Have You Hired the Right B2B Tech PR Agency?
B2B tech PR fills a critical need for technology companies that need to raise their visibility among targeted industry audiences. Without the support of an effective public relations strategy, many of B2B technology companies would struggle to achieve recognition and thought leadership in markets that are crowded and highly competitive.
As one of the nation’s leading B2B tech PR firms, Walker Sands knows what it takes to deliver exceptional public relations outcomes to growth-minded technology clients. But we also realize that not all technology companies are receiving that same level of service from their PR agencies, prompting many to wonder whether or not they have partnered with the right firm for their PR needs.
5 Key Questions for Your B2B Tech PR Firm
In today’s marketplace, your business can’t afford to settle for a less-than-effective B2B tech PR agency. Regardless of whether you are currently working with a general public relations firm or a specialized agency, there are several questions that will help you decide if you have hired the right B2B tech PR firm.
- Does the agency understand my business?
B2B tech PR exists at the nexus of two sub-categories of public relations: technology and B2B. So it’s important for your PR firm to have a solid understanding of current trends in technology as well as the processes and pressures that shape the B2B marketplace. Although you will need to educate your PR team about your specific products or services, they should already possess basic knowledge about your industry. - Do they have the right media contacts?
Top-tier B2B tech PR firms seek out and secure media placements in outlets that are read by your target audiences. How? In addition to crafting newsworthy and impactful pitches, agencies like Walker Sands have invested time and energy in the cultivation of relationships with the right media contacts. Industry journalists trust them and are more likely to take their messaging seriously. - Does the agency have digital capabilities?
We live in a digital age. So it makes sense that your B2B tech PR firm should offer a comprehensive range of digital and PR capabilities. If your PR agency doesn’t have SEO, search or digital content capabilities, their ability to deliver the best possible service and PR outcomes is questionable, at best. - Can they demonstrate measurable outcomes?
Public relations impact is notoriously difficult to measure. But measurable ROI is important to your business, so it’s not unreasonable to expect your B2B tech PR firm to provide measurable outcomes for your PR investments. Common measurements of PR effectiveness include number of placements, social shares, search rankings, and site visits. - Is your PR firm still passionate about your company and its products?
You can’t fake passion over the long-term. All PR agencies are enthusiastic and passionate when they are trying to earn your business. But does your B2B tech PR firm have the same passion six weeks, six months, or even six years down the road? If your agency isn’t regularly providing you with new and creative PR strategies, then it might be time to start shopping for a new firm.
Choosing the Right B2B Tech PR Agency
Not every B2B tech PR firm is right for every business. When choosing an agency, it’s important to make sure that the firm’s culture, background and processes are a good match with your company and your public relations goals.
But in general, most B2B technology firms have the most success with agencies that specialize in B2B tech PR. Specialization enables these firms to develop their skill sets and staff the most talented people in the field—resulting in consistently better outcomes for your business.
B2B Technology PR Case Studies
At Walker Sands, we’ve partnered with numerous B2B technology companies to help them achieve results with an outcome-driven PR program.
Strategic PR Elevates Loop’s Reputation as Leader in the E-Commerce Returns Space
In an increasingly competitive retail tech space, Loop needed to position itself as the go-to return management platform for retailers. To make this goal a reality, Walker Sands developed a comprehensive PR strategy consisting of proactive industry thought leadership, timely newsjacking, promotion of company news and customer stories, as well as a series of trend-based quick polls.
Each component of the multifaceted program worked together to generate awareness of Loop and increase its share of voice among competitors across mainstream business, retail and tech outlets. The strategy resulted in 127 media placements, 41 of which were in tier-one outlets like Wall Street Journal, Forbes, Business Insider and Bloomberg.
Sponsored Content Elevates Sophos’ Reputation as Cybersecurity-As-A-Service Leader
To stand out in a crowded marketplace, Sophos needed to shift its go-to-market strategy and elevate its awareness as a leading force in the next wave of cybersecurity, delivering cybersecurity-as-a-service for better security outcomes. As part of a larger PR strategy, Walker Sands executed a targeted sponsored content program made up of a series of articles that highlighted Sophos’ new narrative in a way that informed and educated its key audiences.
The program resulted in a total of 13 articles in The Wall Street Journal and IDG that earned a combined 54,000+ page views and sent thousands of readers directly to the Sophos website. The articles also achieved an average of nearly 5 minutes time-on-page, demonstrating that Sophos’ new messaging resonated with its target audiences.
Entrust Raises Its Reputation in the Payments Space With Data-Driven Campaign
Entrust keeps the world moving safely by enabling trusted experiences for identities, payments and digital infrastructure. The company tasked Walker Sands with elevating its voice in the payments space. Amid widespread disruption in the financial services sector, our team knew that original data would help Entrust offer a fresh, compelling perspective on the future of the payments industry that would garner media attention.
The result was a data-driven PR campaign fueled by a research report, a series of blog posts and a virtual roundtable discussion that positioned Entrust as the go-to expert in the payments industry. This approach garnered 124 total media placements, enabling Entrust to reach leaders across the financial services industry.
PR Positions mPulse Mobile as Growing Healthcare Innovator
As a leader in conversational AI and digital engagement solutions for the healthcare industry, mPulse Mobile knew that its upcoming acquisition announcement had the potential to boost visibility in the market. The company approached Walker Sands to help amplify the news and boost overall brand awareness.
Following the successful amplification of mPulse’s first M&A announcement, our team built momentum through several subsequent key company announcements, while also building awareness through strategic media outreach and thought leadership. Thanks to a strong mix of company announcements and strategic storytelling, the PR program landed 82 placements.