Conference: Oct 5-6
Workshops: Oct 7
Less Content, More Results: A Data-Driven PR & Content Strategy for B2B Brands
Philip Alia (Senior Director of Marketing Communications, Onterris)
Date: Tuesday, October 6
Time: 11:00 am - 11:30 am
Pass Type:
All Access, 3-Day, 2-Day, Digital -
Get your pass now!
Session Type:
Session
Audience Level:
Intermediate
Track:
Earned Media, PR, & Brand Visibility
Vault Recording: TBD
Audience Level: Intermediate
In B2B and technical industries, content and PR teams often chase more coverage, more releases, more "hits"—and still struggle to show real business impact. In this session, you'll see how our team shifted from volume to value and turned a three‑year media coverage story into a data‑driven success case. From 2023 to 2025, we grew from 39 to 45 media items while increasing reach from 18.0 million to 193.8 million and advertising value from $23,000 to more than $1.21 million. In 2025 alone, we achieved a 255% year‑over‑year jump in reach with fewer total stories, 91.1% positive or trending positive coverage, and a step‑change in outlet authority—driven by newly defined value propositions, a focused B2B PR partnership, and SME‑led thought leadership. This "less content, more results" model also positions teams to take fuller advantage of emerging AI and analytics capabilities, so they can scale insights and impact without scaling noise. You'll walk away with a practical framework to rethink your KPIs, focus on higher‑value coverage, and communicate results that resonate with senior and executive leadership.
Takeaway
Redesign PR and content KPIs to prioritize reach quality, sentiment, and outlet authority instead of raw placement counts.
Rebuild and roll out sharper value propositions across content to strengthen story quality and message pull‑through.
Partner effectively with a specialized B2B PR agency to expand reach while staying aligned with internal strategy and brand.
Operationalize SME‑driven thought leadership so pitches feel relevant, credible, and attractive to high‑authority outlets.
Use a simple analytics framework to track year‑over‑year progress on reach, AVE, and sentiment—and report results in a way that earns trust from senior and executive leadership.