B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 years ago

1: Measuring Success in a Technology PR Campaign w/ Yvonne Eskenzi

ABOUT THIS EPISODE

PR is all about coming up with intelligent ideas to get your clients into the press. These have to be smart, out of the box, creative solutions. 

My philosophy has always been go outthere and get as much fantastic coverage you possibly can. You were listening tobb revenue acceleration, a podcast dedicated helping software executives stay on the cutting edgeof sales and marketing in their industry. Let's get into the show. Hi, welcome to be to be a Rivan your acceleration. My name is rilianutierand I am here today with even Iskenzy from Misken Zypr. How are youtoday, even, I'm really good. Thanks right. How are you doing? Very, very well, so even you. Today we will be talkingabout measuring success in a technology PR campaign. To a pick that that you andI have at the opportunity to discuss quite a few times, is abetween us, always clients. But before we go into details, can youplease show with us a little bit more about what is Canzi does and asummary of of your services the type of clients that yourself that would be veryuseful. Okay. Well, we skn zypre been in business for twenty threeyears come this September. So, for our sins, we do nothing butcyber security pr been doing that literally over two decades and we have now overthirty clients or cyber security companies, and we built many of them from whenthey were little companies, maybe nine years ago. But companies like imperver andour unknown quantity and now is one of the world's biggest it tes security companies. We have many companies like that. So we often will work with awith a company to build them into a worldwide, globally branded company that's that'sworld renowned, and then we'll take them, we hope, through an IPO,or they'll be acquired. And so very often most of our clients getacquired for a lot of money, so, you know, from maybe a billiondollars, and we've been doing that now. So we probably got aboutfifteen companies that we've actually had go through an acquisition, often by a anIBM or an HP or a Cisco. That's very, very much what whatwe take. We take these companies are often quite quite unknown, and buildthem to big, big companies. But but saying that, lots and lotsof silicon vator based companies will come to US or Israeli's will come to us, Israeli comport will come to US and want to they've already done well inthe US so you know, they may already be have maybe a maybe tenor twenty million pound turnover and now they want to start to make a presenceinto the UK. So they'll use US as their agency to build them inthe UK and then very often they'll then take us what they'll want us towork with them in France and then Germany. So we've got offices in France andGermany, a big office here, are h q's in London, andthen very often we will then work for them in the US, which isamazing. They fire their PR agencies in the US because they kind of go, why the hell have you got us so much coverage in the UK andour agency in the US is things so badly? So we end up doingthe PR for everybody out in in the US. So we now got sixor seven clients in the US, which is a great, great fun.Okay, well, that's that's definitely a lot of fixed byents and and alot of very, very exciting clients. Success story that you just share witha first as very useful as you mentioned before. You know, obviously askincy she brought technology vendors with our PR strategy and and as a p organizationyour role is to put them in the headline. So I guess what oneof the question it would be very interesting for us to discusses. How doyour line success or written on investment we pur or? In other words,and probably a same block question, how can you measure your clients success or, your clients Roy from the PR activities that you you put together for them? So you must always remember that here is actually placed. It earned.You earn Pr, you earn press coverage. So you have to get it onits merit. Remember, advertising is all about paying for it. Soyou pay for adverts and it's out there and then you can often measure very, very closely. You know you just paid a million pounds and you cansee how it leads to come to your website and the result of that PRis actually kind of coming up with intelligent...

