B2B as a discipline has changed significantly in recent years, evolving to meet a very different set of needs from businesses who want to raise awareness of their brand in an increasingly competitive market. There has been a growing focus on consumer led tools such as social media and marketing automation in B2B to help create a more personalised approach to marketing.

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But the latest evolution has seen B2B programmes reaching out to the customers’ customer, creating B2B2C. This is a much more human approach to B2B marketing focusing on people buying from people rather than from anonymous organisations. This personal approach to B2B marketing means that the end customer can have a relationship with the original supplier of the product or service that they are buying and form an opinion as part of the buying process.

Our approach

So when it comes to creating campaigns, what do B2B brands need to consider if the end goal is to become more human? Our experience in this sector has enabled us to help numerous clients across three key areas:

a) Thought leadership
Not just anyone can be a thought leader in their field. It takes authority, creativity, believability and consistency of message to engage with a potential audience. At Skout we work with you to determine your key messages, set the right tone of voice and design your messaging to hit the right audiences.

b) Content creation
Engaging customers and prospects by creating content that is relevant, insightful and educational, whilst also benefiting your organisation is important to a successful campaign. When you create content you need to think about where your audience is in the sales journey. Are they at the top of the funnel and need to understand who you are and what you offer, in the middle of the funnel where they need to be educated on product or service offering, or at the bottom of the funnel they need to be reassured that you can deliver before making a final purchasing decision?

Skout was an early adopter of this type of content marketing strategy for B2B PR, helping to secure a greater and more direct share of voice for clients. Our campaigns are created to address specific client requirements but are likely to include high value content creation (e-guides/whitepapers), blogs, social media programmes, media relations, research, infographics, exhibition support, awards, event management and broadcast.

The work is focused on ensuring that our clients have a good mix of content that will drive customers through the sales funnel from creating awareness to purchasing and product or service and then becoming brand advocates.

c) Measurement/ROI
Today’s clients are looking for return on investment (ROI) and accurate measurement of the success of campaign. Whilst AVE is no longer considered a valid way of measuring success or failure, volume of coverage can still be important. It’s also about where that coverage is, how influential the media is, the website traffic the campaign creates, engagement on social media, downloads of gated content and improving sentiment for your brand. Whatever your goals, there are a variety of different measures we can put in place to ensure accurate reporting.

How can we help?

  1. Expertise – As specialists in B2B PR we understand your target markets and the media landscape in which you operate and can guide you through every step of the process.
  2. Media knowledge – We pride ourselves on being able to identify the best story for your media. Our understanding of what will work for a journalist in your market means that we can help you to create news that will cut through the noise and create meaningful dialogue with potential customers.
  3. Original content creation – Our innovative approach to creating original content means that we can help you to determine the best stories that your business has and then determine the most impactful way of pushing this narrative out to create the highest levels of engagement.
  4. An integrated approach – We will ensure that all of our programmes are integrated into your overall marketing strategy so that your B2B PR delivers against your objectives in a measurable way.

Case study

We helped Wax Digital build brand awareness and generate leads using B2B PR that builds on many of the channels discussed above.



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Press release writing and news media coverage

Well written, targeted press releases have been a PR staple for decades, and they still sit at the heart of most successful B2B PR programmes. In fact, the press release can be the key to unlocking several crucial marketing communications goals – from targeted brand awareness to high domain authority link building (SEO). However, journalists receive so many press releases of varying quality that working with experts like us to write and pitch news stories will help yours to get noticed.

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Media article writing

B2B organisations have a wealth of knowledge that can be used to generate articles and blogs for the press, social media and the web. Doing this offers many B2B PR benefits, from brand awareness to SEO.

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Social media strategy

Today, social media is essential to any business’ marketing strategy. It enables brands to increase their online presence, engage key audiences and drive website traffic. A reactive approach to social media by ‘posting for posting’s sake’ isn’t enough.

A carefully planned social media strategy maximises your investment. Strategic planning can help increase brand awareness, ensure audiences are targeted effectively, and boost following and engagement. It will also help generate a wealth of data which can be analysed to understand your audience and their needs more.

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Social media audit and strategy

Social media campaigns can deliver many business and marketing benefits. Increased brand awareness, driving inbound traffic, improved customer satisfaction and lead generation are just a few of these outcomes.

You may have already developed a following on Twitter or LinkedIn, but want to boost engagement. Or, maybe you’re thinking about building your presence on another social media channel, but aren’t sure where to start, what content to post, or how to engage with your followers?

