B2B tech PR is no longer just about landing a mention in the national press, it’s a dynamic, data-led discipline that spans podcasts, LinkedIn campaigns, KOL (Key Opinion Leader) engagement, and storytelling. In a noisy digital world, those who understand the nuance of modern B2B PR are winning not just headlines, but hearts, minds—and measurable ROI.
One woman who’s been ahead of the curve for decades is Kath Darlington MBE, founder of The Scott Partnership, a B2B agency specialising in science and technology communications. In 2024, she received the King’s Award for Enterprise in International Trade and continues to support UK exporters in her role as a DBT Export Champion.
In this candid conversation with Juliet Stott, Kath shares sharp insights on how PR has evolved, what drives the best returns, and why tone, targeting, and trust matter more than ever.
Juliet Stott: How has tech PR adapted in the evolving digital landscape?
Kath Darlington: The channels have changed constantly—but the purpose of PR hasn’t. It’s still about communicating effectively to specific audiences in support of business goals. What’s different now is how we reach those people—earned media, podcasts, digital storytelling, LinkedIn campaigns. It’s never one-size-fits-all. You have to ride the wave of change and mix the right tactics based on objectives.
Juliet: Is thought leadership best delivered via company-owned platforms or through media?
Kath: It’s a combination. We use earned, owned, and shared media extensively. We prioritise earned and owned to avoid over-reliance on ad spend but they serve different complementary purposes. But the key is always: who are we talking to, and what do we want them to do with the information?
Juliet: Do niche influencers still have value in B2B tech and science-based industries?
Kath: Absolutely. In science, we don’t talk about “influencers”—we talk about Key Opinion Leaders (KOLs). These are respected academics or experts whose voices carry enormous weight in small but high-value communities. Their endorsement is worth more than any flashy marketing.
Juliet: What percentage of a tech marketing budget should go to owned content?
Kath: There’s no fixed number—it depends on the business and where the budget will deliver results. What we’re seeing is a shift: post-COVID, budgets are much more ROI-driven. Owned content like blogs or newsletters and events can be powerful when used strategically. The golden rule is: measure everything by its ability to drive commercial results.
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Juliet: How do you guide clients to narrow their communications focus?
Kath: Many businesses want to speak to everyone. We push back, hard. If you’re selling to 100 lab directors, why would you spend money shouting at a million consumers? We help clients identify their most valuable audiences and tailor messaging accordingly. Often, two buyer personas are enough.
We also conduct a three-part audit at the start of a client engagement:
- Their marketing activity (what they say they’re doing vs. what they’re really doing),
- Their digital footprint (LinkedIn, analytics, site performance), and
- Their sales messaging (which is often misaligned).
That audit almost always reveals overlooked opportunities that generate quick wins—often within weeks. It also builds trust, because we can back it up with data.
Juliet: What kind of tech content drives the best ROI?
Kath: It depends on the stage of the buyer journey. If you need awareness, newsy content or media coverage helps. If you want conversion, peer validation is gold—especially in science. A testimonial from a respected expert or user often outperforms big-budget campaigns.
We also advise clients to align content with high-margin products, not just popular ones. A small shift in focus can significantly increase impact.
Juliet: Where do you see the biggest quick wins when onboarding a new client?
Kath: Often, it’s about refocusing messaging toward higher-value offerings or tightening up the CRM and LinkedIn audience alignment. Another common one? Clients pouring money into low-margin products when they should be promoting higher-margin ones with much better return potential.
Juliet: Are private communities or invite-only groups a worthwhile tactic?
Kath: Definitely. Whether it’s a LinkedIn group or a niche user community, owning that space gives companies real power. One meaningful interaction can translate to hundreds of thousands in revenue—especially in science and tech. Control the conversation and you increase your value.
Juliet: What are common tech marketing mistakes when entering new international markets?
Kath: The biggest one is underestimating cost and complexity. Companies want to leap into big markets without evaluating regulatory barriers or available support. We always go back to the Ansoff Matrix—a basic marketing tool, but incredibly useful for mapping risk. Sometimes, the smarter move is to scale in adjacent or easier markets first.
Many companies assume there is a ‘secret sauce’ and that one size will fit all with marketing, but the external macro environment can have such an impact on the performance of your marketing: we do recommend that companies run A/B tests to check what resonates at any given time.
Juliet: What role does tone of voice play in modern B2B tech content?
Kath: Tone of voice is a huge differentiator—when it’s done right. It should reflect company culture and align with audience expectations. But in regulated sectors like pharma, being “disruptive” doesn’t always resonate with decision-makers. Messaging must be bold and appropriate.
Juliet: What about AI? How is it changing the content game?
Kath: AI is disrupting everything—especially SEO. Search behaviour is evolving rapidly, so traditional tactics don’t work as well and needs to encompass GEO (generative engine optimisation). We focus on thematic LinkedIn campaigns—consistent messaging across owned platforms, media placements, and digital content, all tailored to current search trends and buyer behaviour.
Juliet: And finally, what’s your message to business leaders still unsure about marketing investment?
Kath: If your product is brilliant but nobody knows about it—it won’t sell. In markets like the US, marketing is seen as a growth engine, not a cost. In the UK, too many still treat it as an afterthought. That mindset needs to change. Marketing works. The data proves it. But you have to commit to it, measure it, and treat it as a strategic driver—not a side hustle. Failing to invest in marketing can have significant long-term negative consequences.
Ready to stop shouting into the void and start generating measurable ROI?
