When KnowBe4 selected Treble as its U.S. PR agency of record earlier this year, it confirmed something we've been watching build across our portfolio: enterprise technology companies are fundamentally rethinking what they need from their PR partners.
Our 20% year-over-year revenue growth in 2025—driven by the strategic expansion of our Enterprise Technology and Cybersecurity Practice Groups—reflects a broader market shift that every tech company and PR leader needs to understand.
The Old Playbook Stopped Working
For years, the progression was predictable. Early-stage companies worked with boutique agencies. Once they reached Series C or later, they "graduated" to one of the big names—more headcount, more geographic coverage, more infrastructure.
That migration pattern is reversing. We're now competing against—and winning RFPs over—agencies with ten times our employee count.
When we ask new clients why they made the switch, we hear three consistent themes.
Senior-Level Strategic Counsel Over Process Management
Enterprise brands don't need someone to manage their communications calendar. They need partners who can look at their business challenges and translate them into compelling narratives that move markets.
As Michelle McGlocklin, VP of corporate communications at Azul, explained: "Public relations has become a critical driver of visibility and influence in an AI-driven buying environment. Treble understands this shift better than anyone. They are helping Azul future-proof its narrative by ensuring our story is clear, consistent and discoverable across both media and AI-powered search."
That strategic depth doesn't come from junior account teams executing playbooks. It comes from senior practitioners working at the intersection of technology, media, and business strategy.
Domain Expertise Over Generalist Capabilities
The cybersecurity market moves differently from the AI infrastructure market, which moves differently from enterprise SaaS. Each has its own analyst ecosystem, media landscape, buyer personas, and competitive dynamics.
Generic PR doesn't work anymore. Companies competing in specialized categories need teams that already speak the language and have the relationships to break through.
Matt Grant, who leads our Cybersecurity and Enterprise Practice Groups, spent nearly six years as VP of Global Marketing & Communications at Cloudmark through their IPO. When he's working with clients preparing for liquidity events, he's drawing on direct experience—not theory.
Velocity Without Sacrificing Quality
Enterprise companies operate on compressed timelines. But they can't afford generic messaging or half-baked narratives.
"Scaling communications requires a partner that moves with speed without sacrificing strategy," said Richard Brewer-Hay, head of communications at LogicMonitor. "Treble brings a rare combination of boutique-level agility and enterprise-grade sophistication."
Large agencies have infrastructure. Boutique agencies have speed. Very few deliver both.
Why This Shift Is Accelerating
Two converging trends are driving this change.
First, AI fundamentally altered how enterprise buyers discover and evaluate vendors. When a CIO asks ChatGPT or Claude to compare enterprise platforms, the answer is shaped by earned media coverage—not SEO-optimized landing pages. This makes PR more strategic and more measurable.
Second, the media landscape consolidated. Fewer reporters, fewer outlets, higher standards for coverage. Breaking through requires creativity, domain expertise, and real relationships—not just pitch volume.
The Cybersecurity Bellwether
Our Cybersecurity Practice Group's growth—now anchored by KnowBe4—is particularly revealing. Cybersecurity is one of the most crowded, competitive markets in B2B tech, where generic PR quickly gets exposed.
"We partnered with Treble because they bring proven experience guiding VC and PE-backed companies through significant growth, strong relationships with top-tier media and a creative approach to the crowded tech landscape," said Sara Aiello, VP of corporate marketing at KnowBe4.
That dynamic—complexity, competition, high-stakes buying—is playing out across enterprise tech, AI infrastructure, and hardtech.
Looking Ahead
As we head into 2026, we're continuing to invest in senior-level media talent and deepen our practice group expertise across cybersecurity, enterprise tech, AI, and hardtech.
The companies that will win in the next phase of B2B tech aren't the ones with the biggest PR budgets. They're the ones with the clearest narratives, the strongest credibility, and the smartest partners.
Read our full announcement about Treble's record 2025 growth and enterprise expansion.
If you're leading communications for an enterprise tech company and want to discuss how specialized practice group expertise can accelerate your growth, book a call with Treble senior vice president Matt Grant.