The Martech sector is full of news: feature launches, funding rounds, marketing performance studies, new data approaches…

On paper, it’s the perfect landscape for public relations.

Yet, many Martech announcements go completely unnoticed. It’s not that the subject isn't interesting; it’s often that the way it’s presented doesn't align with what the media is looking for.

A journalist isn't looking for a product announcement.
They are looking for a story, an angle, a market signal.

Here are the 5 common mistakes in Martech PR, along with concrete examples and how to avoid them.

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Mistake #1: Announcing a product instead of a market problem

When a Martech company prepares an announcement, the natural reaction is often to talk about the product.

For example:

“X is thrilled to announce the launch of its new marketing automation solution.”

It makes sense. You’ve worked on a product, you’re proud of the launch, and you want to share it. But for a journalist, this type of announcement isn't a story. Because the focus of the message remains your company, not the problem you are solving.

Yet an interesting article almost always starts with a market insight.

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Standard version

“Startup X launches a new marketing campaign automation platform.”

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PR-focused version

“72% of marketing teams say they lose more than 10 hours a week managing their campaigns. Startup X is launching a platform to automate these tasks.”

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The difference is simple:

• the first announces a product
• the second explains a real problem

In Martech, you often have access to valuable data:

• customer data
• campaign benchmarks
• usage trends
• marketing budget trends
• adoption trends

This information can become a very powerful angle.

For example:

• “Marketing automation budgets have increased by 35% in two years”
• “B2B companies are gradually moving away from third-party cookies”
• “AI-driven campaigns generate 40% more leads”

These insights interest journalists because they shed light on a market. And they position the company as an expert player in its sector.

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And this applies just as much to:

Martech SaaS

• product / feature launch
• AI integration
• product evolution

exclusively for

Martech agencies

• new service
• reward / recognition of their expertise
• marketing performance study

Data is often the best way to capture media interest.

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And that is also the role of a PR agency : turning a product announcement into an engaging editorial angle for the media. At Linker, we build influence systems for tech leaders by leveraging LinkedIn and the press. Book a meeting with our team to structure your PR strategy.

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Mistake #2: not having a real PR strategy

Public relations are sometimes approached as a one-off task.

You have an announcement → you write a press release → you contact journalists.

In practice, PR rarely works that way. A media announcement is often part of a broader sequence.

Let's look at a concrete example:
launching a new Martech SaaS product.

A structured approach could look like this:

1. Pre-launch teasing

A few weeks before the official announcement:

• LinkedIn post from the founder
• sharing insights on the market problem
• discussions with a few key journalists

The goal: establish the topic.

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2. Early access

Before the official announcement:

• restricted access for select clients
• initial user feedback
• usage metrics

These elements then fuel the media narrative.

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3. Official announcement

This is where PR comes into play:

• press release
• interviews
• op-eds
• targeted pitches to specialized journalists

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4. Post-announcement amplification

Once the article is published:

• share on LinkedIn
• CEO statement
• posts from the product team
• sharing the article within the community

The announcement becomes a visible moment in your ecosystem. Without this orchestration, many Martech announcements go unnoticed. Again, it is not a question of the subject matter. It is often a question of timing and strategy.

Discover how our PR agency supports tech companies

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Mistake #3: Talking only about your technology

In Martech, companies often develop highly technical products:

• attribution models
• optimization algorithms
• data infrastructure
• marketing AI

It can be tempting to talk only about your tech and get carried away. The problem is that technology alone is not a journalistic angle.

A journalist wants to understand:

• what this changes for the market
• what this changes for businesses
• what this changes for users

Let's take an example.

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Technical version

“Our platform uses a multi-touch optimization model based on machine learning algorithms.”

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Usage-oriented version

“Our platform allows marketing teams to identify truly profitable campaigns in just a few minutes.”

The technology remains the same. But the message becomes understandable and useful to the reader. This translation work is essential in Martech.

Book an appointment with our PR agency

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Mistake #4: sending overly broad announcements

Public relations do not work well with a mass-mailing approach. A Martech journalist often receives dozens of pitches every day.

What catches their attention is not a generic email.
It is a message that shows you understand:

• their media outlet
• their topics
• their audience

An effective pitch can be very simple:

“Hi X, you often cover marketing automation tools for SMEs. We analyzed data from 120 companies on this subject and identified three interesting trends…”

In just a few lines:

• the journalist understands the topic
• they see the editorial value
• they understand why you are reaching out

Public relations rely heavily on precise targeting.

Discover how Linker, your PR agency in France, works

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Mistake #5: Not measuring the impact of PR

In some Martech companies, public relations can become a bit of an automatic reflex. You prepare an announcement, write a press release, contact a few journalists… and once the article is published, you move on to the next topic.

The problem is that in this case, PR becomes a mere communication exercise. You follow a process, but sometimes you forget the most important question:

Why are we making this announcement?

An effective PR strategy starts with a clear objective.

For example:

• strengthening the credibility of a Martech SaaS with investors
• generating new B2B leads
• establishing an executive as an expert on a specific topic (thought leadership)
• supporting a product launch

These objectives directly influence what you will measure as impact.

Let's look at two examples.

Example 1: A Martech SaaS announces a new feature

If the goal is simply to generate visibility, you will look at:

• number of articles published
• media outlets where you are featured

But if the goal is to support business growth, the indicators change:

• traffic to your site following press coverage
• demo requests
• mentions on LinkedIn
• sales conversations triggered by the article

The logic changes completely.

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Example 2: a Martech agency publishes an industry study

The goal is not necessarily to generate immediate leads.

It could be to:

• strengthen your credibility in your vertical
• attract the attention of enterprise prospects
• establish your executive as an expert on a specific topic

In this case, relevant signals might include:

• invitations to speak at conferences
• interview requests
• mentions of your study in other articles
• shares by industry players

These indicators are often more telling than the simple number of publications.

Public relations become truly interesting when they are analyzed over time.

With hindsight, you can understand:

• which topics really interest journalists
• which media outlets generate the most visibility
• which angles trigger the most reactions

And these insights help improve future communications.

PR is not a one-off action. It works much better when it becomes a strategic lever that is monitored and optimized over the long term.

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Linker, a PR agency specializing in tech companies

At Linker, we support startups, scale-ups, and tech agencies in structuring their public relations strategy.

Our approach is not just about writing press releases.

We work upstream on:

• message positioning
• editorial angle
• structuring announcements
• orchestration with LinkedIn
• distribution to relevant journalists

The goal isn't just to get a feature. It’s about building a credible and lasting media presence.

Do you want to implement a Martech PR strategy that will truly make an impact?  Book a meeting with our team.