About this article

Read time:

4 minutes

Category:

Client success

B2B Buzz

At Skout PR we get a buzz from turning clients’ B2B products and services – oft unseen organisational ‘workhorses’ – into mainstream PR stories. Whatever the client’s leading widget, bespoke service or tailored solution is, scratch beneath the surface and there’s (usually) a consumer benefiting from it one way or another.

While the bread and butter of B2B PR is direct communication to the target market, the icing on the cake is understanding that everyone, even people in tech, are also consumers. Visibility in consumer circles is important to these brands too.

Propelling a lesser known B2B brand into the headlines of mainstream media is what has always defined the leaders of the PR pack. A decent news story or strong opinion backed by a name everyone knows doesn’t quite cut it. A rarer talent is needed and that is ‘applied creativity’ – the matching of good lateral thinking and a genuine sense of what will work with specific journalists.

As this recent result for our client vielife from the front page of last Saturday’s Guardian Work illustrates, many B2B brands can succeed in consumer arena with some decent creative planning and engagement.

There’s usually a chain reaction of events between a B2B product’s impact on an organisation and a service provided or experienced by consumers. Understand that relationship and you are half way to seeing the light of a mainstream story. How does it make a difference to people?

While many B2B products are hard to demonstrate or illustrate a great deal can be drawn from understanding how the experience your client’s product or service experience can be integral to your pitch. Seeing and feeling is believing and the consumer connection is much easier to for the media to make if they can get their hands on it.

Engaging journalists personally in the use of a client’s product or service can also create a uniquely emotive reaction. While there might be a higher degree of risk as to the positivity of the PR results when exposing your product to this depth (tip: make sure product works!) the rewards can add more volume than a Cheryl Cole hairdo.

And finally… Proof that consumer results do go full circle for B2B brands came this week when vielife’s head of marketing said that a constant stream of visitors at a trade show remembered them from this very article.

 

About this article

Read time:

4 minutes

Category:

Client success

Sangria, sunglasses and self-evaluation

TikTok Advertising: Is It Worth the Investment for B2B Companies? (written by a Gen Z) 

Browse more blog posts

Posted on
byClaire Lamb
A few weeks ago, the entire Skout team visited the beautiful and historic city of Palma, Majorca for our annual kick off event. It’s been a long time in the planning (pre-pandemic to be precise) and the first time we’ve been abroad for a kick off to the new financial year. We’ve always found kick off meetings a great way...
Posted on
byHonor Williamson
TikTok is increasingly being used as a platform for B2B companies to implement their marketing strategy, aiding in brand exposure, lead generation and profile building. But, where does paid TikTok advertising come into play? Is it an effective tool to engage with B2B audiences, or is the ROI just not worth it?  If you’re the least bit social media savvy,...
Posted on
byClaire James
In May I was fortunate to be able to attend the recent UK Construction Week at Excel in London and see the strides forward an industry, that has become recognised as one of the biggest contributors to carbon emissions, is making in tackling the thorny issue of achieving Net Zero. In his keynote on day one, Lord Callanan, Under Secretary...
Posted on
byJames Weaver
In the world of B2B marketing, it is essential that you have a solid B2B marketing strategy in place to effectively connect with your target audience.
Posted on
byHonor Williamson
Why was PR your chosen career?  PR is all about storytelling, with so much opportunity for creativity and content creation. Since I’ve always loved writing and always had a big imagination, I thought that PR would be the ideal career to channel my creativity. I’m all about communication, and PR really allows you to foster meaningful relationships. I’m already learning...
Posted on
byJack Doyle
As a smaller business, it can be hard to know where to start when it comes to sustainability. Sure, we all do our best to use the right recycling bin at home, and bring our re-usable coffee cups to work. But with serious pressures now mounting from the government – which pledged to reach net-zero carbon emissions by 2050 –...
Posted on
byLee Simpson
Another week, another round of mass layoffs in the tech sector. With Amazon (AWS) and Meta cutting thousands of jobs, and further layoffs at Salesforce and of course Twitter, it has felt a bit like the tech world has been imploding of late. This is of course concerning for us working in B2B tech PR, but more importantly for the...
Posted on
byJack Doyle
2023 is off to a strong start here at Skout.  Our business has continued to grow with the addition of some exciting new clients. With new clients, has come new hires, who we’ve also been excited to welcome on board the team. And if our recent win for Best Marketing and PR Consultancy at the PR Brilliance Awards is anything...
Posted on
bySkout team
Part time office administrator We’re looking for a bright, self-starting individual who likes job variety and has a mixture of strong organisational skills, basic financial experience and is an excellent communicator. If this is you, you could be just the right person to join our team. We’re a dedicated B2B marketing communications agency. We deliver brilliant PR for clients across...
Posted on
byClaire James
It’s estimated that over 100 billion WhatsApp messages are sent each day. Yet, with many people using the platform to communicate with colleagues, friends, and even clients, it’s easy to imagine how the lines between personal and professional can be blurred. Take the recent leaking of WhatsApp messages from Matt Hancock as an example. Private texts from the former health...

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.