Thirty years ago, I founded a B2B technology public relations and digital communications firm that would become 10Fold. Driven by a vision to help technology brands communicate their stories across marketing channels in a way that drives business impact, I set out on a road not-so-well traveled. As I reflect on this journey, I’m reminded of a lesson learned from one of my most challenging personal endeavors—riding difficult terrain on my quarter horse in the mountains of Northern California. Just as in business, success requires preparation, resilience, and the ability to navigate unexpected obstacles with confidence.
The world of B2B tech PR has changed dramatically since I first launched my firm, 10fold (then called TPR). Marketing strategies that once relied on traditional media placements now prioritize data-driven storytelling, digital-first campaigns, and AI-enhanced engagement. In an industry where technology evolves at breakneck speed, customer expectations shift, and economic forces redefine best practices, staying relevant isn’t about doing what worked yesterday. It’s about constantly learning, adapting, and improving.
As I celebrate this milestone, it is very clear that now, more than ever, excellence in execution, adaptability, and client-first service are critical components of a successful professional services business in the marketing industry.
1. Metrics Matter More Than Ever and Digital Formats Dominate
The world has gone fully digital, and in marketing, that means one thing: metrics available line and in real-time are everything. If you can’t measure it, you can’t prove it. And if you can’t prove it, your clients can’t justify it. And they need to do that quickly.
At 10Fold, we’ve spent years refining how we track, measure, and optimize results for our clients, culminating in our MetricsMatter ™ dashboards. This dashboard was the result of delivering huge numbers of articles without context. We learned from our customers that coverage as a metric doesn’t cut it. They needed to justify every investment and show how that coverage was helping achieve larger marketing goals. That helped us generate the idea of tracking our results in a timeline aligned with their direct website traffic. Seeing direct traffic spikes aligned with the timing of big media and digital results helped us demonstrate value.
This learning is not foreign to our clients. Engagement, lead generation, brand awareness, and share of voice are not just buzzwords; they’ve become the lifeblood of decision-making in today’s marketing world when justifying budgets to the CFO. Metrics define which programs live and die in marketing strategies for most companies competing in B2B technology.
2. Great Customer Service Is No Longer Optional—It’s Survival
Just a few years ago, when the B2B Technology market rose with COVID money, firms could get away with providing lackluster service, such as not providing reporting, long gaps in responding to customers’ questions and a staff that didn’t understand the B2B Tech industry in which the customer participated. Some agencies even delivered lackluster results to the bottom 30 or 40% of their clients and still managed to keep them and stay in business. Not anymore. With economic pressures forcing companies to trim both internal teams and consulting budgets, there is no tolerance for underperformance. The shift in client expectations has been dramatic. More than ever, companies are starting with “try before we buy” projects that allow agencies to showcase their best service before committing to a long-term engagement. The message is clear: exceptional service isn’t a nice-to-have—it’s the price of entry.
Today, many experienced agencies executives and senior internal marketing and communications professionals are back on the market, meaning the talent pool is deeper than ever. Companies have more choices, and they’re demanding more from their marketing partners. A great campaign isn’t enough. You need great service, proactive communication, and an unwavering commitment to client success. It’s not unusual for a prospect to gauge an agency’s commitment by asking an agency team “Why do you want to work with us?” in a pitch meeting. The strength of that answer may determine whether the agency wins the business or whether it goes to a competitor.
The lesson? Never stop improving your service model. At 10Fold, we’ve always prided ourselves on going the extra mile, but we’ve also redefined what great service means in digital-first, ROI-driven public relations and digital communications. Staying ahead requires continuous learning—not just about your industry, but about what your clients truly need to succeed.
3. Technology Adoption Is Non-Negotiable
Years ago, adopting new technology was a choice. Now, it’s a necessity.
10Fold built its first large-scale AI-powered tool three years ago, and since then, we’ve embedded AI into our processes to eliminate repetitive tasks, improve efficiency, and enhance decision-making. This shift didn’t replace our team—it freed them up for more meaningful work.
Marketing firms that resist AI, automation, and data-driven decision-making will quickly fall behind. Providing a B2B Technology marketing or PR campaign analysis three weeks after the request is not acceptable in this world of immediacy. If you’re still managing campaigns the way you did in 2015, it’s time for a wake-up call. Clients expect PR and digital agencies to be technologically advanced partners, not digital laggards.
4. Learn from Setbacks, Move Forward, and Stay Positive
If you’ve been in business long enough, you’ve experienced disappointment, such as PR and digital projects that go well but don’t turn into long-term engagements. Prospects who make promises and then disappear. Deals that get delayed indefinitely.
I’ve learned that every setback is a lesson, if you’re willing to learn from it. Instead of dwelling on “it’s not fair” conversations, the better approach is to understand what happened, adjust your strategy, and move forward. And when that client returns a year later? Remember the lesson but consider the opportunity with an open (but discerning) mind.
Positivity isn’t just a fluffy suggestion on Facebook—it’s a business advantage. It keeps teams motivated, fuels innovation, and strengthens long-term client relationships. Resilience and optimism keep teams engaged, encourage innovative thinking, and build the kind of reputation that keeps clients coming back.
5. Gratitude Fuels Growth
If there’s one thing that hasn’t changed in three decades, it’s how grateful I am for the journey. 10Fold has had the privilege of working with more than 500 B2B technology companies. Some of them are industry market makers that fundamentally reshaped technology. We’ve employed hundreds of talented people, many of whom I have the privilege of working with today, and many others whom I still consider friends.
I’ve also learned a great deal from our clients, the vast majority who have proven to be brilliant business and marketing executives, and I’m honored that so many venture capitalists and private equity firms have entrusted 10Fold with their portfolio companies. I wake up every day knowing that there’s something new and important to do, and I wouldn’t trade that for anything.
Looking Ahead: A Future Built on Learning and Innovation
As I celebrate 30 years of 10Fold, I’m more excited than ever about what’s ahead. One thing remains clear: the companies that thrive are the ones that never stop learning. The pursuit of knowledge isn’t just a mindset at 10Fold—it’s our edge, our fuel, and our promise to our clients. Every challenge, every innovation, and every shift in the industry is an opportunity to expand what we know and apply it in ways that drive real results.
To our clients, our employees (past and present), and our partners…thank you. Your trust, collaboration, and shared commitment to innovation have shaped 10Fold into what it is today, and your challenges continue to inspire our learning. You have changed me forever and made me better.
Every journey is unique, but the principles of success—preparation, adaptability, and resilience—apply to both riding mountain trails and leading a PR firm. And just like in riding, the best way forward is to keep learning and moving ahead with confidence.
Here’s to the next chapter in pursuit of learning. 🚀
Join the Conversation: Where Is PR Headed Next?
Navigating change is easier with the right insights and partners. If you’re attending DistribuTECH in Dallas on March 24, let’s discuss how B2B technology PR strategies are evolving in the energy industry and how your organization can stay ahead. Click here to join marketing decision makers in the industry sector during a 10Fold-hosted dinner.
If you are attending the RSA Conference in San Francisco on April 30th, let’s discuss how B2B technology PR and digital strategies are evolving in the security industry. Click here for more information on our CISO panel and invitation to lunch.
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