From Press Releases to Thought Leadership: A Public Relations Playbook for B2B Startups

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Author: Agata Gaertner | Marketing Consultant

Public relations (PR) is often misunderstood in the B2B startup world. Many companies treat it as a one-off event—a press release for funding, a product launch announcement, or a feature in a major publication—only to move on without a follow-up strategy. But PR, when done right, is a long-term asset that builds credibility, generates leads, and supports sales conversations.

Engaging the media: a crucial step for startups in building public relations and building visibility.

B2B buyers take time to make purchasing decisions. They research extensively, look for thought leadership, and trust brands with strong industry recognition. That’s where PR comes in—not as a short-term visibility tool but as an integrated part of your marketing and sales strategy.

In this guide, we’ll cover:

• Why PR should be a continuous effort

• How to integrate PR with other marketing channels

• Examples of effective PR strategies for B2B startups

• Common PR mistakes to avoid

• How to measure PR success

Let’s dive in.

Why Public Relations for B2B Startups Shouldn’t Be a One-Time Effort

Many startups think of PR in bursts—big media coverage when something significant happens and then… silence. But here’s why that doesn’t work:

1. B2B Buyers Need Repeated Exposure

A single article in TechCrunch won’t build the trust needed for a long sales cycle. B2B buyers rely on multiple touchpoints—blog articles, LinkedIn posts, case studies, and media features—to form an opinion. Consistent publicity keeps your brand visible during this decision-making process.

2. PR Builds Long-Term Credibility

B2B startups that invest in ongoing PR create an authoritative presence in their industry. Over time, they become go-to sources for insights, earning trust with potential clients, investors, and partners.

3. PR Supports Demand Generation & Lead Nurturing

Unlike B2C PR, which can drive immediate purchases, B2B PR is about nurturing leads over time. When done right, it supports inbound marketing, boosts SEO, and enhances sales efforts by positioning the startup as a leader in its niche.

How to Integrate PR with Your B2B Marketing Strategy

PR doesn’t work in isolation. To maximize its impact, integrate it with other marketing efforts:

1. Combine PR with Content Marketing

• Press Features → Blog Posts & Newsletters: If your startup is featured in a publication, write a blog post expanding on the topic and share it in your newsletter.

• Media Mentions → SEO-Optimized Articles: Use high-authority backlinks from PR coverage to boost your website’s domain authority.

  
  

2. Align PR with Thought Leadership & LinkedIn Strategy

• Founders & Executives as Industry Experts: Position key team members as thought leaders through guest articles, interviews, and conference speaking.

• Repurpose PR Content on LinkedIn: Break down press features into bite-sized insights and share them regularly.

  
  

3. Leverage PR for Sales & Lead Nurturing

• Case Studies & Customer Success Stories: PR efforts highlighting customer wins can be integrated into sales materials.

• Third-Party Validation for Sales Conversations: Media features serve as credibility boosters, making sales pitches more convincing.

  
  

Examples of Effective B2B PR Strategies

1. Drift: PR + Thought Leadership + Category Creation

Drift, a B2B SaaS company, used PR not just for product launches but to position itself as a pioneer in conversational marketing. They combined media coverage with blog content, social media engagement, and industry reports to dominate the space.

2. HubSpot: Leveraging PR to Build a Movement

HubSpot didn’t just announce new features. It launched an entire Inbound Marketing movement, using PR to establish credibility, drive leads, and fuel an ongoing content strategy.

3. Slack: Using PR to Define the Future of Work

Slack didn’t rely on a single media push. Instead, it continuously fed the narrative around how teams collaborate—securing media features, executive interviews, and thought leadership content.

Case Studies: PR in Action for B2B Startups

Case Study 1: Gong’s Data-Driven Approach

Gong, a revenue intelligence platform, leveraged PR by using data storytelling. They frequently published reports and insights from their platform’s AI-driven analytics, leading to coverage in major industry publications. By consistently sharing original research, Gong positioned itself as an authority in sales intelligence and created valuable PR opportunities.

Case Study 2: UiPath’s Category Creation in RPA

UiPath, a leader in robotic process automation (RPA), used PR to drive category awareness. By highlighting customer success stories and securing thought leadership features in major business publications, they transformed RPA from a niche technology into a must-have solution for enterprises.

Case Study 3: Snowflake’s IPO Success

Before its IPO, Snowflake strategically used PR to highlight its differentiation in cloud data warehousing. Media coverage focused on its rapid growth, strong customer adoption, and executive leadership, creating buzz that contributed to its record-breaking public debut.

Common PR Mistakes B2B Startups Should Avoid

🚫 Treating PR as a One-Off Campaign – Instead, make it an ongoing strategy.

🚫 Ignoring Niche Industry Media – Sometimes, trade publications have more influence than mainstream tech outlets.

🚫 Focusing Only on Product Announcements – Instead, highlight industry trends, customer success, and thought leadership.

🚫 No Follow-Up Strategy – Media mentions should be repurposed across blogs, LinkedIn, sales materials, and newsletters.

Measuring PR Success in B2B

Tracking the ROI of PR can be challenging, but here’s how to measure impact:

1. Website Traffic & Backlinks

• Use Google Analytics to track referral traffic from media mentions.

• Monitor SEO improvements from high-quality backlinks.

  
  

2. Lead Generation & Brand Searches

• Analyze whether media coverage leads to an increase in direct searches for your brand.

• Track inbound leads originating from PR-driven sources.

  
  

3. Social Engagement & Share of Voice

• Measure increases in LinkedIn engagement and industry conversations after PR efforts.

• Use tools like Brandwatch or Meltwater to track media mentions and sentiment.

  
  

4. Sales Enablement Impact

• Get feedback from the sales team on whether PR coverage is helping build credibility and close deals.

  
  

Final Thoughts: PR is a Growth Engine, Not a Stunt

For B2B startups, PR isn’t just about getting featured in major media outlets—it’s about building a consistent, credible presence in your industry. When integrated with content marketing, LinkedIn strategy, and sales enablement, PR becomes a powerful tool for long-term growth.

So before launching your next press release, ask yourself: How does this fit into your broader marketing and business strategy? If PR is working hand-in-hand with your other efforts, you’re on the right track. If you are not sure if it works, you can reach out to Gaertner Consulting for support.