Cheers to Season 5: BLASTmedia Kicks Off New SaaS Half Full Podcast Season with Inspiration for B2B SaaS Marketers

INDIANAPOLIS — Feb. 12, 2024 — BLASTmedia, the only PR agency dedicated to B2B SaaS, celebrates the launch of the SaaS Half Full podcast’s fifth season, hosted and bartended by BLASTmedia President Lindsey Groepper. SaaS Half Full is inspired by candid bar conversations after conferences and events, providing insights from SaaS marketers and others charged with growing a SaaS business.

The new season kicked off with positioning expert and author, April Dunford, on category creation and positioning; strategic brand builder and storyteller, Totango CMO Karen Budell, on marketing’s vital role in customer expansion; and martech and customer experience expert, Seismic CMO Paige O’Neill, on surviving a new CEO transition.

“From the very start, our vision for SaaS Half Full was to provide listeners candid access to some of the brightest minds in B2B SaaS marketing and growth. Since then, I’ve shared a drink with a line-up of incredibly inspiring SaaS marketers,” said Groepper. “I’ve had so many amazing conversations that give our listeners a peek into the minds of the industry’s biggest luminaries but stripped of the overly messaged and canned responses.”

Since its launch, SaaS Half Full has seen significant traction on top marketing and SaaS podcast lists and featured experts in SaaS marketing and growth, including former Drift VP of Revenue Marketing Justin Keller, former Atlassian Head of Brand Sarah Emmott, 15Five CMO Julia Stead, G2 Head of Marketing Palmer Houchins and more.

Listen to the SaaS Half Full podcast on all major listening platforms, including Apple Podcasts, Spotify, and Google Podcasts. For past episode archives and recaps, visit

About BLASTmedia

Established in 2005, BLASTmedia is the only PR agency in the US dedicated to B2B SaaS, representing companies from growth-stage to publicly traded. BLASTmedia understands the unique challenges associated with scaling a SaaS business and uses media coverage and thought leadership campaigns to impact four primary pillars: investors, employees, partners, and customers.

BLASTmedia Named Top PR Agency in 2024 by Vendry

INDIANAPOLIS — January 30, 2024 — BLASTmedia, the only PR agency dedicated to B2B SaaS, has been named to Vendry’s Top PR Agencies list for 2024. The list showcases agencies that blend traditional PR wisdom with digital-age tactics.

For more information about BLASTmedia and its services, please visit

About BLASTmedia

Established in 2005, BLASTmedia is the only PR agency in the US dedicated to B2B SaaS, representing companies from growth-stage to publicly traded. BLASTmedia understands the unique challenges associated with scaling a SaaS business and uses media coverage and thought leadership campaigns to impact four primary pillars: investors, employees, partners, and customers.

BLASTmedia Honored Within PRNEWS’ Agency Elite Top 100 for Second Consecutive Year

B2B SaaS PR agency spotlighted as one of the most innovative PR and communication firms in the world

INDIANAPOLIS — November 28, 2023 — BLASTmedia, the only PR agency dedicated to B2B SaaS, has been named to the Agency Elite Top 100 list by PRNEWS for the second consecutive year. The Agency Elite Top 100 is the most comprehensive guide of the top 100 most innovative PR, marketing and communications firms in the business.

“We not only want BLASTmedia to set the standard for SaaS PR, but for the PR and communications industry as a whole,” said BLASTmedia President Lindsey Groepper. “Being named to the Agency Elite Top 100 for the second consecutive year validates our team’s innovative thinking and tenacity to tackle the evolving communications landscape. We aren’t afraid to experiment or evolve a best practice — we embrace growing through change.”

According to PRNEWS, the list is designed to demonstrate the wide range of industry specializations and core capabilities that PR, marketing, and communications encompass, recognizing the top agencies across multiple segments and channels.

