Let’s break down the term. “B2B” means any business conducted between two businesses, rather than between a business and a consumer. “Tech” qualifies the term to focus on that portion of the B2B market devoted to technology products and services; this is the fastest-growing segment of the B2B market in the U.S. and worldwide, and also a much faster-growing segment of the technology market than consumer technology. “B2B tech” includes everything from additive manufacturing to hyper-converged infrastructure, cloud-based software to BPO, fintech to security, data centers to distributed antenna systems. And “PR” in this context is the promotion of the visibility and authority of B2B tech companies through principally organic marketing efforts, such as earned media coverage, thought leadership, and associated initiatives that together are designed to build trust between a brand and its customers, investors and other key audiences.
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