Navigating the world of marketing and PR presents a unique set of challenges for CEOs and founders of B2B technology businesses. Not only do they have to shoulder the responsibility of steering their companies through rapid growth phases but also the increasingly crucial task of enhancing their visibility within the industry. This dual mandate stems from pressures exerted by investors and the board, who recognise the vital role brand visibility plays in attracting investment, building long-lasting partnerships and driving market influence.
CEOs and founders of scale-ups in particular frequently find themselves wearing multiple hats, with PR and marketing among them, but often taking a back seat to more immediate operational demands. This is exacerbated by the fact that their professional backgrounds rarely lean towards marketing communications. And that’s perfectly fine. After all, not everyone wants an academic degree in PR.
However, every business owner in a competitive B2B tech landscape should understand the critical role of PR as it directly contributes to business growth by supporting lead generation, attracting investors and opening doors to new partnerships and collaborations. Positive media exposure, thought leadership articles and endorsements from reputable sources help to establish credibility and trust among target audience, industry peers and stakeholders.
Don’t let skills gaps put investors off
The repercussions of the PR and marketing skills gap are far-reaching, particularly when it comes to attracting investors and establishing industry visibility. A study conducted by ScaleUp Capital found that a substantial 63% of companies fail to secure funding due to perceived deficiencies in their sales and marketing capabilities. Investors rigorously assess a company’s market visibility, brand reputation and strategic messaging when evaluating funding opportunities. Without a robust PR strategy in place, CEOs and founders may struggle to effectively convey their company’s value proposition, potentially missing out on critical investment opportunities.
Recognising these challenges, many CEOs and founders initially attempt to manage PR internally. However, they soon realise the resource-intensive nature of effective PR campaigns and the specialised skill set required to achieve meaningful results. This is where partnering with a specialised, performance-driven PR agency can make a significant difference and unlock new opportunities to propel growth.
Improving brand visibility with a Performance PR agency
An experienced PR agency like Whiteoaks brings a wealth of industry-specific knowledge, established media relationships and a track record of delivering measurable outcomes. By outsourcing PR activities to experts who understand the intricacies of the B2B tech industry and market dynamics, CEOs and founders can optimise their time and resources. This strategic partnership not only enhances the company’s visibility and credibility but also allows its leadership to focus on core business functions critical to driving growth and innovation.
But how does a Performance PR agency help to improve brand visibility?
- Strategic messaging and positioning: A Performance PR agency works closely with CEOs and founders to craft and refine its key messages and brand narrative. By identifying a single-minded proposition, industry trends and competitive advantages, the agency ensures that the company’s messaging resonates effectively with its target audience and reinforces its brand positioning.
- Content creation and distribution: Using a single-minded proposition as a guiding principle, expert copywriters develop engaging content such as press releases, thought leadership articles, case studies and blog posts that highlight the business’ innovations and position key executives and subject matter experts as thought leaders within the industry. The agency will strategically distribute this content, which includes core brand messages, across various media channels and platforms to maximise engagement and enhance the company’s credibility and authority.
- Media relations expertise: A Performance PR agency leverages its established relationships with journalists, editors and media outlets to secure high-impact media placements. By pitching compelling stories, expert commentary and company news to relevant publications, the agency ensures that the tech business gains visibility among its target audience and industry influencers.
- Social media and digital PR: In the digital age, online visibility is crucial. Consistent messaging in organic and paid online content makes it easier for the target audience to recognise and remember the brand. A Performance PR agency utilises digital PR tactics such as SEO content, social media engagement, online reviews management and influencer partnerships to boost the business’ online presence and manage its reputation effectively.
- Measurement and analytics: A Performance PR agency employs robust measurement and analytics tools to track the impact of PR efforts, including the volume of media coverage and message penetration. Metrics such as media impressions, website traffic, social media engagement and sentiment analysis provide valuable insights into the effectiveness of PR campaigns. At Whiteoaks, we use KPIs to measure campaign performance against a business goal. Our ‘fixed fees for fixed outcomes’ model is designed to deliver tangible outcomes and positive return on investment.
Ultimately, the decision to partner with a Performance PR agency isn’t just about filling a skills gap. It’s about unlocking new opportunities, shaping industry perceptions and achieving enduring success in a competitive market.
At Whiteoaks, our performance-driven approach will help to elevate your company’s visibility, inspire confidence among the board and investors and pave the way for future business growth and innovation.
Get in touch with us today to discuss your next campaign.
