What does it take for a tech company to make a grand entrance in the Asia-Pacific (APAC) region? For seasoned B2B marketer Marta Grutka, the answer lies in building trusted relationships and embracing localisation with a specialised PR agency.
Yet, tech players – whether global giants or ambitious startups – are repeatedly making the same mistake before jumping into the market: they skip the local PR piece of the puzzle and miss the big-picture narrative that builds credibility and trust.
With more than 20 years of experience across APAC, Marta knows this market inside out. And according to her, relationship-building is the name of the game, especially in the crowded B2B tech space.
In this blog, Marta gives four effective ways on how tech companies can benefit from partnering with a local PR agency in APAC and see success in the region.
Let’s dive in!
What makes APAC different from other regions?
Unlike fast-moving Western markets, APAC is a slow burn where relationship-building is the leading character. Tech companies that want to succeed here can’t afford to cut corners, they must invest in understanding local customers, solve their problems with innovative solutions, and prioritise trust-building.
Marta warns that many tech companies, particularly those based in the United States or Europe, fall into the trap of adopting a KPI-driven, sales-first approach when entering the region. While metrics matter, this mindset can backfire, resulting in superficial connections with local audiences who crave more thoughtful, nuanced interactions.
“The approach is much more sales-like and KPI-driven, and they don't really understand the value and the need to have the longer lead type of relationship building conversations,” says Marta.
“I've seen over time, things become very transactional. I'm speaking from experience, working across multiple industry sectors, but tech is underneath all of them.”
Step 1: Build genuine, long-term relationships
Marta stresses that even as technology and marketing strategies have evolved over the years, one thing remains constant: the need for long-term, trust-based relationships.
"What's interesting to me is that even 20 years ago, the region was and still is very relationship-driven, whether it's B2B or B2C. That aspect hasn't changed, and I see it as a great opportunity,” she says.
Unlike many Western markets, where transactional sales approaches are common, APAC business culture places a premium on personal connections, mutual respect and consultative discussions.
A local B2B tech PR agency brings invaluable knowledge of these cultural nuances. They understand the pace and style of decision-making in each APAC country, ensuring that your communications are not only effective but also culturally appropriate. These agencies can help you move beyond the “hard sell” to position your brand as a trusted partner rather than just a vendor.
Step 2: Simplify complex tech messages for local audiences
Tech solutions can be intricate, abstract, and complex to break down. Marta advocates for keeping things simple: focus on core value propositions and the specific problems your tech solves.
Whether it’s AI, cloud computing, cybersecurity, or data analytics, the challenge centres around how to communicate complex concepts in a way that resonates with the local market.
“It’s about helping articulate ‘who we are’. It's my same mantra,” Marta says.
“I say it for any industry – ‘this is what we stand for’, ‘this is what makes us stand out’ and ‘this is what we're doing for the world at large’, and bringing those conversations up to the highest level without getting too much into the weeds of the tech stuff.”
This is where a local tech PR agency shines. At AZK Media, we possess the skills to articulate complex, global solutions in a way that is both clear and relevant to local audiences. We can break down your technology into digestible, relatable stories without sacrificing the technical integrity of your offering.
By framing your solutions in terms that matter to local businesses – whether it's improving efficiency, reducing costs, or solving industry-specific challenges – your chosen PR agency can make your message more compelling.
Local agencies are often better equipped to translate technical language into practical benefits that connect with the day-to-day concerns of the target audience. This can be especially helpful when dealing with decision-makers who might not have a technical background but still need to understand the tangible benefits your solution offers.
Step 3: Keep global narrative consistent but add local flair
Marta believes that tech brands should aim for “globally resonant, locally relevant stories.” In other words, while the core brand narrative and values should stay consistent, the way those stories are told must be tailored to the cultural dynamics of each market in APAC.
A local and specialised PR agency can balance both these demands. PR professionals know how to craft a unified brand story that aligns with global objectives while also ensuring the narrative resonates with local business leaders, tech innovators and end-users.
This local expertise prevents brands from making the common mistake of sending out one-size-fits-all messages, which can often come across as tone-deaf or disconnected.
For example, a company might be known globally for its cutting-edge AI technology, but in APAC, the message could be tailored to emphasise how AI can help local businesses streamline operations or stay competitive in a fast-moving market.
This localisation process improves engagement and enhances the credibility of the brand by showing an understanding of local issues and priorities.
Step 4: Define your unique selling proposition
It’s the old-age question, what makes you unique? Surprisingly, many companies miss asking themselves this fundamental question before putting their products to market.
When entering a new region, tech companies need to clearly define what sets them apart from the competition. Marta advises tech companies to clearly articulate their core value proposition, emphasising the problems they solve and why their solutions are indispensable. This requires understanding both your competitive landscape and the specific needs of local businesses.
A local PR agency can be instrumental in refining this message and helping your company position itself effectively against local and regional competitors. Their local market intelligence allows them to identify opportunities that might otherwise go unnoticed, ensuring your brand stands out in the crowded APAC market.
Ready to expand into APAC? Partner with AZK Media
For tech companies expanding into the APAC region, partnering with a local B2B tech PR agency is as essential as having an innovative product.
The region’s emphasis on relationship-building, coupled with its complex market dynamics, makes it clear that a copy-paste expansion strategy won’t fly. By working with a local PR agency, you can craft messages that resonate with both local audiences and global stakeholders, simplify complex technical information, and navigate the unique business environment of APAC with greater success.
Now is the time to lay the groundwork for long-term, meaningful relationships that drive sustained growth in one of the world’s most dynamic regions.
Authored by Jessica Phillips, Senior Social Media and Communications Specialist at AZK Media.
At AZK Media, we specialise in helping global B2B technology companies get noticed in new and emerging markets. We make driving your growth, our business. Contact us today to see how we can strengthen your expansion efforts.
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