Client name withheld under NDA.
B2B software firms in Singapore rarely get press by accident. Business media covers funding rounds and big-name launches, while trade titles want useful stories for engineers and plant managers, not product announcements. Most firms send one press release a year to a generic list and hear nothing back. pr agency singapore is searched about 720 times a month, but b2b pr gets only about 30 searches. Most companies look for a general PR agency, then find that their story does not fit what a general agency knows how to pitch.
This company sold software that helps factories and building operators schedule maintenance and spot equipment failures early. It had about 35 staff, a strong customer list in manufacturing and facilities management, and almost no media presence. In the previous six months it had been mentioned in one article. Its website had 64 referring domains, branded searches sat at about 390 a month, and the sales team booked around 9 demo requests a month, none of which mentioned seeing the company in the news. The founder wanted credibility with larger buyers, who check a vendor's name before they take a call.
We interviewed the founder, two product leads and the customer success team, and went through usage data the company was happy to share publicly. We found three stories with news value: a new module that flags pump and motor failures before they happen, a milestone of 1 million maintenance jobs scheduled on the platform, and an expansion into Malaysia and Thailand with a regional partner. Each story got a one-page message brief with the key facts, a spokesperson and the proof behind every claim.
B2B editors ignore features and respond to problems their readers have. Unplanned equipment downtime is a cost every plant manager understands. Framing each story around that problem, with numbers the company could stand behind, gave journalists something to write about rather than a product brochure.
We built a list of 62 named journalists and editors across four categories: manufacturing and facilities trade titles, business news, technology media, and the newsletters and portals of regional engineering associations. For each one we noted what they had covered in the past year and the kind of story they used.
A generic list of 500 addresses gets ignored. A list of 62 people who actually cover maintenance, manufacturing and industrial technology meant every pitch went to someone likely to care, and follow-ups felt like conversations rather than spam.
We wrote and distributed three press releases, one for each story, spaced about six weeks apart. Each included a quote approved by a customer, a short data point, images and a spokesperson available for interview within 24 hours. The releases were also published on a new newsroom page on the company's website.
A release only works if a journalist can turn it into an article quickly. Approved quotes, clear numbers and a spokesperson ready to talk removed the usual reasons an editor puts a release aside. The newsroom page gave every article a place to link back to.
Alongside each release, we pitched tailored angles to the trade titles on the list, such as the real cost of unplanned downtime in older factories, and offered the founder and product leads for interviews. Before each interview we ran a 30-minute prep session on the key messages and the questions to expect.
Trade titles reach the engineers and operations heads who actually buy maintenance software. Pitching an angle that suited each title's readers, rather than sending the same release to everyone, is why 9 of the 19 placements came from trade and industry media.
We ghost-wrote a 1,200-word byline for the founder on why most predictive maintenance projects stall after the pilot, and placed it in a regional engineering trade publication. As coverage landed, we added it to the newsroom, the company shared it on LinkedIn, and the sales team got a one-page coverage sheet for proposals. We tracked branded searches, referring domains and every enquiry that mentioned an article.
A byline shows expertise in a way a news story cannot. Buyers who read it had a reason to trust the founder before a sales call. Putting the coverage in front of prospects meant the PR kept working long after each article's first week.
Over six months, the company earned 19 media placements, against 1 in the previous six months: 9 in manufacturing and facilities trade titles, 4 in business news, 3 in technology media and 3 in engineering association newsletters and portals. Referring domains grew from 64 to 101 as articles linked back to the newsroom and were picked up by other sites. Branded searches rose from 390 to 720 a month, and demo requests from 9 to 13 a month. Eleven inbound enquiries over the six months mentioned an article by name, most often the founder's byline. No coverage was paid for. The company now has a media list, a newsroom and spokespeople who are comfortable with journalists, so its next announcement starts from a much stronger position.
Media placements and enquiries mentioning coverage are counted per 6-month period (the 6 months before the engagement vs the 6 months of the engagement).
Three stories, a 62-person media list and the first release. 3 placements.
Second release, trade pitches and interviews. Placements reached 11.
Founder byline published and the third release out. 19 placements in total.
If you run a B2B tech or industrial firm in Singapore, your product news alone rarely interests editors. The cost of downtime did. Leading with a problem your buyers already worry about is what got this company into trade media.
A small list of journalists who actually cover your field takes longer to build, but every pitch lands with someone who might use it. It also makes follow-ups personal, which is where most placements are won.
Eleven enquiries mentioned the coverage, but the bigger effect was quieter: prospects arrived having already read about the company. Putting articles in proposals, on the website and in sales emails turned short-lived news into lasting credibility.
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