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- B2B PR That Actually Works: Making Business Data Consumer-Facing
B2B PR That Actually Works: Making Business Data Consumer-Facing
PLUS: Mastering the art of inhouse SEO
B2B PR That Actually Works: Making Business Data Consumer-Facing
A fraud detection company once asked Carrie Rose, CEO of Rise at Seven, how to get press coverage.
The company served enterprise clients with a product that was technical. They had zero media relationships and they were competing in one of the most boring B2B categories imaginable.
So Carrie asked one question: "Do you have data on which industries commit the most fraud?"
They did. Global data showing fraud patterns across every business category—hairdressers, corner shops, restaurants, retail stores. Years of proprietary information that had never seen daylight.
Her response was to give the data to the Daily Mail for free and own the story around it.
This is the B2B unlock most companies miss: Your business buyers are consumers who also happen to make business purchases. The data you're sitting on isn't just useful for procurement managers—it's pub conversation material.
And pub conversation material gets press coverage.
The Consumer-Facing Data Formula
Take what you know professionally. Frame it for human curiosity.
Professional angle: "Our fraud detection platform identifies 47% more incidents in service-based industries."
Consumer-facing angle: "These are the businesses most likely to commit fraud—and hairdressers ranked #3."
Same data. Different framing. One gets ignored. The other gets Daily Mail coverage.
Case Study: How a Boring Affiliate Site Got on CNN
Broadband Deals is a small affiliate site whose entire business model is sending people to buy broadband packages for £20. Not exactly sexy.
They created data analyzing Spotify royalties per stream for popular artists. Initially covering John Lewis Christmas songs and Disney soundtracks, the story struggled to get pickup.
Then Mariah Carey's "All I Want for Christmas Is You" hit #1 for the first time ever. They had data showing Mariah earned £7 million in Spotify royalties from that one song.
They pushed that specific angle—same underlying data, connected to a trending moment everyone was already talking about.
The result was 200 media placements across 12 countries, coverage on CNN TV, Yahoo, Daily Mail. A boring affiliate site suddenly positioned as the authority on music industry economics.
Financial Newsjacking for Conservative Sectors
Not every B2B company can jump on pop culture moments. For conservative sectors like finance, Carrie uses financial newsjacking—expert commentary around macro economic events.
When Jet2 was grounded for 2 months during COVID, Rise at Seven's finance clients explained what that meant for the aviation economy. When Debenhams entered administration, they covered the ripple effects on retail and employment.
Modern press needs expert names to combat fake news. You don't need to be the world's leading expert—you need to be quotable when news breaks in your niche.
3 Quick Steps to Make Your B2B Data Newsworthy
1. Ask the pub test: What do you know that would surprise people at dinner? What patterns contradict common assumptions? The fraud detection company had years of unused data—they just needed the right question.
2. Visualize for consumers: B2B data lives in dashboards and spreadsheets. Create interactive maps (explore your region), simple comparison charts (top 10 industries for X), or infographics that tell the story visually.
3. Time it to trends: The Broadband Deals Spotify data existed for months. It only went viral when connected to Mariah hitting #1. Use Google Trends and news alerts to know when your data becomes timely.
The Secret Behind B2B PR That Actually Gets Coverage
Carrie Rose has built Rise at Seven into an agency running campaigns for Xbox, Pretty Little Thing, and GAME—generating 85,000 website visitors and capturing 10,000 qualified leads by making B2B data consumer-facing.
Her filter: "Would you talk about this in the pub?"
If your fraud detection executive wouldn't mention "which industries commit the most fraud" at dinner with friends, it's not the right angle yet.
But "hairdressers commit more fraud than corner shops?" That's a conversation starter. That's a Daily Mail headline. That's PR that actually works.
B2B buyers are people first. Stop talking to their job titles. Start talking to their curiosity.
Top Tweets of the day
1/
The App Store buried my app alive
Position 148 for my keyword
100 downloads in 3 months
That's all I got
Then I discovered what actually moves the needle:
Ratings = Rankings
I made one change:
• Added a rating prompt after users completed their first flow
• Only showed— Wilmer Terrero (@wilterrero)
12:56 PM • Mar 10, 2025
Successful app owners are aggressive with ratings. Some of them even go the black hat way of getting reviews on their app.
2/
Amazon identified early on that a big growth blocker was shipping fees, customers irrationally hated paying
Amazon decided to collect shipping fees upfront, calling it "Amazon Prime"
Customers bought more stuff delivered with "free" shipping to "justify" fees
Genius
— Aviral Bhatnagar (@aviralbhat)
11:58 AM • Mar 11, 2025
Insurance is one way to get people to pay upfront money. Apple gets you to pay additional money to insure your Macbook for 2 more years. They give only 1 year warranty.
I've paid this myself once before understanding it. The only problem is, if my Mac gets damaged after 1 year, I have to pay hefty money.
3/
The Viral TikTok format for EdTech (from experience, not theory):
+10 videos:
- 25 Million+ views
- 500k+ likesExact method:
- Hook clip lasts for about 5s
- Aesthetic Academic place (lecture, library etc)
- Intriguing hook
- Transition into product demo
- keep text on screen— Alex // Viral Growth for Apps (@alexolim_)
6:38 PM • Dec 3, 2024
Insane how you can pull so many views with some pretty simple stuff. Can be fully automated now.
Rabbit Holes
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