B2B tech PR that's built around your buyer, not your coverage report
Most B2B tech PR agencies start with a media list. We start with your audience. How they consume information, what questions they’re asking, which conversations they’re already in, and where the gaps are. That’s what shapes the strategy.
Commercial obsessives
We measure what matters to your business, not just what looks good in a PR report. Leads, pipeline influence, share of voice in your category, investment secured. That’s the scorecard we care about. We refine and optimise constantly, because a strategy that worked in Q1 might need rethinking by Q3.
We know the B2B tech media. Properly
Our team lives in the B2B tech news cycle. We know the journalists, their editorial agendas, and how to pitch a story so it lands. We’ve built genuine relationships across the UK tech press and beyond. And when clients need global reach, we work with trusted media consultants in around the world.
Our B2B tech PR services
We know the journalists, editors and analysts who cover B2B technology. And more importantly, we know what they want to write about. When you have a story to tell, we make sure the right people hear it.
Whitepapers, blog posts, case studies, explainer content. We translate complex tech into writing that’s genuinely useful to your audience – and that pulls its weight on search too.
We help B2B tech brands show up when their buyers are searching. Smart content strategy, technical foundations and digital PR that earns traffic worth having.
As AI-powered search changes how buyers find answers, we make sure your brand is part of those answers. Not just ranking in traditional search.
Consistent, well-positioned content that builds a recognisable voice in your category and keeps you front of mind with the people who matter.
People buy from people they trust. We build the profiles of your founders and leaders through coverage, thought leadership and speaking opportunities. We call it Brand You.
Sharp spokespeople make a real difference. We get your executives ready for interviews, tricky questions and high-stakes moments.
The first few hours matter most. We help B2B tech businesses prepare for reputational risk and respond fast and clearly when it counts.
Your team are your best advocates. But only if they know the story. From growth to change to full-blown transformation, we keep your people informed, aligned and on-side.
Our B2B tech sector expertise
We get fintech. From trending UK Fintech Week on X to lifting WorldRemit’s brand awareness by 86%, we know how to make financial tech impossible to scroll past.
We know the education journalists, and the topics that move them. We get our edtech clients into the conversations that shape how students, parents, teachers and policymakers think.
Right place, right time, right buyers. We’ve done it for startups and giants alike, and we know exactly what gets SaaS noticed.
Smart grid to clean hydrogen, EV tech to low-emission steel, we know environmental tech inside out, and we know the journalists who cover it.
Property feels every political and economic tremor. We help our proptech clients ride the shifts and own their niche.
Retail tech, CX platforms, ecommerce: we help the brands reshaping how we shop get the profile they deserve.
Virtual care to medical robotics, patient apps to assisted tech, we’ve worked with the most exciting names in health.
You sound like everyone else
B2B tech is crowded with companies solving similar problems with nearly identical messaging. If your positioning feels like a shrug, your story needs work. We find the angle that makes you genuinely distinctive. Maybe it’s a founder who’ll actually say something, a number only your platform can reveal, or a fight worth picking. The stuff journalists actually call back about.
Everyone's "AI-powered" and no one believes it
AI is in every pitch deck, homepage and press release. The challenge isn’t claiming you use AI, it’s proving it does something real. We help you cut through the noise with substance: credible proof points, customer outcomes and a narrative that signals genuine technology, not buzzword-chasing.
Your buyers are looking for a solution, and you're not showing up
B2B tech sales cycles are long and involve multiple decision-makers. Buying committees Google vendors, ask AI tools for recommendations and read third-party coverage before they ever book a demo. If you’re absent from those sources, you’re invisible at the exact moment buyers are forming a shortlist. Consistent media presence builds that familiarity before your sales team gets involved.
You're selling something the market doesn't understand yet
If your product creates a new category, you have to educate buyers before you can sell to them. People can’t buy what they don’t have a name for. We build the narrative that defines the problem, frames the category and positions you as the company that owns it.
Complex technology, unclear value proposition
If it takes three paragraphs to explain what your platform does, something needs untangling. We work with technical teams to strip the complexity back and find the clear, compelling articulation of what you do, who it’s for and what changes when they use it. We even have a specialist language team who specialise in sorting out corporate blah.
Every purchase is under the microscope
Budgets are tighter and buying decisions face more scrutiny. Deals get stalled by procurement and finance, not just your champion. External credibility (recognisable name, visible track record, third-party validation) helps de-risk the decision and gives your buyer the cover they need to say yes.
You're raising investment and need the market to take notice
A credible media profile, visible momentum and clear category leadership make your story easier to back, and your valuation easier to justify. We build the external proof points that reassure investors you’re a company on the up.
