Radial Path – Member Spotlight

Give us a brief overview of your organisation.

Radial Path is a niche B2B brand and performance marketing agency that specialises in strategically enhancing digital infrastructure and tech brands, implementing effective product marketing, and developing scalable Marketing Operating Models that drive growth.

It was started by Ruth Plater, who spent much of her career scaling sales and marketing teams and leading brands to acquisition in the digital infrastructure space. Most notably as VP Global Sales & Marketing at cloud connectivity company, Console Connect, later acquired by PCCW Global.

Whilst Radial Path was set up to work with digital infrastructure companies globally (telecoms, network operators, data centers, cloud computing, managed service providers) we have naturally evolved to offer go to market support for tech startups at various points in their investment and growth journeys.

Our services include: brand and strategic consultancy, digital and performance marketing, content and product marketing, sales training and enablement, website design, UX/UI and MarTech support.


What are the benefits of basing your business in the North East?

Being in the North East is amazing. It’s a location that has a lot to offer a business like ours in terms of the network of startups and tech companies, alongside the initiatives in the region to promote the North East tech community on an international stage.

For attracting and retaining talent, the North East has a lot to offer. We’ve found that a lot of talent is moving back to the North East to enjoy the region’s lower cost of living compared with other cities, but also the exceptional quality of life here; from its rich cultural heritage and stunning coastal lines, to the vibrant, creative scene that’s emerged, particularly in the Ouseburn Valley where our offices are located. 


How does your organisation strive to make a positive impact on the local community, and why is this important to your overall mission?

As a professional services business, our main focus is on creating jobs and providing ample opportunities for talented individuals in the region to learn and thrive. When individuals join our company, we not only offer them numerous opportunities to expand their skills but also encourage them to work with clients worldwide, broadening their international experience. By collaborating with a diverse range of clients, we are able to showcase the North East as a hub of tech talent, where technology is flourishing, and individuals possess a deep understanding of the tech landscape.

This supports our mission to elevate ambitious tech brands and be the driving force behind their commercial success.


What are your hopes for the future of the North East’s tech and digital industry?

It would be incredible if it became a key tech hub not just in the UK, but globally. Manchester is making a lot of progress in establishing itself as an important tech location internationally, which appears to be ramping. If the North East could keep up with this, this would support other businesses in the region in this space, attract more investment and also increase the talent available. 


What are your business objectives for the next 12 months?

Our key objective is rapid growth. We’ve spent the last few years  building the foundations, testing the market and getting comfortable with the value we offer our clients and how best to deliver that value.

As part fo this, we are focused on implementing a new business and brand strategy to better align with the high-level of consultancy we offer, as well as implement some key operational and client services improvements to increase efficiency, productivity and quality of service. 

Going into next year, we expect to expand our office locations and team internationally in key locations where a number of our clients are based.


Why did you join Dynamo?

We joined Dynamo to become more integrated in the business and tech community in the North East. As a company looking outwards a lot, it felt we were missing the opportunities to work with and learn from other businesses on our doorstep and in our home, which just didn’t make sense. 

Dynamo has such a diverse and innovative list of members that are like minded and willing to engage. We’re excited to be a part of that community and support the region’s ambitions in the tech and digital industry, wherever possible.

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