What to Look for in an Enterprise B2B Tech PR Agency
Choosing the right enterprise tech PR agency is about more than media coverage. Today’s leading agencies operate as strategic communications partners—helping brands define their narrative, strengthen reputation and drive influence across media, search and AI-driven environments. In crowded enterprise markets, that strategic foundation is essential for standing out, earning trust and building lasting visibility.
Walker Sands works with B2B tech companies to transform complex offerings into clear, differentiated stories that resonate with the audiences that matter most. By aligning messaging across executives, content and earned media, we help brands build authority, increase discoverability and create momentum in the market.
6 Key Questions to Consider When Evaluating Enterprise B2B Tech PR Agencies
In today’s marketplace, your business can’t afford to settle for a less-than-effective enterprise B2B tech PR agency. Regardless of whether you are currently working with a general public relations firm or a specialized agency, there are several questions that will help you decide if you have hired the right enterprise B2B tech PR firm.
- Does the agency understand my business?
- Does the agency help me define and own my narrative?
- Do they have the right media relationships?
- Can the agency drive visibility beyond traditional media?
- Can they demonstrate measurable outcomes?
- Does the agency understand how to harness earned media to drive visibility in AI-driven search and generative engines (GEO)?
1. Does the agency understand my business?
B2B tech PR exists at the nexus of two sub-categories of public relations: technology and B2B. So it’s important for your PR firm to have a solid understanding of current trends in enterprise and technology as well as the processes and pressures that shape the B2B marketplace. Although you will need to educate your PR team about your specific products or services, they should already possess basic knowledge about your industry.
2. Does the agency help me define and own my narrative?
A strong agency should help you turn a complex offering into a clear, differentiated story. That means sharpening your value proposition, aligning messaging across channels and making sure executives, media outreach and content all reinforce the same narrative.
3. Do they have the right media relationships?
Top-tier B2B tech PR firms seek out and secure media placements in outlets that are read by your target audiences. How? In addition to crafting newsworthy and impactful pitches, agencies like Walker Sands have invested time and energy in the cultivation of relationships with the right media contacts. Industry journalists trust them and are more likely to take their messaging seriously.
4. Can the agency drive visibility beyond traditional media?
Enterprise visibility now extends beyond traditional outlets. The right agency should know how to build presence across newsletters, podcasts, Substack, owned content, social channels and paid amplification so your message reaches audiences wherever they engage.
5. Can they demonstrate measurable outcomes?
Strong PR measurement should focus on business impact, not just activity. The right enterprise tech PR agency should go beyond placements and impressions to evaluate narrative share, competitor share-of-voice, SEO and GEO value, marketing positioning and brand discoverability — giving you a clearer view of how PR is supporting business goals and where to optimize for stronger results.
6. Does the agency understand how to harness earned media to drive visibility in AI-driven search and generative engines (GEO)?
Earned media now plays a critical role in both SEO and generative engine optimization (GEO), influencing visibility in AI Overviews and LLM-generated results. A modern enterprise tech PR agency should understand how media coverage, expert commentary, original data and credible citations strengthen authority and improve discoverability across search engines and AI-driven platforms.
Choosing the Right Enterprise B2B Tech PR Agency
Not every enterprise B2B tech PR firm is right for every business. When choosing an agency, it’s important to make sure that the firm’s culture, background and processes are a good match with your company and your public relations goals.
But in general, most enterprise B2B technology firms have the most success with agencies that specialize in B2B tech PR. Specialization enables these firms to develop their skill sets and staff the most talented people in the field—resulting in consistently better outcomes for your business.
B2B Technology PR Case Studies
At Walker Sands, we’ve partnered with numerous B2B technology companies to help them achieve results with an outcome-driven PR program.
Strategic PR Elevates Loop’s Reputation as Leader in the E-Commerce Returns Space
In an increasingly competitive retail tech space, Loop needed to position itself as the go-to return management platform for retailers. To make this goal a reality, Walker Sands developed a comprehensive PR strategy consisting of proactive industry thought leadership, timely newsjacking, promotion of company news and customer stories, as well as a series of trend-based quick polls.
