Beyond the drumbeat: why B2B tech brands need creative PR

By Pat Southwell

Most B2B tech PR programmes are what we in the industry call drumbeat activity. It's the hard-working stuff agencies and in-house teams do exceptionally well.

Why drumbeat? Because it's the steady rhythm of media relations, thought leadership, customer stories, research reports and expert commentary that consistently addresses audience challenges.

Keep that rhythm going and a brand becomes a trusted voice in its market. Awareness grows. Consideration follows. Sales conversations become easier.

It works. And that's why most B2B tech brands invest heavily in it.

Occasionally, though, a brand considers something more creative.

Imagine you're a workplace technology provider that wants to tackle the problem of unhappiness among hybrid workers.

You commission research showing employees are struggling with isolation and a lack of collaboration. The findings create a platform for discussing how your technology can help. So far, so familiar.

But what if you took the idea further?

What if you opened a pop-up shop selling nothing but happiness? Visitors could spend time with workplace psychologists, take part in wellbeing activities or even play with puppies. Because puppies make people happy. And happiness is the problem your brand exists to solve.

That's where a campaign moves beyond content and into culture. Beyond telling people about a problem and into creating an experience around it.

You can see there are two distinct approaches at play.

On one hand, there's the ongoing drumbeat of relevant storytelling. On the other, there's a creative campaign that cuts through the noise like a drum fill punctuated by a cymbal crash.

Both approaches work. In fact, they're most effective when they work together.

Yet most B2B tech brands invest far more heavily in the drumbeat than the creative campaign.

Why is there less creative campaigning in B2B tech PR?

Firstly, because it's often viewed as too risky or frivolous – something better suited to consumer brands.

But that's a misconception. Creative campaigns can land coverage, spark conversations and create brand recall in ways that traditional thought leadership often cannot.

Secondly, we assume B2B audiences are purely rational decision-makers who only care about facts. They're not. They're people. They respond to stories, emotions and experiences just like everyone else.

Thirdly, we tell ourselves journalists are too busy and would rather publish a byline than cover a creative campaign. Sometimes that's true. But a genuinely compelling story remains a genuinely compelling story.

Finally, our measurement frameworks don't always reward creativity. A campaign that creates significant attention and differentiation may not fit neatly into a quarterly report or dashboard.

As a result, we default to the safe option.

And to be clear, we should keep doing the drumbeat activity. It's the foundation of effective B2B PR. But on its own, it's no longer enough.

Why do we need more creative campaigning?

Because buyers are overwhelmed. Research from 6sense suggests B2B buying teams encounter thousands of touchpoints throughout a purchasing journey. Every day, they're bombarded with content, opinions, vendor messages and analyst reports. Creativity helps break through that noise.

At the same time, technology differentiation is shrinking. Every company claims to be AI-powered. Every platform is market-leading. Every solution is backed by analysts and customer success stories.

When products start to sound the same, differentiation shifts from product to narrative. Creative campaigns help brands tell a story competitors can't easily replicate.

And there's another challenge. Buyers are increasingly sceptical of corporate messaging. Trust is harder to earn than ever. Creativity can help here too. Not because it's flashy, but because it demonstrates authenticity. It shows a brand understands its audience and is willing to engage them in a more human way. Authenticity builds trust. And trust influences buying decisions.

Getting the balance right

The answer isn't to replace drumbeat activity with creative campaigns. It's to balance them.

Keep the drumbeat going. Continue producing relevant stories, expert commentary and insight-led content. That's what builds credibility over time.

But complement it with creative campaigns that earn attention, create memorability and give people a reason to engage.

Done well, creative PR amplifies the effectiveness of everything else. It helps people notice the brand, remember the message and pay more attention to the ongoing storytelling.

It can also create momentum internally, giving stakeholders something tangible to rally behind and helping marketing, communications and leadership teams unite around a shared narrative.

Of course, creativity isn't an excuse for vanity projects. Every campaign should support a communications strategy and contribute to a business objective.

The goal isn't creativity for creativity's sake.

It's using creativity strategically to make the drumbeat impossible to ignore.