The B2B tech industry is ever-changing, with new technologies, products and solutions emerging at an very fast rate, constantly reinventing and reshaping the industry. Compared to B2C products that are accessible and easy to understand, B2B tech products and services often involve everything from software platforms, cloud solutions to hardware infrastructure, and their complexity can require practitioners to have an in-depth understanding of the technology in order to effectively communicate their benefits. As cutting-edge B2B tech PR professionals, we need to back up our tech industry expertise with targeted PR strategies that effectively communicate the value and impact of these innovations to both industry insiders and potential clients.

A winning formula: the skills needed to succeed in the dynamic tech industry

Content creation, media partnerships, social media and a host of other key skills are essential for success in B2B tech PR. The natural attributes of the tech industry will further emphasize the need to continue to learn and stay up-to-date in the ever-evolving tech sector. Influence Matters, as a professional PR and communications partner with years of experience working in the China market for international clients, has summarized a list of skills for B2B tech PR professionals.

1. Storytelling: Creating compelling tech stories

Storytelling plays a crucial role in B2B tech PR, as B2B tech companies’ solutions often deliver tangible benefits to their customers. Successful content creation and storytelling is about crystallizing the concept of how their products solve challenges, drive business results and deliver value. By distilling complex technical concepts into compelling narratives, target audiences are intrigued to explore B2B tech companies and understand the high performance of their solutions and products in an easy-to-understand manner. In addition, brand stories, success stories and industry insights can further help B2B tech companies to build a complete creative resource, differentiate their industry strengths and stand out in a competitive market.

Case study:

HARTING

Storytelling to position HARTING’s products as industry standard

Influence Matters developed an interactive content strategy integrating comics for HARTING to reach identified decision makers demonstrating HARTING’s superiority in industrial connectivity solutions.

2. Media relationships: Cultivate long-term and stable media partnership

Professional media coverage increases corporate visibility and professionalism credentials, helping to position them as thought leaders and provide industry insights. By cultivating good relationships with journalists and media, PR professionals can be the first to spot media picks, create opportunities for good brand storytelling, increase their client’s voice and reputation in the industry, and drive business growth in the highly competitive B2B tech industry. We need to take a proactive stance in building friendly media partnerships, understanding journalists’ needs, providing valuable content, fostering relationships and responding positively, ultimately benefiting our clients and contributing to overall PR success. It’s worth noting that the Chinese market is much richer and more complex than overseas, and choosing the right media channels will bring great brand value to localized communications.

Relevant reading:

Fintech Medialandscape

Navigating China’s Fintech and Cross-Border E-commerce Media Landscape

We explore the role of key media outlets and why you should engage with them successfully.

3. Multi-channel overview: Empower PR communications with multiple digital channels

Digital channels such as social media, blogs and industry forums are essential in B2B technology PR. PR professionals are adept at choosing the right platforms to ensure that they resonate with their target audience and convey technology messages and industry insights appropriately. We can regularly share engaging and informative content such as blog posts, articles, case studies, infographics and videos, customizing content for each platform and using engaging visuals and depth of content. Active participation in industry discussions can also be an effective use of these digital channels, as B2B tech PR professionals can amplify brand messages, engage with target audiences and build thought leadership to increase brand awareness and credibility in the industry.

Relevant reading:

PR 101

WeChat Channels for Unlocking B2B Company Promotion in China

The significance of WeChat Channels, how to create them for personal and company use, and the dos and don’ts for B2B companies looking to stand out in China.

4. ROI: Measuring the success of PR communications

In the B2B technology space, retrospectively measuring the effectiveness of PR campaigns and strategies is also an important part of public work. There are many key metrics to evaluate the success of PR, such as media coverage, brand mentions, brand voice, website traffic, lead generation and conversions, and more. We can provide tracking and analysis of milestones and challenges through media briefings, media monitoring, monthly reports, etc. to measure and demonstrate the actual impact of PR efforts, and use this as a way to set up key improvement targets for the next phase.

5. Thought Leader: Become a reliable PR consultant

There are no shortcuts to honing basic skills through consistent practice. Reliable PR consultants are down-to-earth and have accumulated hardcore skills over the years, from writing press releases, media outreach, organizing interviews, social media content, to planning full campaigns. In addition, as brand communication consultants, our secret weapon is to give customized PR strategies and communication paths based on brand pain points. When we develop a solution-oriented mindset, go beyond the needs of our clients and brands to come up with new ideas, and do so naturally and successfully, give yourself a round of applause and congratulate us on becoming a professional PR consultant.

6. Curiosity: Career development and social networking

Career development and networking in the field of B2B tech PR is also an important part of PR work. By attending industry conferences, joining relevant associations, participating in webinars, and topic salons, we maintain our industry acumen and a continuous pool of expertise through networking across disciplines. Self-driven publicists also actively seek out recommended books on storytelling, PR expertise, writing, critical thinking and core techniques to build a solid foundation.

Relevant reading:

IM Team Exhibition Insights

Challenges and Opportunities for International Semiconductor Companies

Influence Matters’ Associate Director of Client Operations, attended Electronica China 2023 and shared some of her thoughts about the event and how tech companies can maximize their presence there.

Becoming a B2B tech PR expert requires a combination of specialized knowledge, skills and continuous learning. By understanding the uniqueness of the industry, mastering the art of tech storytelling, cultivating media relations, utilizing digital channels, measuring PR success, and investing in professional development, we can stand out in this dynamic field.

Can’t get enough? Influence Matters will unlock the skills of B2B tech PR pros in depth, breaking down the key elements of PR communications inside and out with cutting-edge insights, success stories and practitioner sharing, illuminating the full spectrum of your skills and taking a big step towards professionalism. Follow us at https://influencematters.asia/articles/

If you’re interested in working in the tech industry and are ready to make your mark in this thriving industry, join us! At Influence Matters, we have years of experience in building bridges between tech companies in China and abroad, and we work efficiently and consistently to build the presence of our international clients in the Chinese and Asian markets, allowing them to focus on Creating advanced technologies that make the world a more interesting place.

Our quality positions are waiting for you!

• PR Intern
• (Junior) Account Executive

Resume submission: hr@inmatt.com