Securing Tier 1 media coverage was once considered the gold standard of B2B SaaS PR. But with today’s overflow of digital “news” sources, the effectiveness of this strategy is losing steam as readers’ attention is pulled in countless directions, and the shrinking media landscape means fewer opportunities in Tier 1. Modern SaaS marketers who focus on impactful engagement vs impressions are coming out on top. Why? They are bringing the right message to the right audience at the right time—in other words, they’re executing a vertical PR strategy and seeing pipeline impact.
We know this. As a seasoned B2B SaaS marketer, you know this. But that doesn’t mean your CEO (or board member, or CFO, or whoever it may be breathing down your neck) always knows this. Here’s some fodder to help get them on board with your vertical influence strategy and away from “Tier 1 or bust.”
How do I know my brand is right for a vertical PR strategy?
Because every SaaS company sells into a specific industry and/or profession. Whether it’s healthcare, DevOps, marketing, or construction, there’s an opportunity for vertical PR.
A vertical PR strategy puts your message directly in front of the customers who actually need your solution—so if that’s anyone but “everyone,” you should be executing a vertical PR strategy. Instead of shouting into the void of Tier 1 with a diluted message as your primary strategy, you’re having a focused conversation with the right people. Over time and with the right strategy in place, you might even become the go-to voice in your market and sub-verticals.
Need to see it in action? Below are examples of vertical PR success:
- Shopify launched a campaign focused on aspiring entrepreneurs, highlighting the platform’s end-to-end solutions for launching and scaling independent businesses. Inspirational videos and unique out-of-home store displays depicting business launch journeys brought the campaign to life across TV ads, print ads, digital marketing, social media, and radio.
- Quorum, a PANBlast partner and public affairs software that helps government affairs professionals map, track, change, and report on the policy landscape, faced the challenge of standing out in the world of political news. Leveraging Quorum’s extensive data to generate newsworthy insights, PANBlast secured 82 quality media placements on behalf of Quorum in vertical-specific publications like American City & County and PolitiFact.
- Mood Media, a leader in customer experience solutions, sought to strengthen its influence in the Quick Service Restaurant (QSR) and retail sectors. Through tactics like data-mining surveys, trending article reactions, and social media engagement, PANBlast secured 83 pieces of coverage on behalf of Mood Media. Placements were all in key industry publications, including Nation’s Restaurant News, Monden Restaurant Management, Retail & Restaurant Facility Business, and more.
Executing a holistic strategy with your vertical in mind
Vertical PR goes well beyond traditional media relations. Identifying opportunities to engage directly with your audience and address their most pressing problems—whether through online forums, industry associations, software review sites, or customer testimonials—and maintaining consistent, active participation will position your brand as a trusted and valuable voice in industry conversations. The first step is to gain a deep understanding of your target audiences and the platforms where they consume industry news. And be patient, community building takes time and commitment.
For more insights on how a vertical PR strategy might be right for your SaaS brand, download our latest ebook (and drop us a line if you like what you see!): https://www.panblastpr.com/resources/vertical-influence-the-pr-playbook/