experience, market opportunity, and unique positioning or product market fit. Crucially, all three of these factors are intrinsically tied to brand storytelling. They're investing not just in a product but a narrative and a team's ability to communicate and execute a compelling vision.

Successful companies recognize that brand-building isn't optional—it's a strategic necessity. It requires creating a cohesive story that resonates across stakeholders: customers, investors, partners, and potential talent. This means going beyond traditional marketing to develop a holistic brand that demonstrates deep market understanding, technological innovation, and vocal leadership.

In the past two decades, I've consistently believed that authentic storytelling and brand building remain the most powerful business differentiator.

Technology is the undercurrent of everything we do – from healthcare and diagnostics to business services and the climate transition – it's the one thing all our clients have in common. With recent growth, how do you define this practice area, and what are the types of clients we represent?

Greenough Communications has impressively maintained its leadership in navigating the technology landscape for the past 25 years, representing both established industry leaders and emerging, innovative brands. By understanding the different ways technology is integrated into our lives, the firm strategically expanded its technology practice to capture the nuanced narratives of tech across industries. The result is an impressive portfolio of technology-adjacent practices that sit at the forefront of each industry.

Our technology practice reflects the nature of tech - the innovation, the speed, and the growth. It's no longer a siloed sector, but an undercurrent touching our daily lives and every single client, transforming healthcare, diagnostics, business services, climate solutions, and virtually every facet. We are not only representing clients who are creating technology but also creating moments that matter and help fundamentally reshape our future - how we live, communicate, work, and address global challenges.

Our client portfolio spans several key technology brands and verticals, including enterprise software, cybersecurity, SaaS, networking, marketing tech, and our healthcare and climate technologies practices.

The practice has grown rapidly by being forward-looking, agile, and deeply attuned to the evolving tech ecosystem. We've positioned ourselves not just as communicators, but as strategic partners who understand the brand and the holistic approach required to elevate technological innovations from mere products to transformative campaigns that resonate with stakeholders, investors, and the broader public.

The prevailing trends in the last few years were Gen AI and electrification. While we're seeing those trends continue, we also see it evolving. In what ways and what do brands need to do to stand out in the sea of sameness?

I love this question, and every marketer should be asking themselves this. With the exponential increase of AI-generated content, we're witnessing a massive production of content that increasingly sounds homogeneous. While AI tools can efficiently generate hundreds of content pieces, the real challenge emerges when these outputs begin to sound indistinguishable from competitors' messaging. The danger is clear: producing volume without value ultimately contributes to noise rather than meaningful conversation.

AI should be an advantage, not the entire strategy. Generative AI can automate content creation processes, saving time and resources. The human element – the unique perspective, nuanced understanding, and authentic voice – remains the true differentiator in a landscape flooded with generic content. Brands now recognize that standing out requires more than a tech product; it demands genuine thought leadership and distinctive narrative positioning.

We're obsessing and working with many clients on the shift towards more personalized, opinionated executives' communication strategies. CEOs and brand leaders are stepping forward as primary storytellers, injecting personal insights, bold perspectives, and authentic narratives that AI cannot replicate.

Successful brands are finding innovative ways to cut through the noise by:

• Creating and sustaining strong and consistent messaging

• Developing strong, distinctive points of view

• Leveraging executive thought leadership

• Creating content that goes beyond surface-level information

• Demonstrating a deep, nuanced understanding of complex challenges

Brands that can seamlessly blend technological efficiency with genuine, compelling human storytelling with executives who believe in the story will own the future. AI is the tool, but human creativity, empathy, and unique perspective remain the true strategic advantage.

Why is this a passion area for you, and what do you think sets Greenough apart?

Technology has always been a passion of mine. I've been lucky to sit at the forefront of what's coming for the past two decades. For me, it's been a window into human potential and future possibilities — I still get excited by product demos, seeing what could be in our future.

