A short market deck
- The market problem, not the product sheet.
B2B PR agency
Pocket PR is a B2B PR agency for industrial and enterprise technology companies whose deals take months and pass through many hands.
We work remotely from Kyiv and Brno.
Project news and signed articles go to the trade titles each member of the buying committee trusts, and the calendar follows the fairs where those people meet.
Illustration
What B2B buyers say about thought leadership
- 73%of B2B decision-makers trust thought leadership more than marketing materialedelman.com
- 75%researched a product they had not considered after reading thought leadershipedelman.com
What does a B2B public relations agency do
A B2B PR agency makes a supplier look safe to buy from. Consumer PR chases attention.
B2B PR delivers proof that reaches several people inside the same buying company, each through the media they already read.
- Project and contract news that names the partner and the delivery date.
- Customer case studies with a named client and a measured result.
- Signed articles by engineers and executives in the buyer's trade press.
- Trade show communication, from booth meetings with editors to follow-up stories.
- Analyst relations where buyers consult research firms before large purchases.
- A prepared statement for the day a delivery slips or a plant incident makes the news.
How buying committees read trade press
The engineer reads the specification while operations calls the reference sites. Finance looks at your balance sheet, and in the end an executive signs.
Each of them searches the supplier's name before the meeting, so steady coverage in the right trade titles beats one general business headline.
Together those pages answer the committee's real question, whether serious companies already trust you.
Illustration
How much does a B2B agency typically cost
US retainers start around $3,500 a month at boutiques and reach $25,000 at the mid-sized firms that hold most B2B and tech specialists, usually with a three to six month minimum.
That minimum hurts most in B2B, because the first months go on learning the product. Country-by-country rates are on how much PR costs.
| Option | Monthly price | Published by |
|---|---|---|
| US boutique agency | $3,500 to $10,000, three to six month minimum | Everything PR |
| US mid-sized firm with a B2B or tech specialty | $10,000 to $25,000 | Everything PR |
| US enterprise agency | $25,000 to $50,000 and more | AM World Group |
| Pocket PR | from $390 | Pocket PR |
Why thought leadership works in B2B
In the Edelman and LinkedIn 2024 study, B2B decision-makers said they trust thought leadership more than marketing material.
A signed article in a trade title is the form we work in, because it lets a buyer check whether the supplier's engineers understand the problem. We draft bylines with the engineer, keep them free of product pitches and name the company once, in the byline. A good article explains one thing the reader deals with at work, such as a failure mode nobody likes to talk about.
How to plan PR around B2B trade shows
Trade fairs are the busiest weeks of the B2B calendar, with Data Centre World London in March and Hannover Messe in April setting the European spring.
The work starts six weeks before the doors open.
Six weeks ahead
Editors fill their fair schedules early, so we pitch booth meetings then.
During the show
Meetings on the stand, plus the photos and quotes a later story needs.
The week after
Release the news once the flood of exhibitor releases has stopped.
How to write a B2B case study that trade editors publish
Trade editors reject most vendor case studies because they read like brochures. The ones that run share a structure.
Once published, the same piece works as a sales document too.
- The customer's problem in the customer's words. That is how the piece opens.
- The site and its constraint. An editor needs to picture the plant.
- What was installed. Plain description, no adjectives.
- What changed, in the plant's own unit. Downtime hours or rejected parts per shift, whatever the plant manager reports upward.
- The customer's engineer on the record. Offered to the editor for questions.
Analyst relations for B2B technology companies
In enterprise software and telecom, buyers often ask research firms before they shortlist suppliers. Some industrial markets work the same way.
A briefing lets the analyst hear your view before the report is written, so we prepare it like a sales call with a sceptical buyer.
Two reference customers
- Both willing to take the analyst's call.
Where you do not compete
- Honest limits make an analyst trust the rest.
Should a B2B tech company hire a specialist or a generalist agency
Choose on media, not on labels.
A generalist may know national business desks but rarely pitches the trade writers your engineers read, while a specialist knows those writers, but only in one industry.
Ask any candidate agency these before you sign.
- Which five trade titles it would pitch first. They should be titles your buyers read.
- Which of those writers it spoke with this year. Names, not a database.
- How it measures success beyond clippings. For example, prospect questions that mention an article.
A plan built around the buying committee
Committee story map
We map who signs the purchase and who can block it. Each role then gets the trade title and the story type that reaches it.
Trade press and bylines
Project news and customer results go to vertical trade press, and we draft and pitch one signed article a quarter by your engineers to the title their peers read. The editor decides whether it runs.
Trade show calendar
Six weeks before each show we pitch booth meetings to editors, and we hold big news for the week after when the hall noise has passed.
A Czech machine vision maker heads to Hannover
An industrial automation vendor entering Germany
- Situation
- A Czech maker of machine vision systems for food packaging has two German customers and wants to reach plant managers before Hannover Messe.
- What we do
- We write a case study with one customer, measured in rejected packs per shift, and pitch it to an automation trade title. The head of engineering signs a byline on inspection standards. At the booth, three editor meetings are booked in advance.
- Outcome
- Illustrative plan only, not a client result. It shows how far one proven customer result can travel in a single quarter.
Trade titles that industrial buyers read
how UK and European CIOs buy enterprise IT
online daily with e-guides
plant investment decisions by manufacturing leaders
online with newsletters
factory automation and supply chain news
online daily
logistics procurement and warehouse technology
online daily with a newsletter
what utilities buy and the policy behind it
online daily with a newsletter
data center construction and how sites get power
online daily with a magazine and events
project news from power plants, down to the engines
online with a magazine
generation technology and project case studies worldwide
magazine and online
All 12 outlets
new engineering from UK factories and energy projects
online with a magazine
industrial controls and plant software
online with a magazine and a podcast
large infrastructure contracts and the contractors who win them
online with a magazine
battery projects and the supply deals behind them
online daily
Fairs that fill the B2B spring
10 to 11 March 2027 at ExCeL London
Data Centre World London
Operators and power suppliers in one hall, good for European data center supply news.
1 to 4 March 2027 at Fira Gran Via
MWC Barcelona
Telecom buyers come for enterprise connectivity, and the trade press comes in force.
5 to 8 April 2027 in Hannover
Hannover Messe
The main industrial technology fair, with a new Europe Energy Week alongside it.
24 to 27 May 2027 at Music City Center in Nashville
Data Center World
US operators and facility managers attend. A power or cooling announcement fits this week.
Anastasiia Bratkova
Chief Brand, Marketing & Communications Officer, RSE
Signs every pitch
Questions
What B2B marketers ask before hiring PR
How much does a B2B agency typically cost?
In the US, boutique agencies bill about $3,500 to $10,000 a month, usually for a minimum of three to six months, and mid-sized firms with a B2B or tech specialty $10,000 to $25,000. Pocket PR starts from $390 a month, month to month.
What is the rule of 7 in B2B?
It is an old marketing rule of thumb that a prospect needs about seven touches before acting. It is not a research finding. For B2B the useful lesson is repetition across channels. A trade article makes the show meeting easier, and the meeting makes the next article land.
How long does B2B PR take to show results?
A trade story can run within weeks, but sales cycles in industry and enterprise often last many months. Judge the first quarter by placements in the right titles and the second by inbound questions that mention them.
Do B2B buyers still read trade magazines?
Yes. Most of that reading now happens online or in newsletters. Engineers and plant managers use trade titles to check suppliers, and those articles also feed the AI tools buyers now use for research.
Should a B2B company brief industry analysts?
If your buyers ask analysts before large purchases, yes. Start with a short briefing when you have a new product or a notable customer, and keep analysts updated twice a year.
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