Making PR And Growth Marketing Work Together In B2B SaaS – Tomi Ajiboye

In the world of B2B SaaS, companies are always looking for smart ways to stand out and grow. While everyone’s talking about growth marketing, there’s a secret weapon that shouldn’t be ignored: Public Relations (PR). Let’s dive into how blending PR with growth marketing can be a game-changer.

Why PR Matters in B2B SaaS

B2B SaaS companies have a tough crowd to please – other businesses. It’s not just about selling a product; it’s about building trust and proving you’re the best. PR comes into play here, helping shape your company’s story and reputation.

Imagine a tech startup that develops innovative accounting software. Through effective PR, they can get featured in top finance magazines, win industry awards, and have their experts speak at major conferences. This exposure builds a strong, credible brand image, making it easier to attract customers and investors.

Common Mistakes: Keeping PR and Marketing Apart

Many companies treat PR and marketing like distant cousins – related but not really talking. This can lead to mixed messages and missed opportunities. Without coordination, your marketing might promise one thing while your PR says something else.

The Power of Integration

1. Unified Brand Story

When PR and marketing work hand in hand, your company’s story becomes crystal clear. Every tweet, press release, or ad tells the same compelling story. For instance, if your SaaS company is all about making data security simple, every communication reinforces this message, building a strong, memorable brand.

2. Boosting Demand with PR

PR isn’t just about looking good; it’s about getting results. Integrated with marketing, it can drive interest and sales. Let’s say your company launches a new project management tool. Alongside your marketing efforts, your PR team secures interviews and articles in top business publications, creating buzz and driving potential customers to your website.

3. Amplifying Your Reach

By combining forces, PR and marketing can reach more people in more impactful ways. Think of it like a megaphone for your product launches or key messages. Your marketing might create a fantastic online campaign, and your PR team amplifies it through media coverage and influencer partnerships.

4. Measuring Success Together

You can track how well your combined efforts are doing in an integrated setup. You’ll look at things like how much your brand is mentioned online, website traffic, and, of course, sales. This data helps you understand what’s working and what’s not, letting you refine your strategies for even better results.

Making It Work: Strategies for Integration

• Align Objectives: Ensure both PR and marketing teams have the same goals and understand the target audience.
• Unified Content Strategy: Plan your content together. Whether it’s a blog post, a press release, or a social media campaign, ensure it tells the same story.
• Tools and Tech: Use technology that helps both teams collaborate and share information.
• Teamwork: Encourage regular communication and joint projects between PR and marketing. This way, everyone’s on the same page, and great ideas get shared.

Wrapping Up

For B2B SaaS companies, the combination of PR and growth marketing isn’t just nice to have; it’s a must for standing out in a crowded market. By telling a unified story, leveraging each other’s strengths, and using data to guide decisions, companies can see better growth and establish themselves as industry leaders.

About Tomi Ajiboye

Tomi Ajiboye, a digital marketing maven with over a decade of experience, has made significant strides in Africa’s digital marketing landscape. With qualifications from CIM and DMI, she pioneered early digital marketing advancements in Africa, notably earning the CAM Diploma in 2012. Tomi led the strategy and business development for 3rdFloor, boosting top brands in Nigeria and Ghana. At SeamlessHR, she spearheaded growth and marketing, expanding its reach across Africa. Beyond her professional achievements, Tomi contributes to the digital marketing community through teaching and hosting events, fostering new talent in the industry.