Category: Blogs

As we approach the end of 2024, the social media landscape is being both shaken and stirred, leaving many B2B tech brands wondering whether they should rethink their social strategies entirely. With engagement on X continuing to decline and users migrating en masse to new platforms like Bluesky and Threads, the question is: should B2B tech brands consider migrating to either of these platforms? 

The answer isn’t black and white, but there are several important factors to consider when evaluating these emerging channels.  

The decline of X 

X was once the go-to platform for real-time news, industry updates and engaging with influencers and thought leaders. However, in 2024, engagement on X has continued to drop and its content now just doesn’t quite hit the mark for many users. On top of this, X has rolled out a number of controversial policy changes, with the most recent one allowing accounts to continue to view tweets from users who blocked them.  

In the aftermath of Trump’s re-election and Musk’s appointment by the president-elect to run the Department of Government Efficiency, several high-profile celebrities, academics and reputable media outlets, such as The Guardian, have left X, further diminishing its appeal. Interestingly, on the same day that X saw the highest number of U.S. visitors, it also experienced the highest rate of account deactivations. 

Estimates of X’s global monthly user base differ significantly. The highest estimates, cited by research agencies and major business outlets, suggest 611 million users in April of this year, decreasing by 6% to 588 million by September. Despite the decline, there’s no denying that this is still a substantial user base. Therefore, it’s important for companies to assess whether this audience aligns with their target market and evaluate their trends in engagement levels this year, before making any rash decisions. 

So, where is everyone going?  

A big shift we’ve seen is towards Bluesky. It’s still in its early days, but the platform has been quietly gaining traction among journalists, celebrities and industry insiders, gaining more than one million new members after the U.S. election.  

As of 11th February 2025, over 31 million users have signed up to Bluesky, according to a stat-tracking site. For B2B tech brands, Bluesky could offer a unique opportunity to engage with thought leaders and media professionals in a more organic, less crowded space. Plus, it has a very familiar look-and-feel, harking back to the good ol’ days of Twitter.  

Then there’s Threads, which has been growing slowly and steadily since its launch in 2023, with the platform recently reaching over  320 million monthly active users. Unlike Bluesky, Threads has massive backing from Meta, making it easier for the platform to attract users and maintain momentum. 

So, there definitely is movement across the social media networks, with people and businesses opening accounts on new platforms to test the waters, see who is already there and what features are on offer.  

Unfortunately, there isn’t a one-size-fits-all answer to which platform can offer the most value at the moment. It all comes down to your specific audience and goals. Brands might find that a hybrid approach works best: maintaining a presence on X, while exploring new opportunities on both Threads and Bluesky. At this point, we wouldn’t recommend closing your X account altogether. It’s still a significant platform with a strong user base, and it’s important to recognise that coming off it could be seen as a political statement that might not align with your brand values. 

Next steps 

Before jumping onto any new platform, our social media experts recommend conducting an audience audit. This will give you the data to determine where your audience is most engaged and where you’ll get the most value. Whether you choose Threads or Bluesky, being an early adopter and exploring these platforms is crucial for staying ahead of the curve. But make sure you’re doing it for the right reasons – based on where your audience is, not just on trends. 

If you’re keen to understand which platform is right for your brand, our social media experts will be happy to help. Get in touch today. 

For B2B tech brands, standing out from competitors, gaining recognition as innovators and establishing trust as industry experts can often feel like a never-ending challenge. This is why thought leadership content is such a valuable tool for a business to have in its arsenal, offering a platform for B2B brands to demonstrate their knowledge, insights and future-focused thinking.

However, in a crowded marketplace, to really stand out among the crowd and reach the right audiences, thought leadership might need to be delivered in formats that extend beyond well-written articles and whitepapers. One medium that is gaining significant traction as a tool for establishing thought leadership is the podcast. Once purely consumer-focused, podcast formats are now permeating the business world.

The number of podcast listeners in the UK alone is expected to reach 28.1 million by 2026. For B2B tech brands, this presents an exciting opportunity to capture the attention of new audiences and position themselves as leaders in their field.

Why podcasts work for building industry expertise

One of the major advantages of podcasts is that they bring expertise to life in a way that few other formats can. Traditional blogs and whitepapers have their place, but podcasts literally give a voice to experts, allowing them to explore complex topics in an engaging, conversational manner. It’s an opportunity for the speaker to get their individuality across as they discuss interesting ideas or subjects. This combination of expertise and personality can humanise brands and deepen the connection with audiences.

