B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 4 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 out there and get as much fantastic coverage you possibly can. You were listening to bb revenue acceleration, a podcast dedicated helping software executives stay on the cutting edge of 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 rilianutier and I am here today with even Iskenzy from Misken Zypr. How are you today, even, I'm really good. Thanks right. How are you doing? Very, very well, so even you. Today we will be talking about measuring success in a technology PR campaign. To a pick that that you and I have at the opportunity to discuss quite a few times, is a between us, always clients. But before we go into details, can you please show with us a little bit more about what is Canzi does and a summary of of your services the type of clients that yourself that would be very useful. Okay. Well, we skn zypre been in business for twenty three years come this September. So, for our sins, we do nothing but cyber security pr been doing that literally over two decades and we have now over thirty clients or cyber security companies, and we built many of them from when they were little companies, maybe nine years ago. But companies like imperver and our 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 a with a company to build them into a worldwide, globally branded company that's that's world 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 get acquired for a lot of money, so, you know, from maybe a billion dollars, and we've been doing that now. So we probably got about fifteen companies that we've actually had go through an acquisition, often by a an IBM or an HP or a Cisco. That's very, very much what what we take. We take these companies are often quite quite unknown, and build them to big, big companies. But but saying that, lots and lots of 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 in the US so you know, they may already be have maybe a maybe ten or twenty million pound turnover and now they want to start to make a presence into the UK. So they'll use US as their agency to build them in the UK and then very often they'll then take us what they'll want us to work with them in France and then Germany. So we've got offices in France and Germany, a big office here, are h q's in London, and then very often we will then work for them in the US, which is amazing. 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 and our agency in the US is things so badly? So we end up doing the PR for everybody out in in the US. So we now got six or 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 a lot of very, very exciting clients. Success story that you just share with a first as very useful as you mentioned before. You know, obviously a skincy she brought technology vendors with our PR strategy and and as a p organization your role is to put them in the headline. So I guess what one of the question it would be very interesting for us to discusses. How do your 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 on its merit. Remember, advertising is all about paying for it. So you 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 can see how it leads to come to your website and the result of that PR is actually kind of coming up with intelligent...

...ideas to kind of get your clients into the press. Really smart out the box, brillianttle ideas are going to kind 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 to measure. However, we're using now more and more and tools like hub spot with our clients to measure it so you can actually see all the touch points where people are coming into your website and where they've come from. So if you use something like a up spot, which were now encouraging our classic customers to use and we using ourselves, you can actually very closely measure the return on investment. But you can actually measure success with pr now by actually seeing how many presser cuttings you have each month, which is obviously very important. You can see you know if you're getting. If you didn't have P are had another 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 will get them about fifteen pieces of really good tier one press coverage, and that's this week alonely be in the Daily Mail, the Daily Telegraph, we've been New Statesman, the economists got into newyork type. So you know we get our clients into those first class publications, always in their SE magazine, win so security magazine. So the idea is to try and get your clients much coverage, good quality coverage. Depositi count. That's very measurable because at the end of 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 thing you can do is is actually share a voice against your competitors, which is something that we now measure very closely. We use a lot of best to breed tools to actually measure how well we're doing for our clients against all their competitors. So you you know, there was a client that we working with and they were number five. They had all, you know, another five competitors above them and I think over about six months which we move them right up to the first place by getting them in the press as much pross a good story. That's the second thing. Increased Seo, if you can actually show that you know you're bringing links and there's coverage and you can get this link to actually bring in each since they we get a nice piece of coverage and in Se magazine, but an se magazine have a nice link back to operatics, for example, and that's going to see to seo the whole time. You know, you almost succeed now on SEO. You know, if you 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 on side best cyber secuity peer agencies, you hope that we're going to be number one up there. So that's terribly, terribly important. Seo and and actually social 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 on twitter, facebook and Linkedin. All of those are very, very measurable now and obviously sales leads. It's you want to get sales leaves. That's what we'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 turn around 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 to them 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 from a 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 come of increasing the ranking, so dose tools that you are using a like sucking information from your competitor. So you least your competitors, and these tools will scroll the net to look at the different publication at have been available from your competitors. And do they compare them on just a quantitative basis? I your competitors have published an articles this week in search and search publication. Is there also a qualitative aspect behind it, income of the quality of the rich, the audience that was approached? Because,...

