public relations & marketing: a marriage of convenience - inboundphx

Building a community of inbound marketers in Phoenix, AZ

October 8, 2014

Jennifer Jewett

Andrea

Lechner-Becker

Director

at

Ubiquity

Public

Relations

VP

Marketing

Services at

LeadMD

Public Relations + Marketing:

A Marriage of Convenience

A Marriage of ConvenienceHow PR and Marketing Leverage Each Other to Succeed

About LeadMD• LeadMD designs and builds efficient revenue engines to

drive B2B and B2C businesses through marketing and

sales best practices

• The bridge between strategy and execution for Marketo

and Salesforce.com users

@myleadmd

LeadMD customersOver 1,400 engagements

@myleadmd

About Ubiquity PR

“I would recommend this agency to any

tech company that's on the fast track." ~ Greg Head, CMO of Infusionsoft ($71M raised to date)

@ubiquity_pr

The media doesn’t want your storyToday’s media landscape:

• Press release doesn’t equal news

• Cuteness won’t get attention

• Reporters aren’t your only delivery mechanism for news

Here’s what you can do:

• Tell the story yourself

• Look for partnerships

• Speak and submit for awards

The buyer doesn’t want your story eitherToday’s sales landscape:

• Overwhelmed by pitches

• The inbox isn’t your only delivery mechanism for news

Here’s what you can do…

1. Help the buyer

2. Look for partnerships

3. Speak and submit for awards

Content isn’t about you

ANDREA, Is there a funny image we can

put here?

Be smarterHow to stand out with finicky media and buyers:

1. Define your audience

2. Align audience to content leveraging a content map

3. Create thought leadership content

4. Distribute strategically

5. Operationalize

6. Report, optimize, repeat

Tweetable tip…

Kill the cuteness and cut to the chase with your news.

#InboundPHX

@ubiquity_pr @myleadmd

The way we consume news has changed.

Define your audience

The way we communicate has

changed.

Think back to 1980.

What influenced that camera

purchase?

Define your audience

The way we communicate has

changed.

Think back to 2000.

What influenced that computer

purchase?

Define your audience

The way we communicate has

changed.

Think back to 2010.

What influenced that vacation

purchase?

Define your audience

Define your audienceWhat’s the purpose of the walk down memory lane?

• Who are your buyers

• Where are your buyers?

• What are they reading?

• How do your buyers want to be communicated with?

• What do your buyers care about?

• What’s interesting to them?

Tweetable tip…

The media cares about your buyers, because your

buyers are also THEIR buyers. #InboundPHX

@ubiquity_pr @myleadmd

Influencers are everywhere“You have been influenced when you think

something you wouldn’t otherwise have thought or

do something you wouldn’t otherwise have done.”

~ Philip Sheldrake, The Business of Influence

Who influences your audience?

• Media – online and print, bloggers

• Analysts

• Prolific Socializers

• Third Parties – Reviews, Awards

Tweetable tip…

Know what your buyer reads to help understand their

interests. #InboundPHX

@ubiquity_pr @myleadmd

Create content mapYou know who, what, where and how. Now what?

• Align what you already have to those buyers

• Plan for future communications

You

Bylined Articles

Blog Posts

Webinars &

Podcasts

Social Media

Interviews & Quotes

Events & Speeches

Create content mapWhat types of communication fan out for each buyer?

Thought leadershipMulti-channel content campaign across key verticals

• Infographics, webinar scripts, bylined articles, blog posts

• Verticals: IT, healthcare (HIPAA), and retail (PCI)

Embrace owned media

• Lead generation and advertising

• Publicity driver

Thought leadership

Thought leadership Educate and influence

• Connect with those influencing your buyers

• Show commitment to educating your audience

Distribution• What expertise does your company have to share?

What’s your point?

• What stages of the buying cycle intersect with available

channels?

Operationalize the process• Identify influencers and butter them up

• Track results with a system (screenshot Kapost)

• Repeat with successful, drop deadbeats

Tweetable tip…

Operationalize PR and thought leadership to measure

and optimize. #InboundPHX

@ubiquity_pr @myleadmd

A happy marriage

Questions?Jennifer Jewett

Senior Account Director617.913.2404

jennifer@ubiquitypr.com

Andrea Lechner-Becker

VP – Marketing Services480.278.7314

andrea@leadmd.com

@jenniferkjewett @andreaelbee