Choosing the right PR agency can make or break your B2B tech growth strategy. Here's a quick rundown of the top agencies for 2026, based on expertise, results, and client fit. Whether you're a post-Series A startup or a large enterprise, this list highlights agencies with proven media connections, industry focus, and service models tailored to specific business needs.
When selecting an agency, focus on their expertise, team involvement, and alignment with your goals. Ask about account management, media strategy, and measurable results to ensure you're making the right choice.
Salient PR is a boutique agency based in Austin, Texas, led by its founder, Justin Mauldin. The agency takes a hands-on approach to B2B tech public relations, setting itself apart from the typical model where senior partners handle pitches but leave execution to junior staff. At Salient PR, Mauldin personally oversees client accounts, addressing a common frustration in the industry.
The agency’s dedication to its clients is evident in its impressive 2.2-year average retention rate - well above the industry standard of six to 12 months.
Results and Media Reach
Salient PR has played a role in over $1 billion worth of client funding announcements, with 25% of its clients reaching unicorn status - seven companies achieving billion-dollar valuations. The agency has secured hundreds of high-profile media placements in outlets like The Wall Street Journal, TechCrunch, Forbes, and Bloomberg. With a network of over 1,000 journalists worldwide and media coverage spanning 25 countries, Salient PR’s influence is far-reaching. Their client portfolio includes companies backed by top venture capital firms such as Sequoia Capital, Andreessen Horowitz, and Kleiner Perkins. The agency’s collaborative, open approach - sharing pitches, media lists, and reporter feedback - further strengthens their client relationships.
Operational Transparency
Transparency is a cornerstone of Salient PR’s operations. By providing clients with full visibility into pitches, media lists, and journalist feedback, the agency ensures a direct and collaborative working relationship.
Salient PR focuses on post-Series A businesses that have achieved product-market fit. This targeted approach allows them to craft tailored media strategies for tech companies ready to scale.
Sector Expertise and Limitations
The agency covers a wide range of B2B technology sectors, including SaaS, AI, FinTech, cybersecurity, IoT, and emerging fields like AgTech and sustainability. Its boutique structure means a smaller client roster, ensuring senior team members can give each account the attention it deserves. However, Salient PR primarily serves English-speaking markets - specifically the United States, United Kingdom, Canada, and Australia. Companies requiring multilingual or global campaign execution may need to look elsewhere.
Best For: Post-Series A B2B tech companies looking for founder-led attention, clear communication, and long-term PR partnerships.
May Not Be Ideal For: Early-stage startups or businesses needing support in non-English-speaking markets or global campaigns.
Edelman stands out as a major force in public relations, boasting 5,964 full-time employees and generating approximately $194.34 million in tech PR revenue as of 2024. Established in 1952 and headquartered in Chicago, Edelman leverages its expansive global presence to craft multi-region campaigns for top-tier technology brands, including cloud providers, cybersecurity leaders, and consumer electronics companies. Its ability to operate on a global scale is paired with a service model that balances international reach with attention to local market needs.
Global Reach Meets Integrated Services
Edelman’s strength lies in its integrated approach, combining traditional PR with digital marketing, social media, and content creation - all within a single agency. This setup is particularly well-suited for large tech companies that need seamless, multi-region campaigns without the hassle of coordinating multiple vendors.
Challenges to Consider
However, Edelman’s size comes with its own set of challenges. Personalized attention can sometimes take a backseat, as day-to-day account management is often handled by teams juggling multiple clients. While senior partners typically lead strategic pitches, they may not always be deeply involved in ongoing account management. The agency’s premium pricing - starting at $25,000 per month - doesn’t always ensure consistent senior-level oversight. Additionally, large-scale operations can introduce bureaucratic delays and occasional staff turnover, which may impact continuity. For companies seeking a more hands-on, senior-driven approach, smaller boutique agencies might offer a better fit.
Best For: Large enterprise technology firms with significant budgets that require coordinated global campaigns and are comfortable with a tiered service structure.
May Not Be Ideal For: Post-Series A startups or mid-sized companies looking for more agile, senior-level attention and tailored strategies.
