Pioneering Communication in the Tech Frontier: A Conversation with Tilo

From Startups to Tech Giants: Tilo's Journey Shaping the Narrative of Innovation

Introduction and Personal Journey:

Tilo, could you tell us about yourself and your journey before founding PIABO Communications?

I embarked on my professional journey in an advertising agency, handling technology clients. Later, I transitioned to a public relations agency where I worked with venture capital funds and digital enterprises. During this time, I also gained experience as an editor. I eventually headed an internet conglomerate’s global communications and public affairs, spanning mobile entertainment, social networks, and venture capital investments.

During this tenure, I realised the lack of agencies genuinely understanding the unique communication needs of highly innovative and rapidly growing startups, especially in relations to venture capital. This realisation became the catalyst for establishing PIABO Communications. Today, we are Europe’s leading communications agency for the world’s most innovative companies and Investors like Google, Stripe, GitHub, Shopify and Sequoia Capital.

Piabo has been a significant part of your life for 18 years. How has your mission and vision evolved, and how has this journey personally affected you?

Our vision is to be the preeminent ambassador for innovation. We believe in technological advancement that positively impacts our lives and in the enthusiastic changemakers who drive this transformation. Our aim is to take society along on this journey of all-encompassing change. It is a pleasure and enjoyment to work with ambitious entrepreneurs together. I constantly learn about the latest technologies and develop creative solutions to help them get the attention that they deserve to be a magnet for the best talent, win clients and attract investors.

Insights from Investments:

Over the years, you've invested in numerous startups. Could you share three key learnings from these experiences?

It’s beneficial that I come from a different point of view when I asses founders and business models. Coming from a service business, you have always had a client-centric view. When I feel that a founder can’t express clearly what they are building and is not really good at selling - it’s a no.

Let me quote Michael Moritz: Storytelling is a vital part of what makes a great founder. If people can’t tell stories, they don’t succeed as leaders. It’s a consistent part of starting, building and leading.

Similarly, what top three insights have you gained in your investments in various funds?

Also here: Communication is Key with LPs, Founders, Multipliers, etc

It’s fascinating how different GPs are in their approach to market their funds, their reporting methodologies, interactions with founders / LPs, and a sense of networking. I appreciate it when Funds, especially pre-see, seed and series A, leverage their competencies in their LP community to help the founders grow.

When considering an investment in another GP or founder, what criteria do you prioritise?

I love the 5 T approach for a first quick assessment. Time: Is it something that’s relevant right now and caters to the needs of the market? Team: It’s everything. Besides the hard facts, how can they attract the talent and clients they need if they can’t transport their enthusiasm? Territory: Is it something that only works in a specific market because of regulatory topics, for example, or has it really potential to conquer the world? Technology: How reliable and tech-savvy is it, and how defendable? Traction: Is there momentum? Do clients stay and love the product?

Brand and Communications Expertise:

You're a known expert in brand and communication. Could you explain the difference between the two?

A Brand is a promise of trust. A brand encompasses the entire identity of a company, product, or service. It represents the unique values, promises, and experiences that differentiate it from its competitors. Building a brand involves a comprehensive approach that includes positioning, messaging, visual identity, and customer experience.

Conversely, communication refers to the strategies and tactics used to convey a brand's message to its target audience. It involves the transmission of information, ideas, and emotions. Brand is the 'what' while communication is the 'how'. A well-defined brand provides a solid foundation for effective communication, ensuring that messages are aligned with the brand's values and resonate with the target audience.

Think of a brand as a person's personality and communication as how they express themselves. A person's personality encompasses their beliefs, values, and unique traits, while how they communicate includes their choice of words, tone of voice, and body language. By aligning their communication strategies with their brand identity, they can create a cohesive and impactful message that echoes and drives results.

How does your approach differ when working with companies versus individuals in brand building and communication strategies?

For companies, we focus on amplifying brand presence across multiple channels, aligning with their broader business objectives and stakeholder expectations. This involves a strategic blend of corporate messaging, public relations, and marketing initiatives designed to enhance visibility and engagement in their specific market. On the other hand, when working with individuals, our strategy is more personalised and narrative-driven. We concentrate on crafting a personal brand that resonates on a deeper, more emotional level with their target audience. This includes leveraging social media platforms to showcase their individual stories, values, and expertise, creating a strong personal connection and loyalty among followers. This involves identifying their key message points, developing a compelling personal narrative, and creating a robust online presence. We also work with them to develop strategies for networking and building relationships with key stakeholders in their industry. Strong personal brands add value to corporate brands. Important to understand is that personal branding is a leadership requirement, not a personal campaign. The world doesn’t have to know you, your target group does.

The overall goal is always the same: to help our clients achieve their business goals.

In a world inundated with information, how do you ensure that your client's messages stand out and resonate with their target audiences?

We believe in the power of clear and concise messaging. By distilling complex ideas into simple, relatable language, we make our clients' messages more accessible and impactful. Simplicity wins, complexity kills. We also leverage various communication channels to effectively reach and engage the desired target groups. Consistency in messaging is crucial for building brand recognition and trust. Persistence is also key; we reinforce our clients' messages over time to ensure they are heard and remembered.

