Directive’s expansion reflects growing B2B demand to move upstream into brand and communications to influence demand
Directive Communications Executive Team
Irvine, Calif., Sept. 09, 2026 (GLOBE NEWSWIRE) — Directive, a performance marketing agency built exclusively for B2B companies, has announced the launch of its expanded Directive Communications division, bringing public relations, organic social, influencer marketing and paid social together under one integrated organization.
Paid social, previously operated under Directive’s sister brand Abe, is now part of Directive Communications. Directive Communications is purpose-built for B2B brands with services spanning strategic Communications planning, media relations, thought leadership, executive and founder brand building, B2B influencer partnerships, community-led growth, and full-funnel organic and paid social media. Since expanding in Spring 2026, the division has generated double digital month-over-month revenue gains. Its growing portfolio of B2B brands including EasyPost, Bitwarden, and Anrok, signals an intensifying market need for a performance-driven approach to B2B communications.
“Building Communications inside a performance agency with methodology and technology in place to connect marketing activity to pipeline gives us a fundamentally different starting point,” said Larissa Williams, managing director of Communications at Directive. “We’re applying that approach to Communications with TAM audience targeting and Communications strategy tied to business objectives and revenue impact.”
The division operates within Directive’s DiscoverabilityOS™ methodology, connecting awareness and credibility-building within the customer generation system. The approach reflects how B2B buyers now form opinions and conduct research across media, social, communities, influencers, search and AI before sales interactions. Directive ties communications to category authority, ICP reach, share of voice, conversion efficiency, and pipeline influence for the more than 420 B2B clients it has served across SaaS, technology, and professional services.
Directive is growing 8% MoM growth as an agency, reaching $30M in annual revenue while continuing to be founder led. The agency saw a clear gap in the market, with few agencies built exclusively for B2B and even fewer bringing the same measurable, strategic rigor to communications that B2B brands expect from the rest of their marketing.
“Our goal is to become a $25M communications division by 2027 and build the largest B2B specialized PR and Communications agency” said Garrett Mehrguth, CEO of Directive. “We spent a few years looking for a PR agency to acquire, but couldn’t find a firm that combined deep B2B expertise with the performance discipline and revenue orientation we believe communications needs. So we decided to build it ourselves.”
The division brings four Communications disciplines into one system. The strategy is designed for the channels to compound rather than operate in silos, with earned coverage amplified through social, peer validation strengthened through influencers and paid media used to accelerate what is already working.
About Directive:
Directive is a B2B performance marketing agency founded in 2013 to help SaaS, technology, professional services and product companies turn demand into measurable growth. Today, teams across the U.S., Canada and the U.K. bring performance marketing, communications and commerce together to connect brand building with demand generation and revenue. Underpinning this approach is Stratos, Directive’s proprietary AI platform that connects the data, execution and intelligence needed to optimize growth. Directive has served more than 420 B2B brands and influenced more than $1 billion in revenue.
Attachment
- Directive Communications Executive Team
CONTACT: Kimberly Deese Directive [email protected]
