B2B PR Masterclass w/ Liene Lapsevska, Head of Marketing & Communications at OroraTech

In this episode of The Marketing Front Lines, we speak with Liene Lapsevska, Head of Marketing & Communications at OroraTech. OroraTech is a German space tech company using satellite data for wildfire detection and earth observation. Liene brings a unique perspective from her journey through journalism, classical music events, public relations, and now B2B tech marketing. Based between Germany and Denver, she shares tactical insights on managing international expansion, navigating European vs. US media landscapes, and building authentic relationships in highly technical, niche markets. Topics Discussed: Transitioning from journalism and classical music events into B2B tech marketing Distinguishing between PR and communications in practice Managing media relationships across different cultural contexts (German vs. UK vs. US markets) Building authentic founder-led storytelling in technical industries Leveraging AI tools for content creation and operational efficiency International expansion strategies for European companies entering US markets Working with niche, technical media in specialized industries like space tech   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM