2 comments on “Tech PR & Marketing professionals – a breed apart”

Tech PR & Marketing professionals – a breed apart

Not all PR & Marketing professionals are the same. In the tech sector these people have unique skills that make them stand out from the crowd. For instance:

  • The ability to translate complex tech functionality into customer centric solutions
  • An understanding of tech buyers decision making influences & processes
  • Using segmentation tactics to define and reach target audiences

To find out more about their goals, challenges and views on the effectiveness of their PR & Marketing activities, we recently conducted an in-depth survey.  Criteria for participants was that they held a senior or director level PR or Marketing position within a STEM (Science, Technology, Engineering, Mathematics) business in the UK.

Here are the highlights of the results:

79% stated that the primary goal of PR & Marketing is to generate leads

It wasn’t surprising that lead generation was rated as the number one goal, however the margin between this and the next highest rated goal (14% said grow awareness about the brand within their target market) is significant.

Many STEM companies are start-ups or come from emerging technologies where high levels of R & D require swift returns on investment. It would seem that the pressure is on PR and Marketing to quickly generate sales ready leads to enable the company to achieve revenues to repay investors and give the business the means from which to grow.

41% rated “Proving a return on investment from PR & Marketing” as the most desired outcome

Tangible evidence of reach, growth, engagement and conversions are the C-suite currencies that tech PR & Marketing teams have to deliver. With Brexit and an uncertain global economy its seems that our survey participants are under no illusions that their job could be at risk if the department does not prove its worth to the board. What’s required is having relevant KPI’s in place and accurate tools to report on activities.

70% said that their biggest challenge is integrating multiple projects

When you consider the variety of projects such as: PR, awards, events, webinars, inbound & outbound campaigns, internal marketing, product launches, SEO, blogging to name but a few, and that each activity involves different people and different technology, it’s no surprise that integration was the biggest challenge.

Marketing automation tools such as Marketo and Hubspot offer some degree of integration, but bringing together people, processes and technology requires PR & Marketing professionals to find ways to improve project management and encourage collaboration.

68% believe that digital PR & marketing tools aren’t being used effectively in their business

Despite being in the tech sector and despite many of the participants having a strong digital presence, they still felt that their business did not utilise digital tools. In the comments section of this question participants said that measuring reach was an issue as was ensuring that publications were shared on social media platforms by staff.

Check out the infographic for more results..

We’ve visualised these and other results in our infographic below.

What are your views on the effectiveness of PR & Marketing in your business? Do you have similar challenges? Feel free to share this post or comment below.


0 comments on “Getting inside the Mind of the B2B Buyer”

Getting inside the Mind of the B2B Buyer


Fresh from a webinar yesterday run by B2B Marketing in partnership with Base One which revealed some findings based on the results of a survey of 500+ European business buyers who had signed off at least 20K of contracts with suppliers in the past 12 months.

A report is available aptly called the Buyersphere which publishes the full findings…

Here’s a snapshot … with some interpretations from us and some food for thought.

– Beyond the more likely ROI triggers for B2B buying, there is a lot of aspirational buying going, i.e emotion playing a key role in decision making. As PR people, we say don’t neglect the aspirational aspect when you communicate with your B2B customers. Your reputation and status count a lot and influence how customers perceive you/ your brand so you must work at these. If customers have heard of you before and like you, they are more likely to purchase from you.

– The clear belief in investment beyond the short term … we would add that short term sales blitzes are bad for businesses health and for staff morale.

– The printed word is key in supporting business decisions. Think compelling case studies which show business benefits and features and technical specs which are a pleasure for your prospects to download and peruse… think quality content across all of your marketing materials and website.

– B2C and B2B Social Media are two different beasts moving at different speeds… 🙂

– The value of drip drip news and content through regular communication with your customers .. leading to your customer getting to know you and wanting to form long term mutually valuable relationships with you. Who wants to be courted for a week and then forgotten about.

Speak soon, Olivia and the Team

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