For a B2B SaaS brand, the coverage that reaches decision-makers runs in trade publications. A CISO reads CSO Online, a software decision-maker reads IT Brew, and a marketing leader reads MarketingProfs, so a story there reaches your ideal customer profile (ICP) directly.

I lead digital PR at Fractl, and for the B2B SaaS brands we work with, we build campaigns around that. Here are four of them, the trade publications they earned, how we found those publications, and what happened when their readers clicked through.

4 B2B SaaS Campaigns and Where They Ran

Each campaign started with a survey of the people the client sells to, and each landed in a trade publication those people read.

Software Finder: Research on How Businesses Choose Software

Software Finder helps businesses compare and buy software, so we built a run of surveys around the buying process itself. A survey of 714 B2B software purchasers found that 47% use AI tools frequently when researching vendors, and MarketingProfs covered the results for marketers, with a link back to the study.

A separate survey of 402 U.S. software decision-makers looked at how long software purchases take. IT Brew built a story around one finding: 45% of software decision-makers said the purchase dragged on so long that the original business need became irrelevant. Research on AI in the software stack reached CSO Online, which cited Software Finder’s finding that 56% of IT leaders expect their stack to be AI-powered by 2030.

None of these earned more than eight links. They did, however, still put Software Finder’s name in front of lots of software decision-makers, IT leaders, and B2B marketers.

A Managed Hosting Company: IT Pros on Cloud vs. Dedicated Servers

For a managed hosting company, we surveyed more than 1,000 IT experts about where they run their workloads. The finding that cut against the cloud-first story, that dedicated servers were holding steady and gaining ground in some enterprises, earned coverage in TechRadar Pro.

Our campaigns for the brand have earned more than 1,650 links from nearly 1,600 referring domains.

An Authentication Platform: AI and Login Security

For an authentication platform, we surveyed 1,019 IT professionals about AI-driven cyber threats and how their teams were handling them. Information Security Buzz covered the report as evidence that AI is creating new kinds of attacks while IT teams struggle to keep up.

The AI threat survey also made the company’s chief technology officer a source on AI security. When Fortune covered a deepfake of Secretary of State Marco Rubio’s voice, it quoted him on AI-generated video calls tricking employees into authorizing payments.

A Health Tech Platform: Why Patients Skip Appointments

For a health tech platform that serves medical practices, we surveyed 1,000 Americans about scheduling habits and paired it with state-level search data across 14 appointment queries. Healthcare IT Today ran the finding that 28% of patients had put off canceling an appointment because the office required a phone call, and the campaign earned 397 links in total.

The research also gave the company’s chief product and technology officer standing with healthcare trade press: Healthcare IT News quoted him on how AI cuts manual billing corrections. 

Our health tech case study covers more of our work for this brand.

Niche Publishers We Earn Coverage In

Every publication in the matrix has run a Fractl campaign for a B2B SaaS or B2B tech client. It’s organized by the industry each one covers:

Cybersecurity and IT

Marketing and search

HR and the workplace

Healthcare IT

Retail, logistics, and commerce

Small business and fintech

Over 15 months, our work for Beyond Identity, a cybersecurity company, earned 40 placements in publications with a domain authority above 60 and added 634 referring domains, a 67.2% increase.

How We Find the Publications Your Customers Read

Before we write a survey question, we work out where a client’s customers spend their attention. Three kinds of research shape every B2B SaaS campaign:

SparkToro Audience Research

We map which publications, newsletters, podcasts, and communities a client’s customers follow. In our research with SparkToro, smaller “hidden gem” publishers showed 1.7 times more overlap with a brand’s target audience than major publishers, despite getting 130 times less traffic, which is why our pitch lists start with trade titles.

Link Gap Analysis

We compare the sites linking to a client against the sites linking to its competitors. Publications that cover the competitors but have never covered the client go on the target list, since they already write about the category.

Source: Ahrefs data, October 2026

AI Citation Gap Analysis

We run the questions customers ask AI tools like ChatGPT, Gemini, and Perplexity, and record which sources the answers cite. Fractl Agents tracks those citations. When AI cites a publication for the client’s category but not the client, that publication becomes a pitch target, because coverage there can show up in future answers.

Relevance vs. Raw Reach

A niche campaign earns fewer links than a broad one. Across more than 3,600 campaigns in our database, the median campaign earned seven dofollow links, and Software Finder’s buying-research campaigns earned one to eight. Its survey of 1,003 full-time professionals about faking productivity, a topic any worker can relate to, earned 142, including an Inc. story, and Google Search Console counts 215 external links to that page, more than any page on the site except its homepage and three product and resource pages.

Broad campaigns build domain authority and links at scale. Niche campaigns run in publications written for the people who evaluate software in their field, such as IT Brew for IT professionals, CSO Online for security leaders, and MarketingProfs for marketers.

Most B2B SaaS programs need both, which is why we plan the two together as part of an organic growth strategy.

How We Handle Gated and Ungated Assets

B2B SaaS teams usually want research behind a form so it produces leads. A form the user needs to fill out before they view a study gets in the way of coverage, and a reporter’s readers need to reach the research straight from the story. So, we:

Password-protect during the exclusive While we pitch a story to one outlet first, the campaign page stays behind a password. The client sets up the protection in its CMS, or confirms we can.	Open it before the story runs Once a reporter confirms interest and a publication date, we remove the password just before the coverage goes live, so anyone who clicks the reporter’s link reaches the full research.
Gate after outreach, if at all Some clients put research behind a form once we’re completely done pitching. Our managed hosting client does this.	Pitch an open page for gated content When a client’s asset is a gated ebook, we pitch an accessible summary page to journalists, so no reporter hits a form.

What To Ask a B2B SaaS Digital Marketing Agency

A B2B SaaS marketing agency usually covers several of these services as part of a go-to-market (GTM) plan. Match the questions to the parts of your GTM strategy you’re handing off:

A growth marketing agency that runs performance marketing and paid advertising can buy reach quickly. Earned coverage is the part a marketing program can’t buy, and it’s where our digital PR, SEO, and content development teams work.

Earn Coverage Where Your Customers Will See It

Start with the publications your customers read, then build the research those editors need. Every campaign here began with a specific customer and a finding that the customer’s trade press would want to run.

Want Fractl to earn niche-publisher coverage for your B2B SaaS brand? Reach out, and we’ll show you which publications your customers read and what it would take to get your research in them.

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