PR for B2B tech companies sits in a strange place. Everyone agrees it matters. Few know how to do it. And most growth marketers quietly deprioritize it because you can’t put a UTM on a TechCrunch mention.
In this episode of The Inspired Marketer, Daniela Morein-Bar sits down with Lauren Gumport, VP of Communications at Faye, to cut through the confusion around PR for B2B tech. They discuss what it actually is and why it’s chronically undervalued. Lauren also gives vital insights on how to build a program that works even if you’re starting from zero.
Lauren makes the case that earned media consistently outperforms paid campaigns in one critical dimension: credibility. Buyers know they’re being served ads. So a reporter’s stamp of approval is a different kind of signal entirely, and it compounds over time in ways that ad spend doesn’t.
The conversation gets practical fast. Lauren breaks down how to create news when you don’t think you have a story. Then she addresses why you shouldn’t hand PR to your content person or social media manager. Finally, she outlines how to structure the right mix of in-house talent and external agency support without losing control of your narrative.
You’ll also hear why founders get the ROI calculation wrong. As part of that discussion, Lauren unpacks why a single mention alongside industry leaders in a relevant outlet is worth more than they think.
If you’re a B2B founder or marketing leader who knows PR should be part of your strategy but isn’t sure where to start, Lauren’s framework is a practical starting point. She outlines 3 key steps you can’t skip:
I really enjoyed this one, and I’m sure you will, too. For any B2B founder or growth marketer with misgivings about attribution, episode will change how you think about PR for B2B tech.
