B2B (Business to Business) Tech PR is a specialised division within the overarching industry of technology PR. This division mainly focuses on assisting businesses to sell their products and services to other organizations, not to the general public. B2B Tech PR agencies are focused on managing their client’s public relations to make the business visible in the market and to secure a well known market presence. Continued and consistent PR initiatives are key to success in the tech industry, especially when dealing with B2B technology.
The main difference is that B2B public relations targets business audiences, whereas B2C is concerned with the general public. Despite being two different markets, the information company buyers and public buyers look for are also highly differentiated. This is because the purchasing processes between business markets and consumer markets have their own unique characteristics. For example, consumers make more emotional purchase decisions and are self-focused, whereas a business is more focused on statistics and performance rates. B2B Tech PR is more concerned with publishing educational and informative business reports, aimed to state how tech solutions benefit the industry or adds greater value to company performance and revenue creation.
A logical starting point is the client’s overall goal. In essence, B2B PR aims to generate more leads and sales enquiries. In this, the campaign may ask for heightened brand awareness or to establish a more prominent market face. Important to remember, when measuring B2B Tech PR results, it is important to match the measuring metrics to the specific goal that was set. Some indicators could be increased sales, heightened search appearances, increased media impressions and more website traffic. The ideal scenario is to see better publicity results from running the PR campaign to after the campaign.