Alain Blaes, Managing Director of PR-COM (source: PR-COM)
11. Mar 2024


Munich, March 11, 2024 – Technical B2B products are complex and companies often plan their use well in advance. What do B2B providers need to bear in mind when communicating the complex selection process to their target groups particularly in the highly dynamic IT sector? Munich-based communications agency PR-COM has some tips.

The B2B world is fundamentally different from the consumer world, because the decision for B2B solutions has a completely different impact than the choice of a television or a chocolate bar: it can increase productivity, reduce costs and, in case of doubt, even save a company from bankruptcy – or, conversely, drive it to ruin. No manager or project team therefore wants to take the risk of making the wrong purchasing decisions. Complex and expensive high-tech machines or IT systems in particular are sometimes assessed with an extraordinary amount of effort, often over months, in order to then meticulously integrate them into existing infrastructures. Manufacturers should closely accompany such decision-making processes and the long sales cycles, ideally with long-term, targeted and convincing communication.

What is decisive here? Munich-based communications agency PR-COM provides tips.

  • Market, target groups and competition. The variety of products and services on the market is a great advantage for companies, but difficult for providers. The problem is that product features are becoming increasingly similar and everyone is pushing the latest technical trends. Which IT manufacturer today would refrain from praising AI? Instead of feature battles and buzzword wars, a provider should therefore do three things: firstly, work out the actual unique selling points of their solutions, secondly, highlight their added value precisely and thirdly, prepare this content for the differentiated target groups. Target groups can be companies of different sectors and sizes with specific needs, but also different personas within a company, such as technicians, administrators, IT managers or CFOs. This approach is the cornerstone of any communication strategy and its efficient implementation.
  • Facets of the value proposition. B2B target groups do not make emotional decisions – like buyers of energy drinks or jeans – but rather well-founded ones. Empty advertising slogans roll off their backs; they are much more receptive to comprehensible arguments regarding benefits or return on investment. The detailed preparation of any value proposition from all possible perspectives – technological, financial, resource-related, operational and strategic – should therefore be at the top of providers’ communication agendas. But beware: companies do not always succeed in communicating all information accurately. They are often hampered by their own specialist knowledge, which they also assume their target group has – and this is not always the case.
  • Wording. It is a good idea for companies to define the basic tone of their communication, whether written, verbal or in images and videos, in advance: Restrained seriousness is never wrong in the B2B environment, for example. However, it is also important to consider the respective target groups and differentiate between industries, personas and perhaps even company sizes. The vocabulary of a CFO is different to that of an IT administrator, the technical terms used in the food industry are different to those used in banks and insurance companies. And in smaller companies, it is usually managing directors who decide on major purchases – here, too, the language has to be adapted in case of doubt.
  • Formats. Because B2B topics are usually complex, PR is the discipline of choice for explaining them to target groups in an accessible way, especially in specialized trade media. Comprehensive specialist articles that shed light on all possible facets of a solution in depth, or case studies that outline the specific added value of solutions for existing users, are still far superior to advertising, marketing or social media activities. White papers delve even deeper into the subject matter than classic specialist articles, they are often very technical and dozens of pages long: tedious to plow through, but indispensable in B2B communication. There are also numerous other formats, from press releases to expert discussions and workshops with journalists to user events. Taken together, they all ensure diversified and closely timed communication.
  • Sustainability and credibility. Communicating long-term decision-making processes also means always conveying the same messages about the technology or the benefits of solutions. Providers need to prepare a set of benefits that they communicate repeatedly over months and do not deviate from. The more consistent the messages, the more credible they are – and the higher the recognition value and impact on the target group.
  • Integrated approach. All disciplines must pull together and communicate the same content: PR, advertising, marketing and social media, but also what many companies forget – presales and sales. Coordination between the communications and sales organizations is essential, as the two often tell different stories. It happens time and again that messages and positioning are not adequately prepared for sales and that sales communicates product benefits too aggressively and too positively in the face of sales pressure. This backfires in the long term.

“New technologies in particular, which regularly find their way into B2B solutions, are complex and their use requires explanation,” emphasizes Alain Blaes, Managing Director at PR-COM. “The sales cycles for such solutions are long. Precise messages, an understanding of the target groups, a coordinated approach by all players and, above all, consistency are therefore the most important ingredients of accompanying, successful B2B communication.”

About PR-COM

PR-COM in Munich is an expert in PR, social media and communications and focuses on the high-tech and IT industry in the B2B environment. Unconditionally high quality is the top priority for all 45 colleagues. As a result, our consultants inspire their clients with the success they achieve month after month in the media and the trust that makes collaboration so valuable. Our 9-strong editorial team impresses with its many years of IT expertise coupled with journalistic skills. Because we find nothing more boring than conventional communication, we always go the extra mile and put our heart and soul into working on new strategies and ideas for our 45 customers. We know: Behind every strong agency is a strong team. That’s why we do everything we can to ensure that our employees feel comfortable and can develop further. For us, standing still is not an option. More at

Further Information

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