Complex topics, such as cloud migration, cyber security or AI, can be explored through dynamic discussions Technical details can be distilled into more easily understood, digestible snippets for audiences. And these discussions don’t have to be confined to internal spokespeople. Guest speakers, such as customers or partners, can provide a different perspective.

The podcast format also allows for individual episodes to focus on specific verticals, customer pain points or emerging trends, with external experts able to share their insights on different topics.

There are also benefits for the listeners themselves. Busy decision-makers may sometimes struggle to find the time to read blogs and articles. A recorded 20-minute deep-dive into a particular topic could be the perfect listening material for the morning commute, lunchtime break or evening exercise session. By regularly listening to familiar voices, listeners can feel a closer connection with the hosts, thereby creating a stronger emotional bond with the brand.

From production to promotion

Podcasts are relatively low-cost to produce, but the production process itself requires time, resources and expertise. These are all elements that many B2B tech companies may not have readily available. It’s not just about hitting record and speaking into a microphone. A professional, well-produced podcast needs careful planning, expert editing and high-quality sound to engage and retain listeners.

This is where creative support comes in. Working with production experts can streamline the process, helping with everything from creating the concept of the podcast to recording, editing, and managing distribution. Collaboration with specialists also ensures that the podcast aligns with the company’s overall messaging and branding, contributing to a polished and consistent image.

But even the best-produced podcast will fall flat if it doesn’t reach the right audience. Once episodes are live, promoting them strategically across different channels, such as social media, can boost visibility. There are also opportunities to repurpose some of the valuable content into other assets, such as blog posts, social media posts and email newsletters, enhancing content distribution and engagement.

A new channel to enhance thought leadership efforts

Podcasts are a prime opportunity for B2B tech brands to enhance their thought leadership efforts. With a winning combination of in-depth expertise and engaging, conversational content, podcasts allow companies to humanise their brand, build stronger connections with audiences and explore complex topics in an accessible way.

While the production process requires time and expertise, partnering with creative professionals ensures a polished and impactful end product. With the right promotion, podcasts can reach and resonate with key decision-makers, helping brands to stand out as industry leaders in a crowded space.

Get in touch to learn more about how we can help you develop your own podcast to reach key audiences.

Can B2B PR really be at the cutting edge of creative campaigns? Isn’t that kind of innovation reserved for B2C marketing?

We’re here to tell you that’s simply not the case. 

As our Creative Director, Mark Wilson, likes to say:

“Creative is what ties it all together. It breathes life into digital, social, messaging and PR. Without creativity, it’d be as dry as a bone.”

Whether it’s media relations, social media and content or creative – every element plays a significant role in integrated campaigns. 

What is ’creative’ in PR?

Creative might seem like a broad term, but it can include: 

►Branding

► Digital e.g. display banners, email and infographics 

► Social media content

► Live action video

► Print e.g. whitepapers, brochures 

► Podcasts 

► Web design

► Video – both animated and live action

So how do we use these creative elements to maximise the impact of Performance PR campaigns? 

Amplify, engage and maximise

Creative’s role is to make messages go further, resonate with new and existing audiences and to make ‘calls to action’ more impactful. 

So how does creative do this? 

1. It brings visual appeal

Make no mistake, whether you’re selling to B2C or B2B, first impressions matter and that first impression often comes down to visual appeal. 

Colours evoke meaning, shapes engage us and when both are applied consistently, it helps our customers form impressions and ultimately build trust. Branding is a perfect example of this.

Our media-saturated world means we are constantly exposed to visually stimulating content – whether it’s in our hands, on our walls or on the big screen. Therefore, to stand out in PR, we use assets like interactive case studies, infographics and videos to make sure our message cuts through the noise.

2. It supports narratives 

Narratives are fundamental components of PR campaigns. They communicate key messages and have the power to shape perceptions. 

Good creative brings these narratives to life, communicating them in ways words cannot and captivating the audience. Visual storytelling, design elements and multimedia assets can simplify complex subjects and make narratives more memorable. 

Many B2B tech campaigns rely on the same formulaic approaches to storytelling – overused visuals, generic messaging and uninspired executions. These ‘safe’ methods are predictable and make standing out in a crowded market difficult. The audience has seen it all before; the standard infographics, tech-heavy whitepapers or flat corporate videos. 

