Birnbach Communications


Internet Security



Health Care


Consumer Services and Personal Technology


Business-to-Business (B2B)
Business-to-Consumer (B2C) companies typically get more media attention, but Business-to-Business (B2B) companies wield more economic weight – though most of it is behind the scenes.

PR programs targeting the business press must identify aspects of B2B operations – customer case studies and ROI numbers – that are relevant to non-technical consumers.

This can be a challenge because B2B companies may use similar sounding descriptions – say, electronic Customer Relationship Management (eCRM) – but have totally different technology and business models. And because B2B firms like consultants offer a methodology, not a specific product or technology.

We have experience supporting companies across the B2B spectrum, including transportation, financial (financial software and business intelligence developers), consultants and service providers (a bar code manufacturer and a business-to-business information center and a plastics division of a Fortune 100 corporation, and a cutting-edge industrial design shop).

For B2B companies, our experience includes:

  • Developing and implementing successful media strategies that generated coverage in The Wall Street Journal, The New York Times, USA Today and other important national business media
  • Generating increased awareness in trade publications such as, DM Review, and others
  • Writing bylined articles that package the consultants' expertise in the aviation and mortgage sectors
  • Launching a new industry conference
  • Introducing executives to key reporters and industry analysts
  • Supporting the launch of new service offerings
  • Developing strategic develop messaging and positioning to help clients differentiate from competitors
  • Positioning companies to more effectively reach potential customers

We generate coverage that positions our B2B clients in a positive light, llike this TMCNet article about our Avistar client: "Avistar delivers a cost-effective, high-quality, single-click desktop videoconferencing and collaboration experience that make it easy for users to communicate with people in other offices, from the road or from home. Avistar C3 allows customers to take full advantage of videoconferencing without experiencing degradation of service. The solution’s dynamic bandwidth management enables thousands of users to access desktop videoconferencing, VoIP and streaming media." (Oct. 19, 2010)

For more details on our experience by sector, please click on the following links:

FinTech & Financial Services


Consultants & Service Providers








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