Our approach is Strategy-First.
B2B success begins with Red Fan’s blueprint for crafting communications that matter.
What is Red Fan’s Strategy-First Methodology?
Whether you’re just breaking through, facing rapid growth or leading your sector, we begin by understanding your business moment. From there, we design communications programs that align every message, channel and touchpoint to drive business value.
With Red Fan, B2B innovators turn PR into competitive advantage. Precise, high-impact communications shape perceptions, build trust and deliver measurable impact.
Tell us where you want to go and we’ll put your story to work.
How will you own your moment?
Emerge
B2B innovators often struggle to claim space in noisy marketplaces.
Take your brand from “What do they do again?” to “I want to work with them.” Clarify your message to reach the right audiences, motivate action and build momentum.
Define your value
What do you do, why does it matter, and who should care? Hit the ground running with a clearly defined story that appeals to your ideal customer profiles.
Tell your story
Reach potential customers and partners wherever they are. Tell a consistent story across touchpoints to ensure that each impression adds up to engagement.
Launch your product
Translate the speeds and feeds your engineers care about into compelling features and benefits. Make ideal prospects aware, excited and ready to buy.
Stay nimble
To keep pace with opportunity, be prepared to pivot. Respond to critical requests, take advantage of big stages and connect the dots even as your story evolves.
Steph Swartz
Scale
Performance pressure escalates as B2B tech brands succeed.
Ready to handle rapid growth without breaking a sweat? Make it easy for everyone to tell the right story at the right time to build credibility, expand reach and realize ROI.
Be growth-ready
Prepare for success – in the form of customer demand, M&A interest, media scrutiny and more – with a digital presence, publishing and marketing strategy that increases perceived value.
Build credibility
Deepen your argument with content that shows your brand value in action, shares how your innovation delivers value and goes head-to-head with the competition.
Move faster
Scale requires everyone to pick up the pace. Enhance your team’s power to identify and respond to any communications need with on-brand, on-strategy content.
Do more
Turn every executive and SME into a highly effective advocate for your B2B innovation with consistent publishing, just-right appearances and essential media training.
Jennifer Werner
Lead
To stay on top, B2Bs must navigate a world of constant change.
Maintain your advantage as markets evolve, competitors crowd in and expectations rise. Pull every PR lever to lead conversations, shape perceptions and transform entire industries.
Be dominant
Pervade your industry as a leader should. From boardrooms to podcasts, analyst reports to Slack channels, ensure your message echoes wherever influence gathers.
Stay relevant
Markets shift fast. Keep your story fresh, timely and tied to the issues that matter most so you never risk sounding outdated or out of touch.
Disrupt disruptors
Don’t just defend your position – rewrite the rules. Position your innovation as the force that unsettles incumbents and sidelines challengers.
Influence everyone
Shape perceptions across the full spectrum of stakeholders – from employees and investors to customers, regulators and the media – so all roads point back to your leadership.
Red Fan is a trusted partner to Q2. They act seamlessly as part of our extended executive team and it shows. I highly recommend Red Fan for any CEO that wants the right team by their side. From the months leading up to our IPO and beyond, we have maintained a strong level of confidence in our PR efforts as Red Fan works seamlessly alongside our internal IR, legal and marketing teams. Kathleen and her team act as part of our extended executive team, and it shows.
Matt Flake
B2B industries we serve 
B2B industries we serve
Building trust and authority in high-stakes markets.
In high-stakes, regulated markets, trust is everything. We guide innovators through M&A, IPOs, funding milestones and category-defining launches.
What inspires us in this industry:
- Building authority that helps innovators stand apart in regulated, noisy spaces.
- Translating compliance and technical detail into stories that inspire confidence.
- Preparing executives to lead in moments that shape market reputation and valuation.
Focus areas:
- Digital banking & lending
- Open banking
- Payments
- Core banking
- Bank-fintech partnerships
- Cloud infrastructure
- Bank operations
- Regulation & compliance
- Fraud & AML
Translating operations into competitive advantage
We help innovators transform operational advantages into powerful stories of efficiency, reliability and impact across the value chain.
What inspires us in this industry:
- Turning process improvements into proof points that resonate with customers and partners.
- Demonstrating resilience and adaptability in the face of supply chain disruption.
- Positioning manufacturers as essential players in industries where precision and consistency are non-negotiable.
Focus areas:
- Robotics & automation
- Distribution
- Transportation Management Systems (TMS)
- Procurement
- Inventory management
- Enterprise Resource Planning (ERP)
Inspiring educators, students, and the public with innovative approaches.
Edtech innovators are turning technology into breakthroughs for teaching and learning that can benefit everyone. We help them tell compelling stories of access, impact and measurable student success.
What inspires us in this industry:
- Showcasing innovations that remove barriers to learning and expand access for underserved communities
- Elevating social-emotional and behavioral learning to build healthier schools and stronger communities.
- Positioning EdTech leaders as essential partners in shaping future-ready learners who value lifelong learning
Focus areas:
- Social-emotional-behavioral learning
- Online education platforms & technologies
- Data-driven education & decision-making
- K-12 & post-secondary education
Communicating a better future for people, planet and bottom line.
B2B tech brands in this sector have the power to build a brighter future for all. We help innovators tell stories that connect sustainable practices with measurable business impact that motivates change.
What inspires us in this industry:
- Translating complex science and sustainability data into accessible narratives that win trust.
- Elevating leaders who are redefining how agriculture balances profitability with responsibility.
- Showcasing innovations that improve resilience, efficiency, and long-term environmental health.
Focus areas:
- Lighting & facility design
- Indoor agriculture
- IoT and smart farming
- Traditional & emerging farming methods
- Buy- & sell-side commercial agricultural trends
FAQs
What if I need help creating a B2B tech brand in the first place?
Red Fan is a full-service communications partner. In addition to the public and media relations services you expect, we can position your brand and messaging, develop content and marketing strategies, create thought leadership campaigns and even provide fractional CMO and consulting services customized to ease your growth.
What if I don’t know what communications services I need?
We provide strategy-first programs customized for each client. Together, we’ll devise the right communications program for your business moment – to get started, talk to us.
Who is your typical client?
Red Fan clients are often disruptors on a mission to drive positive change in their industries. We typically work with brands that are post-Series B, are revenue-generating and have established a marketing organization. Our clients range from emerging tech innovators with $20 million in revenue to established leaders surpassing $4 billion. Want to discuss your specific brand’s needs further? Let’s chat.
What kind of communications budget will I need?
What matters most at Red Fan is ROI. We design integrated strategies that align with your desired future state – whether that’s breaking through with customers following a funding announcement, media coverage that builds trust or crisis communications that protect brand value. As a rule of thumb, competitive B2B brands invest 8–12% of annual revenue in marketing and communications – those preparing for funding, IPOs or M&A events often spend more. The right investment depends on your business moment, your goals and the impact you want to create. Engage with us to determine the right investment for your business.
How can I tell if communications are working?
We help our clients define success metrics at the start of every engagement. By tying communications strategies directly to business outcomes, we enable measurement and reporting so everyone can see how budget investments drive value for your B2B tech brand.
What’s with the fan?
Our name was born from Kathleen Lucente’s vision of the agency partner she wished she’d had while leading communications inside high-growth companies. B2B innovators don’t need more noise – they need strategic momentum. Just as a fan circulates air to create comfort, we circulate ideas to motivate action. And red? Our color represents the bold energy innovators need to stand out. Together, “Red Fan” reflects our ability to craft communications that move markets.