Each component of the multifaceted program worked together to generate awareness of Loop and increase its share of voice among competitors across mainstream business, retail and tech outlets. The strategy resulted in 127 media placements, 41 of which were in tier-one outlets like Wall Street Journal, Forbes, Business Insider and Bloomberg.
Integrated PR and Social Strategy Transforms TEKsystems’ Market Perception
TEKsystems needed to shift its reputation from a staffing provider to a trusted partner in digital transformation. To close the gap between perception and reality, Walker Sands developed an integrated program combining strategic earned media with organic social amplification.
The team focused on elevating TEKsystems’ technology expertise through targeted media outreach, thought leadership and consistent storytelling across key industry and business outlets. By aligning media placements with social content, the program extended reach and reinforced credibility with enterprise decision-makers.
This approach secured coverage in top-tier publications like CNBC and MarketWatch, while ensuring 83% of placements supported core messaging and 53% landed in priority outlets. Paired with a 160% increase in social engagement, the program helped reposition TEKsystems as a leader in enterprise technology services.
Entrust Raises Its Reputation in the Payments Space With Data-Driven Campaign
Entrust keeps the world moving safely by enabling trusted experiences for identities, payments and digital infrastructure. The company tasked Walker Sands with elevating its voice in the payments space. Amid widespread disruption in the financial services sector, our team knew that original data would help Entrust offer a fresh, compelling perspective on the future of the payments industry that would garner media attention.
The result was a data-driven PR campaign fueled by a research report, a series of blog posts and a virtual roundtable discussion that positioned Entrust as the go-to expert in the payments industry. This approach garnered 124 total media placements, enabling Entrust to reach leaders across the financial services industry.
PR Positions mPulse Mobile as Growing Healthcare Innovator
As a leader in conversational AI and digital engagement solutions for the healthcare industry, mPulse Mobile knew that its upcoming acquisition announcement had the potential to boost visibility in the market. The company approached Walker Sands to help amplify the news and boost overall brand awareness.
Following the successful amplification of mPulse’s first M&A announcement, our team built momentum through several subsequent key company announcements, while also building awareness through strategic media outreach and thought leadership. Thanks to a strong mix of company announcements and strategic storytelling, the PR program landed 82 placements.
Next Steps for Stronger Enterprise B2B Tech PR
If you’re evaluating your current PR support or considering a change, Walker Sands can help. We partner with enterprise and high-growth B2B technology companies to build visibility, earn meaningful media placements and measure impact against clear goals. Contact us to start the conversation.
Enterprise Tech PR FAQs
How does Walker Sands develop a PR narrative for a complex enterprise product?
The best narratives translate features into business outcomes. That usually includes: defining your audience, identifying differentiators, clarifying “why now,” building proof points (data, customer wins) and packaging a message house that keeps every pitch consistent.
What does a typical enterprise tech PR program include?
Most programs include strategy and messaging, proactive pitching, reactive opportunities, executive visibility, content development, announcements/launch support, awards, speaking (if applicable) and measurement/reporting. Some also include paid amplification or integrated digital support.
How does Walker Sands build thought leadership for enterprise tech executives?
Walker Sands builds thought leadership by defining your executive’s point of view, turning it into clear themes and content, and securing consistent placements and speaking opportunities in the outlets your buyers follow.
How many media placements should an enterprise B2B tech PR agency deliver?
There’s no universal number—quality matters more than volume. A strong program prioritizes the right outlets, the right audiences and the right message, and builds momentum over time rather than chasing low-impact mentions.
What should I expect in a monthly enterprise tech PR report?
A useful report goes beyond clip counts. Expect summaries of coverage quality, message pull-through, share of voice (if tracked), top-performing content, backlinks (where applicable), referral traffic/engagement and clear next steps tied to your goals.
When is it time to switch enterprise tech PR agencies?
Common signs include: repeated messaging misses, weak media results, poor responsiveness, lack of proactive ideas, limited digital understanding, unclear reporting, and no measurable progress against goals after a reasonable ramp-up period.