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August 06.2025
3 Minutes Read

Unlocking B2B Revenue Growth: Aligning PR with Your GTM Strategy

Colorful silhouette of business team with megaphone, aligning PR with GTM.

Unlocking Revenue Growth: The Role of PR in Go-To-Market Strategies

In today's competitive market, aligning public relations (PR) with go-to-market (GTM) strategies has emerged as a vital component for driving faster revenue growth, particularly for B2B companies. According to the 2025 State of B2B Public Relations Report by Convey Communications and Demand Metric, high-growth companies are a staggering three times more likely to integrate PR into their GTM efforts. This alignment is no longer considered optional; it has become essential in proving the value of PR beyond traditional media impressions.

The Changing Landscape of Public Relations

Kristin Hege, CEO of Convey Communications, highlights that today’s media landscape requires PR to adapt and demonstrate tangible business impact. In her words, “If PR wants a future inside the modern GTM machine, it has to prove it belongs there.” This requires forming solid relationships and aligning closely with marketing and sales teams to ensure that PR efforts resonate with the broader business goals. As a result, 90% of B2B marketers now classify PR as ‘important’ or ‘critical’ to their GTM strategy.

Effective PR Tactics That Drive Success

According to the report, some of the most effective PR tactics that support revenue growth include:

  • Brand and Reputation Management (61%): Effective reputation management strengthens public perception and builds trust.
  • Media Relations (44%): Developing relationships with the media can lead to increased coverage and visibility.
  • Thought Leadership (41%): Establishing authority in a niche helps position a brand favorably among competitors.

The report shows that growth leaders are significantly more likely to report that their PR teams work collaboratively with marketing and sales than those trailing in growth, highlighting the importance of teamwork.

What Effective PR Looks Like Today

As John Follette, co-founder of Demand Metric, points out, partnering with a PR firm that understands the intricacies of the B2B tech space is crucial. More than 80% of tech marketers express the need for a PR partner who not only understands their industry but can also adapt strategies to meet specific needs. It’s about making sure that PR acts as a lever for business success rather than just noise in the marketplace.

Looking Forward: The Future of PR in B2B

As we anticipate future trends, it’s clear that the role of PR will only grow in significance. Companies that proactively embed PR into their GTM strategies can expect enhanced market positioning, smarter brand implementations, and, ultimately, more measurable revenue growth. This indicates a shift where PR professionals must stay ahead of the curve, continuously adapting to new tactics that demonstrate value.

Getting Personal: Why This Matters to You

If you’re a marketer or business owner, understanding the importance of aligning PR with your GTM strategy could be the key to your future success. Just as communities flourish when their members engage actively, businesses can only thrive when every arm of the organization moves in unison towards shared goals. Embracing strategic PR means investing in a tool that not only amplifies your voice but also builds a bridge to your audience.

Take Action: Transform Your Strategy Today

As the insights reveal, the impact of PR is profound and, perhaps, underleveraged in many companies. Considering the current landscape, you can no longer afford to let PR exist in a silo. Start today by integrating PR into your marketing and sales strategies to drive growth and enhance your brand's reputation. Get your brand voice interview and discover how to start transforming your strategy!