Hotwire Global operates from its dual headquarters in London and San Francisco, offering a full-service PR experience with a strong focus on B2B technology sectors. Known for its expertise in brand storytelling and tech communications, the agency has earned recognition in these areas. Its specialization in international tech PR makes it a standout choice for companies aiming to grow globally. Let’s take a closer look at what sets it apart and the areas where it faces challenges.
Cross-Border Expertise and Transparent Operations
Hotwire’s strength lies in its ability to craft cross-border strategies that help clients scale internationally. By combining traditional earned media with digital marketing and content creation, the agency delivers cohesive campaigns across multiple regions. A standout feature is its commitment to transparency - clients receive detailed campaign reports and performance metrics tailored to cross-border efforts.
Through an analytics-driven approach, Hotwire provides regular updates on media placements and share-of-voice metrics. This open sharing of campaign data builds trust and sets Hotwire apart from competitors that often keep such insights under wraps.
Operational Challenges to Consider
Despite its strengths, there are a few operational factors potential clients should weigh. Hotwire’s premium pricing reflects the global service model it offers, which may not align with the budgets of early-stage startups. Additionally, its focus on international expansion might mean that enterprise clients with large-scale global goals are prioritized over smaller, localized accounts. Another potential issue for global agencies like Hotwire is account team turnover, which can sometimes disrupt continuity - though no specific instances of this have been reported for Hotwire.
Best For: Mid-to-large B2B tech companies with plans for international expansion that value transparent reporting and well-coordinated cross-border PR strategies.
May Not Be Ideal For: Early-stage startups with limited budgets or businesses primarily focused on domestic markets that need highly localized campaign approaches.
Finn Partners stands out as one of the largest independent agencies, with its technology practice playing a major role in the agency's $48 million net fees and supporting a team of 1,245 full-time staff. The agency has carved out a niche by blending creative storytelling with strategic communications in the B2B technology space. By combining earned media strategies with digital storytelling, Finn Partners bridges the gap between boutique creativity and large-scale execution.
Finn Partners has developed a structured approach to thought leadership and brand reputation management, making it particularly effective for established enterprises competing in crowded markets. Their team brings together deep expertise in technology and corporate communications, allowing them to manage complex campaigns that require both precision and broad appeal. This makes them a strong choice for both scaling startups and well-established enterprises. However, operating at this scale does come with its own set of challenges.
While Finn Partners excels in creativity and strategy, its large size can present hurdles. Managing 1,245 employees across numerous offices and client accounts introduces layers of complexity. Like many large agencies, there’s a risk that senior strategists may lead the pitch while day-to-day execution is left to junior staff. For clients, this could mean less direct access to senior expertise during critical moments, such as launches or funding rounds. Additionally, the agency’s premium pricing reflects its corporate infrastructure and overhead, which might be a stretch for startups with limited budgets. These considerations are key when evaluating whether their model aligns with your specific PR needs.
Finn Partners is an excellent choice for mid-to-large B2B technology companies that need a mix of creative storytelling and corporate communications support. It’s particularly suited for businesses seeking a long-term partnership with an agency that can grow alongside them.
Early-stage startups with tight budgets or companies requiring highly specialized, founder-driven attention may find Finn Partners less suited to their needs. The agency’s corporate-style account management may not provide the hands-on, personalized approach some smaller businesses prefer.
Highwire PR, with its roots in Silicon Valley, aligns itself closely with some of the world's most prominent tech innovators. The agency has carved out a niche in enterprise software, AI, cloud infrastructure, digital health, and cybersecurity - industries that demand a mix of technical know-how and compelling storytelling. Unlike broader agencies that juggle multiple sectors, Highwire's sharp focus allows them to connect directly with B2B tech executives, addressing the unique hurdles of bringing enterprise solutions to market. This targeted expertise forms the backbone of their communication strategies.
Leveraging its Silicon Valley foundation, Highwire PR goes beyond standard media outreach with strategies tailored to its specialized sectors. Agencies with this level of focus often excel at understanding the intricacies of their clients' businesses, and Highwire is no exception. They deliver strategic communications programs, including executive visibility campaigns and thought leadership initiatives, all designed to align with the specific needs of B2B tech companies. For instance, the team knows how to differentiate between announcing a Series B funding round and positioning a cybersecurity platform for enterprise adoption - each requiring distinct messaging and expertise.
