Does Your PR Drive Leads?


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Whether you like it or not, if you’re responsible for marketing or communications inside your organization, you’re being measured on PR’s effectiveness at driving leads. The value of PR doesn’t stop at relationships and building brand awareness. But how do you focus your program (and your dollars) around strategies and campaigns that will have the most impact on the bottom line?

Check out this presentation from Horn Group and Pontiflex, extracted from their January 27 webinar. It addresses:

* The model for designing PR strategies that drive leads
* Campaign tactics for increasing awareness, affinity and demand conversion
* Budget – where you spend is more important than how much you spend
* Accountability – how to measure if PR is driving leads
* Candid successes and challenges from Arun Krishnan, VP of Marketing, Pontiflex

This presentation is for any corporate marketer or agency communicator who is interested in recession-proofing their role and increasing value to their organizations.

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  • Shannon – start the recording. Welcome to Horn Group’s webcast Does Your PR Drive Leads? Our discussion should last just under an hour, please remember to mute your phone during the call unless you want to ask questions. No need to save your questions to the end, let’s keep it interactive throughout the session. We’re going to talk about how PR can and should be part of an effective lead-generation program. Aligning PR with sales has always been wise, but its more relevant today than ever. An already tough sales environment just got tougher, the length of the sales cycle has doubled, and prospects may have deferred their purchasing decisions. At no other time is PR more valuable as a sales tool than in challenging economic times. So, let me introduce you to our presenters: Ben Billingsley the managing director of Horn Group’s NY PR practice and is leading Horn Group’s thinking around lead-gen PR Arun Krishnan, VP Marketing at Pontiflex Pontiflex was recently named one of Always On’s top 100 digital media companies and we have been working with them since last spring to establish a new category in online advertising and promote them as the industry’s first transparent lead gen market Since day one, they asked we asked that we build a program around generating leads for their business – our programs include both mainstream and social media, but they rely heavily on digital outlets where the output can be measured and acted upon in real time. Ben, Arun – thank you for being here today. Ben – I’m going to turn it over to you now…
  • Does Your PR Drive Leads?

