Using PR Coverage to Speak to B2B SaaS Buyers

Have you ever tried to explain TikTok to your grandpa? Or better yet, have you tried to explain 8-tracks to a room full of teenagers? You can only imagine how important it is to consider your audience in these scenarios and how you tailor the message.

This guiding principle also applies to PR for SaaS companies. In fact, it’s even more important for these brands because SaaS companies have a whole lineup of audiences in the buying committee, from users and influencers to decision-makers and budget holders.

Strategic PR coverage can — and should — be used in SaaS sales to speak to all audiences, addressing different pain points for each and taking a different approach based on where they are in the purchase stage. 


Users — including prospects who would directly use your product and existing customers — want to be educated about tactical execution to improve their jobs. This could come in the form of best practices, customer stories or new techniques. Trade media is the best avenue for this content. Not only will this type of content help target buyers do better work, but it also helps SaaS companies demonstrate tactical expertise in target verticals.

Trade coverage is also a killer resource for SaaS sales reps to use in touchpoints with prospects. This type of coverage, especially a case study with ROI metrics, can show prospective customers exactly how a solution can be harnessed for optimal performance, pushing them further into the sales cycle.


Influencers in the SaaS sales process are those who affect the purchase yet aren’t the platform’s end-users or the budget holder. For example, let’s say you’re trying to implement a CDP. You’ll definitely need buy-in from the IT department. If you’re implementing a GRC platform for GDPR compliance, you’ll need buy-in from the marketing department.

It’s vital for these tangential buyers to have some sort of content dedicated to them so they feel incorporated in the decision-making process. One way to do this is to tell your company’s story in trade media that speaks directly to their role (think: marketing, IT, compliance media) to meet them where they are. This way, they have more information about how a potential solution may work for them, too.


Most decision-makers aren’t in the weeds of the product like the end-users themselves (though there are occasional exceptions). They need to know the value a solution could deliver to the organization and bottom line — and brand notoriety won’t hurt either. There are a couple of ways this can manifest in media coverage. 

The first way is through customer stories. I mentioned this previously in the section about users, but customer stories can prove just as impactful in convincing other decision-makers about how game-changing your solution could be for their business. Take this example of Stork Club’s work with Fors Marsh, featured in Inc. Because the article is in a top-tier business publication, it pulls a broader audience than if it appeared in, say, HR Magazine. This builds the brand’s credibility outside of trade verticals, legitimizing it to various departments that care more about its broader business impact.

Another way to illuminate your brand to decision-makers is through top-tier coverage that focuses on topics outside of the product. This coverage builds the brand’s (and its leaders’) credibility on a deeper level, outside of just features and functionality. Perhaps you’ve heard of the company Authenticx, but you don’t know exactly what it does. Because you’ve heard of Authenticx, though, you might be more inclined to pay for their solution over a competitor, simply because of brand recognition. Coverage contributing to this can span a wide range of topics, including leadership, commentary about the job market and more.

As you can see, media coverage should be leveraged to reach multiple audiences in the SaaS sales process. If you’d like more information about how to help your organization do this through strategic PR, contact Lindsey Groepper.

Newsjacking: How To Stay Relevant Amongst Your Competitors

Avoiding the news is nearly impossible in today’s always-on world. However, for PR professionals, staying on top of the news is key to understanding what’s happening in the world and finding opportunities for SaaS clients to share their perspectives on timely topics via newsjacking. But, have you ever thought about using the same strategy with your competitors’ news? 

By monitoring your competitor’s social media, blog posts and other channels, you can proactively look for upcoming announcements, allowing you to offer your thought leaders’ reactions, secure coverage and further solidify your company as an industry leader. 

Here are three tips on how you can use competitor newsjacking to your advantage.

1. Consistent Competitor Monitoring.

You aren’t the only one making announcements, especially in the SaaS space. From product launches to acquisitions to new hires, the announcements for a SaaS company can be frequent. Don’t miss out on the news. Similar to how you monitor who mentions you or your company, you should do the same for competitors. 

Some easy ways to do this include:

  • Set up Google Alerts for your top competitors. 
  • Follow/monitor their active social media channels. 
  • Check to see if they have a newsroom or pressroom on their website. Consider bookmarking this page to keep an eye out for future announcements. 

By following the tactics above, you can stay on top of your SaaS competitors, allowing you to take swift action should an opportunity arise for you to provide your perspective and news jack their announcement.

2. Have a Plan.

While some companies have a regular announcement cadence, you will often not have advance warning of a competitor’s news release. Competitive newsjacking requires speed, so what should you do? 

Have a plan in place! Whether there is an announcement or not, work with your team ahead of time to understand who will lead the effort, what the responsibilities of all individuals involved are and gain buy-in from thought leaders you plan to leverage. 

Having a strategy is crucial because of 24-hour news cycles; you’ll want to get in front of reporters immediately to successfully news jack the story. Once the news drops, work with your team to quickly develop a statement or perspective that can be sent out to reporters covering the news.

3. Speak with your CEO.

Sometimes, your CEO will hear rumblings within the industry that help them know an announcement is coming from one of your competitors. However, more often than not, you won’t find out until the day the news is live. In either situation, connect with your CEO to secure their perspective on what it means for existing customers and the impact on the overall marketplace. If you can’t gain this information from the CEO in a timely manner, see if another thought leader within the C-suite can share their thoughts. Remember, for successful newsjacking, timing is everything.

While we often think of newsjacking for timely national news opportunities, the same strategy and mindset can be used to jack your competitors’ news, providing opportunities for your company and thought leaders to further showcase themselves as industry leaders. For advice on keeping up with reactive opportunities, check out “The Reactive PR Playbook for SaaS Brands.”