Following our recent look at when to invest in Performance PR, the second article in our “Your Questions Answered” series sees Senior Content Creator, Alex Eve, respond to a question raised during Whiteoaks’ webinar on Global PR Growth Strategies for B2B Tech Brands: how do you create maximum visibility with minimal budget?
He covers:
- Why tight budgets mean it’s even more important to make every asset work harder across owned and social channels
- The importance of clear, insight-led messaging that reflects customer realities
- How spokesperson-led activity builds reach and trust, measured through PR metrics that link visibility to results
IPA Bellwether’s 2025 report showed that marketing budgets fell for the first time in four years, driven by declines in media strategy spending, market research and other paid-for marketing. However, credibility and visibility online are now more important than ever for B2B tech brands to catch the attention of potential buyers.
Marketing and PR budgets remain instrumental in improving that visibility by building authority, driving traffic and earning trust with audiences. The answer is a strategic approach that makes the most of the resources available and maximises their potential.
Repurposing content across owned and earned channels
The first way of earning visibility on a tighter budget is to focus on efficiency. For example, a research report commissioned by your business should always be viewed as a source, not a single output or one-off PR exercise.
That one report can form the basis of a powerful and engagement-driving social media campaign with multiple posts and supporting visuals such as carousels, infographics and short animations. It can also provide snippets for a monthly newsletter or email campaign. Longer sections of the report can be adapted into separate thought leadership articles and website blogs.
Research insights can also be weaved into event concepts and messaging, providing you with a powerful differentiator against a sea of other attendees. The data from surveys can be used to fuel panel discussions or speaker slots, letting you engage directly with your audience while reinforcing your thought leadership position.
By repurposing a core piece of content, you can reinforce key points across numerous touchpoints and keep messaging front of mind for end audiences, helping your brand stay visible where it matters.
Messaging that makes an immediate impact
Every piece of content should be driven by a strong, consistent narrative with clear key messages. Rather than focusing on generic product features, insight-led points of view should be rooted in customer and market realities – how those features address the challenges they come across in their day-to-day working lives.
A strong, consistent narrative will outperform generic messaging that doesn’t cut through to the pain points that your customers are actually experiencing. Media-worthy content should also be targeted at a carefully curated press list, so it reaches the biggest, most relevant pool of readers when published.
Amplifying individual voices
Once coverage lands, don’t just leave it there. Always promote on your social media channels.
Never underestimate the influence of company spokespeople and their personal LinkedIn profiles.
A message may be more impactful if delivered by a thought leader, rather than the B2B tech brand itself. Senior leaders and subject matter experts can help the message travel further, with more credibility behind it.
Let’s take the example of LinkedIn as the most popular social channel amongst B2B buyers. Posting from personal profiles helps catch the attention of potential customers quicker, journalists can connect directly with experts rather than a corporate brand and the algorithm often favours the insights of individuals over companies.
If budgets are restricted, resources may be best directed to delivering consistent, high-quality content from a spokesperson with influence, while engaging with relevant conversations online. But of course, those efforts need to be measurable to justify the cost and present proof of ROI back to senior decision-makers.
Measurement with modern Performance PR
The impact of a spokesperson-led campaign can be measured via a mix of quantitative and qualitative metrics. For example, LinkedIn KPIs such as impressions, reactions, comments and profile views are all tangible proof of increased exposure, reach and a wise bit of investment.
In addition, media coverage and reach, speaking invitations and inbound leads derived from thought leadership insights can help translate visibility into credibility, increased influence and commercial results.
Commerciality is a key underpinning of the Performance PR approach, where a specialist B2B tech PR agency runs campaigns with measurable KPIs against agreed targets.
Less about spend and more about focus
Maximum exposure on a limited budget is less about spend and more about focus.
By creating strong, insight-led content, repurposing it intelligently across multiple channels and amplifying the voices of credible spokespeople, B2B tech brands can stay visible and relevant even when budgets are under pressure.
With clear Performance PR metrics in place, every activity can be evaluated, refined and used to build the case for future investment.
Discover how to gain maximum visibility on a budget with a Performance PR-led approach. View our webinar for more insights or talk with our team.Â
