PR and communications managers in the business to business technology sector are under increasing pressure to deliver but are still not seen as contributing to business growth, according to Kaizo’s first B2B Tech In-House PR Barometer survey. http://kaizo.co.uk/b2b-tech-in-house-pr-survey-2015/

1. Challenges and
Opportunities for B2B
Technology Practitioners
in 2015
19 March 2015

2. 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.

3. Kaizo’s Tech PR Barometer

4. What you told us…
Budget Perceived value
Measurement Morale
Perceived role

5. 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

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

7. 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

8. 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

9. 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

10. Morale
Feeling the love?
• Only 1 in 4 feel very valued
• 67% felt moderately valued
• 6% didn’t feel valued at all 

11. 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

12. • 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…

13. 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

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

15. Challenges and
Opportunities for B2B
Technology Practitioners
in 2015
19 March 2015