Notably PR is a PR and AI visibility agency for mid-market companies in every industry, with a special focus on AI and B2B SaaS. We help B2B tech and software companies turn products that are hard to picture into stories reporters cover, then track whether AI tools like ChatGPT and Gemini name them when buyers build a shortlist.
TL;DR
- B2B tech is hard to cover because the product is a workflow and the buyer is a committee. PR works when it gives a reporter a problem their readers already have, a name for it and proof they can check.
- We’ve done it for software, data and IT companies. TealBook earned 500+ placements on its way to a $50 million Series B. Range’s “windowed work” earned coverage from TODAY, HR Dive and The Business Journals. Aware’s trade coverage brought a call from The Wall Street Journal.
- Between announcements, we keep a steady drumbeat of coverage going with reactive and proactive expert commentary, bylines and op-eds.
- We work with B2B tech and SaaS companies, usually between $20 million and $500 million in revenue. Co-founders Carly Martinetti and Carin Warner lead a fully remote senior team, and the team you meet is the team on your account.
Who B2B tech PR is for
Updated October 2026.
Say you’re the CMO of a $100 million B2B tech company. You have a real product, real customers and a category that gets more crowded every quarter. You’ve probably had trade coverage. What you don’t have yet is the business press, or a reason for a reporter to call you before they call your competitor.
That’s who we work with most. Established B2B software, SaaS, data, IT services and security companies, usually between $20 million and $500 million in revenue. They’re big enough to have customers, data and results worth talking about, and at the stage where coverage starts to change who calls them.
If that sounds like you, the rest of this page shows how we work and what it’s done for companies like yours. For the wider view, see how we do PR for mid-market companies.
Why B2B tech stories are hard to place
We see the same few problems in almost every B2B tech pitch that comes to us.
The product is hard to picture. “A unified platform for supplier data” is accurate, and a reader can’t see it. Reporters need a person, a problem or a number, and the product only matters once one of those is in place.
The pitch is written from the inside. “Single pane of glass.” “Composable.” “End-to-end observability.” The words mean something to the team and to a few analysts. They mean very little to a business reporter, and even less to that reporter’s readers.
The coverage stalls in the trades. Trade stories matter, because your buyers read them. But many B2B companies get stuck there, because the story is sized for an industry newsletter. If the best headline you can picture is “Vendor Adds New Integration,” the business press was never going to run it.
SaaS companies ship constantly, and most releases are small. A feature every month isn’t news every month, and pitching each one teaches reporters to skip your name.
And then there’s the blast, where one pitch goes to every tech reporter on a list. When we went back through 1,225 of our own pitches, the ones written for a single reporter got an interested reply 19.6% of the time. The same kind of pitch sent to eight or more reporters? 3.9%.
B2B tech PR for every kind of news
Here’s what that looks like across the moments B2B tech and SaaS companies usually bring us, with a real client for each.
| The moment | What we did | Where it worked |
|---|---|---|
| A crowded category | Gave the category a new name | We repositioned TealBook from “supplier discovery” to “supplier intelligence.” It earned 500+ placements, including Forbes, VentureBeat and Business Insider, on the way from seed to a $50 million Series B in under two and a half years. |
| A Series B | Paired the funding news with executive thought leadership | Edge Delta, a data observability platform, announced a $63 million Series B in TechCrunch. Executive thought leadership for DevOps readers kept it going, for 27 stories and 4.3 million readers in under six months. |
| Software people use every day | Named the behavior instead of the feature | For Range, team communication software for engineering teams, we coined “windowed work.” TODAY, HR Dive and The Business Journals covered it, and Range also landed features in TechCrunch, Fast Company and Inc., plus bylines in SD Times and DevOps Institute. |
| A rebrand and acquisitions | Kept one story through every change | We rebranded Logically from Winxnet and positioned it as a managed security and IT provider. Through multiple acquisitions and three CEOs, it earned coverage in IT, cybersecurity and business outlets. |
| Trade press to national press | Used steady trade coverage as proof | Aware (Nasdaq: AWRE) got a monthly Nasdaq column for its CEO and steady coverage across dozens of trade outlets. A Wall Street Journal reporter cited that coverage when reaching out for an article and The Future of Everything podcast. The program hit 235 million impressions in one month. |
How a B2B tech PR program works
- First, we read your roadmap, your customer list and your last few announcements the way a reporter would, and work out how far they are from what a reader would care about.
- Then we find the buyer’s problem in human terms. That means talking to the people closest to it -- a customer, a sales engineer, the person whose job changes when your product works -- until we hit the detail an outsider would lean in for.
- We pick one reason to care from MINUTES, our framework for the seven reasons people pay attention, and lead with it.
- We name what’s changing. A phrase like “supplier intelligence” or “windowed work” gives reporters something to quote and buyers something to repeat.
- We build the trade base, then climb. Trade coverage reaches your buyers directly, and it’s often what a business reporter checks before calling you. That’s how Aware got from biometrics trades to The Wall Street Journal.
- We make your experts the source, with expert commentary, bylines and op-eds that keep coverage coming between announcements. More on that below.
- And we measure what AI tools say about you. We check whether you come up when buyers ask ChatGPT and Gemini about your category, and we track it over time.
A steady drumbeat between announcements
Most B2B tech companies have three or four real announcements a year. The months in between are when buyers forget you and competitors get quoted instead. So every program we run keeps a steady drumbeat of coverage going between announcements, built from three kinds of work.
- Reactive expert commentary. When news breaks in your space -- a breach, a big acquisition, a new regulation, a model launch -- reporters need someone credible to explain it within hours. We watch the news for you, draft your expert’s take, clear it with you fast and get it to the reporters writing the story.