The most successful campaigns are those which break away from the norm and experiment with fresh, unexpected approaches. This might involve tapping into emerging design trends or using unconventional storytelling techniques. An example of this could be transforming a case study into an interactive digital experience or using animated explainer videos to turn written content into a more engaging experience. 

3. It can simplify and improve understanding

In a world where attention spans are short, messages must be conveyed efficiently and the right visual design can make all the difference. 

We know that people are more likely to recall information presented in visual form. This is where infographics, data visualisations and interactive media come into their own. 

When faced with a mass of data or technical content, graphics, charts and diagrams can break down information into digestible, easy-to-understand formats. 

Where a product’s impact might take multiple paragraphs of explanation, a well-designed infographic can convey the same thing, helping an audience to grasp key points much more easily.

4. It boosts engagement 

It’s no secret that interactive and multimedia content drives more engagement, higher views and keeps your audience from skimming past. It invites users to participate. When people engage, they spend more time with your message and are more likely to share it. 

This principle doesn’t just apply to short-form content like social media posts; long-form content benefits too. Webinars and podcasts can explore a topic in-depth, and offer a much more immersive experience. Imagine your brand hosts a live webinar where potential customers can ask questions about their business challenges. You have the opportunity to showcase how your product or service can provide solutions in real time. 

Good design can also encourage users to click exactly where you want them to, to follow a specific journey and arrive at the desired outcome – whether that’s filling out a form, signing up for a webinar or downloading a whitepaper. Design which enhances their experience will increase the likelihood of these conversions.

Measuring creative’s effect on Performance PR

The beauty of Performance PR is the ability to measure the impact of every component in an integrated campaign, including creative. Creative content needs to look appealing but it also needs to pull its weight in delivering results.

In Performance PR, we use KPIs to measure three key areas: visibility, engagement and impact. These metrics can help us to understand how well creative assets are performing. 

Effective design improves how well audiences remember your message. The better the recall, the more likely they are to talk about your brand. This can lead to higher organic mentions, shares and word-of-mouth visibility to further amplify the campaign’s reach.

We can also gauge how our creative efforts affect audience engagement. We look for higher ‘Click Through Rates’ across email campaigns and paid media while likes, comments and shares on organic social posts denote how well the content has resonated. Did it inspire a response, a conversation or an action? 

Finally, we can measure the direct impact of creative and design. We can track how users interact with content – such as what they clicked on, how long they stayed on the page and when they dropped off – to better understand how creative influences their journey through the sales funnel. Conversion rates reveal how designed elements guide users towards actions like signing up for webinars or downloading resources. Metrics like video views and email open rates reveal which content formats deliver the best results.

At Whiteoaks, our creative team has the insights and experience to bring your brand’s message, ethos and purpose to life – reaching your audience and driving lasting, impactful results. We believe creative isn’t just an afterthought or a communication ‘accessory’, it’s an integral part of any campaign which can make all the difference in its success. 

Get in touch with us if you think creative is what’s missing in your PR campaigns. Let us see how we can help strengthen your message, connect with your audience and deliver real results. 

For B2B tech brands, staying relevant and front-of-mind with your audience is critical. While innovative products and services set the foundation for success, it’s consistent and well-crafted content that keeps your brand in the spotlight and drives meaningful engagement. A steady flow of PR and marketing content helps maintain visibility, build credibility and reinforce your authority in the industry.

But, as many B2B tech companies know, creating this consistent stream of content can be a challenge, especially when internal teams are pulled in multiple directions. Here’s why consistency in content matters, and how PR agencies can step in to ensure your business keeps up with the demand.

The power of content

Content is the backbone of any PR strategy. It’s not just about getting your brand out there – it’s about telling your story in a way that resonates with your target audience. High-quality content serves multiple purposes: it positions your company as a thought leader, showcases product innovations and provides valuable insights that decision-makers look for when considering partnerships or purchases.

For B2B tech brands, where buying cycles are long and decision-makers are often meticulous, this type of content is critical. It reassures prospects that your company is credible, knowledgeable and capable of delivering on its promises. Whether it’s an industry report, a blog post on emerging trends or a case study showcasing a recent success, well-placed content can significantly impact how your business is perceived.

