#WIB - Q&A With Judith Middleton Founder Of DUO Marketing & Communications -

1. Can you please tell us more about your business?

DUO Marketing + Communications is a multi-award winning PR and Digital Marketing agency for Tech Businesses. We have a deep understanding of the Tech and Telecoms landscape and offer a wide array of services to position our clients effectively in the media and across all relevant digital platforms.

Our Vision

Our vision is to give tech innovators a voice. Our strength lies in our ability to translate technology value into tangible business value and then harvest these outputs in the media and other relevant digital platforms for optimum brand exposure for our clients.

Our mission

DUO’s mission is to be the complete marketing and communications partner, facilitating growth and enabling greatness for tech companies by clearly articulating the business value out of their technology. We believe an integrated strategy reaps the best results and return on investment. We support Tech businesses optimise their owned, earned and paid marketing and communications activities. Our service offering covers Strategy, Marketing, Communications and Digital.

2. When, how and why did you start your business?

DUO was founded in 2004, to address a gap in the market. At the time, there were no niche tech PR agencies and we knew that we could make a difference in this sector by building a B2B technology focused PR and digital marketing agency. The business is now 18 years old and I can truly say it’s been such a joy to grow. There have been tough times for sure, but the majority of it has been so rewarding and fulfilling.

To wake up every day to do what you love is such a privilege and I think what keeps us motivated is knowing and understanding the impact of technology and innovation on business and what it means for Africa’s people. I honestly feel that technology has and will continue to change lives across the world.

3. What is your role in the business?

As the CEO of DUO Marketing + Communications, my role includes supporting our team with delivery and consulting to clients. I manage finance, HR, recruitment and product development.

I also help to translate complex technological concepts into easy-to-understand and memorable messages that help future customers understand our clients’ offerings.

4. Where did you study and what did you study?

I initially did a PR diploma and then read towards a BA majoring in comms and psychology.

In 2017 I attended an executive management course at Harvard on scaling entrepreneurial ventures which better enabled me to support our clients going global.

I’m naturally curious so I continue learning both formally and informally (reading/attending seminars, etc.) annually. This year I am studying integrated healthcare to better understand the medical world.

5. How did you finance your business?

I’m very proud to say that DUO was self-funded from day one. We grew as cash flow and profits allowed us to. We never built fancy offices or bought anything that wasn’t critical to our growth. It’s tempting to splurge when you have cash in the bank but I was disciplined financially from a very young age thanks to a very prudent father and role model who always led by example and taught me to do the same.

DUO has grown from strength to strength over the 18 years and I’m incredibly proud that despite recessions and pandemics, we have managed to continuously grow and more importantly, retain and attract top talent.

6. Describe your average workday, if such a thing exists.

My day always starts with a review of the finances; from there I usually tend to focus on client meetings and staff capacity and quality. Despite us all working remotely these days, we check in often and meet as regularly as possible. What I love most about my average day is watching our team work as a collective to give the very best of their knowledge and skills to our clients. Some days I’m completely in awe of their insights, deep industry knowledge and ability to deliver excellence.

7. How do you balance your home life and your work life?

Because I’m curious, I love to travel, and I do so at least once a month. Because almost everything we do is online, I have taken the opportunity to work from wherever I can and not limit my weekends to 2 days. Often flights are cheaper on a Monday or Thursday, so I try to extend my travels to explore new places. This may mean a weekend away with friends in Hermanus returning on a Tuesday or it may mean a wander through the orchards of Kirkwood in the Eastern Cape on a Thursday afternoon after work.

I grew up in the Karoo and went to school in the Eastern Cape, so I make a concerted effort to maintain friendships across the country and meet friends in tranquil places that allow for deep connection without the distractions of a busy city. This time away often allows me to reflect and gain a new perspective, something I didn’t give myself enough time to do in the early stages of DUO’s growth.

8. What drives you and inspires you?

What drives me most is building a team that exceeds their own expectations, together. I love to see people thrive at DUO. Our industry can be really harsh but I know that individuals with similar values and commitment to excellence, will always do well at DUO. We have built a tribe that supports each other and trusts each other’s strengths. That is a rare and precious thing in our industry.

9. Where and when do you have your best ideas?

I often have my best ideas in nature actually. After 8 to 9 hours at my desk, I need to get out and walk most days after work. This could be in a local park or at the beach. I really need the time to leave behind the work day and focus forward. This is where I realign my goals and priorities and this is also where I remind myself what matters most to me: family. So often we neglect the ones we love when we are building a business but im grateful now to have found a balance that my loved ones respect and dare I say, actually admire.

10. Where and how do you market/advertise your business for sales leads?

We have a great digital team that does all our lead generation via SEO, Google AdWords, social media and regular PR and website updates. As PR and Marketing professionals, it’s easy to neglect your own marketing, but we now treat ourselves as we would any client with monthly deliverables and reports – this keeps us accountable and focused and ensures that we get regular, quality leads.

11. What is next for your business?

Well 2023 is looking strong for us and I hope that by 2025 we will be in a position to sell DUO in a management buyout or to an international investor. We have a price in mind and we will continue to grow until we reach that goal. In the meantime we are building a management team to sustain growth through whatever the future holds. We also have a Tribe Incentive to retain and reward staff for excellence which I hope will continue to attract talent within the sector.

12. What advice would you give to female entrepreneurs hoping to start their own business?

I would advise women to think about starting a new business in the same way they would think about starting a family. It’s tough and you will never be fully prepared but the joy and fulfilment will be worth all the stretch marks. I’m so blessed to have had a great mentor, a group of like minded individuals to coach and guide me, friends and a very tolerant family who stepped in when times got tough, without asking any questions. You really will need the whole village to help you raise your business!

Short Bio:

Judith Middleton is the founder of DUO Marketing + Communications, a specialist PR and Marketing for Tech Companies in Africa. She has extensive experience in strategic marketing, media and business development.

Formerly the Marketing Director for the Cape Information Technology Initiative (CITI) and member of the founding team that conceptualised and built Cape Town’s first tech incubator, Bandwidth Barn, she subsequently became a Director of CITI and Calling the Cape (now BPeSA) and also a member of the Board of Advisors to the Cape Manufacturing Advisory Committee.

In 2017/8 she attended a course at Harvard Business School on Scaling Entrepreneurial Businesses alongside 66 other global entrepreneurs.

Judith is also a proud mentor to the Global Endeavor Community in South Africa; an advisor and an investor in a few budding tech rockstars.