In B2B tech, “do more with less” isn’t just a trend – it’s become the default. Gartner calls it the Era of Less, a time defined by frozen budgets, leaner teams, and ever-rising expectations. For marketing, PR, and sales professionals, the challenge is clear: how do we deliver impact when resources are tighter than ever?
At HUT 3, we’ve been living this reality alongside our clients – and helping them adapt. In our recent, on demand webinar, Break Down the Silos, our own Andy Johnson joined senior leaders from Coupa, Eviden, and Tyto PR to unpack how B2B tech marketers can thrive in this new environment.
Here’s what stood out from that conversation – and why it matters now.
PR content is gold dust – let’s start treating it that way
Andy cut to the heart of the issue: too much high-value PR content is created… and then shelved.
“Some of the best content – with the most time, effort and expertise behind it – is PR content. It’s earned, it’s credible, and it has real authority,” he said. “But all too often, it disappears once the initial campaign is over.”
That’s a missed opportunity. PR content can – and should – power broader demand generation and account-based marketing (ABM) activity. With a bit of forethought, that interview or by-line can drive engagement, spark sales conversations, and reinforce key messages across the buyer journey.
Our advice? Don’t let great PR become tomorrow’s forgotten asset. Bring it into your ABM, demand gen, and sales enablement strategies. A single piece of earned media can generate value for months.
Smarter spending starts with smarter planning
Andy’s perspective was echoed by other speakers, including Coupa’s Anthony Tate, who noted that shrinking budgets aren’t new – but they now feel permanent.
At Coupa, Anthony structures spend across three buckets: tried-and-tested tactics, innovation projects, and moonshot ideas. That framework enables consistent results while leaving space to test new approaches. It’s not about throwing money around; it’s about being deliberate with every pound or dollar.
Less noise, more intent
Carmen Overton of Eviden underscored the need for intentionality. “Audiences today have zero tolerance for fluff,” she said. “They want less noise – but they demand more relevance.”
She described how Eviden consolidated multiple campaigns into one integrated initiative centred on a single core content asset. Repurposing that content across channels and over time delivered strong ABM performance and meaningful revenue growth.
Brand and demand must work together
Beth Sissons from Tyto PR tied it all together: for demand generation to work, brand awareness must come first. “Buyers don’t engage with companies they’ve never heard of,” she said. “You need brand awareness for demand to be effective.”
Too often, brand and demand are treated as separate workstreams. But in reality, alignment between PR, marketing and sales is the key to efficiency – and better results.
Curious to hear more? You can watch the webinar on demand to hear more insights, including:
- How to adapt to the Era of Less and still hit growth goals
- Ways to align PR, marketing, and sales for greater impact
- How to break down silos and get teams working as one
- Smarter strategies to repurpose content and reduce waste
- Where AI fits in to boost efficiency without cutting corners