...ideas to kind of get your clientsinto the press. Really smart out the box, brillianttle ideas are going tokind of get people to want to read about it and see you earned that. When you actually look at returned return on investment, it's slightly harder tomeasure. However, we're using now more and more and tools like hub spotwith our clients to measure it so you can actually see all the touch pointswhere people are coming into your website and where they've come from. So ifyou use something like a up spot, which were now encouraging our classic customersto use and we using ourselves, you can actually very closely measure the returnon investment. But you can actually measure success with pr now by actually seeinghow many presser cuttings you have each month, which is obviously very important. Youcan see you know if you're getting. If you didn't have P are hadanother PO agency before and they were only getting five bits of coverage,but now you're getting ten to fifteen. And we usually tell our clients willget them about fifteen pieces of really good tier one press coverage, and that'sthis week alonely be in the Daily Mail, the Daily Telegraph, we've been NewStatesman, the economists got into newyork type. So you know we getour clients into those first class publications, always in their SE magazine, winso security magazine. So the idea is to try and get your clients muchcoverage, good quality coverage. Depositi count. That's very measurable because at the endof the month you kind of go for how much PEPs? You know, what did you actually get for us? And we kind of go, well, this is what we got for you. And then the other thingyou can do is is actually share a voice against your competitors, which issomething that we now measure very closely. We use a lot of best tobreed tools to actually measure how well we're doing for our clients against all theircompetitors. So you you know, there was a client that we working withand they were number five. They had all, you know, another fivecompetitors above them and I think over about six months which we move them rightup to the first place by getting them in the press as much pross agood story. That's the second thing. Increased Seo, if you can actuallyshow that you know you're bringing links and there's coverage and you can get thislink to actually bring in each since they we get a nice piece of coverageand in Se magazine, but an se magazine have a nice link back tooperatics, for example, and that's going to see to seo the whole time. You know, you almost succeed now on SEO. You know, ifyou do a search you, we all know you want to be up there. You want to be the first person that when you do a link onside best cyber secuity peer agencies, you hope that we're going to be numberone up there. So that's terribly, terribly important. Seo and and actuallysocial media footprint, making sure that your social media footprints is wide. See, you've got to be able to make sure that you increasing your followers ontwitter, facebook and Linkedin. All of those are very, very measurable nowand obviously sales leads. It's you want to get sales leaves. That's whatwe're all in this business for, right you more than anybody else really,and so that's what our job is, you know. And we can turnaround to our clients very often. For example, one of our huge clients, they got on the BBC few months back and just from the coverage alone, from being on the BBC, big huge water orthority, and said tothem that's it. We want to use you without even going to tender.We your rights. Yes, this is this is a direct correlation and froma PR action to to a selves ragus results, which is fantastic. Yeah, and they said that page for that P off the next five years.So if you even better so you don't even need a job anymore really,and we can just for you. Just took great pr right. It's terrible. So something that you mentioned is is really interesting. So, in comeof increasing the ranking, so dose tools that you are using a like suckinginformation from your competitor. So you least your competitors, and these tools willscroll the net to look at the different publication at have been available from yourcompetitors. And do they compare them on just a quantitative basis? I yourcompetitors have published an articles this week in search and search publication. Is therealso a qualitative aspect behind it, income of the quality of the rich,the audience that was approached? Because,...

I believe you know from what youdo, there is the very specific press as well, as you mentioned BBC, you mentioned the daily manage, you mentioned the economies to do some morelike, I would not call them broadcast, but much wider audience type of press. So it be good if you can just give us a little bitmore background around that and how it works, because that's that's I find it very, very interesting. Okay, that's and that's a really difficult thing forus to have to Tuck hugely time consuming thing. In fact, we spendmost of fro all our accounts executives spend most of Friday doing exactly what.You just asked that question. How the Hell do you analyze the coverage thatyour can thing and versus your competitors? And you know, what could actuallyhappen is you could be working against the public quota company and they've just goneand put something out over the wire and got themselves a huge amount of coveragebecause it was is about. They have to go and get that because they'vejust announced that they've just bought another company. Now that hasn't isn't actually it isn'tfair in a way because now suddenly this week that company is just boughtanother and they've got a hundred and fifty pieces of coverage and all the financialpress. So those analytics will suddenly show they've got share of voice because they'vejust done a huge public announcement about something. And you've been working really hard totry and get some results of the survey out there that you may havedone, Rsa. Or you know you've just done a really fantastic study witha ponom on institutor and analyst powers like forester and actually that's very frustrating.But you get sort of blown out by all of this excess noise, whichdoesn't so so sometimes share a voice gets skewed unfairly and you then have toliterally, we all have to spend a huge amount of time trying to workit out and to try and kind of go listen, client. That wasn'tactually anything they did. They just sent something over the news wires and thereforeso we actually spend a lot of our time trying to analyze the coverages outthere to present it fairly and so and often be actualal tier to tier threecoverage and some of the other rubbish. You often in the states they usedto send out information and then it goes out all over the place, butit's never very good stuff. It's on it. It's kind of on agoogle so like an algorithm, it's just sent all over the place and itlooks good. So a lot of the USPO agencies, you Sur why,to do that, but they're not actually getting proper hits and not getting wellwritten, well respects, you know, kind of respectful information out there,and that's what you have to look up for. To that answer your question. The answer a question I actually lead me to another one, because we'vegot we've got a similar problem. Yeah, that operatics. Where we are focusis very much on the quality of US use the quantity and, asyou mentioned, you know, we've got a guess competitors out there were reallypushing on the volumes, the numbers and how many people did teach? Aremany call they make or email this and etc. Etc. Which, atyou know, of the days is absolutely all fantastic. The volume is great, but the quality is important. So that's kind of reading me to aquestion. Is Pr Focus, based on the discussion we have today. Butfrom your perspective even do you think a good piece in a specialized press orspecialized in a special especially channel would be better than a broadcast piece? Isthere? Is there our best way? Is the is the very specific,very targeted better than the broadcast? Or does it depends on actually the messagethat you want to put out there? That's such a good question really,and you are really quite a quite a themed on it. And that issuch a question. And I tell you what. What we tend to do. My philosophy has always been go out there and get as much fantastic coverageyou possibly can and I don't mean tear to I mean fantastic coverage. SoI was all. I came from a consumer back guy, worked from newsinternational on the big newspapers like The Times, The Sunday Times and the sun andstuff like that. My philosophy always was go to the top, getthe best coverage you possibly can in the best broadcast. So you start upthere, it'll all filter down. You get in the DBC or Reuters orPress Association, all right, from amazing...

