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SaaS and software

PR agency for SaaS and software companies in the Nordics

PR agency for SaaS and software companies in the Nordics

Crux Comms is a Nordic PR agency for B2B tech. SaaS and software is one of our key areas, and we've worked with everything from ERP and CRM systems to security and data platforms. We help with positioning, launches, media relations, and visibility for founders and experts. The goal is simple: to make sure you are known and trusted by the right people through earned media.

Crux Comms is a Nordic PR agency for B2B tech. SaaS and software is one of our key areas, and we've worked with everything from ERP and CRM systems to security and data platforms. We help with positioning, launches, media relations, and visibility for founders and experts. The goal is simple: to make sure you are known and trusted by the right people through earned media.

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What is different about PR for SaaS and software?

What is different about PR for SaaS and software?

The problem is rarely that no one has heard of you. The problem is that you sound like everyone else. Most SaaS companies describe themselves using the exact same words: platform, AI-driven, scalable, easy to get started with. The buyer has heard them in every demo. Meanwhile, you release new features every other week, and no single release is news to anyone outside the company. SaaS PR is therefore less about what the product does and more about what only you can say: what your data shows, what you see happening with customers, and where you think the industry is wrong.

The problem is rarely that no one has heard of you. The problem is that you sound like everyone else. Most SaaS companies describe themselves using the exact same words: platform, AI-driven, scalable, easy to get started with. The buyer has heard them in every demo. Meanwhile, you release new features every other week, and no single release is news to anyone outside the company. SaaS PR is therefore less about what the product does and more about what only you can say: what your data shows, what you see happening with customers, and where you think the industry is wrong.

What we can help with

What we can help with

Positioning in a category where everyone sounds the same

Positioning in a category where everyone sounds the same

We start by figuring out what you can say that no competitor can claim about themselves. We comb through your competitors' websites, press releases, and sales collateral to find the whitespace no one has claimed. Then, we articulate it in a way that helps both a CTO and a CFO understand what changes for them. That becomes the foundation for everything else: PR, content, and sales messaging.

We start by figuring out what you can say that no competitor can claim about themselves. We comb through your competitors' websites, press releases, and sales collateral to find the whitespace no one has claimed. Then, we articulate it in a way that helps both a CTO and a CFO understand what changes for them. That becomes the foundation for everything else: PR, content, and sales messaging.

From release to news

From release to news

All releases are important to your customers. Only a few are interesting to a journalist. We help you select the two or three launches per year that actually make a difference to the market and build a solid PR campaign around them, complete with reference customers who can speak on your behalf and numbers that hold up. The rest becomes customer communication, LinkedIn posts, and content for your own website—where it does the most good.

Your product data as a news source

Your product data as a news source

A SaaS company sits on something journalists rarely get their hands on: data on how thousands of companies actually work. Aggregated and anonymized, it can reveal trends that no one else can substantiate—such as how payment terms are shifting, which cyberattacks are on the rise, or how AI is used in practice. We help you find the angles, establish a clear methodology, and turn it into a recurring source that the media reaches out to. Everything is handled within the scope of your customer agreements and GDPR.

Founders, funding rounds, and growth

Founders, funding rounds, and growth

In many SaaS companies, the founder is the strongest story. We build visibility for founders and experts through expert commentary, op-eds, and LinkedIn, ensuring their name is known when it matters most. Funding rounds, new market entries, and growth milestones are moments when the media genuinely listens, and we make sure you make the most of them. We also help you decide upfront which metrics you are comfortable sharing, so questions about ARR never catch you off guard.

Visible when the buyer asks AI

Visible when the buyer asks AI

More and more buyers start by asking ChatGPT, Perplexity or Claude which tools are out there. AI services draw their answers mainly from earned media and well-structured content, not from ads. We map where you're mentioned today, where your competitors are mentioned and what it takes to get you included. Read more in our guide to how to win in GEO.

At home in Sweden and the Nordic region

At home in Sweden and the Nordic region

Sweden is our home market and the one we know most deeply. Denmark, Norway, and Finland have their own media and their own relationships, so we work directly where possible and with local partners where required. Outside the Nordics, we operate through Convoy and Hotwire, two global networks specializing in B2B tech. You always have a single point of contact with us.

Sweden is our home market and the one we know most deeply. Denmark, Norway, and Finland have their own media and their own relationships, so we work directly where possible and with local partners where required. Outside the Nordics, we operate through Convoy and Hotwire, two global networks specializing in B2B tech. You always have a single point of contact with us.

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FAQ

FAQ

We release new features all the time. Why are there no articles?

Do we have to share our ARR and growth?

We are an international SaaS company entering the Nordics. Where do we start?

How do we get seen when buyers ask AI services about tools?

Ready to get started?

Ready to get started?

Book a free meeting – and we will find the right setup for your communication needs.

Contact us