Their results speak for themselves, with hundreds of placements in top-tier outlets like The Wall Street Journal, TechCrunch, Forbes, and Bloomberg. These placements are not the result of generic media blasts but come from carefully targeted campaigns and strong relationships with journalists who specialize in enterprise technology. Highwire’s approach ensures that the right stories land in the right publications, maximizing their impact.
While Highwire excels in campaign strategy, its operational setup does present some challenges. The reliance on account managers instead of senior strategists for day-to-day tasks can slow decision-making during critical periods. This structure contrasts with boutique agencies, where clients often work directly with founders or senior team members. Additionally, Highwire's focus on established B2B tech companies means their engagement fees and retainers might be prohibitive for early-stage startups with tighter budgets. Companies seeking large-scale, global campaigns may also find Highwire's Silicon Valley-centric approach less accommodating compared to firms with a broader geographic footprint.
Best For: Established B2B tech companies that require specialized media connections and deep industry expertise. Highwire is particularly effective for firms in enterprise software, AI, and cybersecurity, where precise messaging is crucial in competitive markets.
Not Ideal For: Early-stage startups with limited budgets or businesses needing extensive global reach. Highwire’s selective client approach and premium positioning may not align with the needs of pre-Series A companies or those looking for multi-region campaigns. These factors reflect considerations like team structure and the balance between strategy and execution.
PAN Communications takes a unique approach by blending PR, content, and digital campaigns to deliver consistent messaging across multiple channels. With 203 full-time employees and $24.8 million in net fees in 2024, the agency ranks #10 among top tech PR firms by revenue.
While many agencies focus on either earned media or digital marketing, PAN Communications has carved out a niche by excelling at both. Their expertise lies in scaling brand awareness for growth-stage companies through a combination of media coverage and digital storytelling, ensuring that messaging remains consistent across platforms. This approach proves especially impactful during major announcements, where a cohesive message can amplify the reach and effectiveness of individual media placements.
PAN Communications' strength lies in its ability to connect earned media with SEO, content creation, and social storytelling. Instead of treating each media placement as an isolated win, they adopt a holistic strategy that leverages placements as part of a broader campaign. This method not only enhances brand visibility but also delivers a stronger return on investment compared to strategies that view media placements in isolation.
Despite its strengths, PAN's integrated model can create operational challenges. Managing campaigns that span PR, content, and digital initiatives can stretch account teams thin, particularly during high-pressure periods like product launches or crisis management. This complexity may lead to slower response times for media opportunities. Additionally, the agency's premium pricing might not align with the budgets of startups seeking more targeted PR support.
Another potential drawback is the agency's size. With 203 employees, smaller clients may find themselves working more with junior account teams rather than the senior strategists who initially pitched the campaign. This is a common issue for mid-sized agencies, where resource allocation can sometimes leave smaller accounts feeling underserved.
Best For: Growth-stage B2B tech companies looking for an agency that can seamlessly integrate PR with digital marketing. PAN Communications excels at working with clients who understand that modern PR goes beyond traditional media relations, encompassing integrated content and digital strategies.
Not Ideal For: Early-stage startups with tight budgets or companies that need fast, focused media relations. For businesses that prioritize quick turnarounds during critical announcements, PAN's comprehensive approach might feel overly complex or resource-intensive.
Located in London, CCgroup is a PR agency that focuses on B2B tech, with expertise in telecommunications, fintech, and enterprise technology. Their approach is rooted in strong connections with European media and a deep understanding of the region's B2B tech landscape. This specialized approach defines their strengths but also highlights certain limitations, which are explored below.
CCgroup's team stands out for its ability to navigate complex B2B tech topics, setting them apart from more generalized PR firms.
CCgroup's standout quality is its in-depth knowledge of the European market and its sectors of focus. The team is well-versed in the region's regulatory frameworks, competitive landscape, and media environment - key factors for success in enterprise tech PR. This makes them an excellent partner for companies introducing enterprise products to Europe, where local business practices and technical nuances play a significant role.
