Directive Expands Into Communications With B2B PR, Social and Influencer Marketing

B2B performance marketing agency, Directive has expanded its communications business, bringing public relations, organic social, influencer marketing and paid social together under Directive Communications. Paid social, previously operated under Directive's sister brand Abe, is now part of the expanded division. Directive Communications provides 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. The expansion comes as B2B companies increasingly look beyond traditional demand-generation channels to build awareness and credibility earlier in the buying journey. Directive said its communications division has generated double-digit month-over-month revenue growth since expanding in spring 2026, with clients including EasyPost, Bitwarden and Anrok. '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, which connects communications activity with the broader customer-generation system. The approach is designed around the way B2B buyers increasingly research companies across media, social platforms, online communities, influencers, search and AI before engaging with sales. Directive measures communications against metrics including category authority, ICP reach, share of voice, conversion efficiency and pipeline influence. The agency has worked with more than 420 B2B companies across SaaS, technology and professional services. The communications expansion is part of broader growth at Directive. The agency is growing approximately 8% month over month and is on pace for $30 million in annual revenue. The company remains founder-led. Directive CEO Garrett Mehrguth said the agency spent several years evaluating potential PR acquisitions before deciding to build its own communications division. 'Our goal is to become a $25 million communications division in 2027 and build the largest B2B specialized PR and communications agency,' Mehrguth said. '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.' Directive Communications brings four disciplines into one operating model, with the goal of having earned media, social, influencer and paid activity reinforce one another. Earned coverage can be amplified through social, influencer partnerships can strengthen peer validation, and paid media can accelerate communications that are already demonstrating traction. The division is led by Williams and is part of Directive's broader effort to bring communications further upstream in the B2B customer journey, connecting brand and reputation-building activity to measurable business outcomes.