By Hugh Cadman, Senior Content Creator, Whiteoaks

In this blog we discuss:

Leveraging personal branding to extend the reach and impact of a company’s overall brand;
What we can learn from masters of personal branding, like Richard Branson and Sheryl Sandberg;
Why personal branding is as much a tool for B2B as it is B2C.

It’s all about me. Is that essentially what personal branding is about, and does it have any relevance to the world of B2B technology?

Personal branding certainly has a role to play in B2B tech, but it is not about boosting egos. If crafted and shared with thought and precision, the vision and values of founders, owners and business leaders can be hugely influential.

The point to stress here is that personal branding is about extending the reach and impact of the company’s overall brand. When fully integrated into a B2B PR and marketing campaign, personal branding is very rewarding for the individuals concerned – and their companies.

We can learn from high-profile masters of this art, such as Richard Branson, who regularly posts updates on LinkedIn and mixes business-related content with philanthropic causes and personal insights.

Or Sheryl Sandberg, the former COO of Meta, who has such a strong voice on workplace equality with her Lean In initiative. This has helped to burnish her former employer’s progressive credentials.

The face of an organisation

Personal branding should not be about one individual over and above the company. Leaders serve as the face of the organisation, and if their personal profiles are properly crafted but also radiate authenticity, they build the company’s reputation.

Authenticity is a well-worn word, and goes further than a personal vision, values and inspirations. It is also about being honest about risks, disappointments and admitting to the odd bit of vulnerability.

We know that marketing needs to be brand-led and intelligent, engaging audiences more personally where possible. Personal branding, however, is not just about image but also the story behind it.

Individuals investing in their personal brand help to humanise the corporate identity and add a dimension to its values and vision that wider tech audiences can relate to.

It is easy to assume that a focus on the personal is best suited to consumer-facing companies, but it can have significant impact in the highly-competitive world of digital technology.

Building trust and visibility

Performance PR-led campaigns can incorporate personal branding strategies for key leaders behind a tech brand, moving them further forward on the public stage. Using expertly crafted, highly-targeted content on social media, personal brands provide an entry point, building trust, visibility and drawing in potential clients and investors who resonate with their expertise.

Trust is always important for ambitious tech brands that need a higher profile. If audiences feel they can trust the individuals running a company, that is a substantial advantage.

We should remember that personal branding goes beyond social media posts or videos shot in a suspiciously pristine kitchen. In B2B tech PR there are many opportunities for amplification.

Alongside insights that are original and captivating, key leaders can share thought leadership articles, snappy blogs and informative whitepapers from the corporate brand to further build credibility. PR experts can work with these stakeholders to devise a consistent schedule for posting relevant content on social media channels.

Content is what attracts the right audience, and if personal branding initiatives use cliché after cliché, then they are not going to convince anyone.

Working hard to establish trust and credibility by focusing on the right content with the right language is very important. It is also vital not to sacrifice quality for quantity. Business leaders who have something to say about everything tend not to do their brands many favours.

With key leaders taking steps to build a personal brand and develop a community of followers, businesses have a highly valuable, additional tool that increases the power of their corporate brand with target audiences, enabling them to amplify their presence on all channels and ultimately drive sales.

Get in touch to find out how we can help you build your personal brand and in doing so increase the visibility of your business.

One of the biggest challenges for B2B healthtech brands is making complex technology accessible and compelling to target audiences.

Healthtech can be complicated. AI, automation, interoperability and data analytics are all terms that are commonly used by healthcare executives but to many of the organisations they engage with: from hospital to pharmacies to businesses running preventative care platforms, they can also be baffling.

Many healthtech brands struggle to explain this complex technology clearly and compellingly to prospects and decision-makers across these organisations who would be using the tech but aren’t necessarily technically minded.

It’s a difficult balancing act, of course. Overuse of technical jargon can alienate non-technical audiences, but at the same time, removing technical language entirely may make a solution seem less credible. So, how do you pitch this correctly?

The secret lies in clear, credible and precise communication. Simplifying complex ideas isn’t about dumbing them down; it’s about empowering your audience to grasp the genuine value your solutions offer, regardless of their technical background.

Getting this right is essential if you’re going to build brand awareness.

Cutting through the complexity

Brands must communicate the benefits of a complex solution in a clear, credible and precise manner to engage buyers regardless of their technical knowledge and establish themselves.

Think about it: your audience might include clinical directors, IT managers, procurement teams or even senior execs without deep tech knowledge. If they don’t quickly grasp what you’re offering or why it matters, you’ll lose their attention fast.

