PR's role in accelerating B2B tech sales

PR accelerates B2B tech sales through trust-building and buyer education

News By Lorraine Emmett published 25 September 2024

The journey from initial interest to final purchase is seldom linear in the world of B2B technology. As tech companies wrestle with this challenge, many recognize the pivotal role that education and trust play in engaging and persuading buyers that their brand is the preferred option. Public relations (PR), the proactive management of what you say and do through the delivery of communications, content and thought leadership campaigns, can hold the attention of your target audience long before the sales enablement software is aware of any opportunity.

Savvy tech firms understand that in today's market, traditional sales pitches are not working as hard as they once did. They are leveraging PR strategies and thought leadership initiatives to establish credibility and trust. By sharing valuable insights and demonstrating industry expertise, these companies prime their audience long before formal sales discussions begin. This approach isn't just about generating buzz; it's about creating a foundation of knowledge and respect that smooths the path to purchase. In essence, strong PR and thought leadership are becoming indispensable tools in the B2B tech sales arsenal, capable of shortening sales pipelines and improving conversion rates in ways that traditional methods alone cannot match.

Lorraine Emmett

Managing Director at EC-PR.

Understanding the B2B tech buying landscape is essential for effective sales strategies

The purchase of sophisticated tech software and services is far from spontaneous. It involves a complex process with multiple stakeholders, each bringing their own biases and perspectives to defining problems, developing criteria and gathering information about potential solutions. Gartner research reveals a startling statistic: when considering a purchase, B2B buyers spend only 17% of their time meeting with potential suppliers. This limited window of direct interaction underscores the critical importance of effective communication and positioning outside of these meetings. Adding to this complexity is the growing aversion among buyers to engage with salespeople early in the process.

Public relations and thought leadership play a critical role in influencing buyers

In this challenging environment, PR and thought leadership emerge as valuable tools for tech companies looking to influence and accelerate the buying process. But what exactly do we mean by these terms? Public Relations (PR) is the practice of managing everything a company says, does and develops to further its business interests by creating consistent, compelling and credible relationships with its target audience. Thought leadership, on the other hand, is the demonstration of specific subject matter expertise, knowledge and insight through stories and articles designed to build trust. When executed effectively, PR and thought leadership can establish trust and credibility, increase visibility and awareness and build long lasting relationships. All these factors help support and accelerate the sales process.

Understanding buyer intent in B2B tech is crucial for targeting the right audience

To accelerate the B2B buying process, particularly for software, tech companies must first understand the various types of buyer intent. Identifying what your ideal buyers need can be approached in several ways. First, ask your internal experts who interact with customers most regularly, to describe the concerns of those customers who represent your Ideal Customer Profile (ICP). Conduct desk research by utilizing online communities, trade media, analyst reports, podcasts and LinkedIn to identify common and unusual pain points. Consider business networking with industry professionals who can provide further insights. If budget permits, invest in quantitative and qualitative research to refine your understanding of how you can address customer problems.

Move beyond common complaints like lack of time and money by developing a sophisticated understanding of underlying problems to stand out and be memorable. By following these steps, tech companies can effectively tailor their communication strategies to match the specific needs and concerns of their prospects, ultimately speeding up the entire purchasing process.

Effectively utilizing your communication strategy can enhance your business outcomes

By reducing misunderstandings, facilitating quick responses, and fostering strong relationships, a good communication strategy will lead to faster, more efficient transactions. A comprehensive communication strategy comprises six essential elements: a concise value proposition highlighting your unique point of difference; an Ideal Customer Profile (ICP) identifying your most profitable and satisfying target buyer; detailed target personas encompassing psychographics and demographics; a positioning statement describing your product's solution to specific needs; persuasive messaging aligned with the AIDA funnel and validation from trusted advisors.

Are you a pro? Subscribe to our newsletter

Sign up to the TechRadar Pro newsletter to get all the top news, opinion, features and guidance your business needs to succeed!

Contact me with news and offers from other Future brandsReceive email from us on behalf of our trusted partners or sponsors