The State of B2B Public Relations in GTM Benchmark Report

To understand how leading organizations are redefining PR in the modern B2B landscape, Convey Communications and Demand Metric surveyed over 300 B2B marketing and communications leaders.

The report reveals how growth leaders are transforming PR from a media-centric discipline into an integrated, data-driven pillar of the go-to-market (GTM) strategy.

Key findings include:

• 90 % of marketers now classify PR as important or critical to GTM success.
• Growth leaders are 2× more likely than laggards to have PR fully integrated with sales and marketing teams.
• 82 % of high-growth organizations have tied PR directly to revenue outcomes, compared to just 61 % of slower-growth peers.
• ROI measurement remains a challenge for nearly half of respondents, despite 68 % successfully attributing PR to revenue.
• The most effective PR tactics include brand reputation management (61 %), media relations (44 %), and thought leadership (41 %).
• 59 % of marketers prioritize strategic alignment and measurable results when selecting PR partners, underscoring the shift from vendor relationships to strategic partnerships.

This 30-page study provides a clear picture of how modern B2B brands are integrating PR into demand generation, sales enablement, and leadership visibility, while addressing the measurement and integration challenges that continue to hold many teams back.

Download the full report to explore all findings, benchmarks, and the 6-step action plan for transforming PR into a measurable growth driver.

If your organization is ready to conduct original research to better understand your market position, customer perceptions, or brand effectiveness, visit INSIGHTS™ by Demand Metric to learn how we help leaders turn research into strategy and growth.

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