Why consistency matters

One well-crafted piece of content is great, but it won’t keep your brand top-of-mind. To build lasting relationships with prospects and customers, you need a steady stream of PR and marketing content across different channels. This consistency creates multiple touchpoints, increasing the likelihood that potential customers will engage with your brand at the right time in their buying journey.

However, consistency isn’t just about frequency. It’s also about the quality and messaging within the content. Each blog post, press release or social media update should reinforce the same core messages and align with your overall business goals. Inconsistent quality or off-brand messaging can confuse prospects and damage your credibility, making it harder to build trust.

The role of PR

For many B2B tech companies, maintaining this drumbeat of high-quality content is easier said than done. Internal marketing teams are often stretched thin, juggling product launches, sales support and various other responsibilities. This is where a Performance PR agency can become an invaluable partner.

PR agencies bring a fresh perspective and have the resources to ensure that content creation remains on track. By working closely with your team, they can craft content that aligns with your brand’s tone and messaging while keeping the output steady and focused. They also have the media connections to strategically place your content in front of the right audience, whether that’s through thought leadership articles, press coverage or industry-specific blogs.

In short, a PR agency can help you maintain the balance between quantity and quality, ensuring that your content continually reinforces your brand’s authority and drives engagement without putting additional strain on your internal resources.

Consistency drives growth

At its core, sharing consistent PR and marketing content is about building relationships. Each piece of content serves as a touchpoint with your audience, nurturing leads and building trust over time. This trust is especially important in the B2B tech space, where buying decisions are high-stakes and involve multiple stakeholders.

A well-executed, consistent PR strategy creates a virtuous cycle: the more valuable content you produce, the more visibility you gain, which in turn leads to more opportunities to showcase your expertise. Over time, this positions your brand as a leader in the industry and drives long-term growth.

Remaining at the forefront

For B2B tech businesses, the challenge is clear: without a steady stream of high-quality, consistent content, your brand risks being overshadowed in a competitive market. But with the right PR partner, you can keep your brand at the forefront, ensuring that decision-makers consistently see your expertise, innovation and thought leadership.

The drumbeat of content is not just noise – it’s the rhythm that drives engagement, trust and, ultimately, growth.

Get in touch with our Head of Content to learn how we can support your content needs.

Generating high-quality leads is one of the biggest challenges facing emerging and growing B2B tech companies. Despite having innovative products or services, attracting and converting potential customers into leads often proves difficult. One approach that can play a part in helping to overcome this challenge is focusing on your company’s reputation.

A strong reputation, built on a foundation of credibility and trust, naturally attracts leads, making potential customers more likely to engage with your business and resulting in higher conversions and sustained growth. The solution lies in measuring and strengthening your reputation strategically.

In B2B tech, reputation is a critical factor. Potential customers are more inclined to engage with companies they perceive as credible and trustworthy. A strong reputation reassures them that your company can deliver on its promises.

However, reputation isn’t just about being well-known. It’s about being well-regarded in your industry for reliability, innovation and customer satisfaction. Companies that successfully build and maintain a positive reputation tend to see a significant impact on their lead generation efforts. But how do you measure and enhance something as intangible as reputation?

Measuring your reputation

The first step in improving your reputation is understanding where you currently stand. This requires a comprehensive assessment using a variety of metrics and tools. For instance, monitoring media coverage can provide insights into how often and in what context your company is being mentioned. Positive media coverage can boost your reputation, while negative press can damage it, which is why sentiment analysis of these mentions is crucial to understanding their impact.

Customer reviews and social media sentiment also offer valuable clues about your reputation. What are people saying about your brand? Are there recurring themes in the feedback you receive? By paying attention to these channels, you can better understand how your company is perceived by current and potential customers.

Another powerful tool is brand perception studies. These can be particularly useful for understanding both prompted and unprompted awareness of your brand. By surveying a representative sample of your target audience, you can gauge how well-known your brand is and what qualities are associated with it.

Strengthening your reputation

Once you’ve gathered data on your current reputation, the next step is to use these insights to enhance it. This is where a performance-driven PR approach becomes crucial. Rather than relying on generic strategies, you can develop targeted campaigns that directly address the areas where your reputation needs improvement.

For instance, if your media coverage has been lacking, you might focus on securing more positive press through thought leadership articles, product announcements or industry commentary. If customer reviews reveal dissatisfaction with a particular aspect of your service, you can address those concerns and communicate the changes to your audience.

