As the business world becomes less formal, a Welsh firm is challenging traditional sales and marketing norms.

B2B IT, based in South Wales has an extensive network of clients in Gwent. The firm run by John Hurst and Luke Hodge, and is aiming to use innovative methods to promote the firm to like-minded customers and suppliers.

“We don’t subscribe to a hard-sell, growth at-all-costs approach. For us it is about building long-lasting relationships” says John, who recently bought into the firm after a career in larger enterprises.

“B2B IT's focus on client relationships that has built over 13 years is the leading factor that attracted me to the business.”

While formal, more traditional events will always have a place, B2B IT is organising events aimed at bringing like-minded people together to network, have fun and talk business. “As people that run a business, we have found that regardless of what sector one is in, the challenges are normally the same.

"It is great to get in amongst peers and share knowledge and experience.”

John and Luke are both keen mountain bikers, and see this as one way forward. The first event of the year is a biking day at Bike Park Wales at Merthyr. “Mountain biking is a great leveler. It doesn’t matter what size organisation you run or own, it is about being out in the stunning Welsh countryside and enjoying the trails it has to offer," said Luke.

"We want to get across the ethos of the business, and find clients and suppliers with whom we have something in common.

"Networking and marketing events are becoming ever more relaxed and suited to the way business is done and we think this is a good thing.”

Formal golf days and structured events still have their place, he says, but as part of a wider variety of marketing more targeted at the modern business environment.