Episode 124

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Published on:

29th Oct 2025

124: How AI Is Changing PR (and Why It’s Having a Comeback) - with Molly George, CEO & Founder of Kickstand

Molly George has spent her career inside B2B tech and on the agency side. Today she is the CEO and founder of Kickstand, a PR and research firm helping brands win in an AI-shaped search world.

In this episode of Women in B2B Marketing, we unpack why PR is having a comeback in B2B, how AI search is changing the playbook, and what modern comms leaders are doing to show up in the consideration set. We also get into Molly’s founder story, the power of setbacks, and practical ways to make PR work alongside demand, content, and product marketing.

Here’s what we cover:

  • PR’s real job in B2B and why quick wins are the wrong expectation
  • AI search and brand visibility: how citations shape consideration
  • Owned vs earned in 2025: your site, plus offsite owned profiles like G2, AWS, Wikipedia
  • Press releases today: when they help train models and when wires waste budget
  • Formatting for LLMs: structure, subheads, and consistent boilerplates across properties
  • Using query data to guide narratives, pitches, and thought leadership
  • Reddit for B2B: participate with value, not a megaphone
  • Budget shifts: why teams are moving dollars from classic SEO to brand and PR
  • Starting an agency while employed, finding the tipping point, and trusting your gut


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About the Podcast

Women in B2B Marketing
A weekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.
Women in B2B Marketing is a weekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories of victory and defeat, challenge and triumph. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.

This is a place where CMOs, VPs of Marketing, and all strong women B2B marketing leaders discuss their top tactics, strategies, and tips for building teams, leveraging trends, and ultimately rocking their marketing careers - however that looks to them.

Leading marketing teams everywhere from fortune 500s to startups and challenger brands, these women share their stories of rising to the top - and how they overcame any obstacles that came their way.

Made by and for women, insightful for all.

Podcast Host: Jane Serra, 17+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.

LinkedIn: https://www.linkedin.com/in/janeserra/

Instagram: https://www.instagram.com/womeninb2bmarketing/
Twitter: https://twitter.com/womeninb2bmktg

About your host

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Jane Serra