Choosing the right B2B tech PR agency is a high-stakes decision for leaders—one that impacts visibility, credibility, and revenue. With so many firms promising buzz, how do you identify one that delivers real business results? 

This guide features essential questions every CEO, CMO, and VP of PR should ask, with expert insights from Leah Nurik, CEO of Gabriel Marketing Group, to help you find a strategic partner, not just a service provider.

“How do you measure success for your clients?“

Leah Nurik: Look for agencies that move beyond vanity metrics like impressions or press release pickups. Sophisticated firms will tie PR efforts to business outcomes—tracking share of voice, brand sentiment, and engagement, then mapping those to your sales funnel. You want a partner that understands how PR contributes to demand generation, pipeline velocity, and long-term revenue growth.

“How will you tailor your strategy to our goals and industry?”

Leah Nurik: Avoid one-size-fits-all agencies. In B2B tech, success requires deep knowledge of your market, buyers, competitors, and sales cycle. The right agency will customize everything—from messaging and media targets to cadence and content—based on your business model and differentiators. They should demonstrate familiarity with technical products and an ability to translate complexity into compelling narratives.

“Who will be on our account?“

Leah Nurik: It’s unfortunately common for agencies to bring in senior leaders to pitch, then delegate to junior staff. Make sure you’ll be working directly with experienced professionals who understand your space, have strong media relationships, and are skilled at executive-level communication. You want a team that’s hands-on, strategic, and accountable—not just managing tasks but driving outcomes.

“What’s your approach to content and thought leadership?“

Leah Nurik: In today’s landscape, media coverage alone isn’t enough. Effective PR agencies must also support your owned content strategy—shaping executive insights into bylines, blog posts, and LinkedIn content that fuels trust, demand gen, and Answer Engine Optimization (AEO). Ask how the agency supports consistent, high-quality thought leadership aligned with your brand narrative.

“How do you integrate your B2B tech PR agency with marketing and sales efforts?”

Leah Nurik: PR should never operate in a silo. Strong agencies embed themselves within your go-to-market efforts, aligning campaigns with product launches, demand gen programs, and sales enablement. Look for an agency that understands your buyer personas, contributes to SEO and backlink strategies, and shares insights that help drive full-funnel performance.

“How do you stay ahead of shifts in media and technology?“

Leah Nurik: The media landscape is in constant flux—generative AI, newsroom cuts, changing buyer behavior. Your agency should have a proactive approach to monitoring trends and evolving its strategies. Ask how they adapt tactics, train their teams, and incorporate emerging channels to ensure your brand stays visible and credible amid disruption.

“Can you share results you’ve delivered for companies like ours?“

Leah Nurik: Request case studies that go beyond anecdotes. You want to see clear challenges, strategic approaches, and quantifiable results—especially for clients with similar size, market, or growth stage. The best agencies will show how they influenced pipeline, secured strategic coverage, or drove measurable brand visibility.

“What do your clients say about working with you?“

Leah Nurik: Client references are a window into an agency’s working style. Ask about day-to-day responsiveness, strategic thinking, and ability to collaborate across functions. A strong PR partner becomes an extension of your team—able to keep pace, solve problems quickly, and communicate effectively with stakeholders across the organization.

“What do the first 30-60 days look like working with a B2B tech PR agency?“

Leah Nurik: Early momentum matters. A solid agency will prioritize onboarding with deep discovery, message refinement, and strategic planning before launching outreach. Beware of firms that jump straight to pitching without context. You want a thoughtful, collaborative approach that sets clear goals, aligns on messaging, and builds trust with your internal team.

“What do you need from us to be successful?“

Leah Nurik: The best agency-client relationships are partnerships. Your agency should ask for access to leadership, subject-matter experts, and real-time updates on your business. PR is most effective when it reflects your evolving strategy and voice. Avoid any agency that claims it can operate in isolation—collaboration, transparency, and shared accountability are essential for success.

Key Takeaways

• Prioritize PR agencies that measure success by business outcomes, not vanity metrics. Top-tier firms tie PR efforts to measurable results like share of voice, brand sentiment, and revenue impact—not just media impressions.
  
• Look for agencies that customize strategies to your industry, goals, and sales cycle. A strong B2B tech PR partner will tailor messaging, media targeting, and content based on your unique market position and buyer journey.
  
• Insist on senior-level involvement and consistent leadership on your account. Avoid bait-and-switch models by ensuring experienced strategists—not just junior staff—are directly accountable for results.
  
• Evaluate how the agency supports thought leadership and owned content. In today’s media environment, PR must include SEO- and AEO-optimized content like bylines, blog posts, and LinkedIn articles to build trust and drive visibility.
  
• Ensure the agency integrates PR with your broader marketing and sales strategy. The most effective firms operate as part of your go-to-market team, aligning PR with campaigns, conversions, and buyer personas to deliver full-funnel impact.

Looking for a B2B tech PR partner that delivers results? 👉 Schedule a strategy session with our senior team today!

About the expert: Leah Nurik is the founder and CEO of Gabriel Marketing Group.