It feels like we blinked and suddenly we’re staring down the end of 2024. With the festive season in sight, it’s the perfect time to not only anticipate the wave of mince pies coming our way, but to also look ahead at what 2025 might bring to the world of B2B tech PR.
Our team of experts – who’ve been in the thick of it all year – have been taking stock of the latest shifts and trends. They’ve put their industry insights to work, making some thoughtful predictions about what the next year has in store for our sector.
Here’s what they had to say…
1. The walls between sales and PR will crumble
Sophie King, Associate Director
Brace yourselves! Next year, B2B PR and sales will finally work hand-in-hand to focus on what truly matters to businesses: driving growth. PR will play a more integral role across the sales journey, with earned media, thought leadership and reputation management becoming vital in nurturing leads and moving prospects through the funnel. The lines between PR and sales will continue to blur as PR is embedded into every sales touchpoint, creating a seamless experience that aligns with business objectives.
As PR gains momentum, sales teams will look to harness this interest immediately, adapting their approach to turn insights into action. More sales-aligned metrics and shared goals will help teams stay focused on achieving measurable impact together.
For other PR agencies, the realisation is coming that aligning campaigns with sales is now essential to demonstrate true business value. At Whiteoaks, we’ve been leading this approach for three decades, making sure every campaign contributes to real business growth.
2. Zero-click content is King. Are links really dead?Â
Natalia Kaczmarek, Digital Content Manager
Nearly every social media platform’s algorithm is now prioritising native content and, sometimes, exclusively. So to hold their audience’s attention, B2B tech brands are going to need to go all-in on zero-click content.
But let’s be clear: zero-click isn’t the death of links; it’s the art of knowing when not to use them. If you’re a brand making content which is rich, useful and fully engaging right in the feed, you’re able to give your audience goods upfront.
Brands that do this will be rewarded by the algorithm – giving greater reach and visibility to content that doesn’t try to whisk users away. If your posts still rely on a punchy headline that links out, you’re playing last year’s game.
In B2B circles zero-click content can be used for building authority and trust, all within the social feed. High-value insights shared directly in-feed will help to position brands as thought leaders with real, instant access to their expertise. And it gives them a licence to get creative: carousels which break down complex ideas, punchy success stories, or straight-up practical tips from industry insiders – all delivered with zero hoops to jump through.
3. If PR can’t show its value, it’ll get the axe
Hannah Buckley, Head of Content and Service Development
If 2024 taught us anything, it’s that B2B tech won’t be catching a break on budget pressures in 2025. The financial squeeze is here to stay, and companies are going to keep demanding that their agency be accountable for every pound spent.
Leaders want proof – real proof – that PR efforts are moving the needle. They’re looking beyond the media hits to metrics like lead generation, website traffic and the sales team’s success. Data is going to be a lifeline for PR professionals to prove that every campaign is pushing the company’s agenda – whether that’s getting leads, breaking into new markets or directly supporting sales. PR teams that can’t measure up won’t last, so the time to show accountable results starts now.
4. If your content is not moving forward, it’s moving backwards
Mark Wilson, Creative Director
If B2B tech brands want to stand out, they’re going to need to give their audiences content that they can immerse themselves in and which provides genuine value. The age of static content is fading fast.
Next year, expect things like eBooks, whitepapers and case studies to be packed with videos, animations and interactive elements. Imagine an eBook where you don’t just read about a concept – you see it come to life. By adding multimedia and interactivity, B2B brands can make their stories much more memorable. A case study, for instance, could include a quick customer video or an interactive timeline. When it comes to thought leadership, interactive charts, quizzes or sleek motion graphics will impress audiences with facts and build connections with them, giving them a sense of your brand’s expertise.
When content is truly engaging – people are more likely to act, meaning dynamic content has the power to be a lead-gen goldmine.
What’s your take on our team’s predictions – are you on the same page? If you’re a B2B tech brand reading this, how do these insights align with your own view of PR and your goals for 2025? If any of these ideas resonate with where you’re headed, let’s chat about how we can help bring them to life for your business.
