The Lost Art of B2B Product PR

FiredUp! - The Startup Marketing Podcast

Ten years ago, the world of B2B product PR looked very different than it does today. There has been a shift from treating product news as a story in itself to a model where product news is more of a reason to cover your sector or company as a whole. The Firebrand team sits down on the podcast today to discuss the evolution of B2B product PR, how companies can adapt their strategies to keep up with current market dynamics, how to leverage data-driven storytelling, and so much more! This week, episode 62 of the FiredUp! podcast is about the lost art of B2B product PR!

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In this episode of the FiredUp! podcast, the firebrand team discusses the decline of traditional product reviews that are forcing companies to rethink their product PR strategies and actionable steps you can take right now to pivot the strategies your company is using to cut through the noise and stand out amongst competitors.

Morgan, Chris, and Ian discuss:

• Making the shift from focusing on product features to framing the messaging in a way that highlights the problems that the product solves.
• Using the data and insights generated by a product to create unique and compelling stories that showcase the product’s capabilities.
• The rise in alternative review channels such as influencers, industry analysts and review sites.
• Leveraging a company’s own user conference to announce product news can maximize event impact and create a buzz for product launches.

While the approach has evolved, product PR remains an essential component of a comprehensive B2B marketing strategy, helping to maintain visibility, communicate innovation, and support broader brand messaging. What will you do to keep up with the trends?

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Kapitel

1. The Lost Art of B2B Product PR (00:00:00)

2. The current state of B2B product PR. (00:04:14)

3. Challenges in covering modern products and technology advancements. (00:05:20)

4. Strategies for effective product PR. (00:10:15)

5. The role of product PR in modern PR programs. (00:18:19)

6. Alternative channels for product reviews. (00:21:32)

7. The impact of awards on product PR and brand appearance. (00:31:15)

8. Leveraging data-driven storytelling to tell unique and compelling stories. (00:37:39)

9. While product PR has evolved, it still remains crucial for maintaining visibility and communicating innovation. (00:40:34)