May 23, 2025
For B2B, your target audience is not one person. Instead, it is often a network of stakeholders, all with different needs, varying levels of technical understanding, and different influences. Therefore, a single press release or pitch is not enough.
Here’s how you can think when it comes to communicating with multiple target groups in your tech communication:
1️⃣ Map your ecosystem early Before you write anything, clarify whom you need to influence: buyers, analysts, partners, investors, developers, media, and more. Tailored relevance starts with a clear overview.
2️⃣ Customize the message. Not just the format A journalist may want a sharp headline. A buyer wants proof. A developer wants architecture. An investor wants upside. Don't just change the channel – change what you say and how you say it.
3️⃣ Reuse with intention Transform a product launch into a press release, an investor notice, a customer statement, and a developer post. It’s not about more content. It’s about smarter delivery.
4️⃣ Broaden the definition of "earned credibility" Media coverage is good, but analytics nodes, GitHub engagement, and keynote invitations can build just as much credibility depending on your stakeholder map.