In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Victoria Vaughan, Founder of B612, an award-winning PR agency based in New York that works closely with tech companies and founders.
Their conversation focuses on how PR really works today, especially in a world filled with AI-generated content and nonstop noise. Victoria shares how strong brand stories are built, why founder-led PR matters more than ever, and how human connection still plays a major role in media coverage.
They talk about how founders can find real gaps in their market, why research comes before messaging, and how PR has expanded far beyond traditional press to include podcasts, newsletters, and independent journalists. Victoria also explains how AI can support research and monitoring, without replacing real relationships or thoughtful outreach.
Eitan and Victoria also cover what goes into a successful product launch, how early founders should think about timelines, and why earned media continues to build trust long after a campaign ends.
This episode is a grounded conversation about storytelling, credibility, and how brands can stand out by being real, clear, and intentional.
Website: https://www.vimmi.net
Email us: info@vimmi.net
Podcast website: https://vimmi.net/mastering-ecommerce-marketing/
Talk to us on Social:
Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube
Guest: Victoria Vaughan, Founder at B612
Victoria Vaughan’s LinkedIn | B612
Takeaways:
- Authenticity resonates more than curated success stories.
- People relate better to real-life struggles than to perfection.
- Mistakes are a crucial part of the journey to success.
- Sharing vulnerabilities can enhance audience connection.
- Trust is built through honesty and openness.
- Social media often presents a skewed view of success.
- Real stories can inspire and motivate others.
- Embracing failure is essential for growth.
- Transparency in storytelling fosters community.
- The narrative of success is often incomplete without failures.
Chapters:
00:00 Introduction to Victoria Vaughan and B612
02:00 Why PR still matters in an AI world
05:30 How brands find real market gaps
09:30 Choosing the right PR channels
13:00 Building relationships with journalists
17:00 Founder-led PR and personal branding
21:30 Preparing for a product launch
25:30 Media coverage vs paid marketing
30:30 The story behind B612
