For B2B tech companies, the world feels more chaotic than ever. Amid unprecedented social and economic shifts, communicating authenticity has become a defining challenge. In an era of widespread skepticism, your buyers are assessing more than just your product; they’re evaluating your purpose and values. A pervasive lack of trust from target audiences due to industry skepticism means the old playbook is obsolete. Today, honesty, transparency, and genuine engagement are paramount. According to the HawkPartners 2021 Brand Authenticity Index, 80% of consumers value brand authenticity, a sentiment that strongly echoes in the discerning B2B tech space.

How to Differentiate Your B2B Tech Company with Authentic PR

Communicating authenticity begins with a clearly defined purpose. This isn’t about simply making the best product; it’s about asking, “How does our technology propel humanity towards good?” Once you define this purpose, ensure it resonates with your buyer personas, value structure, and senior leadership.

Being authentic means presenting your brand from a place of sincerity. This quality cannot be bought or won through clever marketing—it must be earned. It requires a top-down commitment, starting with executive leadership defining and embodying company values in every action, from staff reviews to social media interactions.

This approach works because it:

• Makes your business stand out from its competition
• Gives substance and a higher purpose to your business
• Helps people relate to your B2B tech company
• Establishes you as a reliable, trustworthy partner
• Turns your audience into vocal advocates

Proven Ways to Communicate Brand Purpose in B2B Tech

Many B2B tech leaders report struggling to align company values with external communications. The solution lies in making your purpose the core of your content. By creating helpful and educational materials, you help customers understand the “how” and “why” behind your mission, establishing your brand as a go-to source of trustworthy information.

When you find a new streaming series you love, you don’t recite the script. You share the best details with a friend. Treat your B2B tech buyers the same way. Pinpoint what makes your product special and reverse engineer your pitch from the end user’s perspective. Be real, honest, and save the granular details for later.

Avoiding Pitfalls When Communicating Authenticity 

The concern over appearing inauthentic or opportunistic in PR campaigns is a major challenge. Today’s savvy buyers can spot disingenuous marketing from a mile away. They have little patience for brands stretching the truth, especially those merely hopping on trends for social media likes.

Authentic brands are built on a foundation of being explicitly moral, brutally honest, and unapologetically transparent. They are rooted in their values and remain constantly consistent. This is a core component of effective purpose-driven brand communications.

Things to avoid in your authentic B2B tech PR strategies:

• Platitudes: Avoid generic, empty language.
• Inconsistency: Maintain a consistent message and identity.
• Trend-Chasing: Don’t jump on every new trend.
• Always Selling: Provide value beyond your product pitch.
• Paid Influencers: Rely on genuine advocacy over transactional endorsements.

Key Takeaways

• Purpose First: Communicating authenticity isn’t a marketing tactic; it’s a business philosophy that must start with a purpose beyond profit.
• Top-Down Commitment: Executive leadership must define, own, and embody company values for them to be credible.
• Earn, Don’t Buy: Trust is earned through consistent, honest actions, not bought through ad campaigns or influencer marketing.
• Value-Driven Content: Help and educate your audience with content that solves their problems, not just sells your product.
• Consistency is Key: Authentic brands are relentlessly consistent in their messaging, values, and actions across all platforms.

Ready to Communicate an Authentic Message to Your Target Audience?

If you’ve aligned your purpose with your product, your sales process will feel like a natural rhythm because you believe in what you are doing. Communicating authenticity in this way allows a B2B tech brand to hold itself accountable, live its truth, and engage audiences more deeply. By doing so, companies not only create stronger connections but also make a larger mark in their industry. This is the key to understanding how B2B tech brands can build authenticity.

At GMG, we believe authenticity works—no gimmicks, just hard work and informed strategies. Your organization has something great to share, and we can help you cultivate an authentic message that reaches its intended audience. How can we help you succeed?

Frequently Asked Questions (FAQ) About Communicating Authenticity

Why is brand authenticity for tech companies more critical now than ever?
In a crowded market flooded with similar solutions, communicating authenticity is a key differentiator. B2B buyers are more discerning and skeptical than ever. They are looking for partners, not just vendors. An authentic brand that aligns with their values builds the deep trust needed to close deals and foster long-term partnerships.

How can B2B tech brands build authenticity without appearing opportunistic?
Focus on consistency and transparency. Authenticity is built over time through actions that align with your stated values. Avoid jumping on social issues for quick PR wins. Instead, integrate your purpose into your core operations, product development, and customer support for long-term credibility.

What authentic B2B tech PR strategies should B2B tech companies focus on first?
When communicating authenticity, start from the inside out. Clearly define your company’s purpose and values with your leadership team. Then, focus on creating educational, value-driven content that solves real problems for your target audience. Use customer testimonials and case studies as social proof instead of relying on paid promotions.

How do we measure the ROI of purpose-driven brand communications?
Measure metrics like brand trust, audience engagement, and customer loyalty over time. Track share of voice on key topics, sentiment analysis in media mentions, and employee retention rates. While not as direct as sales conversions, these indicators show the health and resilience of your brand’s reputation.

About the Author: Leah Nurik is the founder and CEO of Gabriel Marketing Group.