In this blog, Richard Peters, Senior Content Creator at Whiteoaks, explores:,
- How B2B tech firms can take a braver, more strategic approach to communications, even in a cautious economic climate
- How generic content is eroding trust and engagement
- How thought leadership delivered as part of a Performance PR approach can build visibility and credibility for the brand
Many B2B technology businesses today are feeling the pressure of an economy that is both tight and in flux. In the UK, 44% of CFOs rate external uncertainty as high or very high, and the outlook for capital expenditure, discretionary spending and hiring remains subdued.
This economic backdrop is reshaping how decisions are made. With borrowing costs still elevated, organisations are taking longer to commit and every line of spend is under sharper scrutiny. Securing buy-in from senior stakeholders has become more challenging, as proposals must now demonstrate a clear link to visibility, efficiency or commercial impact.
At the same time, competitive intensity is rising. More vendors are targeting the same audiences, and digital channels are increasingly saturated. Exacerbating the challenge, buyers are increasingly time-poor and expectation-rich. They’re looking for content that speaks directly to their challenges, offers genuine insight and helps them make informed decisions.
The cost of playing it safe
When messaging defaults to vague value propositions or recycled industry jargon, it fails to engage and often also ends up actively eroding trust. That’s a growing problem, with 51% of B2B buyers saying content was too generic and irrelevant in 2024, up from 38% in 2023. This signals a growing disconnect between what businesses are putting out and what their audiences actually need.
To address this problem effectively and ensure they ‘stand out’, firms require not just a differentiated offer but a smarter, more strategic approach to engagement. Organisations are beginning to realise that to raise their brand visibility, they will need to be braver in their communications: more targeted, more nuanced and more reflective of the real-world challenges their audiences face.
How firms can be bold and deliver content that cuts through
To achieve the cut through they are looking for, B2B tech firms should lead with expertise and focus on developing thought leadership that earns attention in busy channels and builds authority and trust with buyers and influencers alike.
That means being willing to reflect the nuance of their audience’s world: addressing real issues and offering meaningful perspectives, even if they challenge conventional thinking.
Against this backdrop, bold thought leadership can provide just that. As part of a performance-led approach, bold thought leadership, supported by strong media relations and consistent, engaging, social builds credibility, sustains depth and allows for measurement against clear KPIs.
As evidence of the impact of bold thought leadership builds through transparent reporting, stakeholder confidence grows and braver positioning becomes easier to back. This approach helps build brand awareness and supports pipeline, helps attract channel and alliance partners and strengthens long-term value.
Being bold doesn’t mean being loud, it means being clear, credible and relevant. For B2B tech firms, that often involves stepping away from generic messaging and leaning into expertise that genuinely helps buyers navigate complexity.
A Performance PR approach can support this shift by tying bold ideas to measurable outcomes, helping build trust and visibility over time.
By reporting transparently and aligning with real audience needs, businesses can gradually build the confidence to communicate with more clarity and conviction, even when budgets are tight.
It helps you win mindshare today and deals tomorrow. Clear, evidence-led stories make it easier for buyers to choose you and for partners to justify joint activity.
Ready to let your expertise do the talking? Speak to the Whiteoaks team today.