On top of the PRNEWS Agency Elite 100, BLASTmedia has been acknowledged as a leader in the industry through multiple recognitions over the last year, including being named a Leader on the first G2 grid for PR firms and receiving PR Daily’s Top Agencies award. The agency has also received recognition for its exceptional culture and employee experience, including being named one of Inc. Magazine’s Fastest Growing Private Companies for the second consecutive year, Inc. Magazine’s Best Workplaces for 2023, the Indiana Chamber of Commerce Best Places to Work list for the 8th consecutive year and nominated for the Mira Awards Exceptional Employer Award by TechPoint.

For more information about BLASTmedia and its services, please visit

About BLASTmedia

Established in 2005, BLASTmedia is the only PR agency in the US dedicated to B2B SaaS, representing companies from growth-stage to publicly traded. BLASTmedia understands the unique challenges associated with scaling a SaaS business and uses media coverage and thought leadership campaigns to impact four primary pillars: investors, employees, partners, and customers.

Getting “On the Air” With Podcasts

While some things come and go, it’s clear that podcasts aren’t going anywhere. With shows as niche as The Pen Addict podcast, “a weekly fix for all things stationery,” to NPR’s Up First, sharing “the news you need to start your day,” there is something for everyone. This year, 42% of Americans ages 12 and older have listened to a podcast in the past month.

Given its rise in popularity and niche nature, podcasts are an important element in a comprehensive SaaS PR plan. Podcasts allow thought leaders to let their expertise shine, honing in on key messages and diving deeper with listeners actively seeking the topic. 

If you think your topic is too niche or there isn’t a podcast for that – think again. Below are several podcasts we’ve secured for our clients over the past few months:

  • Randy Mercer, Chief Product Officer at 1WorldSync, was a featured guest on the Can I Speak to Your Product Manager Podcast, where he shared his tips for generating compelling context utilizing specific use cases for generative AI.
  • Banking Transformed with Jim Marous spoke with SavvyMoney President and CEO JB Orecchia about the convergence of credit education and the state of fintech and banking collaborations. 
  • Amy Brown, co-founder and CEO of Authenticx, was featured on TechCrunch’s Found podcast to discuss mitigating AI biases in healthcare. 
  • The Recruiting Daily Podcast connected with ChartHop Head of People, Talent & DEIB, Ivori Johnson, on how performance reviews can help combat workplace bias.
  • Senior Vice President of Retail Media and Partnerships at Vibenomics, a Mood Media Company, spoke with FoodNavigator-USA’s Soup-To-Nuts podcast to discuss the appeal of retail media networks.

If you’re interested in adding podcasts to your SaaS PR strategy, get ahold of Lindsey Groepperan accomplished podcaster herself – and see how BLASTmedia can get you on the air!

The Power of Storytelling in SaaS Leadership

When we think about the art of storytelling, we might remember a favorite novel and how its author wove a tale of wonder, skillfully drawing us in and creating characters we loved (or hated). And on rare occasions, we may find ourselves enchanted by a lush tale that leaves us wanting more when we close the cover.

Storytelling isn’t reserved for a good book or movie, though. SaaS marketers use storytelling regularly to drive home key messages, capture and keep customer loyalty and differentiate their brand from the competition. 

But have you thought about storytelling’s impact on SaaS leadership? It plays a massive role in driving employee buy-in and engagement. Storytelling also connects to branding, change management, strategy development, values, vision work and more.

Adding storytelling to your SaaS leadership toolbox

Some SaaS leaders may think of themselves as devoid of storytelling abilities, but I believe it’s a skill they can learn. It’s a skill every leader should hone because when they tell a good story, they become more effective at:

  • Introducing new ideas.
  • Communicating their vision.
  • Shifting employee mindsets.
  • Winning over clients, teams and other stakeholders.
  • Inspiring audiences — and so much more.

Tap into emotions

Sharing narratives evoking emotions like empathy, excitement and humor allows you to establish personal connections and build trust with your audience. People who feel emotionally connected to their leaders are more likely to feel motivated, loyal and willing to follow their vision.

Explain and clarify

Want your people to remember your message? Tell a story. It’s much more memorable than statistics, facts or abstract concepts. A story offers the perfect vehicle to explain and clarify abstract concepts! Presenting information in a narrative format provides a context for people to understand and retain your message’s key points. You enhance your communication’s effectiveness and ensure your message resonates with listeners over time.