    1. 1. Does Your PR Drive Leads?
    2. 2. Agenda <ul><li>Designing PR strategies that drive leads </li></ul><ul><li>Increasing awareness, affinity and conversion </li></ul><ul><li>Where you spend is more important than how much you spend </li></ul><ul><li>How to measure if PR is driving leads </li></ul><ul><li>Candid successes and challenges from a VP of Marketing </li></ul>
    3. 3. Why Link PR With Leads <ul><li>Prospects </li></ul><ul><li>Qualified Leads </li></ul><ul><li>Close Deals </li></ul><ul><li>Accountability </li></ul>
    4. 4. <ul><li>Drive activity against sales goals </li></ul><ul><li>Set metrics – revenue targets, site traffic, visibility and market saturation </li></ul><ul><li>Integrate PR with marketing </li></ul>Principles
    5. 5. Know Your Customer
    6. 6. PR as a Sales Weapon <ul><li>Business Goal </li></ul><ul><li>Increase sales leads by 50% </li></ul><ul><li>Position company as leader in market category </li></ul><ul><li>Increase awareness and build credibility </li></ul><ul><li>PR Strategy </li></ul><ul><li>Product launches (tour, news, customers) </li></ul><ul><li>Competitive PR, thought leadership, CEO visibility </li></ul><ul><li>Business press, analyst relations, customer testimonials </li></ul><ul><li>Measurement </li></ul><ul><li>Website traffic referrals and CRM integration </li></ul><ul><li>Qualitative analysis of category coverage by vendor and message </li></ul><ul><li>Perceptual audits every 3-6 months; favorable analyst reports; sales and press references </li></ul>
    7. 7. Strategic Plan <ul><li>Reach your target audience and convert them into customers </li></ul><ul><li>Awareness – general communications to drive targets to your site </li></ul><ul><li>Affinity – engage audience and demonstrate expertise </li></ul><ul><li>Conversion – social media to build affinity relationships </li></ul>
    8. 8. The Communications Funnel
    9. 9. Sample Programs AWARENESS AFFINITY CONVERSION <ul><li>Awareness </li></ul><ul><li>Message Refinement </li></ul><ul><li>SEO </li></ul><ul><li>Media relations </li></ul><ul><li>Integrated communications </li></ul><ul><li>Affinity </li></ul><ul><li>Build communities </li></ul><ul><li>Leverage social media channels </li></ul><ul><li>Conversion </li></ul><ul><li>Website Tuning </li></ul><ul><li>Whitepapers </li></ul><ul><li>Product Reviews </li></ul><ul><li>Webcasts and Podcasts </li></ul>
    10. 10. <ul><li>Where you spend is more important than how much you spend </li></ul><ul><ul><li>Focus on quality leads </li></ul></ul><ul><ul><li>Invest in CRM that integrates with marketing </li></ul></ul><ul><li>Start with PR in mind </li></ul><ul><li>The lead counting method </li></ul><ul><li>Measure your communication from day one </li></ul><ul><ul><li>Set benchmarks </li></ul></ul><ul><ul><li>Establish clear business and marketing goals from the start </li></ul></ul><ul><ul><li>Customized research and measurement studies </li></ul></ul><ul><ul><li>Establish tie-up with tech team </li></ul></ul>Effective Measurement
    11. 11. Pontiflex Case Study <ul><li>Awareness </li></ul><ul><ul><li>Product launches </li></ul></ul><ul><ul><li>Analyst/media intro meetings </li></ul></ul><ul><ul><li>CPL data updates </li></ul></ul><ul><li>Affinity </li></ul><ul><ul><li>Thought leadership </li></ul></ul><ul><ul><li>Bylines: MediaPost, Adotas, iMedia </li></ul></ul><ul><ul><li>Frequency: Consistent communications with key influencers </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Pontiflex CPL Blog, Twitter account </li></ul></ul><ul><li>Conversion </li></ul><ul><ul><li>ROI Calculator </li></ul></ul><ul><ul><li>CPL University </li></ul></ul><ul><ul><li>Newsletter </li></ul></ul><ul><ul><li>Webinar Training </li></ul></ul>
    12. 12. Pontiflex Results <ul><li>PR generated 1,500 more leads than advertising, as measured by Pontiflex’s lead tracking system, from business and trade press coverage </li></ul><ul><li>Tracking media venue to sales helped us focus our PR efforts </li></ul><ul><ul><li>Optimization led to 15%+ growth in sales </li></ul></ul><ul><li>Coverage helped boost employee morale and recruiting in its efforts to triple the size of the sales force </li></ul><ul><li>Vertical market coverage helped gain additional partners, more visibility, and increased website traffic </li></ul><ul><li>Coordinating other marketing efforts with PR helped increase response rates and drive conversions </li></ul>
    13. 13. Tips <ul><li>Rethink your newsroom and how you leverage press coverage across the company </li></ul><ul><li>Syndicate press coverage through social media channels </li></ul><ul><li>Thought leadership drives affinity </li></ul><ul><li>Questions to ask yourself </li></ul><ul><ul><li>Does your PR leverage your investment in SEO/SEM? </li></ul></ul><ul><ul><li>Does your sales team know how they fit into the PR process? </li></ul></ul><ul><ul><li>Does your messaging compliment your sales mission? </li></ul></ul>
    14. 14. Close <ul><ul><li>Shannon Latta </li></ul></ul><ul><ul><li>Partner </li></ul></ul><ul><ul><li>Horn Group, Inc. </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Ben Billingsley </li></ul></ul><ul><ul><li>Managing Director </li></ul></ul><ul><ul><li>Horn Group, Inc. </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Arun Krishnan </li></ul></ul><ul><ul><li>VP Marketing </li></ul></ul><ul><ul><li>Pontiflex </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>