...story. It'll go to the mostpeople and your job is done. That's what I believe, however. Sowe always do that. So our philosophy here at agenstr's okay, don't dealwith with the whole all the holy ploy if you like, all the mathpress. Just go to the Creme de la Creme, best press there is. And I would say to my clients when I sit with him in ameeting, closing eyes and adjust jeep, dream of the tent top publications youwant to be in and we will try and realize your dream. So theyalways come as they want to be in a financial time to certainly here inthe UK, if it may be in the states, maybe new you knowthe New York Times or something like that, and I can fine, let's tryand work out and we've been on the Financial Times the last three monthsthree up in the last four months. Three times. We've got the frontpage of the FT this here once and lasty ons from page of the FT, which is an amazing right and amazing. We try and do that for ourclients as often because so we get them into the Creme de la cremes. However, we always make sure we get them into the trade press aswell because, okay, they kind of the Geeky guys are going to readthem. are going to want to read the Geeky press. I're going towant to read that, the kind of se magazines infersecurities. And so youwant to get into the techy press because that means you're going to get topetical audience, but also you want to get into the vertical press, andthe vertical press means your clients may be wanting to be in in they'll sayto us, okay, we want to be in a fight, we wantto be we want to reach the financial press. We with the financial market, you know, we want to reach the bankers, we want to meetreach the insurance we want to reach transport, we want to reach retail or wewant to reach the manufacturing so then our next job is to try andget them into the manufacturing press or the retail press or whatever it may be. So you have to look right across almost if you see it like akind of an orange, you'd want to just do lots of tick off allthe segments. So, in answer to your question, I think you wantto do both a Reali and that's, I think, is to achieve.Okay, it's I think, may take. Always is about the empty balance ofof totching. I think the I guess, the trophy article in therein a big, big big magazine or big big news paper or big TVshow, as well as all the specifies that will then get, as youmentioned them the Geeki. I'm not sure any of them listen to that post. Guests would love that, but there you go. I mean, youknow some of the out there needs to look at at things from a technicalperspective. So you guys at this Kn Z of a focus and lots offixed biens, nail being it security company, be to be software securities organization,and so do we end? My point is that we realize that mostof this organization first of all compete with more and more other identities. Sothere is more and more competition in the security market. We often hear fromprospects and users, for channel partners or even from vendors themselves, that messagecan be diluted. Everybody goes after the same very proposition. Recently lots ofpeople who went after GDPA, and then there is some other stu that commingexce for EXC so everybody can of solve the same wave. And that's leadingme to a question which is in such a crowded market, which is theat security market, what kind of subject from your perspective, are how canyou make a subject really newsworthy? How to wake up this worthy? Well, you have to use your imagination, you have to think out the box, you have to be creative, you have to brain storm smart, cleverideas and you have to rise above all the noise. You have to bedifferent, you have to look different, you have to you have to reallyunderstand what it is that's going to make that particular company stand out from thecrowd. So you have to really get in, get stuck in, talkto the people, not just the marketing people, not to the sales people, but talk to people are Cole face, the real techy guys that are developingthe products, that talking to the customers. And I really understand whatmakes that company pick because so often we've spoken to, you know, ourmarketing directors or we've spoken to the sales...

