Harnessing the Power of PR in Go-to-Market Strategies to Boost B2B Success

The Role of PR in Driving B2B Revenue Growth

In today's competitive market, aligning Public Relations (PR) with go-to-market (GTM) strategies has proven to be a critical factor in driving revenue growth for businesses. According to a recent report by Convey Communications in partnership with Demand Metric, companies that embrace this integration are experiencing significantly faster growth compared to their less proactive peers. This article explores the insights provided in the 2025 State of B2B Public Relations Report, emphasizing the transformative role PR can play in the corporate landscape.

The Changing Landscape of PR in B2B

The dynamics of the media landscape have shifted dramatically over the past few years. Companies are now scrutinizing every investment for concrete results, making it essential for PR to demonstrate its tangible impact on business outcomes. Kristin Hege, CEO of Convey Communications, highlights that, “If PR wants a future inside the modern GTM machine, it has to prove it belongs there.” This statement underscores the importance of moving beyond merely measuring impressions and engagement to focusing on real business metrics.

High-growth companies, as noted in the report, are three times more likely to embed PR into their GTM efforts, with 90% of marketers acknowledging the value of PR in their strategic frameworks. Such companies understand that the integration of PR with sales and marketing leads to enhanced brand authority, faster market entry, and improved revenue alignment.

Key Insights from the Report

The report presents several noteworthy findings that illustrate the importance of PR in B2B contexts:
1. Critical Role of PR: An impressive 90% of B2B marketers now categorize PR as either 'important' or 'critical' for GTM strategies. This indicates a growing recognition of PR's strategic role in facilitating communication and market positioning.
2. Integration Success: Growth leaders are more than twice as likely as their slower counterparts to have fully integrated PR teams working alongside marketing and sales. This highlights the necessity of collaborative efforts in pursuing business objectives.
3. Effective PR Tactics: The most successful PR approaches identified include brand and reputation management (61%), media relations (44%), and thought leadership (41%). These tactics not only engage target audiences but also establish a brand's position as an industry authority.
4. Need for Specialized PR Partners: Over 80% of tech marketers consider it essential to collaborate with PR partners who possess expertise in the B2B landscape, reinforcing the need for specialized knowledge in driving successful PR initiatives.

John Follette, co-founder of Demand Metric, shared his perspective on the power of strategic PR, stating, “This research validates what I've experienced repeatedly: companies that proactively embed PR into their go-to-market strategy achieve clearer alignment, stronger market positioning, and measurable revenue growth.” Follette’s insights affirm that modern PR is no longer about just generating media hits but rather about leveraging communication as a competitive advantage.

Moving Forward: The Future of PR in B2B

As businesses navigate an evolving marketplace, it is crucial for these organizations to embrace a more integrated approach to PR. The best practices outlined in this report demonstrate that companies can drive revenue growth by embedding PR into the larger context of their GTM strategies. The shift toward alignment between PR and business objectives signifies a new era in B2B marketing.

To maximize the impact of PR, organizations must focus on building stronger, collaborative relationships between their PR, marketing, and sales teams. Achieving a cohesive strategy can not only enhance brand visibility but also lead to a clear demonstration of ROI in PR efforts.

In conclusion, PR is no longer an ancillary function but a key driver of business success, especially in the competitive B2B sector. For companies looking to thrive, understanding and implementing the insights from this report could be the determining factor in establishing a successful market presence and achieving sustainable growth. For more detailed findings, visit Convey Communications to access the full report.