B2B marketing

In the old days most PRs lived by the saying “good advertising is what you pay for, while good PR is what you pray for”.  Rightly or wrongly, we believed target audiences paid more attention to the ‘free’ company mentions that PR generates within editorial sections of the media than the paid adverts in the same titles.

From white papers, blogs and guest articles, to case studies, analyst research and product reviews, B2B technology marketing is dedicated to the creation and dissemination of huge swathes of content. Yet despite it all, 80% of IT decision makers say it’s a challenge finding information that's actually useful, according to a survey report by IDG Enterprise. Evidently our content marketing is misfiring and doesn't show tech buyers the understanding and love they're crying out for.

If you’re a B2B tech marketer, you’ll know it’s tough to get the media to write news stories about your new products.  Unless you’re Microsoft, Google, SAP etc – or your new product is a ‘world’s first’ (or involves a genuine step up in innovation) - corporate IT publications are unlikely to want to cover your launch.  It's frustrating. So what are the options for generating product PR?

This week I stumbled upon an interesting study that delves into how marketers go about buying technology for their businesses.  While a lot of what’s in there is stuff you might expect, there were a few things that definitely caused me to raise my eyebrows.

Here’s a round-up of PR, tech and marketing articles that caught our eye online in recent days. Includes stories on how online media can suffer without Google News, the horrors that result when algorithms get it wrong and how a viral social media story has meant a dentist-come game hunter has been forced into hiring a PR agency after killing a famous lion in Zimbabwe.