B2B Tech PR
Innovating for Tech
Equivalent Advertising Cost
When it comes to B2B technology, you need a PR agency that can speak the language. That is why we specialize in B2B tech PR. Rankin PR has worked with companies like Lockheed Martin on stories about the development of drone and robotic inspection technology for the F-35 Lightning fighter jet. Additionally, we have worked with NASA on promoting technologies that enable 5G, and someday 6G, to be possible. The agency has also represented companies that will enable autonomous driving vehicles, IoT, EVs, and more. There is no technology that we can master.
The key to B2B tech public relations is breaking down complex concepts into something digestible, relatable, and informative. We have a formula that is guaranteed to deliver results.
The press recognition you deserve with specialized
B2B tech PR
Rankin PR is an award-winning B2B technology PR company that specializes in maximizing media coverage for your business.
Why Choose Rankin PR:
- Guaranteed media placements
- Build credibility, brand awareness, and shorten sales cycles
- Leverage the articles for content on all other digital channels
- Maximized media coverage due to our access and established relationships with the media
- Almost zero time and effort required from you and your team
The B2B tech PR niche
Creating content for high-level engineers and tech industry experts can be tough. What do they want to learn about, how do you write on their level, and where are they looking to find and engage with this type of information?
We have developed a niche within the B2B technology sector writing feature articles, and getting those published as essentially contributing writers for top-tier trade publications. This allows you the ability to control the entire process and the content that gets published. By taking this approach, you can get one article published 10-15 times (or more).
By being hyper-focused on the B2B tech sector, we have taken our client’s public relations campaigns to stratospheric heights.
Our feature articles have been published over 10,000 times in major trade publications and have been read by over 250 million people worldwide.
Why you need B2B tech PR
We work with the editors in the B2B technology sectors every day, and we know what type of content they are looking for, what they will and won’t publish, and how to create content that promotes you while also engaging the reader.
The public relations strategies we offer are tailored specifically for companies in the technology sector. With our team’s experience and expertise, you can rest assured that your company will be able to present itself in the best possible light when it comes to feature articles.
An example of our work in the B2B technology PR sector
This is a story about NASA’s push for millimeter wave-capable products:
When it comes to mmWave systems, science can only progress as far as compatible hardware will allow. This portion of the electromagnetic spectrum will unlock enormous potential for design engineers with the promise of vastly superior data speeds, capacity, and quality, all at low latency. However, the lack of high-performance components in the higher mmWave bands (50 GHz – 500 GHz) is limiting the ability to take full advantage of these frequencies.
NASA, for one, has invested a lot of energy in trying to solve the issue. One focus has been on developing a new generation of mmWave circulators suitable for use in NASA instrumentation.
However, at the higher mmWave frequencies, the state-of-the-art Y-junction circulator is effective only within a very narrow bandwidth. Using a Y-junction circulator can place a severe bandwidth limitation on the entire system.
In response to this challenge, Small Business Innovation Research (SBIR) Phase I and Phase II contracts were recently awarded by NASA to spur the development of a circulator with significantly higher bandwidth. This effort is paying dividends as a new circulator technology has recently been developed.
This new type of circulator, dubbed the “hybrid circulator”, can theoretically cover entire waveguide bands with relatively low insertion loss and more than 20 dB of isolation. The hybrid circulator will enable designers to push greater volumes of data through systems operating in the upper regions of the mmWave spectrum. Read the rest of the story here:
Content that keeps on giving
Our content has amazing residual value for technology companies. Unlike an ad that has a limited run, our feature articles stay online forever, essentially. Plus, trade publications are where people are going for research. According to a recent report, these are the top 5 places technology buyers go to research solutions:
- Digital publications – 74%
- Online training – 49%
- Vendor websites – 47%
- News aggregators – 37%
- Social media – 36%
The articles that publish in digital trade publications also provide high domain authority backlinks. This is worth more than water in the desert. Of all the SEO tricks used to get your site ranking higher, there are few things more important than backlinks. These links on other websites that direct traffic to your site are the most valuable tool in increasing domain authority and search engine rank.
The best way to get them is through earned media. Our earned media program has generated thousands of backlinks for our clients.
Plus, there is really no end to the way the content that we create can be repurposed for sales collateral, advertising, website content, social media campaigns, etc. The value of this alone will deliver your ROI.
“PR – even though it is underutilized – is extremely effective when properly leveraged.” – Harvard Business School
Today, PR content is the most effective way to promote your business. However, the problem is that what many people think of as “PR” is really just sending out a press release on the wire or spamming out pitches to stories that the media doesn’t have the capacity to develop. This is not the most effective way to leverage your B2B tech PR.
A much more impactful approach is to develop feature articles that can be published in top industrial trade publications. These articles deliver value in the form of insightful, educational, and even disruptive content.
We have been using this approach for years and our clients are reaping the benefits. Let us help you turn your PR into content that causes your customers to take action.
The Tesla Approach
Everyone is looking at Tesla, and they see a company that is succeeding by doing things differently, right? It’s funny because sometimes when people hear that Tesla does not spend money on advertising, they confuse this with marketing.
The truth is Tesla spends about $60 million per year on marketing, but they are focused on two things that work better than traditional advertising.
- Word-of-mouth marketing
Are you getting the most out of word-of-mouth and referrals? How about including your customers in an article? Interview them about how you were able to help. Write up a story and then get it published in the ideal trade publications that your customers read. Or better yet, call us. This is what we do every day.
Generating the right B2B tech PR content is crucial
When it comes to reaching your target audience, informative “customer-centric” content is the most effective way to turn prospects into leads. Feature stories published in trade magazines are 300x more credible than ads. A good story grabs your attention and is much more likely to drive you to take action.
Plus, 92% of B2B decision-makers report still regularly reading trade publications (print or online). 97% of them also say the articles they read impact purchasing decisions.
Let’s talk about how we can generate 40-60 published articles per year in tier-one trade publications for you.
Stop the press (release)
A lot of PR agencies are going to kill me for saying this, but the value of a traditional press release continues to diminish. Here’s the good news. There are more effective ways of generating media placements.
To begin with, try telling a compelling story. Where a press release tends to focus on a company announcement: “we did this” or “our CEO says that.” Instead, try focusing on how that announcement will affect a customer.
It is much more impactful to utilize the media to tell a story, and it also increases the chances of someone consuming your content. See this recent example from U.S. Tech.
Getting to and staying “top of mind”
It is critical for B2B technology companies to remain ‘top of mind’ for their potential customers. The higher you raise your profile, the more likely you are to attract customers who want your services. That is where B2B tech PR comes in.
Read: “say goodbye to cold calling, brand awareness makes your leads hot, hot, hot!”
Going from awareness to perception
A company’s brand is like a person’s reputation. It’s what people think of when they hear your name. If you want people to know, like, and trust your company, then you have to increase brand awareness. That’s where storytelling comes in.
Storytelling is one of the most powerful tools you have to boost brand awareness and create an emotional connection with your audience. People love a good story and are much more likely to remember that association the next time they need a product or service that you offer.
So, if you’re not already using storytelling as part of your marketing strategy, now is the time to start.
If you need a better approach to reaching your target audience, then let’s set up a call.