Written by
Tim Donovan
Published on
January 12, 2023
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:
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.