How can you use PR to build connections with key decision makers in B2B?

From my perspective, I see three dimensions to maximize PR to build B2B relations. The PR management itself might become a relational opportunity. Some media stories mention different brands as sources of information. Sometimes, these brands could become clients or partners if sales and mkt teams activate this approach. Secondly, media events such as round tables, media breakfasts or roadshows provide natural approaches to also invite potential clients to attend or participate. Finally, once an impact is achieved, this is a perfect excuse to approach leads, specially those on MOFU and BOFU stages, apart from attracting naturally new leads in the top of the funnel.

Yes, all that is important. In my experience, however, the starting point is not that. B2B PR is first of all a strategic function which should contribute to a strategic business goal. So the first of all questions si WHY? What strategic goal is your PR going to support? Start with that, and clarity will follow.

Strategic PR initiatives allow you to secure media coverage and leverage media platforms to establish credibility, gain visibility, and ultimately connect with those decision makers who can make a significant impact on your business. Share valuable insights, expert opinions, and industry trends through press releases, guest articles, and speaking engagements. This positions you as a trusted source and opens doors to connect with decision makers.

PR is a valuable tool for targeting customers and prospects in publications that resonate with BtoB audiences. Best of all. When you place a story in a trade journal, you receive leads from buyers filling out bingo cards at the end. A real cost effective way to promote a product or service to those in a position to purchase.

In short, create opportunities with PR where you help others. That will make you likable. And that’s important because people do business with people they like. For example, showcase your B2B expertise with a thought-leadership article that you place in a third-party news site that is relevant in your industry.

In terms of format. each company should test and find out what works best for them and their leaders, as well as their target stakeholders. However, more important is the know how the company is willing to transfer in their content. It's not enough to showcase work and expertise, but offer real insights. Without explaining context and a good personal perspective, the content will be most likely boring and will not get traction. I recommend and use research and data, studies that can be related to the client's positioning, in order to explain a relevant context and point of view. Example: for an office design company, I use studies on generations employee experience expectations to explain and how the office should look like.

One approach I experimented with using PR to build connections with key decision-makers in B2B is to develop joint research with two or three business partners and generate media coverage with collaborative efforts. This usually builds amplified trust among potential customers and stakeholders.

Utilizing PR to forge connections with B2B decision-makers requires a strategic orchestration of actions. Commence by meticulously identifying your ideal prospects and delving into their pain points, goals, and consumption preferences. Create and disseminate content that transcends promotional agendas, focusing on delivering genuine value through blogs, podcasts, webinars, and more. Elevate your strategy by pitching this valuable content to trusted media outlets, leveraging tools like Cision and HARO to connect with influential journalists and editors. This approach positions you as a thought leader and establishes meaningful connections with decision-makers, fostering credibility and visibility in the B2B landscape.

One thing I learned in all my BtoB experiences is that decision makers are engaging with you more when this a peer (another customer or user) talking to them during a PR event you are organizing. His / her testimonials, experience is much more valuable and proof that your service/product is answering customers needs. Choose your "ambassador(s)" carefully among your most valuable (and influencer) customers

If a B2B decisionmaker has already taken the time to give you their contact information because they want to, don't automate the nurturing process that follows. You'll make these prospects feel like you don't respect or value them. Everyone wants to feel seen.

In a world inundated with digital noise, my approach is to eschew traditional PR tactics. Instead, I would advocate for a personalized touch – handwritten notes. Imagine the impact of receiving a thoughtful, tangible message in a sea of emails. By embracing the analog in a digital era, we transcend the mundane and forge genuine connections with key decision makers, leaving an indelible mark that resonates beyond the ephemeral buzz of typical PR strategies.

Strategic partnerships are pivotal in B2B, and they involve collaboration between companies with complementary offers. We recently used this strategy for our own B2B marketing by collaborating with an expert in a related field. This way, we grew both of our audiences. Identify partners with shared objectives, ensuring mutual benefit. Execute joint marketing initiatives, create shared content, and cross-promote to expand reach. Participate in events together and share industry insights. Implement a referral system for customer leads. Maintain transparent communication, adaptability, and flexibility. Regularly evaluate the partnership's impact on brand awareness and business goals to ensure mutual success and a compelling value proposition.