Your founders and executives are invisible
If your competitors’ leaders are all over LinkedIn, the trade press and industry events and yours aren’t, that’s a gap that compounds. We build executive profiles that translate into real commercial credibility.
Why work with Definition?
There’s no shortage of PR agencies happy to take on a B2B tech brief. Here’s what makes us a different conversation.
We know the B2B tech world
We’ve run PR for some of the biggest names across the B2B tech spectrum. Our team lives in the tech news cycle, knows the journalists who cover this space and understands what makes a B2B tech story land. That sector fluency means less time getting you up to speed and more time getting you results.
AI-enabled, not AI-dependent
We have a dedicated AI team and our own (secure) platform, Definition AI. It makes us faster, sharper and better briefed. But the strategy, the thinking and the words still come from people who know B2B tech inside out. AI helps with the legwork. It doesn’t do the thinking.
The full toolkit, under one roof
PR is rarely the whole job. When a campaign needs a brand film, a tone of voice that actually sounds human, or some market insight, our wider group has it covered. One relationship, the right expertise for whatever the brief demands.
Globally connected
B2B tech businesses scale fast and cross borders quickly. We’re UK-based with trusted agency partners across Europe, North America and APAC.
Independently recognised
We’re one of PRWeek’s top 10 B2B PR agencies for 2026. Independent recognition from the industry’s most respected title. Useful to know when you’re deciding who to trust with your reputation.
Ready to work with a B2B tech PR agency that gets your world?
Meet our tech PR experts
Hi! I’m Katy, Managing Partner, PR at Definition. My team and I love helping brands get noticed – and having fun in the process. I’ve partnered with leading global names in tech, education, and fintech, boosting visibility, building trust, and driving growth.
Strategy is my speciality: I pull together digital PR, social media, and SEO to chart a clear course for success. And you can always count on me for an honest view on what works, and what doesn’t.
I’m Bronwen, Global Client Service Director at Definition. I lead on PR strategy with experience across Africa, the UK and EMEA. I bring a global perspective to PR strategy and understand how narratives need to flex across different markets.
I’m Katie, as Head of Media Relations at Definition, I build relationships while creating stories that land. I’ve worked in PR and communications for more than 10 years. I started my career working exclusively with cyber security companies and have since stayed in B2B but work with a broader set of companies.
I have high value relationships with key stakeholders, lead on ideation for effective, creative PR campaigns and advise on the most effective media relations channels (e.g. LinkedIn, podcasts, newsletters, broadcast etc.) with data to back-up claims.
I love working on CEO and company profile pitching because it gives me the opportunity to interview really interesting people. Over the course of my career, my approach has landed interviews for clients with BBC, BBC Click, Wired, The Next Web, The Times, The FT, and more. I also spend a lot of time working on the exact wording of survey questions, which have landed with nationals and a whole host of trade publications over the years.
Case studies
FAQs
You’ll typically see early signs – media coverage, speaking opportunities, growing visibility – within the first few weeks and months. The deeper benefits, like becoming a recognised name, supporting sales conversations and influencing buying committees, build over six to twelve months and compound from there. We set clear milestones from the outset, so you always know what good looks like. Anyone promising overnight results is overpromising. Meaningful authority is earned consistently over time, not bought in a single campaign.
We agree what success looks like before we start, then measure against it. Depending on your goals, that might include quality of media coverage, share of voice against competitors, message penetration, inbound enquiries, search visibility and executive profile growth. We also track the softer signals that matter in B2B: whether your name is coming up in sales conversations or being recognised by investors and partners. The point isn’t vanity metrics. It’s showing how your B2B tech PR is contributing to your wider commercial and growth objectives.
No. Product launches and funding rounds are great hooks, but much of the most valuable B2B tech PR comes from your expertise: commentary on industry trends, founder thought leadership, data-led insights and strong points of view on where your market is heading. These build authority consistently, in between the bigger announcements. We help you find the stories you didn’t realise you had so your visibility doesn’t depend on having something to sell at any given moment.
We need access to the people who hold the knowledge. Usually founders, executives and subject-matter experts, for occasional interviews and sign-off. Early on, we’ll run a session to understand your goals, positioning, audience and competitive landscape. From there, we do the heavy lifting: developing angles, writing content and managing media relationships. The best partnerships are collaborative, with a clear internal point of contact and reasonably quick turnaround on approvals when timely opportunities come up.
We price every client individually, based on the strategy that’ll get you where you need to be. There’s no off-the-shelf package, because no two briefs are the same. The best way to get a sense of cost is to talk to us. Tell us what you’re trying to achieve, and we’ll work out what it takes to move the needle for you.
Complete the form to reach us.
Or, email us on: comms@thisisdefinition.com
