Cloudy to foggy? Communication for B2B IT and cloud providers for the German market

When companies from the enterprise IT, cloud solutions or software-as-a-service (SaaS) sectors contact us to discuss PR support, they often address the same challenge and have the identical request. The problem: Their offerings seem too complicated or too interchangeable for journalists to consider in their reporting. And the aspiration: to finally succeed in being heard by management, boards of directors or IT departments.

Both of these are understandable and perfectly legitimate demands placed with a PR agency like us, whose team has been able to explain complex and challenging technology issues for many years. The key to successful PR for enterprise IT companies lies in communication strategies that succeed in abstracting from the product and translating the business benefits into the language of the decision-makers.

The IT market is growing worldwide – including in Germany. According to Bitkom, turnover in the IT sector in Germany amounted to around 119 billion euros in 2022, and the industry association is forecasting turnover of 126 billion euros for 2023.

Spending on cloud services in Germany is also showing a positive trend. According to Statista estimates, revenue in the public cloud market in Germany is expected to reach around 24.7 billion US dollars in 2024. The Bitkom Cloud Report underlines this development: over half of companies stated that they would invest in the cloud in 2023. And 88 percent have already invested in the past.

If you want a slice of the pie, you have to make sure you don't get lost in the maze of providers. Explaining the business case, highlighting your USP, building trust and making success visible – we are happy to help you with these communication tasks.