Champion your vision

Sharing personal anecdotes or illustrating real-life examples empowers you to paint a vivid picture of the core values and beliefs guiding your decision-making. Helping your employees understand and align with your vision fosters a sense of shared purpose and enhances collaboration and commitment to common goals.

Inspire and drive transformation

Leaders often face the challenge of driving transformation or overcoming resistance to change. By sharing stories highlighting the benefits of change — or positive, achievable outcomes — we can create a sense of urgency and motivate our teams or employees to embrace new ideas and approaches. Stories inspire during challenging times, reminding people of past successes or illustrating the resilience and determination required to overcome obstacles.

Define culture and identity

Storytelling also plays a vital role in shaping an organization’s culture and identity. You can use stories to establish a shared narrative defining the organization’s traditions, history and values. 

Sharing stories celebrating past achievements, lessons learned and defining moments reinforces a sense of identity and fosters a culture that values innovation, collaboration — or other traits you deem essential. With these stories, you will communicate your organization’s mission and brand — internally and externally — to create a sense of shared purpose and attract like-minded people.

Characteristics of effective storytelling

  1. Know your audience

You might share the same story across your organization, but delivering an identical message to your managers, teams and individual contributors, new hires and veteran employees won’t land as well as tailoring one to each audience. 

Start by talking to people informally because it’s much easier to learn what worries or motivates them or what piques their curiosity. When you know your audience, you can more easily infuse your story with examples and specific language, speaking directly to their concerns and questions. 

  1. Ground your story in context

Imagine rolling out a new initiative but not explaining the reasoning behind it. Your employees might see it as a random initiative from the top — but if you show how it fits into your company’s broader vision, you’ll likely get more buy-in. Why? Because people will see the genesis of the changes, their necessity and how they contribute to future strategy. 

  1. Humanize your story

We’re all drawn to stories — especially personal anecdotes, which humanize abstract notions, help you reframe objective claims or drive home a point. And you don’t have to be your story’s hero, either. Sometimes showing your fallibility is more effective. After all, being great is… great, but it’s not always relatable. As Tyra Banks wrote, “Perfect is boring.” 

  1. Make your story action-oriented

If you want people to understand your story — and empower them to take action from it — focus on what you want your audience to do after they hear it. Offer practical advice and clear direction because specifics reduce anxiety. When you help people understand a change in company direction, for example, and how those changes relate to them, it’s much easier for them to set and work toward their goals.

  1. Stay authentic and humble

Anchor your story with personal experiences, emotions and values. Embracing authenticity connects you to your audience and helps them relate to and trust your message. Speaking with humility demonstrates your capacity for learning and growth, showing you don’t claim to have all the answers, have made mistakes and have corrected course as necessary. 

When you admit you’re not perfect and own your mistakes, your audience relates to you more easily. After all, some of the best stories involve failures, disasters and mistakes. They give your story tension, add emotion and become the pivot points that makes your story memorable.

  1. Have a clear outcome

Your story should leave your audience with some takeaway — a lesson or thought-provoking message. What should people have learned, or what should they do after they hear your story? Perhaps you’ve provided actionable points that propel action. Or you’ve shown your audience where you’ve come from — and where you’re going. A clear outcome generates trust and confidence in your values, mission and purpose. 

We remember those storytellers who have great presence and tell great stories. From actors and teachers to mentors and leaders, we associate these people with the stories they’ve told. Why? Because stories empower us to create connections, foster engagement and share meaning. And as leaders, they matter to our identity and roles, our priorities and our aspirations.

Leveraging SaaS PR to Recruit & Retain Talent

Attracting and retaining the right talent in today’s job market can be challenging. According to a recent Gallup poll, employee engagement in the U.S. was down for the second consecutive year — only 32% of full- and part-time employees say they’re engaged at work. 

Widespread layoffs across industries haven’t helped. Many employees feel disillusioned with the promise of job security. A Harvard Business Review study shared that more than 45% of employees who have experienced layoffs in the last year are concerned with job security. These factors, among others, have employers seeking better ways to engage the workforce.

