With major industrial and technology tradeshows on the horizon, early preparation is key. Discover HCI’s time-tested conference roadmap to lock in messaging, prepare spokespeople for media interviews, optimize digital assets for AI search engines and drive high-intent buyers to your booth.
B2B Technology Marketing
Insight from our teamMulti-Layered Messaging: How to Engage Every Member of the B2B Tech Buying Committee
When resources are tight, it’s tempting to rely on generative AI to fill your editorial calendar. However, that AI shortcut creates a critical blind spot: it doesn’t meet the needs of the modern B2B tech buying committee. From skeptical engineers demanding code viability to finance officers reviewing total cost of ownership (TCO), discover how to build a human-led, layered messaging strategy that actively engages every stakeholder across the full sales cycle.
From Awareness to Authority: Why Podcasts Matter in B2B Tech Marketing Strategy
Podcasts have emerged as the highest engagement vehicle in the B2B tech marketing toolkit, but spoken authority doesn't automatically equal AI discoverability. Discover how guest appearances build E-E-A-T, beat the AI shortcut trap, and how to tactically convert audio interviews into measurable AI visibility.
The AI Shortcut Trap: Why Human Relationships Still Rule Tech PR
Many B2B tech brands risk falling into the AI Shortcut Trap, trading technical authority for automated noise. Discover why human relationships and engineering-led narratives are the only ways to secure the earned media necessary to gain visibility in AI search.
Accelerate Tradeshow Leads: Use PR to Move Leads Beyond the Booth
Foot traffic is vital, but credibility closes the deal. Discover how targeted PR micro-campaigns validate your brand, generate AI-friendly authority signals, and provide your sales team with the third-party proof that shortens the post-show sales cycle.
The Hidden Cost of Silence: 3 Strategic Reasons You Need Continuous Brand Investment Today
The tech industry is not uniform. When sales cycles lengthen, executives often slash marketing budgets first. This blog breaks down the hidden cost of silence and provides 3 strategic reasons why continuous brand investment is essential to secure long-term growth.
Beyond the Datasheet: 5 Strategic Directives for Marketing to Engineers in Deep Tech
Marketing to elite engineers in AI, robotics, embedded & cyber requires more than tactics. This guide for CMOs & marketing leaders shares 5 strategic directives on using quantifiable proof, balancing lead generation with evidence, & arming internal champions for the sale.
The Foundation of Your Website: Essential Metrics for Success
Discover which website metrics actually matter for your bottom line. We break down traffic, conversions, and ROI to help you prove marketing value to leadership.
Is Your Tech PR Driving Results? How to Measure What Matters
Are your technology PR efforts paying off? This guide helps B2B marketers identify the right metrics to prove their impact on business goals and revenue. By Allison Mattina, Client Services Director
Rethink Your Website: Why You Should Treat It Like Your Most Important Product
Is your B2B website helping or holding you back? Learn how to align design, UX, and messaging so it delivers for your business. By Elizabeth Trimble
The Overlooked Advantage: Why Industry Analysts Belong in Your B2B Tech Marketing Playbook
Looking for an edge in a competitive B2B tech landscape? A smart analyst relations strategy could be your most underrated advantage. By Kelly Wanlass
Use B2B Tech Marketing to Shorten Your Sales Cycle
The best tools for B2B tech companies to build resilience are strategic digital marketing and technical communication. By Kirsten Campbell, B2B Tech PR Strategist.
Change Creates B2B Tech Marketing Opportunities
Tech companies that maintain and reallocate their B2B marketing spend to suit the economic context do best. By Kirsten Campbell, B2B Tech PR Strategist.
Even for Amazing Technology, B2B Marketing Is Essential
Marketing your technology effectively requires going beyond traditional B2B tech marketing approaches to reach engineers. By Dennie Theodore, Communications Trailblazer and HCI Board Member
Maintain Marketing Momentum During a Recession: 3 Reasons
Here are three reasons your B2B technology company should maintain marketing momentum during a sales slump. By Kirsten Campbell, B2B Tech PR Strategist
How to Market to Engineers: 5 Best Practices
Engineers are a tough audience for B2B tech marketers. Here are 5 guidelines on how to market to them—and how not to. By Cheryl Berglund Coupé
Do Your Buyer Personas Collect Dust? Get Real-World Value
Find out how a B2B tech marketing agency can build buyer personas that bring tangible ROI. By Kirsten Campbell, B2B Tech PR Specialist
B2B Emails: 3 Tips for Better Lead Nurturing
Expectations for digital marketing soared as the pandemic drove customers online. HCI offers these three simple tips to transform your B2B email marketing campaign into effective lead nurturing. By Amber De’Niese, Project Coordinator
How Clients Benefit from a B2B Tech Marketing Agency That’s Virtual
HCI weighs in on the client benefits of the go-to-office vs. work-from-home debate, drawing on our team’s 20 years’ experience as a virtual B2B technology marketing and PR agency. By Amber De’Niese, Project Coordinator
Integrated B2B Tech Marketing Strategy Drives Connections
Connect your technology marketing plan across multiple platforms to deliver superior results and ROI. Our B2B tech clients benefit from integrated marketing plans set priorities and focus on what matters year-round. By Janice Hughes, Founder & CEO
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HCI has marketing professionals in North America and Europe.
HCI has marketing professionals in North America and Europe.