Carly Martinetti
@prcarly.bsky.social
Co-founder of Notably • PR for the fastest growing startups
Book some time to chat strategy w/ me: https://bit.ly/NotablyPR 👋
Book some time to chat strategy w/ me: https://bit.ly/NotablyPR 👋
That means they're researching harder and trusting less.
Which, in turn, means you need awareness to get into their research.
And authority to close the deal.
Which, in turn, means you need awareness to get into their research.
And authority to close the deal.
December 10, 2025 at 3:30 PM
That means they're researching harder and trusting less.
Which, in turn, means you need awareness to get into their research.
And authority to close the deal.
Which, in turn, means you need awareness to get into their research.
And authority to close the deal.
6sense's 2025 research found that 94% of buyers have already ranked their preferred vendors before they ever speak to sales.
Meanwhile, Millennials, who now make up 73% of B2B buyers (according to LinkedIn), prefer independent research over rep conversations.
Meanwhile, Millennials, who now make up 73% of B2B buyers (according to LinkedIn), prefer independent research over rep conversations.
December 10, 2025 at 3:30 PM
6sense's 2025 research found that 94% of buyers have already ranked their preferred vendors before they ever speak to sales.
Meanwhile, Millennials, who now make up 73% of B2B buyers (according to LinkedIn), prefer independent research over rep conversations.
Meanwhile, Millennials, who now make up 73% of B2B buyers (according to LinkedIn), prefer independent research over rep conversations.
It drives the term sheets, M&A talks, and seven-figures-and-up contracts. For example, if you're courting enterprise CIOs, that might mean WSJ's Future of Everything. If it’s family office money, Crain's Currency.
Here’s why this matters more than ever now.
Here’s why this matters more than ever now.
December 10, 2025 at 3:30 PM
It drives the term sheets, M&A talks, and seven-figures-and-up contracts. For example, if you're courting enterprise CIOs, that might mean WSJ's Future of Everything. If it’s family office money, Crain's Currency.
Here’s why this matters more than ever now.
Here’s why this matters more than ever now.
That whether they’re an investor, enterprise buyer, or potential acquirer… you’ve crossed a certain commercial threshold that makes it "safe" to bet on you.
December 10, 2025 at 3:30 PM
That whether they’re an investor, enterprise buyer, or potential acquirer… you’ve crossed a certain commercial threshold that makes it "safe" to bet on you.
It’s receiving the kind of premium, vetted, and even exclusive third-party validation that tells the *right* people that you’re a serious contender.
December 10, 2025 at 3:30 PM
It’s receiving the kind of premium, vetted, and even exclusive third-party validation that tells the *right* people that you’re a serious contender.
It’s how you drive website traffic, get the demo requests flowing, and ensure potential employees actually return your recruiter’s emails.
For this, you target broad, mainstream publications. Think TechCrunch, USA Today, or NBC.
Authority is your deal-closing play.
For this, you target broad, mainstream publications. Think TechCrunch, USA Today, or NBC.
Authority is your deal-closing play.
December 10, 2025 at 3:30 PM
It’s how you drive website traffic, get the demo requests flowing, and ensure potential employees actually return your recruiter’s emails.
For this, you target broad, mainstream publications. Think TechCrunch, USA Today, or NBC.
Authority is your deal-closing play.
For this, you target broad, mainstream publications. Think TechCrunch, USA Today, or NBC.
Authority is your deal-closing play.
It’s staking mindshare in an increasingly noisy, fragmented media landscape. It’s having someone–anyone, really–see your logo and recognize it rather than parse it for the first time.
December 10, 2025 at 3:30 PM
It’s staking mindshare in an increasingly noisy, fragmented media landscape. It’s having someone–anyone, really–see your logo and recognize it rather than parse it for the first time.
But awareness alone won't close deals. And authority alone won't fill your pipeline.
Awareness is your top-of-funnel play.
Awareness is your top-of-funnel play.
