2020 has been the year of the unprecedented, which has forced industries, organizations, leaders and teams to prepare for both the known and the unknown. The threats that couldn’t be seen have often been the scariest and, in turn, a challenge for security teams.
2020 has changed a lot about how we work and live, but one thing that hasn’t changed is the benefit of media coverage. Yes, any B2B SaaS brand wants mentions in tech media outlets to build brand awareness. This year, we’ve seen the need even more. According to Gartner’s CMO spend survey, CMOs rank brand strategy as a top-three strategic priority for marketing.
One of the most underutilized B2B relationships is with your industry’s leading trade publication. According to a 2018 Mequoda Magazine Consumer Study, 42.4% of U.S. adults read at least one digital magazine per month — a 15% increase in three years. This goes to show trade pubs are much more than the monthly magazine they produce.
Have you heard the saying “all press is good press?” Well, most PR people would tell you that’s not true. To take it a step further, different types of coverage, even if the coverage is positive in sentiment, carry a varying amount of weight.
Trade media is often overlooked: lower domain authority scores and fewer unique monthly visitors don’t excite brands as much as seeing their name in lights in top-tier publications. Trade publications tend to get a bad rap, but they can be beneficial in helping a brand establish its identity and reach its target audience.
Fight or Flight. It’s the primal human response that occurs when faced with a harmful or threatening event. The COVID-19 pandemic has forced many industries and professionals to make quick transitions to fight this challenge, or take flight and let the pandemic win. The B2B sales industry was no exception.