Skilled writers are critical here. They know how to translate complex concepts into engaging, jargon-free stories, highlighting tangible outcomes rather than technical specs.

This kind of clarity helps your audience immediately picture the real-world impact of your solutions, whether it’s improving patient outcomes, boosting clinical efficiency or enabling smoother hospital workflows.

How PR boosts impact

Building on this clarity, a well-rounded Performance PR approach can help bring any healthtech’s solutions and services to life. It is all about getting the message across in a direct and straightforward way.

Start by focusing on digestible themes and clear narratives that reinforce your core brand messages. These themes become the backbone for all your communications: whether you’re publishing blogs, whitepapers or social media posts.

Keeping the messaging clear and consistent ensures your audiences quickly grasp what your solutions achieve and why they matter.

Explainer documents are a great tool here. For example, consider a two-pager that accompanies a product launch. When designed to be visually engaging, these pieces can quickly demystify even the most complex tech. Imagine clearly explaining how a new health monitoring device works, step-by-step, or breaking down interoperability to highlight its benefits to clinicians and patients alike.

But it’s not just about clarity; it’s also about credibility.

Performance PR helps to strengthen this trust-building. By regularly attending leading healthtech events, seminars and networking sessions, PR teams can keep on top of all the latest industry trends.

Another powerful tactic is executive profiling. Your internal experts have compelling stories to tell – real-world insights about challenges they’ve faced, solutions they’ve delivered and the personal impacts they’ve seen first-hand.

Bringing these experiences into your messaging can transform dry technical explanations into authentic, engaging stories that audiences connect with instantly.

Looking positively forward

Clear and compelling communications not only help to clarify your message, but they also empower your audience to confidently share your message internally. They influence decision-makers who might not be tech-savvy, but who will instantly grasp the real-world value your solutions deliver.

Want to know how we can help turn your healthtech organisation’s complex technology-focused messaging into clear, compelling narratives that truly engage your target audiences and build awareness? Get in touch.

Whiteoaks International has proudly been awarded the PRCA Gold Communications Management Standard (CMS) accreditation for the seventh year running.

A hallmark of PR excellence, the status represents Whiteoaks’ ongoing commitment to best practices and continuous improvement.

This year’s accreditation focussed on campaign management and the value offered by suppliers, with the CMS highlighting the rigorous processes we have in place to review services from suppliers to maintain high levels of quality.

Sarah Waddington, Interim CEO at PRCA, says, “Whiteoaks has been accredited with CMS since 2018 and holds a Gold CMS award, which is a testament to the high quality of their work. The recent healthcheck focused on campaign management, and Whiteoaks provided a detailed and well-considered response, which was updated with input from their team.

CMS accreditation represents the gold standard in PR excellence, and it’s great to see agencies like Whiteoaks regularly review their practices each year based on these assessments. This ongoing process ensures that agencies remain at their best, giving clients confidence that they are working with a company that follows a structured approach to continually improve.”

Hayley Goff, CEO at Whiteoaks, says, “Retaining our PRCA Gold CMS accreditation for the seventh year shows the high standards we set across every part of our business, from how we manage campaigns to how we work with partners . The news is a credit to our whole team and reinforces our commitment to performance-driven PR for measurable results.”

“Trust arrives on foot and leaves on horseback.”

If you work in cybersecurity, that saying will feel all too familiar. Trust is the foundation of everything. Without it, your customers won’t invest in your solution, won’t hand over their data and won’t bet their reputation on you.

Cybersecurity operates in the background. It’s invisible, until something goes wrong. Yet, businesses and individuals are expected to take a leap of faith, entrusting you with their most sensitive information. One breach, one failure and that trust evaporates. And as we all know, once it’s gone, it’s a long, uphill battle to win it back.

So how do you build trust when your customers can’t see what you do? This is where modern PR – and more specifically, Performance PR – can make the difference.

Why trust matters in cybersecurity

Your customers don’t just need a cybersecurity solution. They need confidence that their data won’t be compromised, misused or exposed. The consequences of failure – financial losses, legal action, reputational damage – are severe. Trust is shaped by perception, and perception is shaped by how you show up in the market. It’s built over time, reinforced through consistency and strengthened by the right strategic communications. That’s where thought leadership comes in. When done well, thought leadership educates and reassures. It positions your brand as the expert, the innovator, the safe pair of hands. It takes complex, intangible security concepts and translates them into tangible proof points which build confidence.