While their European expertise is a major asset for localized campaigns, it does come with limitations. Being London-based and Europe-focused, CCgroup's ability to support global initiatives is more constrained. Companies planning launches across regions like North America or APAC may need to collaborate with additional agencies for broader coverage. Additionally, while their telecommunications and enterprise tech focus is a strength, startups in newer fields - such as AI infrastructure, developer tools, or niche SaaS markets - might find their media connections and messaging expertise less aligned with their needs. This highlights the importance of matching an agency's capabilities to your broader PR goals.
Best For: B2B tech companies in telecommunications, fintech, or enterprise software aiming to strengthen their presence in European markets with the help of sector-specific expertise and established media relationships.
Not Ideal For: Businesses requiring extensive global PR coverage or operating in industries outside CCgroup's primary focus areas.
Located in San Jose, California, The Hoffman Agency operates right in the heart of Silicon Valley, giving it direct access to venture capital networks and major tech companies’ headquarters. This mid-sized agency has carved out a niche in B2B technology storytelling, positioning itself as a bridge between boutique firms and global giants like Edelman. Specializing in enterprise software, cloud infrastructure, and tech innovation, the agency primarily supports growth-stage and established tech companies with strategic communications. Its integrated approach blends traditional PR with digital and marketing services, offering a comprehensive solution for its clients. Below, we’ll explore the agency's strengths in campaign execution and the challenges it faces due to its size and pricing.
The Hoffman Agency shines when it comes to managing multi-region technology campaigns, a critical need for B2B tech companies expanding internationally. These campaigns ensure consistent messaging across diverse markets. Drawing on its deep expertise in the tech sector, the agency transforms complex technical concepts into engaging narratives that resonate with both business and trade media audiences. Its strong media connections have resulted in placements in top-tier outlets like The Wall Street Journal, TechCrunch, and Bloomberg, along with niche trade publications. This focus on storytelling helps the agency maximize earned media and boost its clients’ visibility.
While its storytelling approach is a key strength, The Hoffman Agency does face some limitations. Its mid-sized structure may struggle to handle extremely large, multi-market campaigns that global holding companies are better equipped to manage. Additionally, its emphasis on strategic storytelling might not appeal to clients who are solely interested in transactional media coverage. The agency’s premium pricing could also be a hurdle for early-stage startups working with tight budgets.
Best For: Mid-sized to large B2B tech companies that value strategic storytelling, need cross-border campaign expertise, and want hands-on involvement from senior team members - especially those aiming to expand internationally or redefine their market positioning.
Not Ideal For: Early-stage startups with limited budgets, companies requiring extensive global reach, or businesses focused solely on transactional media coverage.
Ruder Finn stands out as one of the largest independent global communications agencies, boasting 75 years of experience working with top brands in technology, innovation, and healthcare. Operating across the United States, Europe, and Asia, the agency blends traditional PR expertise with AI-driven analytics, creative storytelling, and digital engagement to deliver effective B2B communications. This extensive background enables them to navigate and adapt to a variety of cultural markets with ease.
Ruder Finn has a knack for crafting campaigns that resonate with local audiences. This ability to adapt messaging to different cultural contexts while keeping brand identity intact is invaluable for companies looking to expand internationally. Specializing in areas like B2B communications, digital PR, public affairs, and AI-powered insights, the agency is well-prepared to handle the complexities of global campaigns. Their international expertise gives them a unique edge when working with organizations aiming to make their mark on a global scale.
That said, Ruder Finn’s broad capabilities and focus on high-profile clients come with some drawbacks. For smaller businesses or startups, particularly those operating in a single domestic market, the agency’s scale and premium services might feel out of reach. As with other large agencies, their attention is often geared toward industry leaders, which can leave smaller clients feeling overshadowed. Additionally, the comprehensive nature of their services comes with a price tag that may not align with the budgets of smaller or early-stage companies.
Best For: Established companies seeking to expand internationally and global brands in need of campaigns tailored to diverse markets, especially in the technology, innovation, and healthcare industries.
Not Ideal For: Startups with tight budgets or businesses focused solely on a single domestic market.
Prosek Partners presents itself as a communications agency working across various sectors, including financial services and technology. However, independently verified details, such as team size, founding year, and office locations, are not readily available. Additionally, specific operational metrics and a clear client portfolio are missing from publicly accessible information. This lack of transparency means potential clients should approach with a critical eye and conduct thorough research before committing.
