No matter how strong or innovative a technology business’s product or solution is, standing out as a thought leader can still be a significant challenge.
Putting an overriding focus on product features and functions is likely to be misguided.
After all, differentiating yourself from the competition isn’t always about highlighting what you offer, it often comes down to demonstrating how you think about key issues.
Expert-led roundtables offer a way to shift your brand from simply commenting on events to actively steering the narrative, creating powerful conversations that help people see you as a genuine authority and thought-leader in the market.
Shaping the conversation
A roundtable brings together a range of voices, from commentators, journalists and analysts to in-house experts and business customers.
Instead of delivering a monologue, the host organisation fosters an open debate that resonates well beyond the virtual or physical room and highlights the important role they play in the industry conversation.
A mid-sized cybersecurity firm, for instance, might struggle to gain traction next to bigger names day to day, but by hosting a roundtable that includes its key spokespeople and a respected industry reporter, it can spark an honest, dynamic discussion that commands attention.
Audiences become more invested because these talks provide a range of insights, not just promotional pitches.
Meanwhile, a trusted analyst taking part might challenge assumptions or request deeper analysis, encouraging genuine back-and-forth.
This authenticity boosts credibility and ensures that participants and observers walk away with a better grasp of your point of view on the market, adding weight to any future coverage and positioning you as a reliable source of industry knowledge.
Transforming debate into visibility
As roundtables involve shared opinions rather than one-sided sales messages, the content generated has a value that endures far beyond the event itself.
A recording can be sliced and diced to produce engaging videos, while the day’s discussions can be reworked into blog posts and thought leadership articles.
There is a good chance that journalists in attendance at the event will reference your experts in any subsequent coverage, while analysts might cite your brand in their research reports or on social media channels.
This kind of exposure is likely to have more impact than simply making a company announcement, because it stems from genuine objective interaction between roundtable attendees.
The result is often higher-quality editorial placement, increased trust and an enhanced reputation as a thought leader.
Being front and centre during lively discussions shows that you’re part of the industry’s evolving narrative, which makes it easier for people to remember and reach out to you when they need a reliable voice to comment on hot topics and issues.
Building on expertise
While these events can be a powerful tool, hosting them effectively takes careful planning.
The right moderator helps keep the conversation focused and ensures each participant has their moment to share or debate key points.
The topics chosen should reflect current market issues that matter to your audience, so that a roundtable highlights a brand’s depth of insight without feeling like a sales presentation.
A B2B tech PR agency experienced in Performance PR can simplify the process, from helping shape the conversation itself to securing credible voices that elevate the debate.
As media experts, they can also help by following up targeted media opportunities and converting the output of the event into content that can be shared more widely.
Reaping the rewards
The benefits businesses can glean from expert-led roundtables are many and varied.
They create a valuable opportunity to forge new relationships, deepen existing ones and inspire ongoing editorial coverage.
In an environment where trust is both precious and hard-earned, offering a forum for open, honest debate can make all the difference.
Get in touch today to discover how these expert-led events can help you stand out in a crowded technology landscape and build lasting credibility with the audiences that matter most.
