Clarity Global sharpens focus on global growth for B2B technology brands

In more than two decades of working with B2B technology brands, I've never seen the brief change as quickly as it has in the last eighteen months. The CMOs I'm speaking with are being asked to do three jobs at once, often with the same team, the same budget, and an agency roster that, in some instances, hasn't quite caught up.

And that's the backdrop for our new website and proposition, which we launched today. We’ve unveiled a refreshed brand that brings sharper context to what we've quietly been building for some time - a senior-led Global Growth Consultancy, purpose-built for the B2B technology market.

What's actually changed?

We've supported clients through investment rounds, IPO preparation, international expansion, regulatory pressure, category competition and commercial growth for years. 

What's changed, though, is the pace, the visibility and the sheer number of signals a buyer now weighs up, before they ever speak to a human.  Reputation, demand, sales enablement, category positioning, investor confidence, AI visibility, and market expansion now sit much closer together than they ever used to, and, in our core sectors, that's intensified further by regulation, technical complexity, longer buying cycles, and fierce competition for trust.

The objective is no longer to make a brand more visible, but to make the business easier to understand, easier to trust and fundamentally easier to choose, across every market and every stakeholder group that matters. Not a small undertaking.

The end of channel-by-channel thinking

It’s a provocative statement, but the dawning for agency CEOs is that the traditional, full-service agency model has been broken for a while, and AI has simply made it impossible to ignore. Comms, creative, digital marketing, performance and policy can't sit in separate metaphorical buildings anymore, where they’re briefed separately, whilst marking their own metrics homework. 

Our refreshed positioning is designed around this reality, with each discipline still having a clear role to play, but value coming from how they work together: shaping market position, building credibility, increasing visibility, embedding technical and digital best practices, influencing the right audiences, and helping leadership teams deliver sharper consultancy. We’re delivering a model to our clients that is built entirely around the commercial decisions that drive growth, not around the channels that simply deliver activity.

A word for the in-house teams

To the senior in-house marketers reading this, because you're the ones most often holding all of this together, we recognise that it’s tough. You're being asked to drive and deliver brand, demand, AI visibility, policy, content, sales enablement and an investor narrative, with the same headcount you had two years ago; and that pressure is unlikely to ease in the coming months. 

We know the issue isn’t capability; it’s coordination, and the right consultancy partner should be reducing the load, easing the pressure, and bringing senior thinking to the challenges you face. That long-term partnership is one we’ve always looked to build and one we're designed to deliver.

AI visibility, and why we're investing in it

Earlier this year, we launched Surfacd, our proprietary AI visibility platform, after piloting the technology with clients including monday.com. Surfacd helps brands understand how they appear across AI search environments, including ChatGPT, Gemini, Perplexity, Google AI Overviews, Google AI Mode, Copilot and Grok.

Our recent industry research across the UK, Amsterdam and Sydney told us why this matters. B2B buyers are already using AI tools for shortlisting vendors. In the UK, 64% of participants spend 1-4 hours per week using AI specifically to support decisions. Meanwhile, 89% of our Sydney-based respondents have personally tested how their brand appears in major AI tools over the last 12 months, with almost half doing so regularly. In Amsterdam, 83% of marketers surveyed now use AI at least every few days, and 88% told us internal siloes make influence harder to manage. That last figure is the one I keep coming back to; it’s these siloes inside organisations that are now the single biggest blocker to visibility.

Tom Telford, our Chief Digital Officer, says it well:

“AI search has exposed something that was already true: brands are not discovered through one channel, one journey or one version of the truth anymore. Communications, search, content, social and performance all shape how a company is found, evaluated and chosen. GEO has simply made that interdependence impossible to ignore.  For clients, the priority is not to chase every new platform; it is to understand which signals carry weight, where the gaps are, and how reputation, authority, content and technical visibility work together. That is where we see the biggest opportunity, helping brands to build the kind of coordinated presence that makes them easier to find, understand and trust.”

Built around the decision-making process

Tom’s comments also explain why Clarity’s positioning has evolved. If buyers now judge brands across a wider set of signals, then communications, creative, digital marketing and policy cannot operate as separate workstreams. They need to work from the same commercial agenda.

That is what the new positioning is designed to reflect. Clarity is not defined by channels or services, but by the growth moments those services support: category positioning, international expansion, investor scrutiny, AI visibility, policy pressure and demand generation. 

This new branding, proposition and website give clearer shape to the consultancy Clarity is today and the work we believe B2B technology brands will need tomorrow.

If this resonates, we’d love to hear from you. Get in touch.