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08.05.2025

Nigeria Customs Service Launches Guide to Elevate Service Reputation

Update Nigeria Customs Service Takes a Bold Step with New Reputation Management Guide The Nigeria Customs Service (NCS) has embarked on a pioneering initiative with the recent launch of its Service Reputation Management Guide. Unveiled by the NCS’s Comptroller-General, Adewale Adeniyi, this comprehensive handbook is designed not just to redefine the internal workings of customs officers but also to elevate the agency’s role within Nigeria's trade ecosystem. Understanding the Handbook's Purpose At its core, the handbook aims to arm customs personnel with a clear understanding of their roles and responsibilities. “This guide is not just a document; it’s a vital tool for our officers to navigate their duties more effectively,” said Adeniyi during the launch in Abuja. The C-G emphasized that this initiative marks the beginning of a transformational era for the NCS, encouraging officers to conduct themselves with professionalism and uphold the highest ethical standards. Significant Revenue Growth Highlighted The NCS has surpassed its revenue generation targets in the last two years, showcasing a remarkable 70% increase in 2023, followed by an impressive 92% rise in 2024. This accomplishment denotes not only increased efficiency but also a solid commitment to combatting illicit trade. With such significant gains, the NCS is proving to be a vital player in Nigeria's trade landscape. Repositioning for Trust and Respect Adeniyi pointed out that enhancing the reputation of customs officers is crucial for the agency to be viewed as a trusted and responsive government entity. “We must ensure that our personnel are seen through the lens of integrity, efficiency, and inclusivity,” he stated. The new handbook emphasizes these values as the foundation for rebuilding public trust in the agency. Leading by Example: Women's Empowerment Initiatives The World Customs Organization (WCO) has set forth expectations for customs agencies to prioritize transparency and inclusivity. In alignment with these standards, the NCS has focused on empowering women within the agency, striving to position them in leadership roles. This push not only fosters gender equality but also promotes a diverse approach to customs operations that can lead to more innovative solutions. Community Engagement and Corporate Social Responsibility The NCS has taken significant steps towards enhancing its presence and responsibility within the community. From investments in education, healthcare, and access to clean water to supporting Nigeria's creative economy, the agency is actively participating in President Bola Tinubu’s social investment agenda. This proactive approach not only uplifts communities but also reiterates the vital role of the NCS in Nigeria’s broader socio-economic landscape. Strengthening Ethical Standards through Training As part of the initiative introduced alongside the reputation guide, Adeniyi indicated that training programs will be established to instill the values of transparency and integrity among officers. This is in line with the global push for customs services to not only increase efficiency but to do so ethically, which will positively impact the trade environment in Nigeria. Celebrating a Proud Moment in Customs History The launch of the Service Reputation Management Guide is a monumental event for the NCS. It represents a commitment to rewriting the history of customs operations in Nigeria. Adeniyi thanked President Tinubu for the extension of his tenure, viewing it as motivation to push forward even more ambitious reforms and initiatives. A Call to Action: Embrace the Change A united effort to rebuild the image of the NCS is imperative for the agency to thrive and regain the public trust. This reputation management initiative requires support from every customs officer, highlighting the importance of each individual’s contribution to the overall mission. For businesses looking to engage with the Nigeria Customs Service, understanding the nuances and expectations outlined in this new guide is crucial. By aligning their practices with these standards, business owners can foster closer relationships with customs officers and streamline their operations amidst shifting regulations. As Nigeria continues to forge ahead in strengthening its trade practices, all stakeholders must remain vigilant and proactive. Let’s support this transformation by advocating for accountable governance and participating in meaningful dialogue with the NCS. Get Your Brand Voice Interview and stay ahead of the curve.

