Turning visibility into value: PR’s impact on B2B sales

By: Emily John, Associate Director

In the high-stakes world of B2B, trust and authority are crucial. While PR isn’t directly tied to sales, it plays a significant role in driving business outcomes - it helps build credibility, increase visibility, and support lead generation. When executed successfully, PR is a powerful sales tool, helping key audiences and potential buyers feel more informed and engaged with a brand.  

Storytelling is at the heart of PR, and for B2B tech companies, this means crafting narratives that resonate with key decision makers and position the brand as a leader in the industry. This is also linked to reputation management as media coverage, analyst mentions, and opinion articles can all help establish authority in a crowded market. As this trust continues to build over time, buyers are more likely to move through the sales funnel.  

Accelerating the sales cycle 

B2B sales cycles are often long and complex, involving multiple stakeholders and high-value decisions. PR can help shorten that cycle by: 

• Building credibility early

  When potential customers come across a brand through a trusted media outlet, they will start to build a favourable perception of the business 

• Addressing concerns through content

  Thought leadership articles, commentary and case studies are great ways to show that a company understands customer pain points 

• Keeping top of mind

  Consistent PR ensures that brands stay visible in the market, making the business their top choice when it comes to buying a product or service 

  
  

Boosting lead generation and SEO 

PR coverage and backlinks from reputable publications can significantly enhance a company’s website domain authority. These backlinks are a key factor in Google’s ranking algorithm as the more high-quality backlinks a brand has, the more credible the website appears which leads to higher rankings for keywords.  

It’s also important to use strategic keywords throughout PR content to better align with SEO goals. PR can help reinforce these keywords across external sites, expanding a brand’s digital presence beyond its own blog or landing pages. What’s more, these external pieces can be repurposed or linked to internal content, creating a bank of interrelated assets that drive SEO value. 

Empowering your sales team 

PR shouldn’t just be for the marketing team - there's huge value in sales teams leveraging PR content in their outreach.  

• Sharing PR coverage

  Including links to recent media mentions, awards or news in an email pitch adds immediate credibility 

  
  

• Using thought leadership as sales material

  Articles from executives or product experts can help overcome any buyer scepticism and support key sales messages 

Standing out from the competition 

In today’s crowded B2B market, differentiation has never been more important. PR gives brands a voice beyond a website and social media platform. It helps build the foundation of trust, increases visibility and arms the sales team with powerful materials that can help streamline the sales cycle.  

When integrated with sales and marketing, PR becomes an asset in winning and retaining customers. 

Get in touch if you want to hear how we’ve helped B2B brands accelerate their sales: hello@thejargongroup.com