B2B Tech PR
That Builds
Credibility
In complex B2B tech markets, buyers choose vendors they trust before they ever contact sales. Zen Media builds that trust through earned media, executive visibility, and third-party validation in the publications your buyers read during evaluation.
Client results
170+
Media placements in 90 days
Dwolla, Zen Media client
250+
Social engagements in 90 days
Dwolla, Zen Media client
1.35M
Avg. unique monthly readers
Cheetah Digital placements, Zen Media client
400M
Total audience reach
Cheetah Digital campaign, Zen Media client
The real problem
Generic PR cannot earn credibility with buyers who research for months before they trust any vendor.
B2B tech buying committees include engineers, finance leaders, and procurement teams who distrust vendor claims by default. The only message that moves them comes from sources outside your organization: respected trade outlets, industry analysts, and executive voices they already follow. A PR program that does not understand complex technology cannot build that credibility. It produces press releases that go nowhere and coverage that reaches the wrong audience.
The PR program
Five stages, one connected program
Each stage feeds the next. Landscape analysis informs the messaging. The messaging framework drives what gets pitched. Earned media and thought leadership build on each other. Measurement closes the loop for the next cycle.
Landscape
Market Clarity
Competitive media audit, share of voice mapping, buyer persona research
Messaging
Positioning Framework
Buyer-centric narrative development, technical simplification, proof point inventory
Execution
Earned Media
Outlet targeting, journalist relationships, pitch development, placement tracking
Visibility
Thought Leadership
Executive commentary assets, bylined articles, speaking and analyst briefing prep
Measurement
Optimization Loop
Performance reporting, share of voice tracking, editorial calendar refinement
Deliverables
What the program produces
Coverage across outlet types, formats, and audience levels. Every deliverable is built to reach buyers at a specific stage of their evaluation.
Top-Tier Media Placements
Placements in national business and technology publications read by senior buyers and C-suite decision makers. Cheetah Digital secured coverage in Forbes, the Wall Street Journal, HBR, AdWeek, Newsweek, and Ad Age under this program.
Industry Trade Coverage
Placements in vertical publications covering your buyers' specific industry. These outlets carry high credibility with technical evaluators and procurement teams who read them as part of vendor research.
Thought Leadership Content
Bylined articles, expert commentary, and executive quotes placed in relevant publications under your leadership team's name. Builds individual authority that buyers reference when evaluating vendors.
Launch and Announcement Coverage
Coordinated coverage around product releases, funding announcements, and partnerships. Amplified across earned media and influencer channels to maximize reach within your buyer audience.
Analyst and Influencer Engagement
Relationships with B2B tech analysts and industry influencers who reach buyers through newsletters, LinkedIn, and research reports. Third-party voices your buyers follow and trust during their evaluation.
Performance and Measurement Reporting
Regular reporting on placement volume, outlet tier, share of voice against competitors, and downstream impact indicators. Formatted for CMO and board-level review alongside campaign rationale.
Is this the right fit?
Not every B2B tech company needs the same PR program
Complex product, long sales cycle
B2B tech companies where buyers spend weeks or months in evaluation before contacting sales, and where third-party credibility determines the shortlist
Category creation or repositioning
Companies entering a new category or repositioning against established competitors who need earned media to shape how analysts and buyers define the market
Funding event or growth stage
Post-Series A or later stage companies where external credibility is needed to support enterprise sales, talent acquisition, and investor visibility simultaneously
Executive visibility gap
Companies with strong internal expertise but no external authority in the publications and platforms where buyers form opinions about who leads the category
Consumer-facing products
Zen Media works exclusively with B2B companies. Consumer tech, DTC, and B2C products are outside the scope of this practice
Transactional sales, short cycle
Companies where purchase decisions happen within hours or days. The trust-building function of PR takes time to compound; short-cycle buyers are better served by paid acquisition
One-time campaign need
PR is a sustained program that compounds over time. Companies looking for one press release or a short burst of coverage around a specific event are not the right fit for this engagement model
No executive participation
Thought leadership requires executive voices. Companies where leadership is unwilling to participate in media, commentary, or speaking programs cannot achieve the authority-building outcomes this program delivers
Zen PR
Other services in the Zen PR pillar
B2B tech PR works alongside the rest of the Zen PR practice to build a complete earned media and visibility program.
Common questions
B2B Tech PR: questions and answers
What makes B2B tech PR different from general PR?
B2B tech buyers evaluate vendors over long cycles involving multiple stakeholders. General PR focuses on awareness and sentiment. B2B tech PR focuses on credibility at each stage of that evaluation: building analyst relationships, placing executive commentary in the publications your buyers read during research, and ensuring your brand appears in earned media when a buying committee is forming opinions. The audience is smaller, more technical, and more skeptical of marketing.
How does Zen Media measure the impact of a PR program?
Measurement starts with defining what outcomes matter to the business, then working backward. That typically includes media placement volume and outlet tier, share of voice against named competitors, and executive visibility. Every engagement includes a performance reporting cadence tied to those metrics with continuous optimization built in.
How long before a B2B tech PR program produces placements?
The early weeks of a program are used for landscape analysis, messaging development, and building the media and analyst target list before active pitching begins. Coverage velocity builds as journalist relationships deepen and the editorial calendar matures. The Dwolla engagement produced 170 pieces of coverage and over 250 social engagements across a single 90-day campaign.
What industries within B2B tech does Zen Media cover?
Zen Media works exclusively with B2B companies. The media relationships and analyst outreach approach adapts to the vertical, but the underlying GTM Influence Model is consistent across engagements. Consumer tech is outside scope.
Does Zen Media handle both earned media and executive thought leadership?
Yes. Earned media placements and executive thought leadership are developed together under the same engagement. Separating them creates inconsistency: executive visibility without a media footprint lacks third-party credibility, and media placements without an executive voice lack the authority that B2B buyers respond to. Both are built and measured as a unified program.
How does B2B Tech PR connect to the rest of Zen Media's work?
PR feeds the GTM Influence Model by establishing the third-party credibility that makes paid and owned content more persuasive. Buyers encountering a brand through earned media arrive with higher baseline trust than those reached through ads alone. PR also generates content assets that sales teams use in outreach and that improve SEO authority over time.
Let's Talk
Ready to build credibility that moves your buyers?
Tell us where you are in your PR program and what outcomes you need. We will tell you honestly whether this is the right engagement for your stage.
or call 1-866-858-0660
No pitch. A real conversation about your gaps.
Response within one business day.
B2B brands only. No generalist engagements.