There is no clear evidence or independent data highlighting Prosek Partners' strengths in the B2B tech space. Prospective clients are encouraged to request detailed case studies, client testimonials, and concrete examples of past projects to better evaluate the agency's expertise and relevance to their needs.
The absence of verified metrics or third-party validations makes it difficult to gauge whether the agency’s resources and focus are suited to the fast-moving demands of tech companies. To mitigate this uncertainty, businesses should inquire directly about Prosek Partners' approach to client relations and ensure their methods align with the unique challenges of the tech industry.
Prosek Partners may be a fit for organizations that are prepared to carry out extensive vetting and are comfortable working with an agency that provides limited publicly verified information. On the other hand, companies seeking a proven track record in B2B tech PR or a well-documented history of success should explore other options.
Below is a table summarizing key factors to consider when evaluating B2B tech PR agencies. It highlights each agency's specialization, team size, notable clients, pricing, potential drawbacks, and the types of companies they are best suited for.
The "best for" column offers guidance on which agency aligns with specific business stages and goals. For instance, a Series B company planning to expand into Europe will have different priorities than a Series A startup focused solely on the U.S. market. Choosing the right agency depends on aligning their strengths with your unique objectives and challenges.
Finding the right B2B tech PR agency goes beyond flashy presentations. It’s about digging into how they’ll actually manage your account. Start by identifying the specific team members who will handle your day-to-day needs. Avoid situations where senior partners pitch the service but leave execution to junior staff. During the RFP process, ask directly: "Who will be my primary contact, and what’s their experience in B2B tech?" Don’t hesitate to request LinkedIn profiles of the proposed team members. If the agency dodges these questions or responds with vague statements like "our talented team", take that as a red flag.
Demand transparency when it comes to media lists and pitch examples. Ask questions like: "Can you share examples of pitches you’ve sent for similar clients?" and "Will we have access to your media lists and any reporter responses?" Agencies that operate with openness will have no problem sharing this information.
Assess their readiness to deliver results without billing you for a learning curve. During interviews, test their knowledge of your industry and recent trends. Agencies with genuine expertise in your market segment will be able to start delivering value immediately, rather than charging you for time spent getting up to speed.
Ask about their client retention rate and request long-term client references. When speaking with references, dig deeper with questions like: "Did the original team stay on your account?" and "How quickly did you see meaningful tier-one coverage?" This will give you insight into their consistency and ability to deliver results over time. Additionally, evaluate their resource allocation and expertise to ensure they align with your strategic goals.
Check account capacity to avoid overextension. Ask how many clients your account manager is currently handling and how they deal with urgent needs. Boutique agencies often provide more personalized attention but may struggle with larger, more complex campaigns. Make sure their bandwidth matches your requirements.
Evaluate their expertise in B2B tech media. Coverage in B2B tech requires a different skill set than consumer tech or general business media. The best agencies have established relationships with reporters at trade outlets like VentureBeat and TechTarget, as well as other industry-specific publications. Ask for a customized media strategy tailored to your niche to gauge their understanding of your sector.
Be honest about geographic and market limitations. Some agencies excel in their local markets but may falter internationally. If your company plans to expand into regions like Europe or Asia-Pacific, verify the agency’s ability to deliver results in those areas. Don’t rely solely on local partnerships, as they can lead to inconsistent service quality.
Lastly, ensure that retainer fees (typically ranging from $10,000 to $30,000+) provide real senior-level involvement and measurable results. Request a detailed breakdown of what your retainer covers, including how much senior-level time and specific deliverables you can expect. This approach mirrors the success seen with agencies like Salient PR, which prioritize transparency and deliver clear value for their fees.
For B2B tech companies, where precise and timely communication is everything, asking the right questions during agency interviews is a must. These questions help you cut through polished sales pitches and get to the heart of how an agency truly operates. Here’s a list of key questions to ask that can reveal their expertise and fit for your needs:
"Who will handle my account day-to-day, and can I see their LinkedIn profiles?"
This question uncovers whether the agency assigns experienced professionals to your account or shifts the workload to junior staff after the pitch. It’s common for senior leaders to lead the initial pitch, only for less experienced coordinators to take over the actual work. Ask for the names and backgrounds of the people who will directly manage your account. If the agency dodges this with vague mentions of a "talented team", it’s a red flag.
