Be There Before™
Welcome to the Be There Before (BTB), B2B Tech—your view into what's driving the conversation in B2B technology. This proprietary look at established, emerging, and social media landscapes comprises data from a treasure trove of tools and analysis from INK's in-house experts. We determine who is talking, where they're talking, what they're talking about, and why. In-depth monitoring, analysis, and going beneath the surface of what's trending is critical to bringing value to our clients. Our aptly named BTBs are just one of the tools we use to Be There Before™ for our clients.
It's raining cats and DOGE across the media landscape, with major conversations around efficiency, data security, and federal policies. Cybersecurity media coverage posted a whopping 40% negative sentiment—which is among the highest negative sentiments we’ve ever seen—almost exclusively due to DOGE and the group’s access to data. Other admin moves indicate consumer watchdog and financial regulatory bodies such as the CFPB and FDIC could continue to shrink in the coming months as the agencies remain under the microscope of the Trump administration.
These findings speak to the larger trend of the prevalence of the Trump administration in media. DeepSeek and AI were the hot topics last month, and we’ll likely uncover something new next month. It’ll be essential to think about communicating through the lens of federal policy—and to remain nimble when things quickly change.
Many companies have their Q1 earnings on the horizon. This will be the first opportunity to see how AI is impacting budgets, revenue, and strategy. The Q1 earnings season will also examine how insurers fared during a heavy catastrophe loss quarter, between wildfires and severe back-to-back winter storms. How will financial institutions fare under new tariff conditions, especially in Canada?
Surprising no one, DOGE was a trending topic across all tech coverage in February. As the current administration attempts to cut federal spending by reducing its workforce and eliminating pre-existing policies, questions around data privacy and security are dominating cloud, connectivity, and cybersecurity verticals in the media. We expect this trend to continue, especially as we see the implications of this activity take shape over the coming months. In the fintech and insurtech spaces, AI remained a major topic of discussion, particularly around regulation and customer experiences. Tariff threats and talks of downsizing the CFPB and FDIC also trended in fintech conversations.
Fintech moved ahead of cloud in share of voice this month, driven largely by the CFPB releasing new regulations around AI-powered financial products and consumer transparency. Cybersecurity also saw an increase following DOGE’s rollback of several IT security programs. As all federal employees were recently asked to document what work they had completed via email, even those that work with classified material, security coverage will likely continue to increase. Both cloud and connectivity had slightly slower months comparatively. However, we expect this downward trend to reverse coming out of SXSW in March when emerging technology and innovation are core focuses.
We monitor coverage across vertical trades in three main topics: policy and compliance, investment and funding, and innovation. Policy and compliance coverage was the largest bucket of trade coverage across almost all verticals, except fintech, which had considerably more innovation and investment coverage.
Click on a topic below to drill down further into the conversation.
You’ll never be able to consume the entire Internet, but with the right tools, you can get much closer. INK uses a suite of tools to help companies better understand public opinion, trends, and tactics to gain a competitive edge—and you’re already using one of them right now with this BTB! We’re also fans of Answer The Public to see how people are framing online searches, Keywords Everywhere for passive monitoring, and Podchaser to monitor conversations and brand mentions during podcasts.
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FinTech Futures: Top five news stories of the week – 21 February 2025
Trump continues federal purge, gutting cyber workers who combat disinformation
Apple pulls iCloud end-to-end encryption feature for UK users after government demanded backdoor
ESG Watch: Companies ‘complacent about cybercrime’, despite rise in risk from AI
Telehealth advocates turn up the pressure as Medicare deadline nears
ViVE 2025 Focuses On Advancing AI Maturity In Healthcare
AI’s double-edged sword remained a key topic in February. Discussions centered on its transformative potential alongside concerns about cybersecurity, regulation, and ethics. Many alternative trending hashtags were linked to AI’s impact across various sectors. For instance, #Crypto gained traction as industry leaders explored AI’s fusion with finance. Both #tech and #technology also trended, often in the context of AI driving technological innovation. Additionally, #Web3 saw an uptick, with conversations focusing on AI’s influence on decentralized applications, cloud solutions, and blockchain innovations aimed at enhancing user autonomy, security, and transparent data management.
Fintech continues to dominate the social B2B tech conversation. There’s a lot of DeFi/blockchain/Crypto chatter happening, predominately due to X conversations. Removing X mentions shows a much more even breakdown of conversation (Fintech: 33%, Cloud: 22%, Cybersecurity: 18%, Connectivity: 15%, and Insurtech: 11%) vs. the breakdown reflected in our charts.
Including X posts and mentions in our search returns conversations focused on AI developments, cloud computing innovation, the fintech transformation and crypto revolution, and educational opportunities in tech (driven by bots and spam posts). Without X, discussions include the need for financial oversight, concerns about data and privacy, worry around corruption and accountability (and tech influence on political corruption), and AI developments.
Social conversations are taking some dramatic swings as the Trump administration makes moves and delivers direction. While a lot of content is politically driven, the B2B tech conversations are generally still focused on AI and its impact on products and solutions.
Bluesky continues to grow, reaching 31M+ users in February. As platform engagement increases, consider starting your Bluesky journey by testing messaging you’d typically post on X. Search for and follow key media targets and industry influencers, and explore curated starter packs and Feeds to find additional users to follow and engage. We’ve found this searchable starter pack directory (with 263K+ starter packs!) to be particularly useful.
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VP, Comms
Director, Content
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