Hidden Targets

Red Javelin's Take on Hitting Your Target.

Hidden Targets Blog

Dana Harris

Recent Posts

3 Takeaways from PRSA Conference and in the World of Earned Media

Posted on October 27, 2017

This month I attended the 2017 PRSA International Conference in Boston and was pleasantly surprised by the excitement around the public relations profession and the still significant role earned media plays in the overall integrated marketing mix.

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Celebrating the Mass Tech Community

Posted on June 22, 2017 by Dana Harris

Over seven thousand members of the region’s tech community descended on Boston’s City Hall Plaza this month to come together and celebrate at Boston/TechJam, New England’s largest tech festival, organized by MassTLC.

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9 Tips For Leveraging the New LinkedIn Updates for B2B Social Media Marketing

Posted on May 18, 2017 by Dana Harris

I had the wonderful fortune of participating in a panel at New England Direct Marketing Association’s (NEDMA) Annual Marketing Conference at Bentley University this week.  The conference’s focus was What’s New! What’s Now! What’s Next!  bringing participants the latest and greatest direct marketing strategies, tactics and technologies. During my session on Social Media Marketing, I gave advice on leveraging the new LinkedIn for B2B marketers and wanted to share:


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Top 10 Key Takeaways from Inbound 2016 for B2B Marketers


I attended Hubspot’s Inbound 2016 Conference in Boston this year and was blown away by how jazzed over 19,000 people were about everything digital marketing.  It was a blast and I got a chance to hear about best practices from leaders in the field, get some on-on-one time with our consultants (Red Javelin is a Hubspot Agency partner) and hear about the company’s vision on the future of inbound marketing. Inbound is definitely a movement and felt the excitement all around me from marketing professionals of all specialties - content, web design, graphics design, PR, sales, and SEO.

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Changing the Game with B2B Influencer Marketing Part 2: Find Your Influencers

Posted on November 01, 2016 by Dana Harris

 

In Part 1 of this series, we examined the different kinds of influencers in B2B marketing. After understanding these categories and the reason why you need to create a strong influencer program, it’s now time to identify the right people for your niche and brand.
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Changing the Game With B2B Influencer Marketing: Who Are My Influencers?

Posted on August 16, 2016 by Dana Harris

 

B2B selling is becoming more complex than ever as the digital revolution continues to transform a once predictable, linear purchasing path to a more circular pattern of touch points. Customers are more self directed as they research, evaluate, select, and share experiences about products and trust experts more than brands.  So what should B2B marketers do?

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Why did Cision Pay $841 Million for PR Newswire? Because the Press Release is not Dead!

Posted on January 20, 2016 by Dana Harris

With Cision’s recent acquisition of PR Newswire, many are wondering whether industry consolidation will change the practice of PR.  Is the press release now dead?  We don’t think so. Press releases are still a very valuable tool in a company’s integrated marketing to drive awareness and leads. We have some clients where we receive at least one inbound call per month from seeing a press release online, asking for a sales rep to call them.

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10 B2B MARKETING TRENDS FOR 2016

Posted on December 16, 2015 by Dana Harris

As you prepare your marketing budgets for 2016 and look to update tactics to maximize impact and investments, here’s what we are seeing as 10 B2B marketing and PR trends for the coming year: 

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So You Think You Are A Leader? How To Claim Industry Leadership

Posted on August 04, 2015 by Dana Harris

As the lazy long days of summer pass by, I start to anticipate the kids off to college and back to school and look forward to the busy fall season in the B2B tech world. A rising senior, my youngest daughter is getting ready to apply to a slew of colleges and as she packages up her best story for the Common App, I think about what it really means to aggregate all of your best accomplishments and why B2B companies have such a hard time doing this. A company’s story should communicate what it has done and where it is going, pure and simple. The sum is always better than the individual parts when positioning and claiming leadership. So why is it so hard for most companies to do this?

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Define Your Value Proposition for B2B Marketing Success

Posted on July 21, 2015 by Dana Harris

One of the top challenges for CMOs today is how to effectively define and communicate the value and differentiation of their products to prospects. Per a recent study conducted by The MHI Research Institute, the “inability to communicate value messages” continues to be the biggest inhibitor to sales success. In my experience working with hundreds of emerging-growth companies over the past 20 years, this challenge continues to remain the #1 hardest thing for B2B marketers to define – yet it also represents one of the biggest roadblocks to improving their company’s bottom line.

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