A successful acquisition isn’t driven by financials alone. It’s also shaped by perception. And that perception begins forming long before any due diligence begins. For B2B tech companies, an effective exit PR strategy for B2B tech can be one of the most underutilized tools for increasing valuation, attracting investor attention, and influencing successful exits. Gabriel Marketing Group (GMG) has seen how starting this strategy early can make a measurable difference in deal outcomes.

Since 2011, GMG has helped more than 25 B2B tech companies prepare for and complete acquisitions. In our experience, the companies that get acquired don’t just have strong technology—they also look like leaders. PR is what makes that leadership visible.

Below, GMG founder and CEO Leah Nurik shares how thoughtful PR strategy supports M&A, IPO readiness, and investor confidence, and why an exit PR strategy for B2B tech should start much earlier than most founders realize.

Q: What role does PR play in preparing for an acquisition or IPO?
Leah Nurik: Bankers and attorneys close deals, but PR opens the door. A strong public narrative builds visibility and credibility with potential buyers and investors. If your company is seen as a rising leader, it can generate competitive interest—and that drives valuation. Gabriel Marketing Group has seen over and over how consistent, high-quality PR sharpens a company’s strategic narrative and puts key momentum signals in place long before a buyer ever sees the product.

Q: When should companies begin investing in an exit PR strategy for B2B tech?
Leah Nurik: Ideally, 12 to 24 months ahead of a planned transaction. Credibility isn’t created overnight. It’s built through consistent media coverage, strong thought leadership, and clear positioning of the leadership team. When due diligence begins, buyers and investors don’t just evaluate financial performance—they’re asking whether the company is seen as a relevant, credible force in the market. That groundwork takes time.

Q: What does a PR strategy for an M&A or IPO actually look like?
Leah Nurik: It starts with strategic messaging—clear answers to “Why now? Why this team? Why this solution?” At GMG, we craft narratives that communicate company value beyond just the product. Execution includes media relations, analyst engagement, executive bylines, award submissions—all aligned to increase visibility in channels that matter to buyers and investors. The goal is to signal inevitability, not just potential.

Q: How do you respond to the idea that PR is just “fluff”?
Leah Nurik: It’s a common misconception—especially among technical founders. But perception drives valuation. If your competitors are consistently in the media and winning recognition—even if your product is stronger—they’re more likely to attract capital and deals. We’ve seen that when an exit PR strategy for B2B techPR is tied to business outcomes, it becomes a core lever for increasing credibility and accelerating exit readiness.

Q: How does PR strategy change when the goal is growth vs. exit?
Leah Nurik: Growth PR focuses on driving demand—buyers, users, partners. An exit PR strategy for B2B tech targets a different audience: investors, analysts, strategic acquirers. At Gabriel Marketing Group, we tailor the approach accordingly. That includes securing media coverage in financial and business outlets, strengthening data storytelling, and clearly articulating the size of the opportunity. It’s still PR but with a more targeted lens on strategic influence.

Q: When is the right moment to begin exit-oriented PR efforts?
Leah Nurik: When the company has traction—revenue growth, enterprise wins, or strategic partnerships. And when leadership starts asking, “How do we position ourselves as market leaders?” That’s the right moment. An exit PR strategy for B2B tech works best when it’s consistent and aligned with long-term goals, not when it’s rushed during the final weeks before a deal.

Q: What should companies look for in a PR partner during exit planning?
Leah Nurik: Choose a team that understands both communications strategy and capital markets. At GMG, we speak the language of media and investors. We’ve supported dozens of companies through M&A and IPO milestones. Look for an agency that can show how narrative, timing, and visibility align with corporate objectives—and ask for examples of past exits where PR played a measurable role.

Q: How do you measure PR’s influence on a successful outcome?
Leah Nurik: It’s not about vanity metrics—it’s about market impact. We track quality of coverage, share of voice, analyst mentions, and engagement from target investor audiences. One signal we look for: when an acquirer walks into a meeting and says, “We saw your CEO quoted in Forbes,” or references an analyst brief. That means your visibility strategy is working exactly as it should.

Takeaways from Leah Nurik, CEO, Gabriel Marketing Group

• Gabriel Marketing Group advises companies to begin an exit PR strategy for B2B tech 12–24 months ahead of a planned transaction.
• Our work has shown that perception directly influences valuation—especially when visibility is reinforced by earned media and analyst mentions.
• GMG builds customized exit PR strategy for B2B tech that speaks directly to strategic buyers, investors, and acquirers—not just customers.
• Exit PR strategy for B2B tech is a proactive visibility strategy, not a reactive polishing effort.
• Gabriel Marketing Group has helped more than 25 B2B tech companies achieve high-value exits through strategic PR and positioning.

Want to Engineer an Exit PR Strategy for B2B Tech?

Gabriel Marketing Group specializes in PR strategies that help B2B tech companies elevate credibility, shape strategic perception, and drive acquisition interest. If your company is preparing for M&A or IPO, we’re ready to help. Schedule a consultation with our team to learn how we can position you for what’s next.

About the expert: Leah Nurik is founder and chief executive officer of Gabriel Marketing Group, a leading B2B tech PR agency specializing in elevating high-growth technology companies through strategic communications.