"What's your client retention rate, and can you provide three references from clients who've worked with you for over 18 months?"
Retention rates say a lot about an agency’s ability to deliver consistent results. While the industry average is 6-12 months, agencies with longer retention rates show they’re providing ongoing value. When speaking to references, dig deeper with questions like, "Did the same team manage your account throughout?" and "Did you ever consider switching agencies?"
"Can you share examples of pitches you've sent for similar clients, along with any reporter responses?"
A transparent agency should have no trouble sharing examples of their pitches and the feedback they’ve received from journalists. This helps you evaluate their writing quality, targeting skills, and media relationships. Be cautious of agencies that refuse to share this information, claiming it’s "proprietary."
"How many active clients does my proposed account manager currently handle?"
Overloaded account managers can’t give your campaign the attention it needs. Ideally, senior account managers should handle around 4-6 clients. This balance allows them to focus on strategic thinking rather than just checking tasks off a list.
"What's your process for handling urgent requests or breaking news opportunities?"
Speed is critical in B2B tech, especially during funding announcements or product launches. Ask about their escalation procedures and response times. Also, confirm their availability during your business hours to ensure they’re ready to act when it matters most.
"Can you walk me through your media targeting strategy for our specific sector?"
Generic answers like "we focus on tier-one outlets" often signal a lack of depth. A strong agency will name specific trade publications, key journalists, and recent coverage they’ve secured in your industry. This shows they understand your market and know how to make an impact.
"What happens if we're not satisfied with results after 90 days?"
This question tests their confidence in delivering results. Agencies that believe in their work often offer performance guarantees or flexible contract terms. Be wary of those that lock you into long-term contracts without demonstrating their value first.
"How do you measure and report success beyond just media placements?"
A good agency tracks metrics that go beyond simple coverage, like share of voice, message penetration, and lead generation. Avoid agencies that hand you a coverage book without analyzing the actual impact of their work.
"Detail what is included in the monthly retainer versus add-on fees."
Get clarity on what services are included in the retainer and what might come with extra charges, such as event support or crisis management. Some agencies may advertise low retainers but tack on significant fees for what should be standard services.
"How do you handle conflicts of interest with competing clients?"
This is especially important in niche sectors. Ask about their policies on representing competing clients and request transparency about their current client roster. This helps ensure your campaigns won’t take a backseat to a larger client’s priorities.
These questions are designed to help you identify agencies that prioritize transparency, senior-level involvement, and a clear, client-focused process - qualities that are essential for navigating the complexities of B2B tech PR.
Below are common questions companies often ask when considering B2B tech PR agencies, based on our extensive experience with agency evaluations.
How much do B2B tech PR agencies typically cost?
The cost of hiring a B2B tech PR agency can vary widely depending on the agency’s size, the scope of work, and the services offered. Boutique agencies often provide more budget-friendly options for smaller or emerging companies, while larger, full-service firms usually charge higher fees for their broader capabilities. Mid-sized agencies tend to fall somewhere in between. Be aware that additional costs may arise for services like event support, crisis management, executive media training, travel, premium media monitoring, or fast-tracked projects. When reviewing proposals, ask for a detailed breakdown that clearly separates base fees from optional add-ons. These insights come from years of experience evaluating agencies and their offerings.
What's the difference between boutique and large PR agencies for B2B tech?
Boutique agencies typically offer personalized attention from senior-level professionals and niche expertise. However, they may have limited reach and fewer resources for crisis management. On the other hand, large agencies bring extensive resources, global capabilities, and well-established media connections. But keep in mind, day-to-day tasks at larger firms are often handled by junior team members.
How long should I commit to a PR agency contract?
Most agencies recommend committing to a six-to-twelve-month contract. This timeframe allows for proper strategic planning and the opportunity to achieve measurable results. Some agencies may offer trial periods, which can help build trust and clarify expectations before entering a longer-term agreement.
What results should I expect in the first 90 days?
During the first 90 days, you can expect onboarding, strategy development, a media audit, and initial outreach efforts. This phase often results in a few quality media placements and the beginning of relationships with key journalists. Be cautious of agencies that guarantee immediate high-profile coverage or viral success, as these promises are rarely realistic.