Performance PR: Building trust and credibility

If you’re new to Performance PR, here’s what you need to know: it’s PR with purpose. Every campaign is tied directly to business objectives, measured rigorously and delivers quantifiable results. No vanity metrics or vague promises. Before a campaign even begins, targets are set. And if those targets aren’t met? You don’t pay. At Whiteoaks, that’s our ‘fixed fees for fixed outcomes’ promise.

What does thought leadership look like?

Trust is built through consistency, expertise and smart amplification. Performance PR goes beyond traditional PR by taking media coverage and supercharging it through content, social media and creative.

Content collateral: Insightful content, such as articles, blogs, talking heads videos and whitepapers which establish your
authority and shape industry conversations.
Social media presence: Sharing expert insights, engaging in discussions and reinforcing credibility in real time.
Speaking opportunities: Security events, webinars and podcasts which allow you to showcase expertise and reach audiences in a more
direct, engaging way.
Strategic media placements: Coverage in the high-profile industry outlets your audiences read that position you as a go-to expert in cybersecurity.

Thought leadership delivers more than trust

Thought leadership is about consistently showing up, adding value and shaping the right conversations.

Over time, this builds trust. And with trust comes:

Market differentiation: A distinct, authoritative voice that sets you apart from competitors.
Greater visibility: Media opportunities, speaking engagements and partnership potentials.
Business growth: The credibility and confidence which attract new clients, retain existing ones.

But can you measure trust? You can certainly measure the markers of trust through carefully tracked metrics in Performance PR.

What’s the media saying? Sentiment analysis can distinguish positive, neutral and negative feelings towards your brand. If confidence in your brand is growing, you’ll see it.

How do you compare against your competition? Media mentions, social engagement and industry presence reveal influence. Are analysts citing your insights? Are decision-makers engaging with your content? If your voice is driving discussions, that’s trust in action.

Is trust growing? Brand perception surveys, sentiment tracking and first-party feedback tell you if your thought leadership is building credibility. Are you shaping decisions and perceptions? If the answer is yes, your strategy is working and you’re building trust.

If trust arrives on foot, we’ll make sure you’ve got the right boots and a clear path forward. Let’s talk if you’re ready to establish your brand as a trusted cybersecurity leader.

Research projects are increasingly becoming a strategy of choice for B2B tech brands looking to position themselves as thought leaders. The media continues to have an appetite for the insights these industry surveys can deliver.

By investing in research, brands like yours can generate credible insights that serve to differentiate themselves from the competition and leverage for the media coverage to reach their target audiences and strengthen their market position.

Whether conducted in-house or outsourced to a specialist research company, however, surveys take time and resources to complete. B2B tech brands may also have concerns about the outcomes, with fears that results will fail to challenge the status quo and therefore won’t be newsworthy.

But research surveys with carefully crafted questions and responses can generate useful insights from target audiences.

Here are the three key reasons why it’s worth the investment:

One: Data-backed thought leadership

By collecting and owning data from their own surveys, businesses like yours don’t have to rely on external data to deliver industry insights.

Instead, you have your own IP, which enables you to differentiate your commentary, repurpose the data for marketing and strategic planning, and build credibility among clients, prospects and industry peers alike.

Successful research projects may even spur on yearly revisits, allowing you to compare and contrast data over a period of time, thereby enabling you to build insights into market trends and momentum and truly own a niche.

Two: The opportunity to become a market trailblazer

Commissioning research enables a brand to shape industry conversations, rather than just reacting to them. By uncovering new trends, challenges or opportunities, businesses can be positioned as forward-thinking leaders.

These insights can also be used to inform strategy internally – giving a business unique market intelligence into its audiences that can shape product launches etc.

Three: Fuel for long-term marketing and content

Insights gained from research can fuel far more than a single report; they can provide a foundation for ongoing marketing efforts.

Key findings can be repurposed across PR campaigns in thought leadership articles, news releases, eBooks and industry whitepapers, as well as assets that can be shared on social media, such as infographics, social media tiles and videos.

They can even be leveraged for sales presentations. By selecting relevant results, and inserting them into their pitch slides, your teams can build a more persuasive case for a product, or service offering; address buyer pain points or validate the need for a solution.

In addition, you can revisit the data to comment or add context to breaking news stories, or to deliver insightful and timely commentary pieces.

If you want help in bringing these benefits to life but aren’t sure where to begin, we can offer guidance.

