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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 Relatio...
AMarriage of Convenience
How 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
s...
LeadMDcustomers
Over 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 Infusi...
The mediadoesn’t want your story
Today’s media landscape:
• Press release doesn’t equal news
• Cuteness won’t get attentio...
The buyer doesn’t want your story either
Today’s sales landscape:
• Overwhelmed by pitches
• The inbox isn’t your only del...
Content isn’t about you
ANDREA, Is there a funny image we can
put here?
Be smarter
How to stand out with finicky media and buyers:
1. Define your audience
2. Align audience to content leveraging...
Tweetable tip…
Kill the cuteness and cut to the chase with your news.
#InboundPHX
@ubiquity_pr @myleadmd
The way we consume news has changed.
Defineyour audience
The way we communicate has
changed.
Think back to 1980.
What influenced that camera
purchase?
Defineyour audience
The way we communicate has
changed.
Think back to 2000.
What influenced that computer
purchase?
Defineyour audience
The way we communicate has
changed.
Think back to 2010.
What influenced that vacation
purchase?
Defineyour audience
Defineyour audience
What’s the purpose of the walk down memory lane?
• Who are your buyers
• Where are your buyers?
• What...
Tweetable tip…
The media cares about your buyers, because your
buyers are also THEIR buyers. #InboundPHX
@ubiquity_pr @myl...
Influencers areeverywhere
“You have been influenced when you think
something you wouldn’t otherwise have thought or
do som...
Tweetable tip…
Know what your buyer reads to help understand their
interests. #InboundPHX
@ubiquity_pr @myleadmd
Create content map
You know who, what, where and how. Now what?
• Align what you already have to those buyers
• Plan for f...
You
Bylined
Articles
Blog
Posts
Webinars
&
Podcasts
Social
Media
Interviews
& Quotes
Events &
Speeches
Create content map
...
Thought leadership
Multi-channel content campaign across key verticals
• Infographics, webinar scripts, bylined articles, ...
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 ...
Distribution
• What expertise does your company have to share?
What’s your point?
• What stages of the buying cycle inters...
Operationalizethe process
• Identify influencers and butter them up
• Track results with a system (screenshot Kapost)
• Re...
Tweetable tip…
Operationalize PR and thought leadership to measure
and optimize. #InboundPHX
@ubiquity_pr @myleadmd
Ahappy marriage
Questions?
Jennifer Jewett
Senior Account Director
617.913.2404
jennifer@ubiquitypr.com
Andrea Lechner-Becker
VP – Marketi...
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Public Relations & Marketing: A Marriage of Convenience - InboundPHX

Jennifer Jewett, Director at Ubiquity Public Relations and Andrea Lechner-Becker, VP Marketing Services at LeadMD present at InboundPHX, October 8, 2014.

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Public Relations & Marketing: A Marriage of Convenience - InboundPHX

  1. 1. Building a community of inbound marketers in Phoenix, AZ October 8, 2014
  2. 2. Jennifer Jewett Andrea Lechner-Becker Director at Ubiquity Public Relations VP Marketing Services at LeadMD Public Relations + Marketing: A Marriage of Convenience
  3. 3. AMarriage of Convenience How PR and Marketing Leverage Each Other to Succeed
  4. 4. 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
  5. 5. LeadMDcustomers Over 1,400 engagements @myleadmd
  6. 6. 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
  7. 7. The mediadoesn’t want your story Today’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
  8. 8. The buyer doesn’t want your story either Today’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
  9. 9. Content isn’t about you ANDREA, Is there a funny image we can put here?
  10. 10. Be smarter How 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
  11. 11. Tweetable tip… Kill the cuteness and cut to the chase with your news. #InboundPHX @ubiquity_pr @myleadmd
  12. 12. The way we consume news has changed. Defineyour audience
  13. 13. The way we communicate has changed. Think back to 1980. What influenced that camera purchase? Defineyour audience
  14. 14. The way we communicate has changed. Think back to 2000. What influenced that computer purchase? Defineyour audience
  15. 15. The way we communicate has changed. Think back to 2010. What influenced that vacation purchase? Defineyour audience
  16. 16. Defineyour audience What’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?
  17. 17. Tweetable tip… The media cares about your buyers, because your buyers are also THEIR buyers. #InboundPHX @ubiquity_pr @myleadmd
  18. 18. Influencers areeverywhere “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
  19. 19. Tweetable tip… Know what your buyer reads to help understand their interests. #InboundPHX @ubiquity_pr @myleadmd
  20. 20. Create content map You know who, what, where and how. Now what? • Align what you already have to those buyers • Plan for future communications
  21. 21. You Bylined Articles Blog Posts Webinars & Podcasts Social Media Interviews & Quotes Events & Speeches Create content map What types of communication fan out for each buyer?
  22. 22. Thought leadership Multi-channel content campaign across key verticals • Infographics, webinar scripts, bylined articles, blog posts • Verticals: IT, healthcare (HIPAA), and retail (PCI)
  23. 23. Embrace owned media • Lead generation and advertising • Publicity driver Thought leadership
  24. 24. Thought leadership Educate and influence • Connect with those influencing your buyers • Show commitment to educating your audience
  25. 25. Distribution • What expertise does your company have to share? What’s your point? • What stages of the buying cycle intersect with available channels?
  26. 26. Operationalizethe process • Identify influencers and butter them up • Track results with a system (screenshot Kapost) • Repeat with successful, drop deadbeats
  27. 27. Tweetable tip… Operationalize PR and thought leadership to measure and optimize. #InboundPHX @ubiquity_pr @myleadmd
  28. 28. Ahappy marriage
  29. 29. Questions? Jennifer Jewett Senior Account Director 617.913.2404 jennifer@ubiquitypr.com Andrea Lechner-Becker VP – Marketing Services 480.278.7314 andrea@leadmd.com @jenniferkjewett @andreaelbee

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