Raising visibility: A beginner’s guide to PR for your B2B tech startup

B2B tech isn’t sexy. It doesn’t have the same appeal as the B2C market. Digital assistants for the common man, health and wellness wearables, foldable tablets and smartphones – these items by default are novel and capitalize, to a degree, on that novelty. Some may never even make it to market, or if they do, they don’t last very long. But while B2C tech companies create something neat with a shine that all too often wears off quickly to the general public, most B2B startups are solving complex problems and addressing real needs for businesses.

tech team discussing public relations in office conference room

So why aren’t these companies getting more press in the mainstream media?

Well, for one thing, many of those complex business problems are generally considered uninteresting and potentially dry – especially if they are complex and require sufficient industry knowledge to understand the why of what is being done. Some might even say that B2B tech is *gasp* boring.

But just because a company isn’t delivering VR for the masses or bringing back dead celebrities for cameos doesn’t mean they are any less deserving of exposure to the general public. So why isn’t your B2B tech startup getting more exposure? The answer might simply be that your story isn’t being told properly.

Story is paramount for mainstream media, regardless of product or audience. Look no further than this recent L.A. Times article about the $1.65 billion B2B tech startup ServiceTitan (disclaimer: ServiceTitan is a Ripley PR client). ServiceTitan is a software company serving the home service industry — plumbers, contractors, HVAC technicians and the like. Boring, right?

Not so fast. ServiceTitan founders Ara Mahdessian and Vahe Kuzoyan started the company as a way to give back to their own fathers, immigrants who worked hard as home service contractors to make a living for their families in America.

See how a simple shift from “what” the product is to “who” is offering it and “why” they started the company can make an interesting story? ServiceTitan is an immigrant story. It’s a story of two friends in partnership. It’s a story of fathers and sons.

Regardless of your market, regardless of what you’re selling or who you’re selling it to, compelling stories win out.

So what’s compelling about your business? Why did you start it? Who are the people behind it? Who are the people you’re helping?

These are just a few of the questions you need to ask in order to tell your story in a way that interests media beyond the trades to create visibility for your business (and to potential investors).

If you’re not getting the media coverage you’re looking for, give us a call 865-977-1973. As B2B tech public relations experts, we’d love the opportunity to dig into your story and come up with exciting ways to tell it to the media that matter most to you.

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