Public relations (PR) is vital in supporting demand generation for B2B technology companies. Demand generation refers to the marketing strategies and tactics used to drive demand for a company's products or services.
In the B2B technology sector, this often involves targeting appropriate business decision-makers with messaging highlighting a product's benefits and value to their companies.
After completing the intensive messaging development process, a company conveys the messaging to its target audiences directly through its website and the marketing content it produces, and through intermediaries such as the media and independent subject matter experts (SMEs). Securing positive media coverage and attention from SMEs whose opinions potential customers trust is invaluable to a company’s effort to demonstrate the value of its offerings and establishing its senior executives as thought leaders in their industry.
Another way that PR can support demand generation is by driving traffic and leads to a company's website and other digital channels via targeted media outreach, social media engagement, and content marketing efforts. Creating and sharing relevant and informative content enables a B2B technology company to attract and engage potential customers and nurture them through the sales funnel.
Here are three examples of B2B technology companies that excel at both PR and demand generation:
- HubSpot: a leading provider of inbound marketing and sales software for small and medium-sized businesses. The company has a strong PR program that consistently secures positive media coverage in industry publications and mainstream media outlets. HubSpot also has a robust content marketing strategy, with a blog, ebooks, webinars, and other resources that attract and educate potential customers.
- Salesforce: a cloud-based customer relationship management (CRM) platform that helps businesses of all sizes manage and grow their customer relationships. The company secures regular media coverage and also has a comprehensive content marketing strategy that produces a variety of resources and tools designed to engage potential customers.
- Adobe: a leading software company that offers a range of products and services for creative professionals, including Photoshop, Illustrator, and InDesign. I’ve been particularly impressed with how the company has used its PR program over the last several years to support its pivot away from its brand reputation as a developer of products that had to be installed on users’ desktops to a company that now offers a full suite of cloud-based products.
In addition to driving traffic to their websites, HubSpot, Salesforce, and Adobe all use targeted advertising, email marketing, and social media to nurture leads and drive demand.
In summary, PR can play a key role in supporting demand generation for B2B technology companies by building credibility and reputation, driving traffic and leads, and helping to establish a company as a thought leader in its industry. Companies like HubSpot, Salesforce, and Adobe are all examples of B2B technology companies that have effectively used PR and other demand-generation tactics to grow their businesses.