How effective communications impacts the B2B technology sales funnel

Whether you’re working in retail, healthcare, property or sports, technology plays a crucial role in producing, delivering and marketing your products and services. The hardware and software that a business uses plays a key role in determining future success, and this is upping the ante for businesses looking to technology to give them the edge.

Faced with winner-takes-all market dynamics, communications functions today are under significant pressure from the C-Suite to prove how they help drive revenue and profit for the businesses they represent.

To help our clients stand out and succeed we’ve produced our own proprietary research which looks at exactly this issue. The technology team at FleishmanHillard Fishburn, in partnership with TRUE Global Intelligence, conducted a survey among 250 UK business decision-makers, alongside interviews with members of the C-suite across different industries. Our research looked at who is involved in the decision-making process, the influencers they turn to for guidance, the challenges decision-makers face and the role of PR and marketing across the sales journey.

The B2B technology sales funnel is often long, arduous and complicated, with sometimes dozens of different stages, stakeholders and priorities to juggle. Reaching the right person with the right message on the right channel at the right time has never been more challenging. That’s why PR is the most credible sales tool in the B2B marketing communications mix. It can help deliver value and ROI at every stage of the sales funnel by ensuring that both traditional and digital content engages the right audiences at the most optimum time.

To find out how we can work with your team and partners to successfully integrate PR more closely into your marketing and sales programmes please download the full report here.

Claudia Bate, Head of Technology