Evolution and Adaptation:

Running a PR agency today must differ from 18 years ago. What are the most significant changes you've encountered?

The media landscape has shifted dramatically in the last 18 years. Traditional media has declined, while digital media has surged. People's information consumption habits have also changed. They now prefer social media, podcasts and online news sources. Therefore, PR professionals must create engaging and shareable content and constantly adapt to new channels and tools.

In your agency, which is both founder-led and scalable, what transformations or adjustments have you had to make to stay relevant and effective?

PIABO provides a growth platform for the world’s most innovative companies to rely on for impact-driven communication services that attract and engage customers, investors and the talent required to lead the market. To achieve that, we've undergone several transformative adjustments. Initially, we focused on enhancing our digital capabilities, recognising the shift towards online platforms and social media's growing influence on public relations and marketing. This involved investing in new technologies and training our team to excel in digital strategies, content creation, and analytics. Understanding the importance of agility, we streamlined our operations to respond more quickly to market changes and client needs. This meant adopting more flexible project management methodologies to improve team collaboration and efficiency.

To maintain a competitive edge, we prioritise innovation. Through this, we've offered cutting-edge solutions to our clients, like AI-driven analytics and data-driven storytelling.

Diversifying our service offerings has been another critical adjustment. Recognising the evolving needs of our clients, we expanded beyond traditional PR and marketing to include services such as brand strategy and influencer marketing. This holistic approach has allowed us to serve our clients more comprehensively and deepen our relationships.

Working with Diverse Clients:

You've worked with a range of clients, from VC funds like Sequoia and Balderton to major corporations like Telekom and BMW, as well as unicorn founders and U.S. companies. What differs and what remains constant across these diverse experiences?

Larger corporations often have more complex organisational structures and decision-making processes than startups or VC funds. This complexity requires a more nuanced approach to communication and engagement. Startups and unicorn founders often exhibit a higher risk tolerance and are more open to innovative and disruptive ideas. In contrast, established corporations may have a more conservative approach due to their size and reputation.

Startups and VC funds typically operate faster and demand quick results. Major corporations, on the other hand, may have longer decision-making cycles and require more time to implement strategies.

Open and transparent communication is paramount in building trust and maintaining strong client relationships. The ability to adapt and pivot strategies based on market changes and client feedback is vital.

How do you tailor your strategies to meet the unique needs of such a varied client base while maintaining a consistent quality of service?

Firstly, it's crucial to start with a deep understanding of each client's industry, target audience, and specific goals. This involves conducting thorough research and leveraging data analytics to inform strategy development. Customization of strategies is achieved by identifying the unique value proposition and messaging that resonates with each client's audience, which may involve varying the tone, content, and channels used for different clients.

To ensure consistent quality, the agency adopts a set of best practices and quality control processes that are applied across all projects. This includes a robust project management framework, regular training for team members to stay abreast of the latest trends and technologies in communications, and a culture of continuous improvement.

Moreover, leveraging technology and tools for efficiency and effectiveness, such as automated marketing platforms, social media management tools, and analytics software, helps in delivering high-quality services at scale. Collaboration among teams specialising in different aspects of communications, such as digital marketing, PR, and content creation, ensures a holistic approach is taken to each client's strategy. Balancing customization with consistency is about understanding the core needs of each client and applying a high standard of execution to every aspect of the work.

Current Trends and Social Impact:

What current trends are you observing in communication and PR?

Influencer marketing continues to be a powerful strategy, as brands collaborate with influencers to reach broader and more targeted demographics. Content marketing is evolving, focusing on creating more personalised and interactive content that resonates with the audience on a deeper level. Additionally, there's a growing emphasis on data analytics and measurement as organisations seek to quantify the impact of their communication efforts and refine their strategies based on insights. The importance of crisis communication has also been highlighted, with companies needing to respond quickly and effectively to manage their reputation in the face of challenges. Lastly, there's an increasing awareness of the need for diversity and inclusion in communication strategies, ensuring that messaging reflects diverse audiences.

As someone who identifies with the LGBTQIA+ community, how do you integrate support for diverse movements into your business practices?

It begins with creating an inclusive culture within the organisation. This means going beyond mere tolerance to fostering an environment where all employees feel valued and understood. It's about ensuring that diversity and inclusion are not just HR buzzwords but are embedded in the company's DNA. One of the key strategies is to implement policies that explicitly protect the rights of LGBTQIA+ employees. This includes non-discrimination policies and comprehensive healthcare benefits. It's also important to provide training and resources that educate and sensitise the workforce about LGBTQIA+ issues, aiming to eradicate biases and foster allyship.