I believe you know from what you do, there is the very specific press as well, as you mentioned BBC, you mentioned the daily manage, you mentioned the economies to do some more like, 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 bit more 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 for us to have to Tuck hugely time consuming thing. In fact, we spend most 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 that your can thing and versus your competitors? And you know, what could actually happen is you could be working against the public quota company and they've just gone and put something out over the wire and got themselves a huge amount of coverage because it was is about. They have to go and get that because they've just announced that they've just bought another company. Now that hasn't isn't actually it isn't fair in a way because now suddenly this week that company is just bought another and they've got a hundred and fifty pieces of coverage and all the financial press. So those analytics will suddenly show they've got share of voice because they've just done a huge public announcement about something. And you've been working really hard to try and get some results of the survey out there that you may have done, Rsa. Or you know you've just done a really fantastic study with a 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, which doesn't so so sometimes share a voice gets skewed unfairly and you then have to literally, we all have to spend a huge amount of time trying to work it out and to try and kind of go listen, client. That wasn't actually anything they did. They just sent something over the news wires and therefore so we actually spend a lot of our time trying to analyze the coverages out there to present it fairly and so and often be actualal tier to tier three coverage and some of the other rubbish. You often in the states they used to send out information and then it goes out all over the place, but it's never very good stuff. It's on it. It's kind of on a google so like an algorithm, it's just sent all over the place and it looks 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 well written, 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've got we've got a similar problem. Yeah, that operatics. Where we are focus is very much on the quality of US use the quantity and, as you mentioned, you know, we've got a guess competitors out there were really pushing on the volumes, the numbers and how many people did teach? Are many call they make or email this and etc. Etc. Which, at you 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 a question. Is Pr Focus, based on the discussion we have today. But from your perspective even do you think a good piece in a specialized press or specialized in a special especially channel would be better than a broadcast piece? Is there? Is there our best way? Is the is the very specific, very targeted better than the broadcast? Or does it depends on actually the message that 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 is such 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 coverage you possibly can and I don't mean tear to I mean fantastic coverage. So I was all. I came from a consumer back guy, worked from news international on the big newspapers like The Times, The Sunday Times and the sun and stuff like that. My philosophy always was go to the top, get the best coverage you possibly can in the best broadcast. So you start up there, it'll all filter down. You get in the DBC or Reuters or Press Association, all right, from amazing...

...story. It'll go to the most people and your job is done. That's what I believe, however. So we always do that. So our philosophy here at agenstr's okay, don't deal with with the whole all the holy ploy if you like, all the math press. 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 a meeting, closing eyes and adjust jeep, dream of the tent top publications you want to be in and we will try and realize your dream. So they always come as they want to be in a financial time to certainly here in the UK, if it may be in the states, maybe new you know the New York Times or something like that, and I can fine, let's try and work out and we've been on the Financial Times the last three months three up in the last four months. Three times. We've got the front page 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 our clients 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 as well because, okay, they kind of the Geeky guys are going to read them. are going to want to read the Geeky press. I're going to want to read that, the kind of se magazines infersecurities. And so you want to get into the techy press because that means you're going to get to petical audience, but also you want to get into the vertical press, and the vertical press means your clients may be wanting to be in in they'll say to us, okay, we want to be in a fight, we want to be we want to reach the financial press. We with the financial market, you know, we want to reach the bankers, we want to meet reach the insurance we want to reach transport, we want to reach retail or we want to reach the manufacturing so then our next job is to try and get 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 a kind of an orange, you'd want to just do lots of tick off all the segments. So, in answer to your question, I think you want to 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 of of totching. I think the I guess, the trophy article in there in a big, big big magazine or big big news paper or big TV show, as well as all the specifies that will then get, as you mentioned them the Geeki. I'm not sure any of them listen to that post. Guests would love that, but there you go. I mean, you know some of the out there needs to look at at things from a technical perspective. So you guys at this Kn Z of a focus and lots of fixed biens, nail being it security company, be to be software securities organization, and so do we end? My point is that we realize that most of this organization first of all compete with more and more other identities. So there is more and more competition in the security market. We often hear from prospects and users, for channel partners or even from vendors themselves, that message can be diluted. Everybody goes after the same very proposition. Recently lots of people who went after GDPA, and then there is some other stu that comming exce for EXC so everybody can of solve the same wave. And that's leading me to a question which is in such a crowded market, which is the at security market, what kind of subject from your perspective, are how can you 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, clever ideas and you have to rise above all the noise. You have to be different, you have to look different, you have to you have to really understand what it is that's going to make that particular company stand out from the crowd. So you have to really get in, get stuck in, talk to 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 developing the products, that talking to the customers. And I really understand what makes that company pick because so often we've spoken to, you know, our marketing 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's going on. When you actually get into the company, actually make make an effort to go and talk from the guys on the floor. They are the ones 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 stories I've ever done. I came up with a story once I sat down and the bonehead of product sat in the meeting. So the fell the two owners of the company with their and marketing guy was there and this peggy guy walks in 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've I've kept touch with him and we were talking about how could be possibly at the company out there and get lots of coverage for them. Had He kind of 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 have the phone, whether they become really kind of nervous. And we did the survey 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 every newspaper 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 guy that I would never have kind of I would have looked at him when maw looks a bit boring, a bit gray. He ended up being unbelievably brilliant. Yeah, the dictionary number for you. We did. Actually, we did want 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 more phobia into the urban dictionary. We got into the dictionary. So you go and funny enough we're now working with the hacker one, one of other clients to see whether we can actually legitimize and get get the word hacker legitimized and and just change the whole bad pression that the word hacker has. And that's our next day is to get that changed in the Cambish dictionaries. So we 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 can we possibly turn this company that's actually quite bland. When I walked around our say with you what three weeks ago, reliant, resently cleos. Yes, it was it. Did we ever find how many companies stood out from the crowd? And they all just look the same than they all just do threat intelligence? 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? And when I walked around all those stands, the messaging on all their stands sort of 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 possibly can can talk to just to see how you can make them interesting, and obviously we use a whole lot of tools to do that. So very often to get companies coverage will do rapid responses, thank God. In our industry, which is cybersecurity, people are breach, having breaches left right in the center and, as always, destroy as a new malware there's a new threat of stay once, but so rapid responses in our business is everything, thank God, or not in selling air bags, because I constantly breaking story about her bag. It's really spectually I mean, and I like the the answer to the question because it's it's about bringing a little bit of originality, being different, thinking about things that looking at the problem or looking at looking at it outside, from outside the box, and and really using your experience and engaging with people and discussing with them to find great ideas and then putting them into 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 ourselves in the shoes off a CMO or CEO in in a startup organizations I'm a B to be software start up and I think we don't need to just focus on 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 looking at hiring or making a decision in hiring a PR company? I'm going to I think I'm going to. I don't think it can be three, but I will tell you what I think you should look for when you're looking for a good porage to see. You need to come in and need to talk to the man. If you can't come...

