Let’s face it, b2b tech isn’t exactly synonymous with “wildly creative”—it’s more like “wildly… technical.” But here’s the thing: the most successful b2b PR campaigns are creative. They stand out. They turn “yet another software update” into “oh, that’s actually pretty cool.” So, how do you launch a creative PR campaign that makes waves in the b2b world?
Here’s how we approach it at Red Lorry Yellow Lorry:
1. Find the story behind the specs
Your product has 17 new features and three new integrations? Fantastic. But what problem does it solve for your audience, and why should they care? The heart of any creative campaign is a killer story. Or that taps into emotion, urgency, and the needs of your audience. Humanise the tech by making it relatable. If you’ve got a product that makes their lives 50% easier, don’t just tell them, show them! Preferably with some snazzy storytelling.
2. Challenge the b2b status quo
“But b2b buyers don’t care about creativity.” That’s cute. False, though. They’re humans too, and they see the same boring campaigns day in and day out. So do something different! Whether it’s an interactive digital experience, bold visual content, or a campaign angle that challenges the industry, take the road less traveled. Worst case, you’ll at least make some people pay attention. Best case, you’ll break through the noise.
3. Keep it real
Authenticity is key. Don’t hype up your product with buzzwords that mean nothing (no one wants to “leverage synergy” for the millionth time). For example, journalists aren’t going to be blown away by an ice cream company launching research proving everyone needs to eat more ice cream! Instead, use your creativity to find unique ways to convey real value. Maybe it’s a customer spotlight that tells a compelling success story. Maybe it’s a surprising data point. Whatever it is, make it genuine, relevant, and interesting.
4. Target the right audience, with the right message
A creative campaign is only effective if it reaches the right people. Segment your audience and tailor your messaging to each group. Different personas have different motivations, so figure out what resonates most with each one, and get creative with how you speak to them. Want to catch the attention of your TikTok-loving buyer? Maybe it’s time to bring out some light-hearted memes. The magic happens when the right story meets the right audience.
5. Leave room for experimentation
In b2b tech PR, data-driven decisions are important, but creativity thrives when there’s space for experimentation. A/B test campaign assets, try unconventional approaches and see what sticks. Some of the best creative ideas come from that “let’s give it a shot” moment.
6. Amplify, amplify, amplify
A creative campaign needs a megaphone, not a whisper. This means media outreach, social media paid ads and influencer partnerships. Make marketing your best friend. Make sure your creative spark reaches as many people as possible. And don’t be afraid to shout about it. After all, if no one hears your great idea, did it even happen?
Get in touch!
At Red Lorry Yellow Lorry, we’ve worked with brands big and small to develop, deliver, and amplify needle-shifting creative campaigns. Whether it’s retained clients or one-off projects, our experience spans digital and marketing, media, and influencer communications. You name it, we’ve covered it.
Ready to add some creative flair to your next big campaign or product launch? Get in touch with us today at hello@rlyl.com. We’d love to help you make an impact (and maybe have a little fun while we’re at it).
