Why B2B Tech Companies Need a Polyglot Agency: Versatility is Today’s Competitive Advantage

By Elizabeth Zaborowska

Navigating the evolving landscape of B2B tech communications in 2024, one thing is crystal clear: the era of the specialist agency is waning. Instead, we're witnessing a surge in the value of the "polyglot agency" – a term that emerged from a recent conversation I had with John Furrier , founder of SiliconANGLE & theCUBE .

This concept of a "polyglot agency" — one that fluently speaks the languages of brand strategy, PR, marketing, content creation, social media, messaging and positioning, custom industry research, internal communications, investor relations, analyst relations, demand generation, sales enablement, thought leadership, SEO and more — perfectly encapsulates what we've been doing at Bhava Communications since our founding in 2009. We've long referred to this as our 360° Mixed Media? approach, recognizing early on the power of a multifaceted communication strategy to drive demand.

Today, I'm more convinced than ever that our polyglot expertise is not just an advantage – it's a necessity for increasing awareness to drive sales in the complex B2B tech space.

Why the Polyglot Approach Matters Now?

1. The Blurring of Communication Channels – While announcements remain very important (more on how to make them useful for today’s overburdened reporters in a future post), gone are the days when a press release alone could make waves. Today's effective communications strategies span multiple earned, owned and paid channels out of the gate, each with its own nuances and best practices. A polyglot agency team understands how to craft messaging, copy and design that resonates across platforms –? ensuring consistency while adapting to the unique demands of each medium.
2. The Rise of (Truly) Integrated Campaigns – B2B tech companies are increasingly looking for cohesive, integrated campaigns that touch every aspect of their communications strategy. From thought leadership articles to social media campaigns, from internal memos to investor presentations – a polyglot agency can ensure that all these elements work in harmony, amplifying the overall impact.
3. Staying Authentic While Embracing the GenAI Revolution – The advent of generative AI has sent shockwaves through the communications industry. While some view it as a threat, at Bhava, we see it as an opportunity to enhance our polyglot capabilities. Knowing when not to use AI is as important as exploring what it makes possible. By selectively incorporating AI tools, we can amplify ideation and increase efficiency, all while maintaining the primacy of human creation at every step that's crucial for authentic storytelling, uniqueness, accuracy and, of course, effective strategy.
4. Adapting to Rapid Market Changes – The B2B tech sector moves at lightning speed. A polyglot agency is better equipped to pivot quickly, adjusting strategies across multiple fronts as market conditions change. This agility is invaluable in helping clients stay ahead of the curve.
5. Breaking Down Silos – For all the talk of integration, in many organizations, different communication functions – whether agency or in-house – still operate in silos. A polyglot agency can help break down these barriers, fostering a more holistic approach to reaching customers (and other key audiences like investors and potential hires) that aligns with overall business objectives.

The End of Siloed Tech PR

Agencies doing the most effective and impactful work for their clients are those that understand a fundamental truth: PR should never have been thought of in a silo in the first place! Public relations is not an isolated function but an integral part of a broader communications ecosystem. The polyglot agency recognizes this interconnectedness and leverages it to create more powerful, cohesive strategies that drive demand.

The Bhava Advantage: Expertise Using the Right Medium for the Message?

At Bhava, our polyglot approach isn't just about offering a wide range of services – it's about truly understanding how these different communication disciplines intersect and complement each other in a fully bespoke way for every client. Our team members are cross-trained to think broadly, ensuring that every strategy we develop takes advantage of synergies across channels and tactics.?

This versatility allows us to:

• Craft compelling narratives that resonate across all touchpoints
• Identify unique opportunities to attract, engage and spark action from specific audiences that siloed thinking might miss
• Provide more comprehensive, strategic counsel to our clients
• Adapt quickly to new technologies and trends, including the latest developments in AI

The Future of B2B Demand Gen Requires a Multifaceted Approach

As we move into the second half of 2024 and beyond, the value of the polyglot agency will only continue to grow. The communications landscape is becoming more complex, not less. Agencies that can navigate this complexity with fluency and agility will be best positioned to help their clients succeed.

At Bhava, we're excited to continue leading the charge, leveraging our polyglot expertise to drive awareness, generate demand and deliver real business results for our B2B tech clients.

In a world where change is the only constant, versatility isn't just an asset – it's a superpower.