Because I've been at both tech agencies and a VC firm throughout my career, I've been fortunate to see the cutting edge of tech, witnessing transformative ideas being discussed long before they become mainstream realities. I remember talking about cloud computing an entire decade before it was implemented. Today's tech is moving so much faster — ideas are becoming a reality faster than ever.  

To me, technology is the closest thing to pure imagination. It's a realm where ideas gradually materialize into tools that reshape how we live, work, and connect. Each tech breakthrough is essentially a new reality — a process that started with someone's dream and was translated into reality. It inspires and captivates me — even with deep tech that I love! I feel honored that we are the ones that get to tell the stories with our clients.

What attracted me to Greenough is our distinctive approach to communication and client relationships. The people at Greenough understand the transformative nature of tech and love being at the forefront like I do. We're not just observers of trends; we're active adopters, interpreters, and catalysts, helping our clients communicate their achievements and truly connect their innovations with the broader human narrative.

That's what sets us apart — we're not just message deliverers; we're strategic partners who understand that technology isn't just about products or services but about narratives that make moments matter and the impact it has on the future.

Bloomberg recently predicted that tech IPOs will more than double in 2025. The market expects Klarna, Stripe, Figma, Sword Health, and Databricks to enter the public market in H1 2025. With headwinds blowing in the right direction, what advice do you have for companies on the path in the next 12, 24, and 36 months?

While the recent prediction of a surge in tech IPOs in 2025 is promising, companies must approach this milestone strategically and proactively. Drawing from the volatile market conditions of the past few years, including the IPO boom of 2020 and the subsequent downturn, there are considerations to take into place today. The past four years have changed how businesses operate and what exit strategies may look like. I'm cautiously optimistic for 2025 and can't wait to see that prediction happen!  

My advice for the next couple of months for companies on the path to IPO is to prepare now for that milestone. Even if it looks years away, crafting compelling messaging and a narrative that aligns with the future event is essential. Take the time to find the right long-term partner to develop a compelling narrative that highlights the company's unique value proposition, competitive advantage, and long-term growth potential. That sets the stage for everything moving forward.  

As early as the messaging is set, companies, particularly their marketing team and executives, must ensure consistent messaging across all channels, from the website to social media to press releases and talking points for spokespeople. This will be the time of the most critical eyes on the company, and every single output should be consistent and tied back to the main message.

This also includes having a long-term public relations strategy in place. With the timeline, develop a robust media relations strategy to build relationships with key reporters over time, generating positive and consistent media coverage that ties back to the story narrative and continues to build the brand. That also means having an active thought leadership platform and constant campaign for executives that positions the executives as industry thought leaders through speaking engagements, articles, social posts, podcasts, and op-eds. The entire team is telling the same story.

Lastly, always prepare for crisis communications with an in-depth plan to handle potential crises and negative publicity.

By focusing on these key areas for marketing in preparation for such an event, companies can increase their chances of a successful IPO and position themselves for long-term growth as public companies. While the IPO market may be experiencing a resurgence, it's essential to approach this milestone with a clear strategy, strong execution, and a deep understanding of the evolving regulatory landscape.

We had the fortune of working together for a decade before joining Greenough, and during that time, you represented several brands that changed the face of DevOps, Security, and MarTech. What are some of your most memorable campaigns?

I loved creating campaigns that were new or pushing the envelopes. We loved working with the DevOps clients who let us have fun and experiment. One of my most memorable campaigns was taking DevOps World from an event in a small hotel conference room in Boston to the prestigious Moscone Center. This transformation required building creative campaigns around its mascot, the Jenkins Butler, that excited the audience about the event and generated buzz around the company year after year. We had the Butler go through many different campaigns - a challenge that demanded creativity and a willingness to think outside the box and keep it fresh every year.

