Who’s in charge? Sales or Product? That’s one of the key factors in shaping your organization’s sales and marketing infrastructure.
Sales-led growth has been the “way it’s always been done.” The sales and marketing teams identify, nurture, engage, and convert potential customers into clients. Product-led growth focuses on having the product “sell itself.”
Social media always needs to be in complete synch with inbound and content marketing, PR, and customer communications. This is especially critical when it comes to the PESOTM model (created by Gini Dietrich), which drives brand awareness, reputation, and sales by integrating Paid, Earned, Shared, and Owned media, maximizing content.
Topics: Content marketing, Content, Customer communications, Corporate communications, SEO, PESO, Paid media, Earned media, Shared media, Owned media
Your sales teams can exceed expectations if you have the right materials at the right time for the right customer – we’re talking about bringing “What’s in it for me” to whole new levels.
Topics: Content marketing, Content, Message, Sales, USP, Sales funnel, Sales enablement content, UVP
The PESO model is an integrated approach that strengthens your ability to leverage your thought leadership content, building trust and credibility with audiences across multiple channels.
Topics: Content marketing, Content, Customer communications, Corporate communications, SEO, PESO, Paid media, Earned media, Shared media, Owned media
Public relations isn’t just media relations anymore
Public relations and advertising used to live in two different realms, with a solid wall separating paid media -- paid placements like advertising -- and earned media -- publicity gained through valuable content contributions, company mentions, or interviews with journalists.
Topics: Journalist, Press coverage, Content marketing, Audience, Award, Corporate communications, Client relations
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Why it’s time to create a winning analyst relations program
Open your marketing toolbox, and you’ll see a whole range of weaponry with which to conquer your market. From advertising and public relations to sales promotions and sponsorships, these tools are tried-and-proven elements of every selling effort.
Topics: Analyst, Analyst relations, Brand
Topics: Insider, Public relations, Marketing, Analyst, Analyst relations, Market research
7 Questions to Ask Before Trying DIY Analyst Relations
Analyst relations is simply too critical to simply do yourself or leave in inexperienced hands. Analyst relations could make or break marketing efforts for your technology products. Their objective and expert insights greatly influence technology buyers’ decisions, and your ability to influence these influencers could mean the difference between analyst coverage/ recommendation of your product and...well, the absence of it. Before you say, “How hard can it be?” ask yourself these questions:
Topics: Analyst, Analyst relations, Objective, Message, Technology
With massive cyberattacks on organizations and states, cyber security is one of the hottest news topics. Every day, a new cybersecurity startup proclaims it will solve those challenges, further crowding an already congested market.
This begs the question: How can cybersecurity companies, with proven innovations on offer, break through the logjam to get the media recognition they deserve?
Topics: Public relations, Press coverage, Media coverage, Cybersecurity, Statistics, Objective
In the “change is the only constant” department, we’re seeing B2B marketing evolve in approach, philosophy, and focus - with new opportunities and technologies promising to impact businesses for the long-run. Some of these come from the increasing sway of B2C marketing, others from emerging technology, and still others from the pandemic. Whatever their provenance, these will keep B2B marketers on their feet so they can stay ahead of the competition.
Topics: Content, Marketing, Brand, Customer communications, B2B, Marketing qualified leads (MQL), Sales qualified leads (SQL), Sales funnel, Trends, Customer journey