The sales funnel is all about those important steps that a potential buyer goes through to become a customer. It’s vital to know where a prospect is in this process so the next best move can be decided. With the main goal of turning prospects into customers, B2B tech businesses first need to tackle the ‘awareness’ and ‘consideration’ stages of the funnel to get their brand front of mind. What they might not realise is the importance of PR in those opening two phases.
Raising awareness among the target audience
The ‘awareness’ stage of the sales funnel often involves introducing a brand to potential customers. The goal is to reach as many relevant prospects as possible, making them aware of the brand’s existence and value proposition. So how does PR add value to this stage?
A performance-driven integrated PR campaign can actually lay the foundations for increased awareness. One way is through media coverage. By securing placements in relevant industry publications, blogs and news outlets, the brand gains visibility among its target audience. Press releases announcing new products or company milestones can position the business as a key player in the industry.
Alongside traditional media, social media can create a buzz around the brand. Creative campaigns on channels including LinkedIn, X and Facebook can engage, entertain and inform followers and prospects. It’s another opportunity to draw in potential customers who may have previously been unaware of the company. A mix of informative content on owned channels, such as on the brand’s website, and earnt mentions on other platforms can widen its reach.
But not everything has gone digital. It’s also really important to get out there and attend events. Trade shows, conferences and industry functions provide opportunities for direct interaction with potential customers. Expertise can be shared, products can be promoted and leads can be added to the funnel for nurturing later on.
PR in the ‘consideration’ stage
Once a prospect becomes aware of the brand, they move into the ‘consideration’ stage, where they actively evaluate whether the product or service meets their needs. Performance PR continues to play a critical role here, helping to build trust and demonstrate value with measurable results.
Establishing the brand as a thought leader in the industry is crucial during this stage. Through expert articles, whitepapers and speaking engagements, integrated PR campaigns can position the brand as an authority in its field. This approach helps prospects see an organisation as not just a provider of products, but as a trusted advisor with deep industry knowledge.
Email campaigns are crucial in staying in touch with prospects during the ‘consideration’ stage. PR-driven content can play a role here. Insightful articles, interviews or news coverage can be incorporated into emails or newsletters directly engage with and nurture leads.
Customer testimonials and case studies can also be promoted through various channels. Highlighting success stories in which a product has solved real-world problems for other businesses can be incredibly persuasive. It builds credibility and reassures prospects that your brand is a reliable choice, increasing the chances of a conversion.
PR as a growth driver
Performance PR doesn’t just create buzz, it guides prospects through the early stages of the sales funnel, setting the stage for conversions. By boosting brand awareness and fostering trust during the consideration stage, PR efforts make the work of sales and marketing teams much easier. Prospects who are aware of and trust a given brand are more likely to engage with sales materials, respond to marketing campaigns, and ultimately, make a purchase.
The impact of PR on the sales funnel is clear: it first drives prospects into the funnel, and then ensures they move smoothly towards making a decision. It’s an essential tool to support business growth.
Want to find out more about Performance PR’s impact on the sales funnel? Talk to one of our experts today.
