How to choose the perfect B2B technology PR agency?
- Karolina Kroliczek
- May 2
- 2 min read
Updated: May 3
Choosing the right B2B technology PR agency can make or break your communications strategy. Whether you're a fast-growing SaaS company, a fintech innovator, or an enterprise IT company, having a partner that truly understands your niche is essential. With the right B2B tech PR agency, you can elevate brand awareness, drive qualified leads and become a thought leader in your industry.
But with so many agencies out there, how do you find the one that fits your business goals, culture and often the most important and crucial - your budget?
Here’s what to look for when choosing the perfect tech PR agency in the UK! Let's dive in:
Seek deep expertise when choosing your B2B technology PR agency.
Not all PR agencies are the same. A consumer-focused agency might deliver flashy campaigns, but they may lack the nuance needed to communicate complex technologies to enterprise buyers.
Your ideal B2B tech PR agency should:
Understand the B2B buyer journey.
Be fluent in technical subjects like AI, cybersecurity, SaaS, cloud and data analytics.
Know how to position your offering in a crowded, competitive market.
Look at the agency’s past clients and campaigns. Do they align with your industry? Do they have case studies with measurable outcomes?
Media relationships that matter
The best B2B technology PR agency doesn’t just write press releases - it has strong, existing relationships with editors and journalists.
For example:
TechCrunch for startups.
VentureBeat for innovation.
Ask potential PR agencies:
Where can they get you featured?
How do they pitch technical stories?
What vertical media contacts do they maintain?
Strong content capabilities
B2B PR is no longer just the media outreach. It's about telling your story across different channels such as blogs, whitepapers, bylines, webinars and more. A top-tier B2B tech PR agency should offer content services and leadership thought articles that align with SEO and company's leadership goals.
Bonus: If you’re in PR for e-commerce technology, you’ll want an agency that understands both B2B software and the fast-moving e-commerce landscape. Look for experience with e-commerce platforms, logistics tech or digital payments.
Strategic thinking and metrics
PR shouldn’t be about vanity metrics. The right B2B technology PR agency will help you tie earned media and awareness to business outcomes like lead generation, sales acceleration or investor interest.
Key questions to ask:
How do they measure success?
Do they offer media training or crisis comms?
Can they integrate with your existing marketing team?
Ongoing flexibility and cultural fit
Lastly, choose a PR agency that feels like a natural extension of your team. They should understand your tone, respect your deadlines and be proactive in suggesting media coverage opportunities.
If your company is scaling fast, look for an agency that can grow with you - offering services from investor funding press announcements to thought leadership articles and even a CEO profiling package, as we do.
And don't forget, make sure to evaluate expertise, content abilities, media reach, strategic alignment and cultural fit before making the final choice!