...guy or whoever it may be,and we've not really kind of got the essence, the real core of what'sgoing on. When you actually get into the company, actually make make aneffort to go and talk from the guys on the floor. They are theones that actually have got great ideas, because some of them can write brilliantly, you know, worth using to get blogs written, stuff like that,but they're actually out there producing the product and they're out there talking to people. They're the ones that come up with a best some of the best storiesI've ever done. I came up with a story once I sat down andthe bonehead of product sat in the meeting. So the fell the two owners ofthe company with their and marketing guy was there and this peggy guy walksin and he's a really Nice Guy Actually, and I won't give you the name, but I should. Actually could be such cool guy booth. I'veI've kept touch with him and we were talking about how could be possibly atthe company out there and get lots of coverage for them. Had He kindof goes I'm sure that people are phobic about having their phone with them.I'd love to do some sort of survey just to find out whether people,how long people could last without their phone and whether, if they don't havethe phone, whether they become really kind of nervous. And we did thesurvey and we came up with this word Nomophobia, no, mobile phone phobia. And it became such a massive story. It got the front page of everynewspaper all around, even the front page of the India of time,The Times of India, New York Times, front page to B La Times.It became global, right, and it all came from this pecky guythat I would never have kind of I would have looked at him when mawlooks a bit boring, a bit gray. He ended up being unbelievably brilliant.Yeah, the dictionary number for you. We did. Actually, we didwant a big SERIO. I I've been serious, or really we did. We got it into the urban dictionary. So we got the word no morephobia into the urban dictionary. We got into the dictionary. So yougo and funny enough we're now working with the hacker one, one of otherclients to see whether we can actually legitimize and get get the word hacker legitimizedand and just change the whole bad pression that the word hacker has. Andthat's our next day is to get that changed in the Cambish dictionaries. Sowe do go out do these kind of win wonderful crazy ideas that do.But I'm just saying you have to go out there and think about how canwe possibly turn this company that's actually quite bland. When I walked around oursay with you what three weeks ago, reliant, resently cleos. Yes,it was it. Did we ever find how many companies stood out from thecrowd? And they all just look the same than they all just do threatintelligence? I mean, didn't everybody look like they were doing the same thing? How the hell do you make yourself stand out from the crowd? Andwhen I walked around all those stands, the messaging on all their stands sortof looked exactly the same. You do have to think out of the crowd. And out of the box and really talk to everybody within the company possiblycan can talk to just to see how you can make them interesting, andobviously we use a whole lot of tools to do that. So very oftento get companies coverage will do rapid responses, thank God. In our industry,which is cybersecurity, people are breach, having breaches left right in the centerand, as always, destroy as a new malware there's a new threatof stay once, but so rapid responses in our business is everything, thankGod, or not in selling air bags, because I constantly breaking story about herbag. It's really spectually I mean, and I like the the answer tothe question because it's it's about bringing a little bit of originality, beingdifferent, thinking about things that looking at the problem or looking at looking atit outside, from outside the box, and and really using your experience andengaging with people and discussing with them to find great ideas and then putting theminto practice. I have one final question for you, and it's really around. I would like you to let's say I'm a startup and we put ourselvesin the shoes off a CMO or CEO in in a startup organizations I'm aB to be software start up and I think we don't need to just focuson security here, which you know, that's what would be from your perspective. The the three things that an organization should look at when they are lookingat hiring or making a decision in hiring a PR company? I'm going toI think I'm going to. I don't think it can be three, butI will tell you what I think you should look for when you're looking fora good porage to see. You need to come in and need to talkto the man. If you can't come...