Storytelling is another powerful way to strengthen your reputation. By highlighting your company’s strengths and successes, through carefully crafted compelling narratives, you can shift public perception in a more positive direction. Whether through blog posts, social media updates or press releases, consistently communicating your value proposition will help build a more robust reputation.

As you strengthen your reputation, you’ll likely notice a positive feedback loop forming. A stronger reputation attracts more leads, which in turn provides more opportunities to demonstrate your company’s value and further enhance your reputation.

This loop is particularly important in the B2B tech sector, where decision-makers are often cautious and methodical in their purchasing decisions. They want to be sure that they’re choosing a partner who is competent and trustworthy. By consistently improving your reputation, you’re giving them the confidence they need to take the next step and engage with your business.

For B2B tech companies, generating leads is not just about having a great product or service – it’s about being perceived as a leader in your field. By focusing on measuring and strengthening your reputation, you can create a solid foundation that attracts high-quality leads and drives long-term growth.

Discover our PR and media relations services and the role they play in strengthening business reputation.

Successfully launching a new product into the B2B tech market is no small feat. In what is typically a highly competitive environment, breaking through the noise to capture attention is crucial. One of the most powerful ways to do this is by making effective use of product demonstrations, incorporating creative elements to make them more compelling and memorable.

Product demos offer a unique opportunity to showcase your product’s value in a tangible way. Unlike static descriptions or product images, a demo allows potential customers to see the product in action, making it easier for them to understand its benefits and applications. But to truly resonate, demos must be more than just a feature walk-through; they should be tailored to the specific needs and challenges of your target audience.

Personalisation is key. By understanding the pain points of your prospects, you can craft a demo that directly addresses their concerns and shows how your product can solve their problems. This approach not only makes the demo more relevant but also builds a stronger connection with your audience, increasing the likelihood of conversion.

Incorporating storytelling techniques into your demo can significantly boost its impact. A narrative that aligns with the customer’s journey can turn a straightforward demo into a compelling story. For example, start by outlining a common challenge your audience faces, then demonstrate how your product provides a solution, illustrating the journey from problem to resolution.

Adding creative elements, such as visuals, analogies, or customer testimonials, can make the demo more engaging and memorable. The company’s spokespeople can be filmed, talking about the business benefits of the product and these videos then interwoven with ‘screen grabs’ of the product itself, or film of users working with them. These elements help to break down complex features into digestible snippets, helping ensure the information is more accessible to your audience. Additionally, a well-crafted story can evoke emotions, making the demo not just informative but also inspiring.

Maximising reach

To ensure your demo reaches as wide an audience as possible, consider utilising multiple channels for delivery. Live webinars, video tutorials and in-person presentations each offer unique advantages and can cater to different audience preferences.

► Live webinars: Provide an interactive forum where prospects can ask questions in real-time, creating a dialogue that builds trust

► Video tutorials: Allow prospects to engage with your product in their own time, offering flexibility while still delivering the core message

► In-person presentations: Offer a more personal touch, particularly useful for complex products where hands-on experience can make a difference

A multi-channel approach not only increases visibility but also ensures that your demo is accessible to different segments of your audience, wherever they are in their buyer journey.

Enhancing impact with strategic PR

PR can play a key role in enhancing the effectiveness of your product demos. Performance-driven PR strategies are often tailored to resonate with your target audience with refined narratives, compelling visuals or even interactive Q&A sessions, helping to ensure that demo content engages with the right people.

Gathering feedback from demo participants is also essential for ongoing success. When effectively collected and analysed, insights can be used to refine your product and improve future demonstrations. This iterative approach ensures that your demos are not just a one-time effort but an evolving tool that continually engages and converts.

In the B2B tech sector, a successful product launch requires more than just innovative technology. It demands a strategic approach to capturing attention and building trust. Engaging, personalised product demos, delivered through multiple channels and enhanced by PR, are a powerful way to achieve this. Products are then more likely to make a lasting impact in the market, paving the way for a successful launch and sustained growth.

Talk to us about the role of demos and the difference they can make to your product launch here.

When people think of PR, they’ll undoubtedly mention securing media coverage. So let’s indulge that old PR archetype for one second: securing coverage, being quoted in the press, having a feature written about your brand – that’s media relations, or the process of taking a story about your brand and delivering it to the media outlets which matter most to your organisation.