When speaking with clients, we hear current and prospective employees cited as target audiences for SaaS PR efforts. Many companies want to use PR to share compelling brand messages or demonstrate what makes their culture unique. But most don’t know where to start.  

Here are a few tips for effectively leveraging SaaS PR in talent recruitment and retention.

Leveraging award wins

Winning awards helps SaaS companies differentiate themselves from others in the market — by building credibility and engaging new talent and current employees. For example, earning an award for DEIB initiatives or corporate social responsibility practices, such as TechRadius’ Tech Cares Award, tells job candidates you’re committed to building a supportive culture. 

You can showcase these culture-focused awards by issuing a press release highlighting the award category and criteria, activating a robust social media campaign or leveraging the award in future display or email advertising. But don’t forget to share the story behind the win. Depending on the award, the application process may allow employees to share takeaways about their time with your company — use those insights to continue enhancing the employee experience.

Maintaining a strong and consistent brand voice

Employees demand more than just a paycheck; they want to work somewhere that aligns with their values. As a result, companies have to demonstrate a clear set of values to stand out from the competition. In fact, according to a recent LinkedIn survey, 87% of Gen Z professionals — who comprise a significant portion of our workforce – would quit their jobs to work at a new company that more closely reflected their values.

Whether highlighting a DEIB statement or the brand’s culture or benefits, companies should ensure their brand voice is consistent across all channels. It doesn’t matter if it’s a bylined article, job description or social media post: The message should be authentic, meaningful and reflective of a company’s core values.

Elevate your thought leadership in the media

You may already use your executive team for industry-specific thought leadership — whether it’s unique commentary on trending topics, like generative AI, or actionable insights through contributed content. These strategies help establish brand authority and showcase a thought leader’s expertise. 

But when elevating your thought leadership to appeal to current and prospective employees, companies should consider stepping out of their comfort zone. For example, if your CEO or founder deeply understands the burnout associated with scaling a SaaS business, leverage their insights to secure an interview on the importance of mental health benefits in the workplace. 

Moreover, companies can further demonstrate their commitment to employee well-being by facilitating access to practical resources such as first aid courses. Encouraging employees to learn first aid in Newcastle, for instance, not only equips them with invaluable skills to respond to emergencies but also reinforces a culture of care and preparedness within the organization. By integrating initiatives like first aid training into the fabric of the workplace, companies signal their dedication to fostering a safe and supportive environment where employees feel empowered to take proactive steps towards their own well-being and that of their colleagues. This proactive approach not only enhances employee morale and satisfaction but also strengthens the company’s reputation as a conscientious and compassionate employer in the eyes of current and prospective talent.

Do you have an employee with a remarkable career journey or personal accomplishment? Use employees’ personal stories to secure podcast interviews or Q&A opportunities. These stories help establish trust and enable companies to showcase their unique cultural differentiators and draw stronger connections with their target audience: employees.

SaaS PR: Telling a Great Story Through Data

Data crunching isn’t enough: What’s the data’s story?

“Maybe stories are just data with a soul!” ~ Brene Brown

Every good story starts with a hook — finding the cure for a brain-eating fungus in a post-apocalyptic world. Stopping the Empire from overtaking the galaxy. Playing a series of kids’ games where to lose is to die, but winning it all means making bank.

And some stories rely on data to hook their audiences. Numbers alone don’t necessarily make an impact — but when B2B SaaS marketers, PR pros (and honestly, anyone else reliant on numbers) weave a narrative around the data, presenting it in context and framing its broader implications? That’s when the magic happens.

What is data storytelling?

Data storytelling allows SaaS PR professionals to help their clients leverage complex data and analytics to build a compelling narrative that tells a specific story via graphs, charts and other visuals while informing and influencing a particular audience. When executed well, data storytelling:

  • Adds a human touch to data.
  • Elevates the value of data and insights by interpreting and highlighting the key points of complex information.
  • Helps explain data patterns and trends to non-technical audiences.
  • Builds credibility as an industry thought leader.
  • Improves data literacy by guiding people and teaching them how to read — and understand — data visualizations. 

You’ve got the data. Now what?

