Your product data is the story.
A SaaS business sees something no journalist can: how thousands of companies behave. When meetings get booked, how long invoices take to be paid, which day of the week people quit, how much time a team spends in spreadsheets. Aggregated and anonymised, that is the raw material for the most reliable format in B2B digital PR: the product-usage data study.
The work is in the analysis and the framing. A number is not 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, and the same method works with a commissioned survey when the product data is too thin.
Founder commentary that earns its place.
Most B2B founders are asked to be thought leaders and hand the job to a ghostwriter. The press doesn't need another opinion piece about the future of work. What it needs is a named person who will say something specific and slightly uncomfortable about their own market, quickly, when the news calls for it.
We build a bank of positions for each spokesperson at the start: where they disagree with the consensus, what they predict, what they think their customers get wrong. When a rival raises funding, a regulator announces a rule, or a big employer changes its remote-working policy, we already know what the founder thinks and can file a quote within hours. That is expert comment done as a system rather than an occasional favour, and it is 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 will not 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.
Long sales cycles and honest measurement.
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.
What we ask clients to add is a source field in the CRM that sales fills in, and a quarterly look at which closed deals mention a piece of coverage or arrived through a page the coverage strengthened. It will never be a clean attribution model. It is 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.
Starter at £2,500 a month is a campaign batch of five editorial placements, which suits a single data study aimed at one page group. Growth at £4,500 delivers ten placements with founder commentary running alongside the planned stories, which is the natural fit for a B2B brand with a spokesperson worth quoting. Scale at £8,000 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. Founder commentary is drafted from what the company has already said publicly, so nothing waits on an approval round. The pricing page has the detail.