Category story
The shift your product represents, argued with evidence. It gives reporters a trend to cover and buyers a reason to care.
B2B SaaS PR. Series A and later.
B2B SaaS PR that gets you on the shortlist.
For software companies selling to businesses. We move you from feature announcements to category stories, backed by data and customers, in the tech, enterprise, and vertical trades your buyers read, and in the AI answers they now research with.
Client coverage includes
The stakes
B2B buyers decide before they talk to you. Coverage shapes that decision.
Software buyers research on their own, in search, peer communities, and increasingly in AI assistants. What reporters and analysts have written about your category, and whether you are in it, sets the shortlist long before a sales call.
6sense's 2025 B2B Buyer Experience Report, based on nearly 4,000 buyers, found the winning vendor was already on the Day One shortlist 95% of the time.
What goes wrong
- Feature announcements that no reporter covers.
- A category defined by a competitor with a better story.
- Funding news with no thesis about the market.
- Customer wins that stay in a case study PDF.
- An absence from the AI answers buyers use to build shortlists.
Where b2b saas stories land
The outlets your buyers actually read.
A starting list. Every program is built from your buyers' reading habits and the reporters who have covered your category in the last two quarters.
| Outlet | Type | What earns a story |
|---|---|---|
| TechCrunch | Startup and venture press | Raises with a thesis, category formation, launches with a market angle |
| The Information | Tech business press | Exclusive business detail on companies and markets |
| VentureBeat | Enterprise tech trade | Architecture, adoption, and data for technical buyers |
| SiliconANGLE | Enterprise tech trade | Enterprise infrastructure, cloud, and data stories |
| CIO | IT leadership | How organizations actually adopt technology |
| Business Insider | Business press | Market shifts and operator profiles for executive buyers |
Outlet names link to our media directory profiles, with coverage focus and official routes in.
What earns coverage
Story angles that work in b2b saas.
Original data
Anonymized, aggregated patterns from your product, published with a clear method.
Customer outcomes with numbers
A named customer who will speak on the record about a measurable result. Worth more than any feature.
Expert commentary
Fast, specific comment from your CEO when a regulation, outage, acquisition, or earnings report hits your category.
Guardrails
Claims mapped to the rules before a reporter sees them.
B2B software is lightly regulated, but claims about customers and AI still carry rules, and the vertical you sell into may add more (see our fintech and healthcare pages). A starting point, not legal advice:
| Rule | Applies to | What it means for PR |
|---|---|---|
| FTC Endorsement Guides | All advertisers | Customer endorsements must reflect real experience; material connections, such as discounts for a quote, must be disclosed. |
| FTC Act Section 5 (deceptive claims) | Most companies | Performance and AI capability claims must be truthful and substantiated before you make them. |
How the program runs
Four steps, led by a partner.
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Define the category story
Positioning and a messaging house that explain the shift, built to survive a reporter's first question.
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Build the proof
A data story from your product and two or three customers willing to speak on the record.
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Run the announce cycle
Embargoed briefings with the reporters who cover your category, timed to a raise, launch, or report.
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Compound into search and AI
Executive bylines between news moments, and AEO/GEO so coverage becomes citations when buyers ask AI assistants for options.
Go deeper
Selected work and resources.
SERIES A ยท AI INFRASTRUCTURE
A Series A AI infrastructure launch
Three TechCrunch placements, a Hacker News front-page surge, and 14,000 GitHub stars in 30 days.
Read case studyMEDIA DIRECTORY
How to pitch 100 top outlets
Pitching profiles with coverage focus and official routes in, including the outlets above.
Browse the directoryEngagements
Start with a launch. Build authority with a retainer.
PROJECT
Tier-One Launch
From
$25,000 / project
A launch, a raise, or a major announcement.
See launch detailsRETAINER
Authority Retainer
From
$15,000 / month
Ongoing PR, thought leadership, and AEO/GEO. Six-month minimum.
See retainer detailsNot a fit: pre-product startups, companies without a clear category, one-off press release distribution, or budgets under $15,000 per month or $25,000 per project.
Questions
What b2b saas teams ask us.
Why don't our feature announcements get covered?
Because features are news to customers, not to reporters. Coverage follows a bigger story: what the feature proves about a market shift, backed by data or a customer. We find that story and attach your launches to it.
How does PR affect AI search and shortlists?
AI assistants draw heavily on earned media when they answer "what are the best tools for X." Coverage in the outlets they cite, plus consistent positioning across your site and profiles, is how you show up in those answers.
We sell into a regulated industry. Does that change the program?
Yes. Vertical trades become as important as tech press, and the vertical's rules shape your claims. Our fintech and healthcare pages cover the most common cases.
What does an engagement cost?
Tier-One Launch campaigns start from $25,000 per project. The Authority Retainer for ongoing PR, thought leadership, and AEO/GEO starts from $15,000 per month with a six-month minimum. Every engagement is led by a partner.
Can you guarantee coverage in a specific outlet?
No. Editors decide coverage, and any agency that guarantees it is selling something else. We commit to the work: a story worth an editor's time, the right reporters, the right timing, and a partner who runs the program.
Related reading
Guides and other industries.
Category creation PR
How to name and claim a category reporters adopt.
ReadSeries B PR strategy
Making a raise carry a narrative.
ReadHow to get featured in TechCrunch
The mechanics of a startup-press push.
ReadOther industries: Fintech PR, Cybersecurity PR, Healthcare PR, Climate tech PR.