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B2B PR plays a big role in demand generation. It’s all is about showing how an organisation’s products or services can help solve pressing business challenges. Whether that’s through thought-leadership, product reviews, corporate profiling or customer stories, a sound demand generation PR strategy can make a huge difference to whether people move from basic awareness to consideration and purchase.

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If you’re looking to raise brand awareness, compete in a crowded market, drive web traffic or reach new audiences, it might be time for your business to engage in PR. However, a long-term and strategic approach to PR is needed if you really want to put your business on the map, educate target audiences on what you do and why they should choose to work with you. You’ve decided it’s time to take the plunge but where do you start?

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A well-executed B2B PR campaign can have a significant positive impact on the reputation of your brand, attracting global, national, regional and trade media attention as well as boosting sales and enquiries. However, knowing where to start and how to roll out a campaign that meets your objectives can be a huge challenge.

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Whether your company is just starting out, or you are already a market leader in your sector, launching a new product or service can come with its challenges. Buyers may well know little or nothing about your product, meaning that you must establish recognition and trust with potential customers. Using PR to create a backdrop to your launch is crucial for engaging key audiences. A strategically planned PR campaign, integrated with other marketing activities, helps to build brand awareness, create influence, educate the market and ultimately create interest and trust.

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B2B as a discipline has changed significantly in recent years, evolving to meet a very different set of needs from businesses who want to raise awareness of their brand in an increasingly competitive market. There has been a growing focus on consumer led tools such as social media and marketing automation in B2B to help create a more personalised approach to marketing.

Read more


With so many people tuning into the TV or radio, broadcast media coverage helps expose businesses to mass audiences, building brands further than many other media results can. And with a clever approach, even B2B organisations can get their brand on popular TV programmes, radio shows and podcasts, often exposed to audiences of millions.

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In many ways, the people within a business are the brand. There are many B2C brands today that people automatically associate with the entrepreneur or individual behind the business. And even in B2B, personality is a big differentiating factor that can help to set you apart from your competitors. Although your business isn’t necessarily trying to appeal to the masses, it’s important to remember that people buy from people, so bringing the human side of your brand to the foreground is important.

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Vertical sector PR shows your potential and existing customers that you understand their world. Whether they’re in retail, finance, manufacturing, or another market, showing your knowledge of their challenges, opportunities and priorities – can help to win them over.

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We live in an age of reference and it’s estimated that nine out of 10 people look at online reviews for the products or services they want to purchase before making their buying decision. It’s no secret that 70-90% of the buying journey is done before a customer contacts the vendor and that’s why it’s more important than ever before to ensure customers are an essential part of your PR strategy.

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If you’re thinking about using public relations to help raise the profile of your business, then the first thing to establish is a clear and relevant PR strategy. Doing this ensures your PR efforts showcase your brand and business reputation in the most effective way.

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Boosting your business’ presence within its local area is a crucial part of many PR strategies. It can help you build solid relationships within your community and promote a positive brand image to regional stakeholders. These include employees and local customers, to the wider business community.

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Many B2B marketers are extending their PR and media relations programmes to include a wider base of industry influencers. They’re onto a good thing, because association and engagement with influencers can push their brand to the next level. It also helps with recommendations and achieving recognition with the most difficult to convert prospects.

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Effective industry analyst relations can make a huge difference to whether you make it on to a buyer’s preferred supplier list or not. As influencers, analysts are held in high regard by potential customers and can unlock solid business opportunities for you. They’re among the most important people to have on your business’ side. Influencing and informing your sector’s analyst community can also help to increase your brand’s reference-ability, through inclusion in sector reports, newsletters, periodic updates and media coverage.

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Interviews with the media are a great way to build relationships with key journalists in your sector. Successful interviews also generate coverage to boost brand awareness. They help you effectively convey key messages to your target audience too. However, before jumping into a live interview situation or even speaking with a journalist over the phone, it’s important to make sure you’re fully prepared.

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As most searches for products or services start online, it’s important to make sure that your website is properly optimised to give you a chance of standing out from your competitors. Appearing as high up as possible on relevant search rankings is crucial, and as the majority of internet users don’t click past the first page of search results, this is where you need to be.

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Making the move from a regional PR approach to presenting your company to a national audience can deliver significant opportunities to your brand. Whether you’ve taken a conscious decision to offer your product or services outside of your region or if you’ve concluded that your audience may remain regional but that they’re accessing national media, Skout can help. Taking your brand to national level can bring with it complex challenges – expanding brand awareness, targeting new press and creating new customer profiles – but successfully gaining your place in key national titles lies with having the right stories to tell.

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