Why an Enterprise PR Agency Matters for Reaching Business Goals

In the competitive landscape of B2B tech, a strategic PR partner can be a game-changer. The right PR firm can offer a fresh perspective on your current brand, validate market positioning, craft compelling messaging, engage with key market influencers, navigate crises with expertise, and more. All B2B tech companies need to work with an enterprise tech PR firm that matches the brand’s needs and brings a level of expertise that will help them rise above the competition.

When considering the potential engagement with a technology PR firm, it’s all about their approach to PR. In enterprise technology especially, it’s a more nuanced approach that focuses on crafting truly differentiated messaging, building the right industry relationships, establishing expertise, and earning trust. By integrating PR into an overall marketing strategy, organizations can unlock a powerful tool for achieving its business goals.

So, what do B2B tech public relations agencies bring to the table for you today? Let’s explore.

1. Outside perspective. No matter what is happening in the macro economy, you need a voice that sits at the table and represents what is happening outside of your organization. Having a team to help meet the market needs today, while satisfying internal objectives is key. One of the points we talk about with our clients is truly understanding where the media and content in the market is in relation to their specific messaging. Sometimes they are too far ahead; sometimes, it’s a market catch up message and even just something that isn’t being discussed across the wider landscape.
2. Extended reach. It goes without saying that when you partner with an outside agency, you get more arms and legs to activate your program. But you also get the ability to tap into your team members’ network and past experiences to help gain ground. While we’ll never say that our relationships will guarantee coverage, what we do say is that we know the right people, events, and content hubs that are talking about our clients’ markets. Our deep expertise in cybersecurity, AI, cloud, martech, infrastructure, and the many verticals out there helps our clients get that extended reach and faster results.
3. Sales support. While the purpose of PR is not to secure new sales and leads, it provides market validation before and during sales team engagements. We constantly counsel our clients on leveraging our successes and what their larger team can do with them. If you’re not getting that and moving on to the next action item, I can only think, “If a tree falls in the forest, does anyone hear it?”
4. Broad support. PR is NOT press releases. It is NOT event support. Sorry, but many people don’t know the full breadth of the PR function. PR teams provide strategic counsel, message and narrative development, media training, media engagement, news support, speaking opportunities, content creation, social media support, and crisis communications planning and activation. Your PR team should be able to support these (and other) areas that your program will need.
5. Economic advantages. As we have seen recently, many layoffs are happening across the tech sector. Some of it is right-sizing, and some are performance-based, but even with that, executive teams still expect marketing departments to continue pushing forward. Even with the budget cuts, a PR partner can bring in a team of 3, 4, 5, or 6 additional minds at a fraction of the cost of FTEs. Don’t get us wrong, internal people are a huge help, but a proven agency team can continue pushing the program forward with less direction and help marketing departments demonstrate that progress.

Why Engage with an Enterprise Tech PR Agency?

Companies looking to grow their business should understand the real value in engaging with a B2B technology PR agency. PR is often overlooked but when internal sales teams continuously say that the deal flow isn’t there due to low brand awareness, that is the time to examine the efforts across your marketing organization.

But don’t make that mistake. Working with a firm like Escalate PR can serve as a catalyst for maximizing communication strategies, generating earned media coverage, and ultimately driving new market penetration. By strategically building executive thought leadership from innovative content and media outreach, we can elevate your brand story and position your organization as an industry leader. Selecting the right B2B tech PR agency should align with your organization’s overarching business goals, as PR is a critical driver of brand awareness and industry leadership. So are you carefully evaluating your PR firm options? Contact us today to learn more about how Escalate PR can elevate your brand.