08.04.2025

How to Overcome Tech Debt and Build Brand Trust with Travis Schreiber

Update Why Tech Debt Is a Reputation Risk for Modern Businesses Your technology is not just a backend system that drives productivity; it's intricately linked to your customers’ perception of your brand. For many organizations, the significance of maintaining up-to-date and efficient tech stacks cannot be overstated. When systems fail, it is not just metrics that are affected but also a company's reputation, illustrated starkly by the insights of Travis Schreiber, Director of Operations at Erase. Unpacking the Connection Between Technology and Customer Experience Customers prioritize their experiences, often equating them with product quality. A 2024 Salesforce study highlighted that an overwhelming 88% of customers place equal importance on their experience as they do on the product itself. This means that even minor technological glitches—like a laggy checkout process or delays in confirmation emails—can be enough to send them running to competitors. One telling example comes from Schreiber’s experience with a medium-sized car insurance provider, which suffered reputational damage after issues with their legacy billing system arose. Initially, everything seemed fine until invoices started to go out late, leading to a surge in support tickets and public complaints. The tech issue escalated into a significant reputational fallout, something many businesses fail to recognize until it’s too late. Understanding Security Risks in Outdated Systems The vulnerabilities of outdated technology extend far beyond inconvenience; they pose serious risks to data security. As Schreiber explains, many legacy systems lack the capability to accommodate new security patches, making them ripe targets for breaches. A startling incident occurred with a healthcare client whose internal messaging system inadvertently exposed private chat logs on Google. The aftermath was not just a technical fix; it was a significant reputational loss as customers no longer felt safe trusting their data with the organization. The Weight of Negative Reviews on Brand Trust Customers do not care about the technicalities behind a broken system; they care about their experience and perception. Schreiber points out that negative reviews rarely highlight the complexities of the backend. Instead, they might read, “I couldn’t log in” or “They took too long to respond.” This transformation from a technical problem to a trust issue happens swiftly. The casual observer may come across complaints and screenshots that could deter them from ever choosing that service. Thus, as touchpoints accumulate, the impact on brand reputation compounds, leading to potential loss of sales and opportunities. Proactive Measures for Managing Tech Debt The silver lining to this situation is that tech debt is manageable; it requires a mindset shift within organizations. Rather than treating tech debt solely as an IT concern, companies should recognize it as part of their brand strategy. By addressing these issues early, businesses can better protect their reputation and foster trust. Strategies to mitigate tech debt include investing in updated systems, streamlining workflows, and actively seeking feedback from customers regarding their experiences. Furthermore, organizations should adopt practices that prioritize the seamless integration of technology with brand management. The Importance of Voicing Your Brand’s Story Incorporating brand voice interviews with a focus on authentic storytelling can also be a means of rejuvenating customer relationships. When consumers see the human aspect of a brand and understand the measures taken to improve their experience, it fosters loyalty and enhances trust. In conclusion, understanding and addressing tech debt matters more than ever in a competitive landscape. As Travis Schreiber advises, businesses must not wait until poor reviews escalate. Instead, focus on creating an accessible, efficient tech environment that reflects their brand values and supports a seamless customer experience. To further explore how your brand can voice its narrative effectively, let’s discuss ways to enhance your reputation.

08.02.2025

Harnessing the Power of Reputation Management in Armenia: Insights from Shushan Harutyunyan

Update The Power of Reputation Management in Today’s Society In an age where visibility often equates to success, reputation management is more important than ever, especially for businesses and individuals alike. Armenia, known for its rich cultural history and vibrant community life, is experiencing a burgeoning interest in how reputation can shape perceptions and influence outcomes. Why Reputation Matters In the competitive landscape, how a brand or individual is perceived can directly affect their success. A positive reputation builds trust and fosters loyalty among clients and customers, while a negative one can tarnish an image almost instantly. This truth is reflected in Armenia’s evolving market, where the emphasis is increasingly placed on maintaining a favorable public image. Shushan Harutyunyan: A Trailblazer in Reputation Management Enter Shushan Harutyunyan, a name synonymous with revolutionizing how reputation management is approached in Armenia. With an established background in PR strategies, Shushan uses her expertise to help local businesses navigate the challenging waters of public perception. Her personalized approach resonates deeply with community members, allowing her to tell stories that reinforce the positive attributes of her clients. Community Connections That Matter The essence of reputation management lies in relationships. Harutyunyan’s initiatives go beyond mere marketing tactics; they forge strong connections within the community. By focusing on local stories and narratives, she paints a picture of authenticity that consumers can relate to. Her work showcases the importance of grassroots initiatives, where every voice counts and contributes to the brand’s story. Factual Insights from the Industry Statistical data indicates that 77% of consumers make purchases based on brand reputation and reviews, highlighting the urgent need for effective management in a globally connected marketplace. In Armenia, this trend is gaining traction as more individuals and businesses realize the potential of harnessing their brand narratives. Harutyunyan’s success exemplifies how reputation management can create tangible benefits, such as increased customer engagement and loyalty. Future Trends in Reputation Management Looking ahead, the future of reputation management in Armenia holds promise. As digital platforms become more integrated into daily life, managing one’s online presence will be crucial. The significance of authentic storytelling cannot be overstated, and Shushan Harutyunyan’s approach gives us a glimpse into a transformative direction where brands can thrive by being genuine and relatable. Taking Action: The Importance of Getting Help The complexities of managing a reputation can feel overwhelming. This is where seeking professional help, like Shushan’s, becomes essential. By tailoring strategies that focus on community engagement, addressing public concerns, and amplifying positive stories, businesses can reclaim narratives that may have been lost. Ready to Enhance Your Brand's Voice? With the tools and insights shared in this article, it's evident that a proactive approach to reputation management is vital. Are you ready to give your brand a voice that resonates within your community? Get Your Brand Voice Interview to explore constructive strategies today.

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