Interesting data stories include three main elements: the data, visuals and a narrative. These steps will help you transform your raw data into an interesting story. 

  1. Understand the question. Have you determined what question you want to answer first? If sales fell sharply last year among a certain demographic, do you know why? Knowing what you’re looking for will lead you to the best resources for the answer — whether it’s data about a product mix, marketing targets or customer preferences.
  2. Know the audience. Customize your presentation to suit them — are you sharing this story with the marketing team? Executive leadership? Board members? What’s their familiarity with the topic, problem or situation? How does it affect them? Are different presentation styles more effective than others? Can they process high levels of detail? These insights will shape your narrative approach.
  3. Analyze your data. You can’t create an interesting story without understanding the underlying data’s structure. Evaluate both the structure and quality, and highlight critical characteristics — patterns, format and completeness. You can even use a data management tool to confirm accuracy and validity.
  4. Organize and present your data consistently. Sometimes you might need to standardize formats (75% vs. .75). You may find other anomalies addressed via deduplicating, enriching or parsing. Look to other sources if your data set is incomplete.
  5. Craft your data story. Effectively using charts, graphs and other data visuals requires knowing how people perceive them. Some people want the big picture at a glance to understand the message’s value. Others want to drill down into the granular, nitty-gritty details.

In what order will you present the information to generate a maximum effect? Anticipate questions people might ask about a specific visual. The first chart might show decreased sales and the second might explain why. Think about the trends your research uncovered and organize your presentation into a logical path.

Embrace a “less is more” approach by building a story in layers. Use multiple visuals (instead of cramming everything onto one slide) so your audience won’t feel overwhelmed. Presenting everything on one crowded chart drowns out important messages. Divide the information among multiple consecutive charts, and use animations to reflect changes or add emphasis and help the story flow.

Give some love to the text accompanying the charts, which often catch the eye first. Go beyond mere labels and include a brief explanation of what it shows. Incorporate text annotations to highlight important details.

Champion simplicity. A line chart or bar graph often works well to present information — use color, arrows, circles or other simple graphics to add visual interest.

Take a look.

Don’t just take it from us SaaS PR pros, though. We pulled some of our favorite articles that do an exemplary job of weaving data storytelling into the overall narrative to educate, entertain and provoke thought.

We don’t make business decisions based on logic alone. Sure, analysis drives business thinking, but a barrage of numbers doesn’t inspire and motivate as effectively as a good story. Well-told stories create a shared human experience.

And let’s face it. Unless you’re a statistician, you’re unlikely to remember the numbers. Data in a vacuum? Pretty bland and unremarkable. But storytelling allows us to mold abstract, dry numbers into a captivating and interesting story.  And we’re far more likely to remember a story than cold, hard numbers. Want to make sure your data makes a lasting impression? Go ahead and stretch your narrative muscles.

Elevate Day 2023

I planned Our First Half-Day Training Event and Here’s What I Learned

BLASTmedia recently hosted our very first Elevate Day — a half-day training event that gave our employees the opportunity to learn about new strategies in the world of PR and content development, tap into their creative side, and learn about the SaaS investing landscape from VCs themselves.

Think somewhere between Dreamforce and a The Office-style whiteboard presentation.

We used Elevate Day to hone in on topics that we identified a need for extended training around due to market changes and evolving best practices, as well as trends we saw in a recent training benchmark survey that asked employees to self-report on their confidence level around certain skills. Each employee could choose their Elevate Day track from a number of session options in each training category to personalize the day to their individual interests.

Here are the top three things I learned (outside of making plans for unexpected weather!) at our very first Elevate Day training event:

The media landscape is changing more rapidly than we could have imagined even five years ago.

Who and how I pitched last quarter could completely differ from who and how someone else at the agency is pitching this quarter. That’s why it’s so important to knowledge share across your agency — and Elevate Day made that glaringly clear. As I listened to various sessions, I saw so many people sharing tips and tricks about new approaches they’re taking due to shifts in how reporters like to be pitched or shrinking newsroom staff. Let’s just say…Elevate Day motivated me to keep this knowledge-sharing alive and well in our agency.