To kick-start your research journey, get in touch with us today.

“People buy from people”, as the old sales adage goes. But the idea that people are more likely to buy from someone they know or have built a relationship with is still relevant in today’s social media age.

LinkedIn is a perfect example. More B2B tech brands than ever are initiating content strategies on LinkedIn, with 85% of B2B content marketers identifying the platform as delivering the best value. And while posts from B2B brands can generate engagement and leads, main feeds for users are often populated by insights from thought leaders and industry experts.

Credibility counts for a lot when you are a B2B company in the tech sector with a new product or service. It’s why endorsements by acknowledged industry gurus on LinkedIn are gold dust. That’s true whether they are bigging you up outright in posts or if it is more subtle – in mentions, links and tags. It’s all great to have. But like gold dust, endorsements from major industry figures can be hard to come by and their impact can be time-limited. For increased visibility and more sustained effect, B2B tech brands should think about putting their own people at the forefront.

Driving engagement

Employees make great advocates and persuaders. When they share content, insights or personal experiences from their own profiles, it can feel more authentic than traditional corporate messaging – depending of course on how they word it. User-generated content in the form of employee advocacy is a powerful way to drive engagement. For a start, many employees have networks that extend beyond their company’s following. What they write or post will reach a wider audience that already knows them and can gauge their credibility.

At the same time, when employees speak positively about their work environment, it strengthens the company’s reputation. The overall impact of user-generated content on LinkedIn increases significantly when the business itself starts reposting what its employees have to say. That could be about how a product helps customers overcome a common industry challenge, or it could be about why they like working for the company. According to LinkedIn, employees make up about 30% of their company’s engagement.

However, for it to be effective, employee advocacy should be voluntary and supported by a culture where staff feel confident in sharing their perspectives.

Encouraging employee advocacy the right way

Brands can play a role in encouraging advocacy from staff, ensuring it hits the right marks by drawing on the expertise of dedicated social media experts. For example, employees need to use convincing language. They should avoid repeating sales slogans parrot-fashion or making claims that have no basis in reality. Everyone benefits from a dose of boosterism but that can only go so far. Employees may need help to achieve the right tone. What’s important is to keep each person’s individuality. But it’s not as if every single post has to be minutely re-crafted by teams of influencers.

There are, however, definite advantages in using professionals who know how to use social media – and especially LinkedIn – in the B2B tech market. They can advise on the use of images and video as well as text. They can devise schedules of relevant content with the right kind of insight that colleagues can leverage on their own channels.

If you would like to find out more about how Whiteoaks’ social media team can help you build great content from your employees into your social strategy, get in touch with us now.

“PR is rubbish.”

“It’s not for us.”

You might have said it, or even believed it. Maybe your last agency overpromised and underdelivered. Maybe PR has always felt like smoke and mirrors – big retainers, little impact. Maybe you’ve never done PR before, but you’ve heard the horror stories.

We get it. We’ve heard them all. And the truth is, you’re not wrong to be sceptical.

PR, done badly, can be a waste of time and money. Sometimes it can be a costly investment with very little to show from it. But here’s where we’re different from most agencies: we do things differently from what you might have heard or previously experienced. PR, done right, is a measurable, strategic asset which can help you achieve your business goals. Let’s break down the biggest frustrations and misgivings, one by one.

1. “We’ve been burnt before – PR felt like a waste of money.”

The problem
You hired a PR agency expecting them to make a big impact. Instead, you found yourself stuck in an endless cycle of press release edits, eating up your retainer. Then halfway through the month, they hit you with: “Your hours are up.” You paid the invoice, but the results were underwhelming. This is exactly why PR has a reputation problem. Too many agencies charge exorbitant fees for time without delivering tangible business outcomes. PR should never be a glorified copywriting service. It should be a strategic, measurable function which directly supports your business objectives.

The Whiteoaks way
As the client you deserve full transparency on what you’re paying for and what it’s doing for your business. With our Performance PR model, you know exactly what you’re getting – both in terms of deliverables and measurable results. When you share your business objectives with us, we build a PR strategy designed to deliver real impact. Every campaign is built on set deliverables which achieve defined outcomes. Those deliverables could include: X press releases, Y articles or Z video interviews. And we don’t stop at execution. We measure the direct impact of our work using clear, meaningful metrics such as coverage volume, audience engagement or key message penetration. There is no wasted spend, just campaigns which deliver measurable value to your business.

2. “What exactly are we paying for?”