I also enjoyed bringing creativity to media pitches. Rather than simply pitching a press release, I preferred to tell a compelling story that captured the attention of journalists and resonated with the target audience while having fun - think comparison stories of “middleware” as “middle child” or honing in on a CEO’s magician skills as a leadership trait. By weaving a narrative around the product, we generated more impactful coverage and built stronger relationships with the media.

With cybersecurity, data breaches, and ransomware attacks hitting record highs, if you could tell all brands to prepare one thing now in the event they are impacted, what would it be?

With cybersecurity threats escalating, it's imperative for brands to prepare for the inevitable. The question isn't if a breach will occur, but when.  

According to a report by Cybersecurity Ventures, cybercrime is projected to cost the world $10.5 trillion annually by 2025, highlighting the urgency for organizations to strengthen their cybersecurity measures and crisis communication strategies.

To mitigate damage and maintain trust, brands must prioritize crisis communication planning. By involving communications teams early and often, organizations can respond effectively to incidents, minimizing reputational harm and ensuring business continuity.  

Remember, a swift and transparent response is crucial to maintain customer trust. A well-executed crisis communication plan can help safeguard a brand's reputation and customer loyalty.

What regulations and trends are emerging, and what impact will they have?

The new administration is poised to significantly influence AI, semiconductors, and other critical tech sectors. With the appointment of David Sacks as the White House's newly minted "AI and Crypto Czar," cryptocurrency is also regaining its position as a trend to watch.

AI regulation remains a top concern for the tech industry. Post-election developments have heightened anticipation around how the administration will address this transformative technology. President-elect Trump’s potential rollback of Biden-era AI safeguards could lead to varied regulatory and innovation pathways at federal, state, and industry levels.

Cybersecurity and privacy also demand urgent attention, as malicious actors continue to exploit vulnerabilities and misuse AI tools. The rapid evolution of AI amplifies ethical challenges, including algorithmic bias, job displacement, and potential misuse. Equally concerning is the environmental impact of AI's energy-intensive processes—evidenced by estimates that a single ChatGPT query consumes as much energy as a light bulb running for 20 minutes.

Data protection and privacy laws, while less stringent than Europe's GDPR, are tightening with regulations like the CCPA, impacting tech businesses globally. Failure to comply risks steep fines and reputational damage.

Social media platforms face growing scrutiny due to their societal impacts, highlighted by Australia's recent ban and the looming possibility of a TikTok ban in the U.S. These shifts challenge brands to adapt their strategies and engagement approaches.

From a marketing perspective, this evolving landscape underscores the importance of agility. As new platforms emerge and global regulations take shape, brands must remain proactive, compliant, and innovative in how they connect with audiences.

What are your industry predictions for the next 3-5 years?

• Tech will rebound but focus on profitability. The days of lavish startup funding and "growth at all costs" strategies are waning. Businesses will be looking at balancing revenue growth with cost control and operational efficiency.  Market consolidation and cuts on underperforming products will continue to shape the tech industry.  

• AI as a Catalyst for Innovation, empowering the next phase of startups: Moving quickly and breaking the status quo is still a startup motto and AI will accelerate innovation, enabling startups to disrupt traditional industries. Expect an emergence of AI-driven startups in vertical markets, capable of leapfrogging legacy systems and introducing groundbreaking solutions across sectors.

• Marketing's Evolving Landscape: Marketing will continue to evolve as consumers digest information in new ways. The rise of platforms like TikTok and the growing engagement on professional networks like LinkedIn signal a broader shift towards more personal and authentic connections. I predict we will see a bigger shift back to personal outreach and connections. Building strong communities and fostering genuine relationships with customers will be critical for long-term success. In-person events, online communities, and smaller dinner meetups and community meetups in real life will play a significant role.  The onslaught of paid digital and overconsumption of information will leave marketers finding the white space to interact with customers and that will be more meaningful.  

Kate, we could not be more excited to welcome you to Greenough Communications! I love that we’re together again and look forward to taking the Tech practice to new heights!  

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