While that’s certainly one aspect, as you’ll recall, we’ve explored how modern PR is much more – encompassing social media, creative and content.

We asked our Senior Account Director and media relations expert, Alex Kent, what he was looking to achieve with media relations as part of an integrated PR campaign.

“The aim is a campaign that’s greater than the sum of its parts. Each piece of activity should work together to maximise impact and achieve the goal for that campaign in a measurable way,” he says.

So as Alex suggests, even though media coverage is still vital – it’s not just about getting mentioned. It’s about getting mentioned and making sure that coverage works hard across all channels to drive measurable impact.

Multichannel amplification

How can other channels help maximise the impact of our coverage? Multichannel amplification, as we call it, is one of the most effective strategies. This involves repurposing published content across various platforms to boost its visibility and extend its lifespan. For instance, a feature article in a major publication can be shared on social media, included in an email newsletter and highlighted on your website.

As each channel captures a different segment of your audience, repurposing content across them allows you to reach those who might have missed the original published piece, thus ensuring broader and more targeted engagement.

Employee advocacy

Consider this: if each employee in your organisation has an average of 500 LinkedIn followers – a network of professionals and peers they’ve connected with throughout their careers in your sector – imagine the impact if even half of your employees shared that coverage. The reach of that piece would dramatically increase. 

Beyond the expanded reach, employee shares add a layer of authenticity; coverage becomes more relatable and trustworthy, which is particularly valuable in B2B contexts.

The credibility factor

Coverage gained through media relations – earned media – is one of the most credible forms of brand visibility. Unlike advertorials or paid advertisements, which are very much viewed with scepticism, earned media is seen as authentic and unbiased. Being featured in a reputable publication signals trustworthiness and conveys that your brand is to be taken seriously. This distinction is especially crucial for B2B buyers, who heavily rely on peer reviews and credible sources when making purchasing decisions.

Consistency breeds credibility

If your brand is consistently appearing – favourably – in media coverage of reputable publications, over time it’s going to increase your brand’s visibility. If prospects are seeing your brand mentioned time and time again in the publications they respect, you’re also going to start building trust with them. Positioning your brand as a credible leader in your industry will make it easier to convert them into customers.

The importance of strong media relationships

Every successful media campaign needs a compelling narrative – because let’s face it, in a world drowning in content, it’s the stories that make us ‘feel’ which are memorable and impactful. But without knowing the right people to tell it to, it’s difficult to get a story out of the gate. Therefore if you want to land coverage in the right outlets where a story is going to resonate with your target audience, strong media relationships are a must. 

At Whiteoaks, our 30-year heritage means we’ve built a roster of media relationships based on trust, compelling, verified stories and human connections. It means we have choice and scope to target the publications and outlets which align with your audience and business goals. 

These relationships are built on a keen understanding of the individual preferences and focus areas of journalists and editors. As a result, our pitches are more likely to be prioritised, leading to consistent and favourable coverage – an essential component for maintaining your brand’s visibility and credibility.

Measuring media relations

Every piece of media coverage should be strategically designed to support broader business objectives, such as lead generation, brand awareness or thought leadership. It should never be viewed in isolation but as an integral part of your overall PR and marketing strategy.

In previous blog posts, we’ve discussed how KPIs can gauge the success of PR efforts, and the same principles apply to measuring coverage. When coverage is effectively amplified using the methods mentioned above, its impact becomes quantifiable. Engagement rates on shared articles, website traffic driven by media placements and conversions linked to media mentions can all be attributed to your efforts. This is central to our Performance PR approach, ensuring that every piece of coverage contributes meaningfully to your business goals.

Integrating media relations into broader PR strategies

Media relations is just one piece of the integrated jigsaw that is Performance PR – it is no longer a standalone entity; a clipping in a newspaper; a link to an article. It should be seen as the catalyst to seek new opportunities to achieve expanded reach, visibility and new audiences through integration with its sisterly disciplines of content, social media and creative. By doing so, you can ensure that your efforts not only generate coverage but also drive measurable business outcomes.

If your media coverage isn’t driving your business objectives or loses momentum after the initial buzz, it might be time to reconsider whether you’re maximising its potential. Why not drop us a message? Let’s explore how we can help make your media coverage work harder for your business.