The problem
The PR pitch was slick. The agency sounded like they knew their stuff but when it came down to actual deliverables? Vague. No clear outputs. No defined impact. You gained no real understanding of what your investment would actually do for your business. For too long, PR agencies have relied on ambiguity when it comes to pricing. Unlike other marketing disciplines – where costs, deliverables and KPIs are clearly defined – traditional PR has operated in the shadows of unclear commitments and subjective success metrics. PR should be as transparent; if an agency can’t articulate what’s included and what success looks like, it’s a red flag. When you invest in PR, you should have absolute clarity on what you’re getting in return. That means knowing:

> What’s included in the scope: How many press releases? How many media opportunities? What kind of thought leadership content?
> How success will be measured: What KPIs will be tracked? How will PR’s impact on brand awareness, reputation or lead generation be demonstrated?
> What business outcomes PR will influence: How does media coverage contribute to your wider commercial objectives?

The Whiteoaks way
When you work with us you can expect a clear, measurable and results-driven approach – one which holds us fully accountable for delivering impact. Our Performance PR approach is built on defined metrics which prove the value of your investment. From media reach to inbound leads influenced by PR efforts, everything we do is tracked and measured. We’re committed to our ‘fixed fees for fixed outcomes’ model, so you’ll always know exactly what you’re paying for, with no hidden costs or surprises. We work in close partnership with you; we set agreed targets which directly align with your business objectives, backed by a formal service level agreement. And here’s the difference – if we don’t hit those targets, you get your money back. It’s a model which provides peace of mind for you and accountability for us.

3. “PR will just create more work for us.”

The problem
Too many businesses assume that hiring a PR agency means more work, not more results – and honestly, with the wrong agency, they’re right to worry. They picture themselves drowning in drafts, rewriting press releases, providing endless quotes and getting stuck in a never-ending cycle of approvals. Instead of freeing up their time, PR starts to feel like just another task to manage. For busy teams, that’s a dealbreaker. PR should make an impact, not pile on extra work.nA well-run PR strategy should feel like an extension of your team, delivering results with minimal demand on your time. The reason PR sometimes feels like extra work? Misalignment from the start. When agencies don’t take the time to fully understand your business, messaging and positioning, they rely too heavily on you to fill in the gaps.nThat’s not how it should work.

The Whiteoaks way
Our team has deep expertise across media, content, creative, digital and social media, and we take ownership of every element, so you don’t have to. We’ve specialised in B2B tech PR for nearly 30 years, which means we already understand the complexities of your industry. We are attuned to getting to grips with technical concepts and we translate your expertise into compelling narratives to position you as a thought leader. From day one, we get under the skin of your business. We define your positioning, map out your audience and build a strategy which aligns directly with your commercial goals. We pinpoint what drives your customers, where they engage and what influences their decisions so every campaign lands in the right place, with the right people, at the right time. PR should be a growth engine, not a time drain.

4. “Our leadership team won’t sign off on PR.”

The problem
You see the value of PR. You know it can raise your brand profile, position your company as an industry leader and drive engagement. But your leadership team isn’t convinced. They don’t want vague promises about ‘raising awareness’. They want clear ROI, tangible business impact and data which proves PR is worth the investment. If they can’t see a direct link to commercial goals, they won’t sign off.

The Whiteoaks way
We know the key to securing buy-in is to make PR measurable and show how it can accelerate business objectives. Fortunately, that’s exactly how Performance PR operates. It directly supports commercial priorities like launching new products, generating leads or scaling quickly. Instead of saying, “we’ll increase awareness,” we can demonstrate how PR will deliver real, quantifiable results:

> If you’re launching a new product we say: “We’ll secure X high-profile media features to drive awareness, credibility and demand from day one.”

> If you want to drive leads into the business, we say: “We’ll create thought leadership content and media placements which fuel inbound marketing and push potential customers into the pipeline.”

> If you’re under pressure to grow fast, we say: “We’ll position the company as an industry leader, attracting customers, investors and partners to support your expansion.”

When PR is structured like this, it’s a results-driven investment which leadership can’t ignore.

If you’ve been let down by PR before or you’re sceptical about whether it’s worth the investment, let us prove that it can be done differently. Get in touch to see what Performance PR can look like in action.

Establishing real and lasting brand visibility can seem like an intimidating prospect for many B2B tech business, especially for those entering new markets or launching innovative new solutions.