December 10, 2025 at 3:30 PM
But awareness alone won't close deals. And authority alone won't fill your pipeline.
Awareness is your top-of-funnel play.
Awareness is your top-of-funnel play.
We pushed back; the story needed analyst briefings and industry context to land properly.
Waiting also meant we weren't burning our relationships with tier-1 journalists on a half-baked pitch.
Three months later: coverage in WSJ, Forbes, and CNBC.
Boom.
Waiting also meant we weren't burning our relationships with tier-1 journalists on a half-baked pitch.
Three months later: coverage in WSJ, Forbes, and CNBC.
Boom.
December 9, 2025 at 3:30 PM
We pushed back; the story needed analyst briefings and industry context to land properly.
Waiting also meant we weren't burning our relationships with tier-1 journalists on a half-baked pitch.
Three months later: coverage in WSJ, Forbes, and CNBC.
Boom.
Waiting also meant we weren't burning our relationships with tier-1 journalists on a half-baked pitch.
Three months later: coverage in WSJ, Forbes, and CNBC.
Boom.
Credibility.
A PR pro worth their salt has spent years & years building credibility with journalists. When they pitch on your behalf, they're drawing on that credibility. It's a shared asset. Bad pitches deplete it. Good pitches reinforce it.
Ex: we had a tech client eager to announce a rebrand.
A PR pro worth their salt has spent years & years building credibility with journalists. When they pitch on your behalf, they're drawing on that credibility. It's a shared asset. Bad pitches deplete it. Good pitches reinforce it.
Ex: we had a tech client eager to announce a rebrand.
December 9, 2025 at 3:30 PM
Credibility.
A PR pro worth their salt has spent years & years building credibility with journalists. When they pitch on your behalf, they're drawing on that credibility. It's a shared asset. Bad pitches deplete it. Good pitches reinforce it.
Ex: we had a tech client eager to announce a rebrand.
A PR pro worth their salt has spent years & years building credibility with journalists. When they pitch on your behalf, they're drawing on that credibility. It's a shared asset. Bad pitches deplete it. Good pitches reinforce it.
Ex: we had a tech client eager to announce a rebrand.
Timing.
Some opportunities are one-shot. You can only announce a rebrand or a funding round once. If you move before the story is ready (even when the client thinks it’s a really, REALLY good idea), you won’t get your full ROI.
Some opportunities are one-shot. You can only announce a rebrand or a funding round once. If you move before the story is ready (even when the client thinks it’s a really, REALLY good idea), you won’t get your full ROI.
December 9, 2025 at 3:30 PM
Timing.
Some opportunities are one-shot. You can only announce a rebrand or a funding round once. If you move before the story is ready (even when the client thinks it’s a really, REALLY good idea), you won’t get your full ROI.
Some opportunities are one-shot. You can only announce a rebrand or a funding round once. If you move before the story is ready (even when the client thinks it’s a really, REALLY good idea), you won’t get your full ROI.
Here's why that’s problematic, and what a more strategic alternative might look like…" rather than just keeping you happy.
December 9, 2025 at 3:30 PM
Here's why that’s problematic, and what a more strategic alternative might look like…" rather than just keeping you happy.
Trust.
PR is a long-term effort. Years, easily. When you’re going to be partnering up for that long, you want someone who’ll tell you the truth, even when it hurts. You need someone who will say "I hear you.
PR is a long-term effort. Years, easily. When you’re going to be partnering up for that long, you want someone who’ll tell you the truth, even when it hurts. You need someone who will say "I hear you.
December 9, 2025 at 3:30 PM
Trust.
PR is a long-term effort. Years, easily. When you’re going to be partnering up for that long, you want someone who’ll tell you the truth, even when it hurts. You need someone who will say "I hear you.
PR is a long-term effort. Years, easily. When you’re going to be partnering up for that long, you want someone who’ll tell you the truth, even when it hurts. You need someone who will say "I hear you.