The need for SaaS PR ain’t goin’ anywhere

It could be easy to think that the turbulent SaaS market means the demise of SaaS PR. But we think quite the opposite…and so do some of our favorite VC friends. In our fireside chat with Allos Ventures Managing Director David Kerr and Elevate Ventures Principal Sara Omohundro, CFA, we talked about the value of SaaS PR when it comes to a founder’s brand, building trust when times get tough, and more. Long live SaaS PR!

This conversation also reinforced the importance of tapping outside experts for their perspectives and advice. Outside of the investment landscape, we also talked about why PR sometimes gets a bad rap and ideas on how to position what we do to potentially skeptical execs or VCs (from VCs themselves!) — a conversation we face head-on regularly.

It pays to make time to learn

It’s easy to say that you want to make time to learn, but hard to actually set that time aside. Elevate Day showed me firsthand how important it is to not only create an environment of continual learning, but also to design opportunities for individuals to step outside of their norm to learn. That’s why we strategically planned the day during our regularly scheduled “No Meetings Week.”

Clearing our schedules and walking through the doors with our minds focused on soaking in everything the day had to offer made it so much easier to absorb new information and ask probing questions. I also noticed that stepping outside of our norm for a half day of learning helped boost the energy at the office and encouraged more creative thinking across the board!

Have a favorite learning event you’ve participated in that you’d like to share ideas from or want to speak at BLAST? Shoot me an email at!

Why Getting Personal Matters in a SaaS PR Program

Would you rather buy from a brand pushing only product messaging or from a purpose-driven brand with a story to tell? According to AdWeek, 78% of consumers said they make purchase decisions based on their values and 55% purchase from brands that share their values. 

Currently, the economy is uncertain in the SaaS space, and many think that driving home product messaging or upping paid advertising will increase demand. But, with consumers so focused on doing good and finding alignment with their values, a key part of creating demand is leveraging personal stories through your SaaS PR program. 

While sharing personal or vulnerable anecdotes can be uncomfortable, remember that these types of stories are often the most relatable and can help build trust with your audience.

Here’s a closer look at how personal stories open the door to many brand benefits:

Humanizes the brand

Personal stories humanize your brand. We have all seen the banner changes on social media during significant events like Black History or Pride month, but do you have an individual who can share their own experience related to these events? If a company leader is willing to get vulnerable, these messages are more impactful and authentic than just going with the status quo. 

Providing a direct tie back to critical DEI conversations or worldly trends improves reputation with customers and is also positive for recruiting. If candidates can relate to company leadership personally, they’re more likely to consider your company when narrowing their options.

Example: Jeni Mayorskaya Creates Stork Club To Help People Control Their Reproductive Lives

Builds the subject matter expert’s personal brand

Personal stories not only improve brand perception but also help to build the brand of an individual subject matter expert. More than ever, people want to buy from people, and investors want to invest in leaders. 

But don’t fall victim to the myth that personal stories don’t provide valuable lead-generation opportunities. Since tier-one media are often more interested in features with a person at the core, they can improve your ability to rank in search as a thought leader and company. Not to mention, those “about the author” sections often include the prized backlink!

Example: How I’ve leveraged my bipolar 2 for success as a CEO

Creates differentiation to pique reporter interest

Securing opportunities with tier-one media is often a goal many organizations want from their SaaS PR program. A key item to achieve this goal is to build rapport and foster a relationship with editors who may reach out for commentary opportunities in the future. 

Well, rapport doesn’t happen overnight — and definitely doesn’t happen by constantly shoving product messages at a reporter. Leveraging personal stories is typically a great place to start. They let a reporter get to know you as an individual, company leader and then get to know your brand. 

They may not result in a story right away, but they often create opportunities in the long run. 

Example: My Coach Taught Me How To Sit In An Office Chair – And It Made A Difference! The Evolving Story Of Sam Isaacson’s Coaching Career

In today’s world, surface-level commentary will not cut it. Reporters and buyers want more, and we need personal, meaningful connections to capture media and audience attention. To learn more about how personal stories can improve your SaaS PR program, contact Lindsey Groepper