...and talk to them, you need to have a skype call or something like that, because often not climbs in the US because it's all about chemistry. It's you know, we will buy from people. Don't make people buy from people. But that's why people love you, really because you just so handsome and Fappy, listened and entertaining and fun 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 and I have to tell you, when you like somebody, you will go that extra mile for them. You will go and fight their corner. You've got to trust them. Yeah, I mean chemistry and actually fighting that quite everything. 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 really bad at I'm add a tive. You know, you look at somebody walks through the door, they could be great on the phone. As you see them watch through the door, they look like bag of potatoes. Anybody want to employ them? Do you really? So you've got to be able to coind 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 that actually 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 to go to kind of like a big I don't think these agencies that say they do everything are the agency want to go for. Very often people come to us and go I went to a big agency and they had all the the moving companies and they doesn't let they just forgot about us because they were all they were looking after his huge big names and they did this and that and any 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 for you 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 the box and in our industry you've got to be able to turn Geek speak into every day speak, because if you don't get it then you're not gonna be able to try that story. All I'm doing, and all our staff are doing a selling stories. You've got to be able to have a nose for a good story and be able to sell it. And the other thing I think is so important really, when you're looking for pure agency, if evidence of 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. I want to know the results you're getting for them. I want to know what you've got from the last month and I want to know what you've got from them three months ago. I'll know what you've got six months and I want to know how long you've retained your clients for we retain our clients from minimum of seven years, and I want to because if they if they're flipping them every eighteen months or then you do wear in it and absolutely no agree with you. And then I'm just going to say the other things you need to know 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 have an agency that can look after you globally. That's terribly important and I think more and more but sending up very for us is that stories break at seven o'clock or nine o'clock on a Sart on a Saturday night. We've had that over the weekend recently. You've got to make sure. You've got to ask your candidly. Would you be able to look after us? Would you be there? And I had some crisis communications one of my clients, some terrible team with a bank overseas the other day and it looked like their product was involved, and you know they are. So are ALD that's the American team and us to be on a call within ten minutes. We were on that call. We had we came up with the statement and we could do Christ for communication. Is Your Agency available? Can't? Can I help you out? And the other nice thing. And have they got awards? We've just won the Queen's Award for enterprise for outstanding work over seed Dulations. Thank you really 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. You know, 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 with our mission statements. When we when we engage with clients, we really believe that 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, Monday to 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 be there for them, you know, we need to be we need to be on calls, we need to be available. So working as an extension of our clients team. I think it's critical. And then the experience, the experience of we've been there, we've done...

...it, so you can get them and I think that's particularly essential when you're working with early stage companies, and I know that's you guys are doing a lot of great stuff with early stage organization as well as much larger corporate organizations. But it's about guiding, it's about leading with with examples or best practices or experience of what children in the past 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 carry on that conversation for another two three hours, but I e. cosimately time for us to close. It tough, and what I would like to make sure is if, if some of our audience would like to get in touch with you even what's the best way to get in touch with you guys and and potentially carry on that conversation on a one to one basis with yourself for someone 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 think I'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 other social media. And just to be clear, the D S Canzy name is Esk and Z I. and the reason why I'm saying that if you because I used to, I used to miss spell your name with a why at the end and another I got sort of quite a few times. So it's definitely an eye ID end. It took a lot time for you to wear that one out really, but with fantast I did in the end. Thank thank you really interest spelling it what I was wonderful even. I mean they've been fantastic conversation from my perspective. I really appreciate your time and insight today. So, yes, thank you very much for your time. You've been listening 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 for listening. Until next time,.

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