Engagement with the broader community is equally crucial. This can be achieved by supporting LGBTQIA+ initiatives, participating in Pride events, and advocating for equal rights at the local, national, and international levels. Moreover, representation matters. Ensuring that LGBTQIA+ individuals are visible and in leadership positions within the company sends a powerful message. It provides role models and demonstrates the organisation’s commitment to diversity and inclusion. This approach should extend to marketing and communications strategies, where the diversity of customers is reflected in the company's branding and messaging.

What impact do you believe these efforts have?

Firstly, it creates a more inclusive and supportive workplace environment, increasing employee satisfaction, retention, and productivity. On a broader scale, these practices help to challenge and change societal norms, contributing to a more accepting and equitable world. By taking a stand and actively supporting the LGBTQIA+ community and other diverse movements, businesses can influence public opinion and inspire change within and across society.

And to give you an example: Our dinner format “The Tech Pearls”, brought together leaders in tech who are part of the queer community and has connected multiple participants to work together, invest in each other and build strong support networks.

In an era where social responsibility and inclusivity are increasingly important, how do you balance commercial objectives with ethical considerations in your business strategy?

We prioritise transparency in our operations. This openness builds trust with clients who are increasingly looking to support companies that do not just aim for profit but also care about their impact on the world. We actively seek out and engage with diverse partners. This not only supports underrepresented groups but also brings a variety of perspectives and ideas into our business, enhancing creativity and innovation. Furthermore, we implement inclusive marketing strategies. This involves accessibility and considering different cultural norms. We also engage in community initiatives and partnerships that align with our values. Whether supporting LGBTQIA+ rights, advocating for racial equality, these efforts demonstrate our commitment to social responsibility beyond our immediate business interests. Balancing these considerations requires ongoing effort and adaptation. It involves listening to our employees, being open to feedback, and being willing to make changes in response to evolving social norms and expectations. This balance is not just about doing good—it's about doing well by doing good, creating a sustainable business model that thrives because of its commitment to inclusivity and ethical practices.

Storytelling and Authenticity:

Storytelling is crucial in PR. Can you share your process for creating compelling narratives?

The process begins with a deep dive into the audience's interests, challenges, and motivations. This foundational knowledge informs the crafting of a core message that's both clear and impactful, designed to stick with the audience long after they've encountered it.

From there, the narrative takes shape by gathering real-world insights, data, and anecdotes that support the core message and ground the story in reality. Structuring the story follows the timeless arc of introduction, conflict, and resolution, ensuring the audience’s coherent and engaging journey. Emotional elements are woven throughout, aiming to connect on a human level and make the narrative more relatable and memorable.

Language and imagery play pivotal roles, transforming abstract concepts into vivid, tangible experiences that captivate the imagination. The final piece of the puzzle is a strategic distribution plan tailored to reach the audience where they are most engaged, whether through social media, traditional media outlets, or direct communication channels.

Throughout this process, authenticity and adherence to the brand's voice and values are paramount, ensuring the narrative captures attention and fosters trust and credibility.

How do you maintain authenticity while crafting these stories?

We start by deeply understanding the brand's values, mission, and the truth behind the message we aim to convey. It's essential that every story reflects these core principles, avoiding any embellishment or distortion of facts that could mislead the audience.

Another critical step is engaging directly with the people who are part of the story. This involves interviewing employees, customers, or anyone with firsthand experience related to the narrative. Their real stories, emotions, and experiences provide an inherently authentic and relatable foundation.

Transparency is also crucial to authenticity. This means being open about the brand's journey, including challenges and failures, not just successes. Sharing these aspects creates a more relatable and trustworthy narrative, showing the audience that the brand values honesty and integrity.

Another approach is to use a consistent voice and language that aligns with the brand's identity across all storytelling efforts. This consistency helps reinforce the brand's character and values, making the stories feel more genuine and less like a marketing pitch.

Could you offer insights on effectively using statistics and delivering messages to reach a mass audience at scale?

Drawing analogies or comparisons can make statistics more understandable, such as likening large numbers to familiar concepts or populations. Visual aids like graphs, charts, and infographics play a crucial role in conveying complex information quickly and memorably, making sure these visuals are straightforward and focused on reinforcing the core message. Incorporating storytelling into the presentation of data can significantly enhance its impact, with narratives that evoke emotional connections proving more memorable and persuasive. Engaging the audience through interactive content, such as social media polls, quizzes, or interactive infographics, encourages participation and can deepen the connection with the message.

Looking to the Future:

Finally, what does the future hold for you and Piabo? Any upcoming projects or visions you can share with us?

The future for PIABO appears to be focused on significant strategic development and expansion, especially in areas of digital expertise and by investing in the strategy team. Extending the digital expert team suggests a commitment to not only broaden the range of digital services offered but also to deepen the quality and impact of these services for clients. Upcoming projects may include the launch of new digital services, partnerships with tech firms for enhanced data analytics and digital marketing solutions, and possibly the introduction of innovative PR campaigns that leverage the latest in digital technology and social media trends. The vision is clear: to not only grow the agency's capabilities and reach but also to solidify its position as a leader in delivering cutting-edge communication solutions that meet the evolving needs of tech companies and their ecosystem.