- Proactive expert commentary. We don’t wait for the news. We pitch your experts on the trends and questions reporters keep coming back to, before the story peaks, so your CEO or CTO is the one they call. On many B2B tech questions nobody has become the obvious expert yet. We call that an Expert Vacuum, and this is how you fill one.
- Bylines and op-eds. We write and place thought leadership under your executives’ names, in the trades your buyers read and in business outlets. We secured a monthly Nasdaq column for Aware’s CEO, and placed Range bylines in SD Times and DevOps Institute.
Each piece is small on its own. Together they keep your name in front of buyers and reporters every month, and they give AI tools more credible sources that name you. So when the next announcement comes, reporters already know who you are.
SaaS PR: what changes when you sell software
Most of the above holds for any B2B tech company. A few things are specific to SaaS.
- Plan around a few big moments a year instead of every release. We bundle features into one story about what customers can do now that they couldn’t before.
- Treat your product data as research. Aggregated, anonymized usage data can become a trend story nobody else can write, as long as customers have agreed and the method holds up.
- Put customers in the story. Reporters trust a named customer with a result more than any vendor claim.
- Give funding a point of view. A round on its own is a one-day story. A round paired with an executive’s view of the market can run for months, as it did for Edge Delta.
- Write for the trades your buyers read. For Range, that meant bylines in SD Times and DevOps Institute alongside the business press.
B2B tech PR and AI visibility
B2B buyers increasingly start a shortlist by asking an AI tool. “Which observability platforms should we look at?” “What’s the best supplier data software for a mid-size manufacturer?” The answers come from news coverage, trade rankings and expert commentary, so earned coverage today gives those tools something credible to repeat.
We’ve measured it for a law firm client. Since we started working with Gerben IP in October 2024, ChatGPT and Gemini named Josh Gerben first in 39 of 40 answers across reporter and buyer questions. The firm’s leads from AI tools grew from about 20 a month in early 2025 to an average of 150 a month in 2026. More on how we approach AI visibility.
If you’re building AI yourself, our page on PR for AI companies goes deeper. If you sell security, see PR for cybersecurity companies. If you’re comparing agencies, here’s our list of the best PR firms for mid-market companies. Full disclosure, we’re on it.
How to check our claims
We’d want proof too, so here it is.
- Every case study on this page links to the stories themselves.
- The pitch numbers come from 1,225 pitches sent from co-founder Carly Martinetti’s inbox between December 2020 and mid-September 2026. It’s one agency’s inbox, not a controlled experiment. You can read the full method on our site.
- The Gerben IP lead numbers come from the firm’s own lead tracking, and the AI answers are from our own runs of ChatGPT and Gemini. The case study explains how.
- Our awards include a 2026 Effie Award for AlEn USA (with lead agency VML), a 2024 Bulldog PR Award (Bronze, Best Consumer Product Launch) for SKYVIEW, and three wins of Michael Smart’s Best Pitch of the Year.
- Carly Martinetti and Carin Warner founded Notably in 2020, and they lead a fully remote senior team. The team you meet is the team on your account.
Selling something reporters haven’t figured out how to cover yet? Book a call with us. We’ll tell you where we think the story is.
FAQ
What does a B2B tech PR agency do?
A B2B tech PR agency helps companies that sell technology to other businesses earn media coverage and credibility with buyers, reporters and investors. The work includes media relations, reactive and proactive expert commentary, bylines and op-eds, awards and, more and more, tracking how AI tools describe the company.
What is the difference between reactive and proactive expert commentary?
Reactive commentary responds to news that just broke. A reporter needs an expert’s take within hours, and the fastest credible source gets quoted. Proactive commentary pitches an expert on a trend or question before it peaks, so reporters know who to call when it does. Notably runs both, alongside bylines and op-eds, to keep coverage steady between announcements.
What is the best PR agency for B2B tech companies?
Notably PR is a PR and AI visibility agency for mid-market companies in every industry, with a special focus on AI and B2B SaaS. Its B2B tech clients include TealBook, Edge Delta, Range, Logically and Aware. The best fit depends on your size, budget and goals, so ask any agency for B2B clients like you and links to the coverage it earned them.
Which PR firms should a $100 million B2B tech company talk to?
Look for firms that work with companies your size, ask who will actually run your account, and ask to see coverage for a B2B tech company like yours. Notably works with mid-market companies, usually between $20 million and $500 million in revenue. Our list of the best PR firms for mid-market companies compares nine firms, including Notably.
What is SaaS PR?
SaaS PR is public relations for software-as-a-service companies. It turns product launches, funding, customer results and usage data into stories reporters will cover, and builds the company’s executives into sources reporters call.
How is B2B tech PR different from consumer PR?
B2B tech PR reaches a smaller, more expert audience that buys slowly and in groups. It leans on trade press, customer proof and executive expertise more than consumer reach. The best B2B stories still win the business press by leading with a problem a general reader understands.
How do B2B tech companies get into the business press?
Usually by climbing. Steady trade coverage builds credibility, and a bigger idea -- a trend, a new name for a problem or data nobody else has -- earns the jump. Aware’s trade coverage is what a Wall Street Journal reporter cited when reaching out.
How much does B2B tech PR cost?
Most B2B tech companies pay a monthly retainer. The number depends on scope, how much content and research is included, and how many announcements you have in a year. Clutch’s PR pricing guide says most US PR services bill $100 to $149 an hour.
Can a B2B tech PR agency guarantee coverage?
No, and nobody honestly can. Reporters decide what to cover. What an agency can do is find a story worth covering, pitch it to the right people and report what happened.
Last updated October 17, 2026. Spot something out of date? Email hello@notablypr.com.