Why "Old School" PR is Your Secret Weapon for B2B Hyper-Growth in 2025

In the fast-paced world of B2B technology marketing, it's easy to get swept up in the latest digital trends. AI, programmatic, demand gen – the lexicon of modern marketing is constantly evolving. But what if the key to unlocking hyper-growth in 2025 isn't a shiny new tool, but a return to fundamental "old school" tactics?

That's the compelling argument from Will Gardiner, VP of Marketing at Vertice, a company recently crowned the fastest-growing scale-up in the UK by the FT and Sifted. In a recent episode of the FINITE Podcast, Will shared how his decade-long foundation in B2B tech PR agencies has become an indispensable asset in driving Vertice’s phenomenal success. For our B2B technology clients navigating complex markets, Will’s insights offer a powerful reminder that while channels change, the core principles of effective communication remain steadfast.

Watch the full episode here:

The PR Mindset: More Than Just Media Relations

Will's journey from PR agency leader to VP Marketing might seem like a natural progression, but he reveals that the skills he acquired in those early PR days are proving "absolutely crucial" in his current role. He emphasizes that it's not just about executing traditional PR campaigns, but about the mindset – a collaborative, creative, and discerning approach to ideas.

"Being in an agency world... so early in my career meant that there wasn't any room for error," Will explains. "We were pitching for business on a constant basis and we had to win." This competitive environment fostered a unique ability to generate truly differentiated ideas, a skill he now applies to attract attention and drive demand in the scale-up world. For B2B tech brands, this means moving beyond generic content and truly understanding what makes your message unique and compelling in a crowded marketplace.

Creativity and Resonance are Non-Negotiable

In an age where content is abundant, the ability to create truly fresh, new, and resonant thought leadership is paramount. As Will puts it, you need to "know the difference between what's trite and overplayed and what's genuinely fresh and new." This means understanding your audience deeply and crafting narratives that immediately capture attention and establish your brand as intellectual, observant, and fast-moving – qualities particularly vital for scale-ups.

Old School Skills, New Digital Impact

What's truly fascinating is how these "old school" PR skills are now manifesting across modern digital marketing channels, driving measurable commercial impact.

• LinkedIn Thought Leadership Ads: Will highlights how thought leadership ads on LinkedIn are delivering leads at a third of the cost of standard ads, often converting faster. The success, however, hinges on strong, pithy thought leadership that can be distilled into a captivating headline or image. This requires the classic PR knack for boiling down complex ideas to their most impactful essence.
• Conquering Zero-Click Search and LLMs: With the rise of large language models (LLMs) and zero-click search, external validation and reputable sources are more critical than ever. Will notes a resurgence in the importance of media platforms – all historically under the PR umbrella. Brands that lay the groundwork now by securing credible third-party mentions will be better positioned for future organic visibility.
• B2B Influencer Marketing: Vertice has seen dramatic brand increase and pipeline generation through a strategic approach to B2B influencers. Will treats influencers with the same respect and collaborative mindset he once reserved for journalists. "They've got to make sure that what they're sending out... is going to gel with what the audience has learned to come to expect from that particular influencer," he explains. This mutual partnership, exemplified by their successful collaboration with procurement influencer Tom Mills, focuses on aligning brand messages with the influencer's established audience rapport.

Atomize Content, Strategically

The podcast reinforces the long-standing advice to atomize content, but with a critical twist: understand where and how each piece of content will resonate. A white paper might be intellectually robust, but it needs to be transformed into punchy LinkedIn ads, compelling PR pitches, and engaging influencer talking points to maximize its impact across diverse channels.

Data-Driven Attribution for "Hard-to-Measure" PR

One of the persistent challenges with PR has been attribution. Will's team at Vertice tackles this by meticulously tagging all interactions within HubSpot, tying content themes, channels, and influencer collaborations to their commercial proposition. This allows them to track the journey of leads and attribute success back to specific thought leadership initiatives. While not the most complex model, it's effective for their stage of growth, proving that even "PR-y" tactics can be rigorously measured.

The Enduring Power of Foundational Skills

Ultimately, the FINITE Podcast episode with Will Gardiner serves as a potent reminder for B2B tech marketers. While the digital landscape constantly shifts, the human desire for compelling stories, credible insights, and authentic connections remains. By embracing the creative, collaborative, and discerning mindset of "old school" PR, B2B brands can build a robust foundation for modern marketing strategies that not only attract attention but also drive tangible hyper-growth.

If you're looking to integrate these powerful "old school" PR principles into your modern B2B tech marketing strategy, we're here to help. Contact us to learn how our agency can transform your thought leadership into measurable growth.