#174 - Old School PR Is the Key to B2B Growth in 2025 with Will Gardiner, VP of Marketing at Vertice

Traditional public relations has re‑emerged as a strategic cornerstone for B2B firms navigating the 2025 landscape. While digital advertising dominates headlines, the discipline’s emphasis on credibility, earned media, and narrative consistency offers a trust multiplier that pure performance marketing often lacks. Marketers are now revisiting press releases, media outreach, and story‑centric pitches, aligning them with SEO and social amplification to create a multi‑channel echo that resonates with decision‑makers who value authority over noise.

Vertice exemplifies this hybrid approach. Under Gardiner’s leadership, the company crafts thought‑leadership pieces that are simultaneously data‑rich and human‑focused, distributing them through industry publications, LinkedIn, and podcasts. By layering influencer collaborations onto these assets, Vertice extends the reach of its earned media, turning niche authority into broader market awareness. The firm’s analytics stack tracks engagement, sentiment, and pipeline impact, allowing rapid iteration on messaging and channel mix. This blend of old‑school PR rigor with modern measurement creates a feedback loop that fuels sustained growth.

For marketers, the takeaway is clear: invest in foundational PR practices while leveraging digital amplification tools. Start by identifying core brand narratives, then secure placements in reputable outlets and repurpose the content for social, email, and influencer channels. Use data to refine story angles and measure pipeline contribution, ensuring that every PR effort ties back to revenue objectives. As B2B buyers become increasingly skeptical of overt advertising, the credibility earned through disciplined PR will be a decisive competitive advantage in the years ahead.