Can a B2B PR agency enhance your sales growth?

Can a B2B PR agency hep your business sell more effectively?

Can B2B PR enhance your sales growth? It’s the number one question most business challengers and established players embracing transformation will have before they invest in public relations.

Having been at the coalface of B2B journalism and B2B PR agency client work for more than thirty years, I know for a fact that most challenger business leadership teams don’t have a definitive answer to that question.

So, here’s a quick 101 on how PR works in relationship to B2B sales growth and why it matters more now than ever.

1. B2B PR is not a sales channel in itself

I once secured a six-figure contract for a branding agency with one carefully placed article. But more often than not, B2B PR works as oil for the motor – it lubricates minds, facilitates the transition of a prospect through the funnel and helps seal a deal.

B2B public relations is a strategic tool that works by enhancing brand credibility, accelerating the sales cycle, and generating qualified leads. In today's vastly complex, competitive and economically challenging world, trust and authority are paramount, so the power of PR as a catalyst for business expansion is, if anything even more important.

2. Building trust through earned media

The primary task of PR is still to deliver earned media – editorial such as business thought leadership in the form of op-eds (opinion editorial or by-lined articles), issue-based features, B2B cases studies of notable or ground-breaking work, business profiles and leadership interviews, news coverage of business events, podcast or broadcast interviews and even documentaries on TV. The list is long.

Achieving this in reputable industry publications, or business TV and radio programmes and sections of national consumer media, serves as third-party validation, bolstering a company's credibility. This form of media exposure is particularly impactful in B2B markets, where purchasing decisions involve multiple stakeholders and extended deliberation periods. By showcasing innovation and success stories, earned media accelerates the consideration phase of decision-makers, fostering trust and authority. In short, it reassures and builds confidence in the mind of the buyer.

3. Establishing thought leadership

Every customer wants to know not only that the service or product they are buying will deliver what is needed now, but that it can grow with them. Importantly prospects will want to know the provenance of the service/product – who’s behind it and what do they think?

Even if it is not expressed overtly, human psychology requires affirmation in decision making. B2B buyers want to know about the expertise of the people they are buying from. They want to know what their vision of the marketplace is. They want to know that they are of like-mind and that the leadership of a supplier prospect has a roadmap into the future.

So, positioning the C-suite as industry thought leaders enhances brand reputation. Such thought leadership not only differentiates a company from competitors but also builds trust with potential clients. Consistent and insightful contributions to industry discourse reinforce the company's expertise and reliability.

4. Shortening the Sales Cycle

Influence is replacing visibility as the key driver of B2B sales and marketing – particularly ABM (account-based marketing). Strategic PR efforts can significantly reduce the length of the sales cycle. Positive media coverage at various stages of the buyer's journey—awareness, consideration, and decision—serves as persuasive content that addresses potential clients' concerns and questions. This continuous engagement through credible channels helps move prospects more swiftly toward conversion.

5. Enhancing AI validation, social influence and SEO

A B2B PR agency is a content creation engine. B2B marketing content is the fuel that contributes to a company's digital footprint. Think about the evolving LinkedIn algorithm’s hunger for posts each week and Google’s authority vetting approach in SEO. But also think about how AI assistants are helping you research. At the moment, they appear to be scraping the web for articles with authority.

High-quality PR content aligned with industry trends and search intent increases online visibility and drives organic traffic to the company's website. This synergy between PR and digital marketing amplifies brand awareness and lead generation.

6. Differentiating from Competitors

In saturated markets, PR helps companies stand out by highlighting unique value propositions and success stories. Through targeted messaging and media placements, PR campaigns can shift market perception, positioning the company as a leader and innovator in its field.

Sales propositions can be supported in different ways.

- By weaving a credible proposition message into every content output (needs to be done with subtlety).

- By addressing industry issues related to the proposition or a company’s expertise.

More inspiration on this can be found here on capturing a B2B brand positioning in a single line.

7. Supporting lead generation and sales enablement

PR-generated content, serves as valuable assets for sales teams, socials and direct marketing. These materials provide concrete examples of the company's solutions in action, aiding in lead nurturing and conversion. Additionally, PR efforts can attract new stakeholders, including investors and partners, by showcasing the company's achievements and market position.

8. Can B2B PR sustain long-term growth?

B2B PR is absolutely a long-term play. If you invest in a couple of months’ worth of business brand building, you’ll be wasting budget. The power of it lies in consistent engagement and persuasion.

A PR programme doesn’t have to last forever, but ongoing PR initiatives ensure that the company remains visible and relevant in the industry. Regular engagement through various channels maintains brand awareness and keeps the company top-of-mind for potential clients. This consistent presence supports long-term sales growth and positions the company for sustained success.

So, there are at least eight reasons why B2B PR will help your sales efforts.

If that’s the logic, how do you do B2B PR well?

For those who get it, investing in B2B PR is a no-brainer and if done well it can be transformative to the fortunes of a business.

But a growing body of opinion suggests that the way AI is changing search and business sales and marketing in general, could make reputation far more important. More on AI and how to do PR well in later articles.

Find out more about our B2B PR agency approach to thought leadership and B2B marketing at www.simpaticopr.co.uk.