Challenges and Opportunities for B2B

Technology Practitioners in 2015

19 March 2015

About Kaizo

We’re an independent UK PR and social media agency that helps ambitious brands and organisations grow. Our work increases profiles, sales and market share by connecting and converting influencers, from broadsheet media to mums online. Our philosophy is media neutral and based on achieving business success, not just meeting campaign KPIs.

With Kaizo you get Kaizo. No silos, no internal structures, no barriers; just a great mix of hands-on, energetic, digital savvy consultants that meet your challenges head-on. 100% management owned, we’re independent, award winning, and results driven, with wide global reach through the Worldcom PR Partnership.

In the last few years we have won multiple national and international awards at the PR Week, PRCA and Sabre PR awards, for our work in social media, campaigning and business communications, and have been shortlisted for many more.

As an agency, we have extensive experience in building awareness and generating leads for B2B tech brands in cloud, enterprise, software, big data, security, and storage. Team clent experience includes: Cisco CA Technologies. NetSuite, NetApp, Epson, SanDisk, Micron, Symantec and Gemalto.

Based in London, with €2.5million revenue, we service clients in technology, lifestyle and business segments. We are Investors in People and PRCA Consultancy Management Standard accredited.

Kaizo’s Tech PR Barometer

What you told us…Budget Perceived value

Measurement Morale

Perceived role

Pressure levels rising for 2015

• 83% felt under more pressure to deliver• More pressure to show business impact• 43% claim demands for PR to show direct

business impact proving stressful

Budget

• 45% claim budget scope creep • 39% asked to do more with the same • 17% the same with less! • Social & lead generation increasingly included

Perceived role

Challenging ‘old skool’ perceptions

• 83% think business’ perception of the role of PR…. to churn out press releases

• 56% think their colleagues believe they are just there to ‘entertain’ journalists

Perceived value

Mixed views on contribution of PR….

• Only 17% thought PR contributes to business growth• But 33% claim their own success is measured by business growth• 22% on input to sales and channel and 16% on lead generation• 60% role of PR to manage overall brand, 61% social media and 56%

content development

Measurement

Outputs not outcomes still dominate

• 89% still measured of volume of press coverage• 56% anecdotal feedback• 22% on perceived attitudinal change• 44% social metrics (volume of followers/likes)• 39% views and click throughs• 23% of web analytics and inbound traffic

Morale

Feeling the love?

• Only 1 in 4 feel very valued • 67% felt moderately valued• 6% didn’t feel valued at all

Consumer engagement

• Increasing connectivity and reach of technology mean ever increasing applications, audiences and channels

• From wearable to smart cities and hacktivism to big data, the communications ecosystem wider than ever before

• Increasing pressure to deliver but little recognition of business value• Disconnect in perception of role v what being asked to deliver • Massive extension in scope and reach of technology• Struggling to deliver it all…

Change

Integration of comms/ marketing/ sales• The evolved customer journey

Audience not industry centric campaigns• Conversations supporting conversion

Challenge old school perceptions• Data driven, business critical

Business impact of PR• What we can show what we can’t

• Ball is in our court• Clear opportunity to prove value• Business perceptions of need to change• Up for it?

Challenges and Opportunities for B2B

Technology Practitioners in 2015

19 March 2015