In today’s increasingly crowded business-to-business marketplace, success is contingent on companies effectively and consistently communicating the distinctions and benefits of their branded offerings from those of the competition. To succeed, marketers need to employ integrated public relations programs that raise awareness among customers, prospects and decision-making influencers such as industry and business media.
The Business Marketing practice of Weber Shandwick specializes in creating strategic business-to-business public relations campaigns that deliver results for client companies. These goals can vary from broadening brand visibility of products and services to positioning company executives as industry thought leaders and generating sales inquiries.
Weber Shandwick offers business marketing services through centers of excellence located throughout our network of global offices. With an international presence, our Business Marketing professionals have worked in a variety of industry sectors – automotive, energy, human resources, industrial/heavy equipment, manufacturing, plastics and technology, among others. Consequently, we are skilled at devising and directing campaigns that communicate with impact the value-added benefits and features of clients’ products and services, and how these offerings can make a difference for their customers and prospects.
A key element of business marketing campaigns involves targeted media relations activities directed to the influential industry trade publications. These activities range from capitalizing on planned editorial coverage relevant to client companies and delivering a consistent flow of news about clients’ product and service innovations to establishing brand and product/service executives as sources for commentary about industry trends. They also include chronicling the success that end-users have experienced via case study articles, white papers and byline articles.
In addition to vertical industry media relations, Weber Shandwick draws from its expertise in brand/corporate positioning, strategic business media relations, channel communications, executive visibility/thought leadership, interactive online communications, industry analyst relations, collateral, industry/special events, and crisis communications when developing business-to-business initiatives.