Data the trade press can't get elsewhere
B2B journalists want numbers about how companies work: when meetings get booked, how long invoices take to be paid, how much time teams lose to admin. Public datasets, FOI requests and our own research tools can answer questions like these, and that's the raw material for the most reliable format in B2B digital PR, the data study. If you'd like to add aggregated, anonymised product data, it can make a study stronger, but you don't need to.
The work is in the analysis and the framing. A number isn't a story until it's compared with something, cut by region or sector, or set against a moment in the news. We do that framing, write the study as a page on your site that a journalist can cite, and pitch it to the desks that cover the subject. Our data-led PR page walks through the process.
Commentary on the news in your category
The press doesn't need another opinion piece about the future of work. What it needs is a clear, specific view on its own market, delivered quickly when the news calls for it.
Our team writes that commentary from what your company has already said publicly, in blog posts, product announcements, talks and help pages, plus public data on the subject. When a rival raises funding, a regulator announces a rule or a big employer changes its remote-working policy, we draft a response and pitch it while the story is live. It can be attributed to the company or to a person you're happy to name, and you can review it first if you'd like to. That's expert comment run as a system, and it's where much of the coverage in a B2B programme comes from.
Trade and tech press versus the nationals
B2B brands often assume the nationals are the prize, and sometimes they are. A workplace data study can run in the Daily Mail, The Guardian and the Daily Telegraph as easily as any consumer story, and links from those titles carry authority that a trade site can't match. But the reader of a national business page is rarely your buyer.
Trade and tech press reach the buyer directly. A placement in the title your prospects read moves a deal in a way a national placement moves a ranking. So we plan each campaign with both in mind: the national angle for authority and reach, the trade angle for the audience that signs contracts. Our media relations work keeps the trade relationships warm between the bigger campaigns, and product launches and funding news go to those desks first.
Where the links should point
A SaaS homepage doesn't need more authority. The pages that do are the ones a buyer visits while deciding: the comparison pages against named competitors, the buying guides, the integration pages and the pricing page. Those are also the pages that competitors' content teams are working hardest to outrank.
Journalists won't link to a pricing page, so we build the data study or the guide as a page that sits within the same section of the site, and let the internal linking do the rest. Coverage links to the study, the study links to the comparison pages, and the authority flows to where the revenue is. It's the difference between a digital PR link that looks good in a report and one that shows up in pipeline six months later.
Measuring PR over long sales cycles
B2B deals close months after the first touch, and the temptation is either to claim every deal for PR or to give up measuring altogether. Neither is right. What we track is the chain: coverage and links reported per placement, branded search volume, referral sessions from coverage, and rankings and organic sessions on the target comparison and guide pages over the following quarter.
If you'd like a clearer read on pipeline, a source field in your CRM and a quarterly look at which closed deals mention a piece of coverage, or arrived through a page the coverage strengthened, will help. It will never be a clean attribution model. It's usually enough to show that the programme is paying for itself, or to show that it's not, which is just as useful. How to measure digital PR covers the setup.
Packages for SaaS and B2B
Growth at £4,500 a month delivers ten placements with expert commentary running alongside the planned stories, which suits B2B brands in fast-moving categories. Scale at £7,500 delivers twenty with multi-market planning across the UK, US and EU.
Each batch is targeted for completion within 30 to 45 days of the brief, every placement is reported with publication, URL, link attribute and target page, and all packages run month to month. Multi-market programmes with separate press lists per country are scoped as bespoke retained work. Commentary is drafted from what the company has already said publicly, so nothing waits on an approval round. The pricing page has the detail.