How B2B tech leaders use PR to accelerate GTM strategy, build trust, and drive real revenue
Many B2B companies still treat PR like a support function. High-growth companies treat it like a growth engine.
That’s not a theory. It’s what the data shows in our recent 2025 State of B2B Public Relations Report, our joint research with Demand Metric based on insights from more than 300 B2B marketing leaders across tech, SaaS, and enterprise companies.
What this report covers:
- How high-growth companies integrate PR with marketing and sales
- Which PR tactics actually move the needle in B2B
- Why trust and narrative control are now essential to pipeline performance
- What to look for in a strategic PR partner
PR Is a Revenue Driver. Here’s the Proof.
We launched this research project with a simple goal: stop relying on assumptions and start asking the people who live GTM every day. CMOs, marketing leads, revenue teams. We went to them directly.
The results were clear.
What Leading B2B Teams Are Doing Differently
- They build PR into GTM from the start
High-growth companies are three times more likely to have PR fully integrated with their GTM strategy. It is not a nice-to-have or a media push after launch. It is part of the planning and execution process. - They lead with authority, not activity
The most effective PR tactics identified in the report were brand and reputation management (61%), media relations (44%), and thought leadership (41%). These are not extras. They are core drivers of visibility, credibility, and inbound interest. - They demand deep tech fluency
More than 80 percent of respondents said it is critical that their PR partner understands the B2B tech space. That means translating complex solutions into clear value, not chasing general trends.
Why It All Comes Down to Trust
Buyers are more skeptical. Channels are more crowded. Media outlets are consolidating. In this environment, trust is the new currency.
PR that builds trust does more than earn coverage. It creates business leverage. The right narrative can move deals forward, secure the next partnership, or attract the next hire. This is where smart companies are focused.
What CMOs Should Expect from PR Now
If PR still lives in its own lane, it will never deliver what modern marketing leaders need. Integration, measurement, and message clarity are non-negotiable.
Ask yourself:
- Is your PR team integrated into your GTM motion?
- Are they tracking pipeline and conversion, not just impressions?
- Do they speak your buyer’s language as well as you do?
This report outlines exactly how the best teams answer those questions. And where there’s still room to grow.
Why Convey Helped Lead This Work
At Convey, we have always believed PR belongs at the intersection of brand and business. That belief is baked into how we work, who we hire, and how we measure success.
This report puts numbers behind that belief. It gives our clients and peers the data they need to elevate PR from a storytelling function to a strategic asset.
We are grateful to Demand Metric for their partnership on this project. The findings are timely, but the implications will last well beyond this year.
Download the report and start aligning your narrative with real growth.