...and talk to them, you needto have a skype call or something like that, because often not climbs inthe US because it's all about chemistry. It's you know, we will buyfrom people. Don't make people buy from people. But that's why people loveyou, really because you just so handsome and Fappy, listened and entertaining andfun to be with you. That's not on the yeah, on this podcast. That's pretty hard to do, though, but cam chemistry is absolutely everything andI have to tell you, when you like somebody, you will gothat extra mile for them. You will go and fight their corner. You'vegot to trust them. Yeah, I mean chemistry and actually fighting that quiteeverything. And I you know, it slight employing people, isn't it?I've been trying to employ people in the last few days and it's I'm reallybad at I'm add a tive. You know, you look at somebody walksthrough the door, they could be great on the phone. As you seethem watch through the door, they look like bag of potatoes. Anybody wantto employ them? Do you really? So you've got to be able tocoind like them and kind of having a pedigree in that space. You know, if you're looking for you know you're saying maybe not in the space,but if you're looking for cyber secuity PR agency, you want to know thatactually a cybersecurity they know how to sell cyber security companies right. You know, they've got to be able to have that experience and you don't want togo to kind of like a big I don't think these agencies that say theydo everything are the agency want to go for. Very often people come tous and go I went to a big agency and they had all the themoving companies and they doesn't let they just forgot about us because they were allthey were looking after his huge big names and they did this and that andany kind of go on and they forgot all about us and it's like no, I know you want someone's going to look after you and really care foryou and work with you. And they've got to be good at storytelling.They've got to be creative, they've got to be able to think out thebox and in our industry you've got to be able to turn Geek speak intoevery day speak, because if you don't get it then you're not gonna beable to try that story. All I'm doing, and all our staff aredoing a selling stories. You've got to be able to have a nose fora good story and be able to sell it. And the other thing Ithink is so important really, when you're looking for pure agency, if evidenceof the results they've achieved. Go into the pure agency and say to them, I want to see the list of companies that you work for. Iwant to know the results you're getting for them. I want to know whatyou've got from the last month and I want to know what you've got fromthem three months ago. I'll know what you've got six months and I wantto know how long you've retained your clients for we retain our clients from minimumof seven years, and I want to because if they if they're flipping themevery eighteen months or then you do wear in it and absolutely no agree withyou. And then I'm just going to say the other things you need toknow is do they have the geographic reach? Can they work for you globally,because to manage lots of agencies does your head and you want to havean agency that can look after you globally. That's terribly important and I think moreand more but sending up very for us is that stories break at seveno'clock or nine o'clock on a Sart on a Saturday night. We've had thatover the weekend recently. You've got to make sure. You've got to askyour candidly. Would you be able to look after us? Would you bethere? And I had some crisis communications one of my clients, some terribleteam with a bank overseas the other day and it looked like their product wasinvolved, and you know they are. So are ALD that's the American teamand us to be on a call within ten minutes. We were on thatcall. We had we came up with the statement and we could do Christfor communication. Is Your Agency available? Can't? Can I help you out? And the other nice thing. And have they got awards? We've justwon the Queen's Award for enterprise for outstanding work over seed Dulations. Thank youreally in I have to make sure you come and celebrate with US infersecurity,but will you know show you ever put so and I have contact. Youknow, contacts. Is Everything all about contact. Can I get a call, your call and speak to the FT? That's all most important thing as well. I really like what you said even hear because it's really alone withour mission statements. When we when we engage with clients, we really believethat working as an extension, which is really the essence of what you mentioned, is being there for them. You want to be part of that.You just don't want to be that suppliers that does nine to five, Mondayto Friday, when one of our clients receive a call from their investor,their CEO and they have a question to one. So we need to bethere for them, you know, we need to be we need to beon calls, we need to be available. So working as an extension of ourclients team. I think it's critical. And then the experience, the experienceof we've been there, we've done...

...it, so you can get themand I think that's particularly essential when you're working with early stage companies, andI know that's you guys are doing a lot of great stuff with early stageorganization as well as much larger corporate organizations. But it's about guiding, it's aboutleading with with examples or best practices or experience of what children in thepast for I really like what you gave me as a nonside. Now,obviously we were running a little bit out of time. I could probably carryon that conversation for another two three hours, but I e. cosimately time forus to close. It tough, and what I would like to makesure is if, if some of our audience would like to get in touchwith you even what's the best way to get in touch with you guys andand potentially carry on that conversation on a one to one basis with yourself forsomeone from your team? Well, just they can email me or nail.That's my well, von s CANZYPRCOM. They go to the skenzy website,which is a SCANDYCOM and a full phone us. You know, I thinkI'll run telephone umbers on the website. So very easy really. Yes,I believe that you you'Reso your so I don't sify one on Linkedin and othersocial media. And just to be clear, the D S Canzy name is Eskand Z I. and the reason why I'm saying that if you becauseI used to, I used to miss spell your name with a why atthe end and another I got sort of quite a few times. So it'sdefinitely an eye ID end. It took a lot time for you to wearthat one out really, but with fantast I did in the end. Thankthank you really interest spelling it what I was wonderful even. I mean they'vebeen fantastic conversation from my perspective. I really appreciate your time and insight today. So, yes, thank you very much for your time. You've beenlistening to BEDB revenue acceleration. To ensure that you never miss an episode,subscribe to the show in your favorite podcast player. Thank you so much forlistening. Until next time,.

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