I'm thrilled for our long standing security client American Science & Engineering's big news today. It's been over 11 years working with them and I think back to all the work we have done with them to help establish the company as a global leader in x-ray inspection.
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.
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:
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?
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.
We all know how easy it is to sit back and do the same old thing and stick to the methods and processes we use in our everyday work lives to accomplish our tasks. Especially in the summer time when we all like to kick back and relax. But listen up tech marketers, this WILL NOT work for you anymore.
This week’s breaking news about the fatal shooting of an unarmed African-American man by a South Carolina police officer immediately concerned me. How will the public react? Will it be another Ferguson situation?