 

Marketing emails, online adverts, cold calling. As consumers we can often feel bombarded by direct marketing and sales techniques. In the world of B2B tech, traditional strategies that push products and services might seem enough to establish a brand and drive sales, but they sometimes fall short of establishing a meaningful connection with the target audience. Why? Because prospects can feel alienated by tactics that only aim to create conversions.

This is where thought leadership comes into play; a strategy that enhances direct promotion by building credibility and fostering trust to drive long-term business growth.

The power of thought leadership

Thought leadership offers a tangible alternative to the traditional, product-focused marketing approach. In essence, it’s about positioning a brand as an expert organisation in a chosen field by sharing valuable insights, predictions and commentary on industry trends and technological advancements.

When a company is seen as a thought leader, it gains credibility and trust. This trust can significantly influence the perception of a company, making prospects more likely to consider its products or services when they are ready to make a purchase. In fact, as many as 73% of B2B decision-makers think that thought leadership content is more trustworthy for evaluating a company’s capabilities than marketing materials.

Where a B2B tech brand consistently produces high-quality thought leadership content, expertise is demonstrated to readers. Prospects gain added value via educational content, helping them to make informed decisions.

Integrating thought-led content into performance-led campaigns

Thought leadership content can take many forms. Articles and blogs can focus on relevant topics, issues or challenges and offer insights or predictions from individual thought leaders. Research reports and whitepapers can delve deeper into complex topics, using stats to back up the narrative. Key spokespeople can even participate in podcasts or webinars to share their thoughts on a key topic or talking point, all without any pushy sales tactics.

To maximise thought leadership efforts, brands should consider adopting an performance-driven PR approach. This involves strategically promoting thought leadership content across various channels to ensure it reaches the right audience.

Whiteoaks has experts in media relations, design, social media and content creation who come together to deliver

Sharing thought leadership content on social media platforms also allows brands to directly engage with audiences without the big sales push. Content syndication on platforms like LinkedIn or X can increase visibility and drive more traffic to a brand’s website, enabling the conversation to reach as many potential prospects as possible.

A performance-driven approach also means continuously measuring the impact of thought leadership efforts. By analysing metrics such as engagement, click through rate and conversion rates, it’s possible to identify what’s working and what needs improvement to drive results.

A balanced approach for sustainable growth

By integrating thought leadership content into an overall marketing strategy, brands can not only enhance their direct promotion efforts, but also build a foundation of credibility and trust that drives long-term growth.

As B2B decision-makers increasingly turn to thought leadership content to evaluate companies, those who invest in this strategy will be better positioned to win both their trust and business.

Learn more about integrated B2B tech PR campaigns here.

The sales funnel is all about those important steps that a potential buyer goes through to become a customer. It’s vital to know where a prospect is in this process so the next best move can be decided. With the main goal of turning prospects into customers, B2B tech businesses first need to tackle the ‘awareness’ and ‘consideration’ stages of the funnel to get their brand front of mind. What they might not realise is the importance of PR in those opening two phases.

Raising awareness among the target audience

The ‘awareness’ stage of the sales funnel often involves introducing a brand to potential customers. The goal is to reach as many relevant prospects as possible, making them aware of the brand’s existence and value proposition. So how does PR add value to this stage?

A performance-driven integrated PR campaign can actually lay the foundations for increased awareness. One way is through media coverage. By securing placements in relevant industry publications, blogs and news outlets, the brand gains visibility among its target audience. Press releases announcing new products or company milestones can position the business as a key player in the industry.

Alongside traditional media, social media can create a buzz around the brand. Creative campaigns on channels including LinkedIn, X and Facebook can engage, entertain and inform followers and prospects. It’s another opportunity to draw in potential customers who may have previously been unaware of the company. A mix of informative content on owned channels, such as on the brand’s website, and earnt mentions on other platforms can widen its reach.

But not everything has gone digital. It’s also really important to get out there and attend events. Trade shows, conferences and industry functions provide opportunities for direct interaction with potential customers. Expertise can be shared, products can be promoted and leads can be added to the funnel for nurturing later on.

PR in the ‘consideration’ stage

Once a prospect becomes aware of the brand, they move into the ‘consideration’ stage, where they actively evaluate whether the product or service meets their needs. Performance PR continues to play a critical role here, helping to build trust and demonstrate value with measurable results.