We gave that paywalled publication exclusivity, but then it was picked up by broad-reach… precisely because they, too, look at that exclusivity as an indicator that the piece was worth re-publishing.
The client got the best of both worlds: authority plus awareness.
The client got the best of both worlds: authority plus awareness.
December 8, 2025 at 3:30 PM
We gave that paywalled publication exclusivity, but then it was picked up by broad-reach… precisely because they, too, look at that exclusivity as an indicator that the piece was worth re-publishing.
The client got the best of both worlds: authority plus awareness.
The client got the best of both worlds: authority plus awareness.
Second, getting past those editors is its own endorsement. It tells the market you're a peer to the unicorns and market leaders who live behind that same gate.
But here's the thing: it's not either/or.
But here's the thing: it's not either/or.
December 8, 2025 at 3:30 PM
Second, getting past those editors is its own endorsement. It tells the market you're a peer to the unicorns and market leaders who live behind that same gate.
But here's the thing: it's not either/or.
But here's the thing: it's not either/or.
First, the people who write checks (investors, acquirers, enterprise buyers) rely on high-signal market intelligence, not broad-reach news feeds. They're paying $ x,xxx/year precisely to filter out the noise.
December 8, 2025 at 3:30 PM
First, the people who write checks (investors, acquirers, enterprise buyers) rely on high-signal market intelligence, not broad-reach news feeds. They're paying $ x,xxx/year precisely to filter out the noise.
But a day after the placement, an investor reached out to the client and said: “I want in on your next funding round. Up for a meeting?”
Why?
Two reasons:
Why?
Two reasons:
December 8, 2025 at 3:30 PM
But a day after the placement, an investor reached out to the client and said: “I want in on your next funding round. Up for a meeting?”
Why?
Two reasons:
Why?
Two reasons:
Instead of pitching the usual broad-reach outlets, I helped a client’s funding announcement get placed in a publication that charges thousands of dollars per year for access.
If you looked at the traffic stats for that placement, you would be… underwhelmed.
If you looked at the traffic stats for that placement, you would be… underwhelmed.
December 8, 2025 at 3:30 PM
Instead of pitching the usual broad-reach outlets, I helped a client’s funding announcement get placed in a publication that charges thousands of dollars per year for access.
If you looked at the traffic stats for that placement, you would be… underwhelmed.
If you looked at the traffic stats for that placement, you would be… underwhelmed.
But there’s a MASSIVE difference between “no one” and “a select and exclusive group of people who can help you make serious progress on your business goals.”
Let me explain by means of an example:
Let me explain by means of an example:
December 8, 2025 at 3:30 PM
But there’s a MASSIVE difference between “no one” and “a select and exclusive group of people who can help you make serious progress on your business goals.”
Let me explain by means of an example:
Let me explain by means of an example:
December 3, 2025 at 3:30 PM
📌 Links to sources:
onlinelibrary.wiley.com/doi/abs/10....
www.bls.gov/opub/btn/vo...
www.greatplacetowork.com/resources/b...
onlinelibrary.wiley.com/doi/abs/10....
www.bls.gov/opub/btn/vo...
www.greatplacetowork.com/resources/b...
Remote Work Productivity Study: Surprising Findings From a 4-Year Analysis
Explore key findings from a longitudinal remote work productivity study. Learn how working from home impacts performance and why productivity remains strong.
www.greatplacetowork.com
December 3, 2025 at 3:30 PM
Is it perfect? Nope (show me something in life that is…)
But we’re happy, and it’s nice to know that for the most part, the research validates our decision.
But we’re happy, and it’s nice to know that for the most part, the research validates our decision.
December 3, 2025 at 3:30 PM
Is it perfect? Nope (show me something in life that is…)
But we’re happy, and it’s nice to know that for the most part, the research validates our decision.
But we’re happy, and it’s nice to know that for the most part, the research validates our decision.