Should I hire a generalist PR agency or one that specializes in B2B tech?
Specialized B2B tech PR agencies are better equipped to understand the nuances of the industry and often have stronger connections within the tech ecosystem, ensuring your message resonates with the right audience. However, if your company operates in both B2B and B2C markets, a larger generalist agency with a dedicated tech division might also be a good fit.
Choosing the right B2B tech PR agency can be the difference between simply gaining market visibility and truly building meaningful connections with journalists, investors, and customers. The agencies highlighted here showcase a variety of approaches, from smaller, founder-led teams to larger global networks with extensive resources.
The most successful partnerships share a few key traits: senior-level involvement, clear communication, and proven expertise in B2B tech. Companies that prioritize these qualities often see stronger results. However, these characteristics can vary significantly depending on the agency's size and structure.
Agency size comes with its own pros and cons. Larger firms might offer broader global reach but often face challenges like high employee turnover. Smaller boutique agencies, on the other hand, tend to provide a more personalized experience. Mid-sized agencies aim to balance these extremes, though they sometimes struggle to allocate resources effectively across multiple clients.
A growing trend in the industry is the hybrid approach, where companies combine in-house teams with agency support. This model is gaining traction, with 46% of B2B companies expected to adopt it by 2026. This shift allows businesses to maintain greater control over their messaging while still tapping into specialized PR expertise.
Retention rates can also indicate an agency’s reliability. While many agencies see clients leave within 6-12 months, those with retention rates exceeding two years often stand out for their transparency and senior-level execution.
When evaluating potential agencies, focus on who will actually manage your account, not just the team presenting the pitch. Ask for examples of media outreach, request references from companies at a similar stage, and ensure their success metrics go beyond surface-level numbers.
A strong PR agency should feel like an extension of your marketing team, seamlessly handling funding announcements, product launches, and thought leadership initiatives. The choice you make will shape your company’s market positioning for years to come. Use our agency comparison table and key questions to guide your decision and align with these proven benchmarks.
When choosing a B2B tech PR agency, there are a few important factors to consider to ensure they’re the right fit for your business. Start by assessing their industry expertise - do they have solid experience in your specific tech niche? An agency that understands the unique challenges and trends in your sector is far more likely to deliver impactful results.
Next, evaluate their media relationships. A strong network with journalists and publications relevant to your audience can make all the difference in securing meaningful coverage.
It’s also essential to find an agency with a strategic mindset that aligns with your business goals. Whether your focus is on generating leads or enhancing your market positioning, they should have a clear plan to help you achieve those objectives. Ask for examples of measurable results from similar clients - this will give you a sense of how their work translates into real outcomes.
Lastly, pick a partner that prioritizes transparency and communication. An agency that keeps you informed with clear deliverables and regular updates can make the entire process smoother and more collaborative.
Boutique PR agencies like Salient PR shine when it comes to offering personalized service and direct access to senior professionals who are actively involved in client projects. This hands-on approach allows them to thoroughly understand their clients' needs and respond quickly to shifting priorities. Plus, with lower overhead costs, these agencies are often a more budget-friendly option. That said, they may face challenges managing very large-scale campaigns or expanding into non-English-speaking markets.
On the other hand, larger firms, such as Edelman, bring substantial resources, global reach, and a wide array of services, including expertise in digital marketing and social media. However, these benefits often come at a higher price, and clients might find the level of personalized attention lacking. It's also common for senior staff to handle initial presentations, while the day-to-day tasks are delegated to junior team members. For businesses seeking a more customized and hands-on experience, boutique agencies might be the better choice.
Mid-sized agencies, like Finn Partners, often hit the sweet spot between the expansive resources of large firms and the tailored approach of boutique agencies. They bring wide-ranging expertise across various industries, strong media connections, and the capacity to manage larger campaigns that demand more staff or specialized skills.
That said, there are some potential drawbacks. For instance, account teams often juggle multiple clients, which can sometimes mean less focused attention for smaller accounts. Additionally, these agencies may encounter resource challenges when balancing priorities across different sectors, which could result in slower responses or less emphasis on niche markets. To gauge if they’re the right match for your needs, it’s worth asking about their client-to-account manager ratio and their experience working with businesses like yours.