Establishing the brand as a thought leader in the industry is crucial during this stage. Through expert articles, whitepapers and speaking engagements, integrated PR campaigns can position the brand as an authority in its field. This approach helps prospects see an organisation as not just a provider of products, but as a trusted advisor with deep industry knowledge.

Email campaigns are crucial in staying in touch with prospects during the ‘consideration’ stage. PR-driven content can play a role here. Insightful articles, interviews or news coverage can be incorporated into emails or newsletters directly engage with and nurture leads.

Customer testimonials and case studies can also be promoted through various channels. Highlighting success stories in which a product has solved real-world problems for other businesses can be incredibly persuasive. It builds credibility and reassures prospects that your brand is a reliable choice, increasing the chances of a conversion.

PR as a growth driver

Performance PR doesn’t just create buzz, it guides prospects through the early stages of the sales funnel, setting the stage for conversions. By boosting brand awareness and fostering trust during the consideration stage, PR efforts make the work of sales and marketing teams much easier. Prospects who are aware of and trust a given brand are more likely to engage with sales materials, respond to marketing campaigns, and ultimately, make a purchase.

The impact of PR on the sales funnel is clear: it first drives prospects into the funnel, and then ensures they move smoothly towards making a decision. It’s an essential tool to support business growth.

Want to find out more about Performance PR’s impact on the sales funnel? Talk to one of our experts today.

Increasing brand awareness is a non-negotiable for growing businesses. Without strong brand visibility, potential customers may overlook your products or services, opting for competitors who have built a stronger and more established reputation. Growth plans are hindered as a lack of awareness translates to fewer leads, fewer instances of customer engagement and ultimately lower sales. One way to enhance brand awareness and recognition is via entering, and ideally winning, industry awards. But why are industry awards so effective in building a powerful brand, and how can B2B tech organisations submit a winning entry?

Celebrating excellence in the industry

Industry awards serve to celebrate excellence within a specific industry. They’re not just certificates or trophies that sit on office shelves, but external validation of the effort, hard work and dedication applied by specific individuals or teams to projects. This endorsement builds trust with potential customers and partners, reassuring them of the organisation’s quality and reliability. Awards can often come with media coverage, increasing your brand’s reach. This exposure helps differentiate the organisation from competitors and puts your brand in front of a broader audience.

Awards also play into team recognition and morale. They recognise the hard work and dedication of your team, boosting job satisfaction and increasing the chances of employee retention. This recognition can also attract top talent to your company. Award wins can be showcased on your website and social media channels, as well as in job descriptions and wider marketing strategies to appeal to jobseekers who are looking to join a celebrated organisation.

Benefits can also come from attending the in-person ceremonies often attached with being shortlisted for awards. These events provide a chance for attendees to network with other stakeholders in the industry and increase brand awareness.

A PR agency to assist in the process

While there are many advantages to winning or being shortlisted for awards, casting a wide net and applying for every award available is not the right approach to take. Researching industry awards that align with your business goals and values takes time. You must consider what your company most excels at, for example. Also, which category is most applicable? If your main product is software-as-a-service, there will often be specific categories offered by award providers that focus purely on this type of solution. It’s then easier to back up an entry with relevant data and testimonials that give your business the best chance of both being shortlisted and winning the award.

As a performance-driven PR agency we help our clients build brand awareness and credibility by identifying them towards the most appropriate awards and categories to enter. Award entries often have strict word counts, so every sentence needs to be impactful. Our team of specialist content writers have vast experience of devising award-winning entries. These experts can incorporate the most relevant information into the most concise, yet compelling answers to questions.

With award entries often coming with a range of criteria, our experts’ attention to detail ensures every award entry fits the brief and conveys exactly why your business is worthy of the recognition.

Building a recognisable brand

In the competitive world of B2B tech, building a recognisable brand is essential for growth and success. Industry awards offer a powerful solution to this challenge by providing a platform to celebrate and validate your company’s excellence.

When done right, award entries are a strategic investment that can drive significant benefits for your business and brand. Partnering with a performance-driven PR agency can be invaluable in this process, helping to identify the most relevant awards and categories, and crafting compelling entries with meticulous attention to the entry requirements.

The results? Not only does winning the award give you another accolade to add to your trophy cabinet, but it can also increase brand reach in the media, help you stand out from the competition and even boost team morale.

Want to find out about how we can help you achieve industry recognition? Chat to one of our experts today.