Even a manufacturer unveiling IoT-ready machinery or a start-up launching a revolutionary AI analytics tool can struggle to achieve brand recognition, despite offering something truly unique.

Often, the missing piece of the jigsaw is the human angle that reveals the depth of knowledge and passion within the organisation.

Why personalities matter

Leaders are often overlooked in brand-building efforts. One approach that can shift the focus from products to people is executive profiling: highlighting the views of key spokespeople so they become go-to voices on industry trends and important topics.

Many organisations focus on product features instead of the perspectives and insights that really set them apart as organisations.

Leaders are typically hot on trends and have an opinion on the direction an industry/business should or will take.

By positioning these executives as credible, reliable commentators, a business can connect with audiences on a more personal level.

This strategy harnesses the passion behind new technologies and translates it into stories that resonate beyond technical details, creating a sense of familiarity and trust.

When executives become influential voices, they aren’t just promoting a product, they are sharing viewpoints that align with big-picture trends in the market.

Whether highlighting the impact of sustainability on manufacturing processes or offering data-driven insight into customer demands, they spark curiosity.

That sense of curiosity is exactly what drives brand awareness, because it encourages potential clients and media outlets to keep watching for updates and further commentary.

Creating authentic, timely messages

Executive profiling hinges on developing narratives that feel both relevant and authentic. For many

businesses, the first step is to pinpoint industry themes that match their expertise, whether that’s supply chain efficiencies, green initiatives or breakthrough data applications.

By clarifying these themes and matching them with the right spokesperson, a business can speak in a voice that resonates with the wider sector.

Workshops and strategic content planning help leaders find their own style and tone. This ensures they offer something distinct whenever they speak or write.

A confident manufacturing lead who understands how IoT devices can reduce environmental impact, for example, is more compelling from a media perspective than a generic message about improving productivity.

Authenticity is crucial, because journalists and audiences alike respond positively to ideas that reflect real-world experiences and firsthand knowledge.

How Performance PR boosts impact

A well-rounded Performance PR approach focuses on using every coverage opportunity to advance brand visibility and reinforce awareness.

A single interview or commentary can unlock new angles for editorial pieces and social media discussions. Each time an executive appears in a respected publication, the business’s reputation is enhanced.

These benefits accumulate when leaders consistently offer timely viewpoints on newsworthy topics.

Over time, this leads to more interview requests, higher quality placements in top-tier publications and steady growth in awareness levels for the business.

Prospective clients, partners and investors begin to see the brand as a key reference point, not just for products but also for strategic thinking and industry insights.

Building momentum and lasting awareness

Consistent exposure can transform an unknown brand into a recognised name, provided leaders keep sharing informed perspectives.

Once executives become trusted commentators, they can remain visible on multiple platforms and use the opportunity this affords to showcase and explain how their organisation’s innovations solve real world problems.

As industries evolve, leaders will need to evolve their roles, understanding and processes to learn and grow in their field.

They might develop new angles as technology develops or respond to emerging issues with fresh insights.

That flexibility helps executives and the brand they represent to stay aligned to changing consumer preferences, regulations and market conditions.

Standing out in a competitive landscape

Executive profiling has a vital role to play for any business that is aiming to elevate its visibility and gain a foothold in a crowded sector.

By pairing real expertise with timely commentary, leaders can help their organisations transcend ordinary marketing chatter, sparking a deeper conversation about what their solutions can achieve.

When integrated into a Performance PR strategy, each piece of thought leadership, interview or event appearance builds on the one before.

This cohesive approach helps make leaders within the business the voices people turn to for guidance, while at the same driving ongoing momentum for the organisation itself.

Want to learn how we can help turn your organisation’s leaders into industry trailblazers? Get in touch.

We’re thrilled to share that Whiteoaks has once again been recognised as a Top 50 B2B Marketing Agency in the 2025 B2B Marketing UK Agencies Benchmarking Report.

This achievement reflects our team’s commitment to delivering performance-led campaigns that drive real impact for our clients.

For over 30 years our clients in the tech space have trusted us to deliver integrated B2B tech PR campaigns that perfectly combine media relations, content strategy, digital PR and social media elements to boost brand visibility, drive credibility and support lead generation to enable growth.

Commenting on this recognition, Whiteoaks CEO, Hayley Goff, said:

“This is a testament to the hard work and expertise of our team. We take pride in delivering measurable results for our clients, helping them cut through the noise and achieve their business goals.”

Download your copy of the report, and get in touch to discuss how we can support your brand’s growth.

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.