Over the years, I’ve encountered numerous tech companies—startups and established players alike—that have funneled most of their marketing budgets into PR and marketing agencies. Sadly, I hear the same stories repeated: disappointing results, underwhelming impact, and dollars down the drain. I have been wanting to write this piece for a long time. If you're a technology or telecom company, here are five compelling reasons to reconsider that investment.
1. They Don’t Truly Understand Tech or Telecom
Many agencies claim to understand technology, but they don’t. I know this firsthand. I’ve consulted for one such agency (which I won’t name to spare them the embarrassment), and the lack of technical understanding was evident. I did not enjoy the experience of having to do a blog for the next day without the time to research and think through it. In complex fields like telecom and enterprise tech, superficial knowledge doesn’t cut it.
2. Garbage In, Garbage Out
Given their lack of understanding of the technology stack and industry trends, these agencies rely heavily on uncommitted freelancers and junior staff or use AI tools like ChatGPT. 70% of PR agencies struggle to produce effective content. The resulting output is generic and superficial without much context or insight into your market. How can the content resonate if the writer doesn’t understand your audience or their challenges? It is garbage in, garbage out.
3. They Claim to Be Proactive—But They Lack Real Industry Engagement
While PR agencies often promise a proactive approach, most fail to track key industry developments or identify the analysts who influence the market. They rarely take the time to scan the landscape and understand who is writing the most impactful reports for industry associations or serving as judges for prestigious telecom awards. In contrast, analysts like us are actively involved in shaping the conversation—we author in-depth industry reports, advise associations, and help set the standards by participating in top-tier judging panels such as the GLOMO, WBA, Fierce, Leading Lights, etc.
4. They’re Expensive—and Not Worth the ROI
PR agencies may be skilled at crafting well-written press releases, but few journalists read them anymore, and their impact is often superficial at best. Investing in original research that speaks directly to your customers’ real challenges is a more effective strategy. This insight-led content creates genuine thought leadership and delivers measurable, lasting results.
5. They Don’t Build Relationships with Analysts
Too often, agencies treat analysts as mere amplification channels for their clients, rather than engaging with us meaningfully. But true influence doesn’t work that way. Real value stems from building long-term relationships with analysts who genuinely understand your market and technology.
The Bottom Line
Your marketing budget is precious. Please don’t waste it on generic PR fluff or shallow content. Invest in real insights, original research, and strategic analyst engagement. That’s how you build credibility, influence buyers, and lead in your market. And if you still need to do a press release, hire an experienced freelancer to do that!.
If you are ready to put your marketing dollars to better use, book a meeting with us now.