Marketing technology is one of the most competitive and fast-moving areas of the B2B tech landscape. New platforms, features and categories emerge constantly, while buyers and journalists are increasingly selective about what they engage with. In this crowded environment, even the strongest product can struggle to stand out without a clear and credible communications strategy.
A successful martech PR campaign therefore goes beyond visibility. It shapes how a brand is positioned in the market, understood by customers and partners, and valued by industry commentators.
One example is CommsCo’s work with the AI Customer Engagement Platform SALESmanago, which shows how a strategic approach to PR can build authority and consistency across multiple European markets. Based on that experience, here are three core principles that are critical to effective martech PR:
1. Define your martech category clearly
Strong martech PR starts with a clear point of view. Rather than focusing solely on product features, brands need a narrative that explains why they matter within a wider industry context.
For SALESmanago, this meant positioning the business as a leader in customer engagement and cementing its role in the future of eCommerce marketing. By aligning messaging with a broader market movement towards AI, we moved beyond tactical announcements and into category leadership.
This clarity helped secure consistent coverage across European martech media and ensured that every PR activity reinforced the same long-term positioning. When a brand defines its category clearly, its messaging becomes more coherent and more memorable.
2. Build credibility with insight-led PR
Martech buyers and journalists expect claims to be backed up by evidence. That’s why insight-led PR is essential for building trust and sustaining media interest over time.
Quarterly research campaigns developed with SALESmanago produced original customer and industry data that could be used across multiple markets, including the UK, Poland and Spain. These campaigns ensured there was media coverage – including press releases, thought leadership, and interviews – between corporate announcements and ensured SALESmanago was part of the ongoing conversations about buyer behaviour, technology adoption, and market change.
3. Position leaders as trusted industry voices
Technology does not build trust on its own – people do. Successful martech PR campaigns place knowledgeable spokespeople at the centre of media engagement.
Through interviews, commentary and participation in industry events, SALESmanago’s leadership team became recognised contributors to discussions around AI maturity, personalisation, and customer loyalty. This helped journalists access clear, informed perspectives while giving the brand a consistent and credible voice.
Strong spokesperson positioning also supports commercial outcomes, reinforcing confidence in the people behind the technology.
Category leadership in martech PR is earned, not claimed
Our work with SALESmanago has delivered more than 100 pieces of organic UK media coverage and strengthened SALESmanago’s position as a leading European martech brand.
As Katrin Lewandowski, Senior Director of Marketing at SALESmanago, explains: “CommsCo works as the European PR partner to SALESmanago, delivering great ideas, campaigns and content to grow our profile in the martech media across international markets. They are responsive, flexible and feel like part of our team.”
A clear narrative, evidence-led storytelling, and credible spokespeople are the foundations of effective martech PR. Together, they help brands build lasting visibility and trust.
Get in touch to discuss how a strategic PR approach can support your growth.
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