As a marketing leader, you’re likely having multiple conversations with your executive team on an ongoing basis to better align your PR strategy with business objectives, industry trends, customers and long term success. But, your executive team isn’t the only resource that can provide insight into industry trends and customer buying habits. Your sales team can be an added resource to support your PR efforts, too. After all, your sales team is the one talking to customers and prospects day in and day out. Read More
Building the next household technology name to “ring the opening bell” at the New York Stock Exchange doesn’t happen overnight. Household-name status requires a game-changing product and a steady stream of top-tier media coverage, something that also doesn’t happen overnight.
HubSpot is exactly that type of company that accomplished both.
Social selling is the process of developing relationships as part of the overall sales process using common social networks such as LinkedIn, Twitter and Facebook. While there are numerous relationship-building tactics used throughout the entire sales process, social media can be an especially effective platform to engage with prospects during the early stages of the customer journey.
However, it’s important to remember that content used in social selling needs to be compelling and not loaded with self-serving, marketing messages. There’s a difference between effective social selling and simply pushing an advertisement. An effective way to make your messaging impactful is to utilize media coverage as a touchpoint with your target audience. Using media coverage works in social selling because it not only provides more opportunities to leverage and fully exhaust a campaign but also showcases your business and thought leaders’ industry expertise or product know-how through third-party validation. Read More
Marketing and sales both want content that compels prospects to act. Yet, according to eMarketer, 90 percent of content developed by the marketing team is never used in selling.
Fortunately, as a marketer, you don’t need to spin your wheels thinking of a new strategy. By utilizing your sales team’s input, you can develop thought leadership content that resonates with media, salespeople on the front lines of customer acquisition and prospects. How can your team create thought leadership content that sales teams want to share with prospects? Start with asking the right questions. Read More
Whether the discussion centers around lead quality, buyer personas or content, there seems to be a never-ending battle between sales and marketing departments — including those at SaaS companies — to stay aligned. Read More
It seems to be a common thought that certain situations warrant “turning off” public relations efforts, but I’m here to tell you: there’s never a time when you should pause your PR strategy. Should your PR strategy change or pivot? Sure. But, it should never just stop.
Marketing teams give lots of reasons when talking about taking a break from PR. Here are three of the most common — and how you can actually use these situations to benefit a PR strategy.
Have you ever stopped to think about how Salesforce became the media magnet it is today? Let’s face it: software isn’t necessarily the sexiest thing out there, and SaaS brands have to work to get noticed in today’s booming tech landscape. As the driving force behind the company, Marc Benioff stepped out on the ledge with bold statements to get his SaaS brand noticed from the get-go. Read More