Unlocking B2B Tech Success: Proven PR Strategies from 10+ Years of Neo PR Expertise
At Neo PR, B2B Technology PR has been our thing for over a decade. From cybersecurity to payment solutions, professional services to healthcare, and marketing & retail to supply chain & logistics, our team has years of experience managing campaigns. So, we thought it’d be a great idea to write a quick blog sharing our advice on how to boost your business’s B2B tech game…
Get Good at Telling Your Story
Working in B2B, we often find ourselves explaining to prospects the difference between marketing and PR. You see, it’s not just about listing your services and telling your audience how great you are – that’s marketing. PR is about telling a story that resonates with your audience whilst inserting your key messages at the same time.
Put it this way: becoming proficient in storytelling will allow you to capture the audience’s attention and help your brand stand out in an increasingly crowded market. When you have captured the reader’s attention, that’s when you can focus on developing narratives that not only highlight what a company does but why it matters. Whether that be a solution you offer or your impact on other businesses in your industry. A great way to do this is through case studies – interviewing a client/customer who has really benefited from using your business – although there are a range of ways you can really tell your business’s story without being too salesy like writing a press release or thought leadership article!
Develop Strong Media Relationships
Email pitching alone can sometimes feel like you’re on the show “Love is Blind”, obviously without the romantic undertone… What I mean by this is that sometimes it can feel like you’re trying to sell your story to someone that you can’t see and don’t know anything about. While pitching over email is the norm in 2024, we also recommend getting out there and building proper HUMAN relationships with the people you spend all day pitching to. For example, one way we do this at Neo PR is by attending trade shows and industry events. It’s a great way to meet journalists in person and build a relationship face-to-face. That’s part of the reason you will see us on LinkedIn attending so many conferences and expos around the country!
We also suggest inviting journalists on press trips to provide them with in-depth insights into your business, allowing them to experience your offerings first-hand. This is a great way to really get to know a journalist, and you’ll get some great interviews out of it too! By building these consistent and strong connections with the media, you’ll boost your chances of being top-of-mind when they’re looking for insights or quotes on the latest trends in your sector.
Tailor Your Strategy to Your Business Needs
B2B tech PR isn’t a one-size-fits-all solution. Every business has unique goals, challenges, and audiences. Instead of offering generic PR strategies, we recommend tailoring your approach to meet the specific needs of each client. This includes providing a range of services like social media posting, responding to media alerts, writing press releases and thought leadership activities. By doing all of this, you cover all bases and ensure that your messaging reaches the right people at the right time.
At Neo PR, we pride ourselves on actively responding to media requests. By doing this, we can position our clients as industry experts and have them lead the conversations that matter in their world. So, if you want to succeed in the world of B2B Tech PR, make sure you’re keeping your finger on the pulse and nailing timely announcements to drive real business results.
Stay on Top of Crisis Management
Contrary to popular opinion, not all press is good press. And unfortunately, even in B2B tech PR, crises can arise unexpectedly — whether your client experiences a data breach, service outage, or negative press. So, with reputation being a company’s greatest asset in the business world, ensuring you have all bases covered when things go pear-shaped is very important. We suggest keeping a proactive approach to crisis management to ensure your business can handle such situations with transparency and control. This way, you can react quickly to mitigate damage and ensure that the brand’s reputation remains intact while also implementing strategies for long-term reputation recovery.
Conclusion
Becoming a B2B Tech PR pro isn’t easy. So why not let us do it for you? At Neo PR, we pride ourselves on generating fresh content and achieving results for our brands. We work as an extension of your team to bring your messaging to life and get your name seen within and amongst key influencers in your industry and make sure you never run out of things to say. If you’re looking to command your industry’s narrative and engage the media with compelling PR campaigns that achieve results, why not get in touch today at prworks@neopr.co.uk.
