Now that we understand more about what a B2B Campaign is, and you have determined that it’s right for your business, we can get into the specifics of what B2B campaigns entail. 

B2B campaigns rely on connections between businesses and stakeholders, so it’s up to the success of the campaign to build on these networks and the public image of your business. 

So, what are the key components of a B2B PR Campaign?

Goal Setting

Like all campaigns and aspects of business, you need to set clear goals to know what you’re setting out to achieve. Establishing SMART goals for your B2B PR campaign, clear objectives and measurable tactics allows for a clear focus of what you intend to accomplish  by executing the campaign, making it easier to measure your success. 

For a refresher on what SMART goals are, here’s a quick overview:

  • Specific (simple, sensible, significant).
  • Measurable (meaningful, motivating).
  • Achievable (agreed, attainable).
  • Relevant (reasonable, realistic and resourced, results-based).
  • Time bound (time-based, time-sensitive).

This acronym sums up the modern movement in PR as the entire field becomes more data-driven and focused on its strategies and measurable outcomes, including B2B PR campaigns.

Knowing the Audience

Who are you trying to reach? How can you best engage them? Identifying and researching your target audience invariably leads to higher click and conversion rates, which is what you want to achieve from your B2B campaign. PR agencies use all of the tools at their disposal to learn everything that they can about your target audience, and then tailor the campaign content around the habits, searches and interests of these businesses and potential stakeholders.


For a successful B2B campaign, you need a clear intention for what you’re doing, and to understand exactly what motivates your audience. By putting your own motivations and business purpose into your campaign, you associate with like-minded businesses and can leverage your brand story and values to stand out from competitors in your market. 

Similarly, analysing the behaviours of your target audience allows you to align your intent with what they are looking for, which helps you to fine tune your campaign content and engage with the best people. 


As we know, when it comes to PR, content is everything. Content drives clicks, sales, conversations and profit, so the content that you put out into the world needs to be a clever representation of your brand and shows exactly what you want other businesses to associate with your organisation. Providing not just reams of content, but quality content that answers any question that businesses will have for you is a key component of B2B PR.

Creating and promoting regular content through PR and thought leadership articles, blogs, webinars, white papers, videos, downloads etc., will attract the right business. It’s important to have a strong content strategy, and not put content out that doesn’t align with your SMART goals and what you’re trying to achieve from the campaign. 


Search Engine Optimization is all about attracting your ideal audience and finding the businesses who are also looking for you. The world of SEO can be complex with its ever changing rules, but it is an essential component of B2B campaigns. 

Using long tail keywords to associate your brand with the right businesses, linking, tagging relevant contacts and achieving SEO friendly URLs, will allow you to find greater success with your campaign and ultimately improve your ranking, which leads to better connections with your target audience. As we’ve learned, the more optimised you are SEO wise, the more likely you are to be found in Google, on news searches and be seen on the front page.


As with any part of business, having clear analytics allows you to measure effectively. Collecting relevant data from your target audience, analysing trends and implementing changes to make sure that your business stays relevant and desirable will improve the quality of your B2B PR campaign. 

By also studying similar B2B campaigns and analysing your competitors and the market, you put yourself in a better position for success. Staying up to date on these campaigns allows you to identify what does or doesn’t work, and monitor exactly what your audience is interested in. 

Showcasing Expertise

To ensure your company is seen by the right stakeholders and businesses, a key component of a B2B PR campaign is showcasing your expertise and excellence, positioning your business as one to trust and rely on within its industry. B2B PR campaigns rely on the right businesses associating with yours, so to improve your network and bring in more opportunities, you need to showcase your level of expertise.

Through thought leadership, opinion pieces and offering industry solutions, you increase your brand image and position your business as one to engage with, which is generally the overall objective of the campaign. 

Make sure that you find the right agency that understands these key components for your B2B PR campaign, and you’ll find that it’s a profitable and worthy investment.

For more information about Agent99’s B2B PR services, please contact

Agent Emma