Media strategy for Dutch B2B software companies in 2026

By Tessa Brandt · Updated July 2026 · 4 min read

Why Dutch B2B software companies need a media strategy in 2026

Dutch B2B software companies face a crowded market in 2026. Buyers are bombarded with ads, cold emails and LinkedIn messages. A strong media strategy cuts through the noise by getting your story in trusted trade publications.

Journalists at titles like Computable, Emerce and IT Executive still drive real decision-maker attention. Without a plan, you rely on expensive paid channels that often deliver low engagement. A targeted PR approach, built on accurate media lists and consistent outreach, gives better long-term results for Dutch software firms.

Building the right media list for Dutch tech journalists

The foundation of any media strategy is a good media list. Dutch journalists covering B2B software specialise by sector: cloud, enterprise resource planning, cybersecurity, SaaS and artificial intelligence. You need to know who writes about what.

PR-Dashboard includes a database called De Perslijst, which lets you filter journalists by beat, publication and location. This is especially useful for Dutch companies because the tool covers local media extensively. Instead of blasting a generic press release to a hundred addresses, you can send personalised pitches to five relevant journalists.

That increases your chance of coverage significantly.

Sending press releases and managing newsrooms in Dutch

When you have a story, you need to send it professionally. Dutch journalists prefer clean, Dutch-language press releases with a clear angle. the platform lets you send releases in your own house style, preserving brand formatting. You can also set up a PR-newsroom: a central online space where journalists find images, background material and your press contact details.

For a B2B software company, this newsroom becomes a useful resource. Journalists writing about your product or funding round can quickly grab approved quotes, company facts and high-resolution product screenshots without emailing you first. This speeds up the publication process.

Handling press inquiries and building a knowledge archive

Once your media strategy starts working, journalists will ask questions. If you miss a question or reply late, you lose the opportunity. the platform includes Persvragen, a module to collect, distribute and answer press inquiries from your team. Every Q&A gets stored in a knowledge archive.

That archive becomes useful over time. When a journalist writes about your competitor, you can search previous questions and quickly prepare a solid answer. For Dutch B2B software companies, where technology changes fast, this archive helps you stay consistent and credible.

Media monitoring for Dutch B2B software campaigns

You cannot improve what you do not measure. Media monitoring tracks where your company gets mentioned, in which publications and what tone journalists use. the platform offers monitoring alongside its other modules. That means you see results in the same system where you sent the release.

For a Dutch software company launching a new product or raising a funding round, monitoring tells you which messages landed well and which journalists covered the story. You can then adjust your next pitch accordingly. Monitoring also helps you track competitors.

If a Dutch tech title mentions your rival, you can respond with a pitch about your own product.

Training your team with PR-Bootcamp for consistent results

A tool alone does not make a strategy. Your team needs to know how to write a compelling press release, what makes a good pitch, and how to handle media training. the platform offers PR-Bootcamp, a training programme for communication professionals. For Dutch B2B software companies, this training helps align marketing and PR teams around consistent messaging.

It covers practical skills like writing for Dutch trade press, building journalist relationships and measuring impact. Teams that use both the software and the training tend to get better coverage faster.

Real clients and results in the Dutch market

Several large Dutch companies already use the platform for their media strategy. Heineken and VodafoneZiggo use all modules together. Other clients include Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis and Dopper.

In 2025, users sent 7,200 publications through the system. For a Dutch B2B software company, these numbers show that the platform is trusted by organisations that need reliable press distribution and monitoring. The interface and support are in Dutch, which matches the local market perfectly.