B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 years ago

21: Leveraging PR to Drive Sales w/ Scott Baradell

ABOUT THIS EPISODE

Long gone are the days of traditional PR. Now more than ever, public relations are working closely with sales and marketing to close the gap and direct customers to the right funnel. We chat with agency owner Scott Baradell to learn the latest.

You're listening to be to B RevenueAcceleration, a podcast dedicated helping software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show hi welcome to be to be a rovenewacceleration. Myname is going an with Ye, and I'm here today, wit scat Baradefrom idea crowd. Are you doing today's cast o? How are you I'm very, very good?Thank you. So Todays Cud we want to talk with you about. Subject is quiteinteresting. We ecally got a couple of podcast on Siing APTO, TAK ut. We wantto to driving bithe little ditpotitar, which I, which is about liverage in pof,drive sets, but before we get into the Oit, can you please introdice yourselfa little bit more for LISN els as well as introduced Ice Groth? Yel E COMPAN?Yes, my name is Scott Barrdel. I've been in WHENL, I started out asjournalist and went from there into corporate communications and was anexecutive that some, mostly technology companies on the clients side formed myagency idea, ro in two thousand and five as a prn content firm, thespecifically for technology companies over time we've become integrated, sowe do digital marketing web design and just about everything aligned with theneeds of BTB technology companies, Excellente Wy, siht Foatscas, so yeahis often seen as brandaonas reputation, brilding tool, and we hear a lot ofit's difficult to measure or attribute Arrolie twit. Do you see that posetanchanging? Well, I think that it is slowlychanging. I think that the reality is that something like building authorityor a client is always going to be more difficult to measure than building apipeline for a client, but there are...

...increasingly ways to comeasure ate andin there are increasing ways I think it just, as importantly, to connectauthority, building or PR efforts more directly to the pipeline. So I couldgive you an example. So one of the things that's changed in PR is that itused to be. For example, you might get a story placement in a prominent, wellknown publication, and you could expect people your audience to have read it,because there were relatively few publications in a particular space andbecause the readership was strong, it media is extremely fragmented and sojust think of the the local newspaper, you know used to be a Pethron on thedoorstep, and everyone would see what was on the front page today. It's veryunlikely that anyone you talk to would have seen it. So you can get thatplacement and and have the authority of having been in your local newspaper orBusiness Journal or in a national trade publication. But your audience notlikelihood as not seeing that placement, and so you can do things like one ofthe things that we're doing now and having some success with. You stillwant your audience to know that you got that placement because it confersauthority on you. It confers credibility on you, and so you can usean account based markting campaign, for example, to promote that placement tomake sure the people here trying to reach know that you were in for Bzor inthe New York Times or in the publication. That is conferincredibility on you and then, when they click on the ad through the BMcampaign, they could go back to custom nuwsrum experience where you bring theminto the funnel in the Sainglay that you might throw a ball or other invelmarkting techniques, but you're doing doing it through marketing your news-and I think that's how the connection...

...is being made today by, I would saymore forward. Looking PR firms, although I would say not most PR firmseven today, yeah they thin a. This is a great way to believe. Together. Ialmost see it from you description, Oshe, El Extension of the Account BateICOM base, marketing Camhaggan, and I like the water so using your Bot, Inginyour porety, because yeah. If you're in false beause, you managed to getpublication. Fois is actually a great way ow to say in a sense. Bedy date,where you are O oganidation Vanydat your Alsello toasm organization, sojust to becat the interm of the COM phangs to to write that, so you wouldstill do the theclassic PR, which is in getting the content ready. Sharing thatcontent finding the right publication, the pefication Yo have the rightindividualar at the vacant realing it. But do you also as an organizationprobied or of marketing? Cunturtento, is one of these services in anting,Marktel, tat, T folor, think market es in Preadin par to the idea? Yes, I mean,I think the differenceis o do all of those things that you did intraditional pr in ferms of building relationships with media and gettingmedia pacements. It's just that today you can't ind there. You have to closethe loop, because you can't assume, as you could in the past, that the peopleyou wanted to see Wull see this and related to that. You know we for years.You know something that sales people have done in trying to close deals. Letme back up and just say the one thing that PR can do that advertising not do nearly aseffectively is to build authority wr your breat, so in other words I can getvisibility or awareness people associate awareness with Yor. Well, Ican get awareness probably more cost effectively today by just doingretargeting and bikening. You know the...

...web with ads or doing things like that.That's awareness, that's visibility. But that's me! That's me talking aboutmyself, so that is not authority. Building, it's just awareness buildit.WHAT PR can do is to help you build authority in your space through thethird party endorsement that is assumed when publication about you- and, Iwould say, that's true of analist relations, it's true of Captera andother review site, Gartner, vigital markets, Gardner. The analyst firmrealize that, what's going on with crowd, ful source reviews of technologyis a natural extension of what used to be the the domain of analyst relations,and so that's why cartner bought up a bunch of the top software review sitesand technology eview sites and Brandston Miss Gartner digital markets,because it's all same thing, it's all about conferring Third Party Authority.But what I was going to that's just lead into you know what sales peoplehave done or ever is when they're reaching out to a prospect they will.They will link to recent media coverage or they'll talk about something. Ananalyst sad or something. A third party said: that's a that's, a very hit's, aclassic way that sales people try to get in the door with prospects and whatyou can do is you can automate that through marke animation through sale,sequences, an serium software, there are lots of bays to automate thatcommunication to prospects of these kind of third party endorsements, and Ithink that that's how we make that connection more directly between PR orauthority building and Le Generation Yeah. I think you, you kind ofRespondeng to the point that was leading into which Isi she can ofMarketin Shortin Ou Tan ASETES. I do think that is maky. It toes makesense when you put lots of I porson potential Yo litte bit of money as wellin having consertance a in analysts,...

...orving reporters tronast speaking aboutshe was phinking about your Rans Cis in the Bott that you do and you get a eautority from that content. You would be ashamed t to you e to make teay showit Esorto the plints. Do you have a best practice on? You? HaveRecommendation Te Salesteam of the Marketing Taman frequency to do it outto doin how often to Dreit, when you use it or you let them do let yourclients actually get the most of the CONFOR entself. We do advise clients. I think it reallydepends on the individual client situation. So in our case we have somebig clients, like NEC, you know, is a twenty plus billion dollar company. Intheir case, they don't need a lot of third party endorsement to establishtheir credibility. Maybe, if they're moving into a new space or with a newproduct, something that has reviewed their product and said they were thebest or o something like that would be somthing good to promote, but for anumber of our clients who are Sayi startups or midmarket companies, anmany cases they're in a space where they're not well known at all they'recompeting against. You know an eight hundred pound gorilla in their spaceand trying to just get get a little oxygen, a little airspace forthemselves in a amid all the noise in their in their industry, space beingvery aggressive about. Let's say you have a you know a! We have a clientthat is in an applicant tracking system in the H, allthes pace, that's a highlycompetitive and commoditie space, and if you're trying to start out there,letting people know that you're doing something different and getting alittle attention is not going to be as simple as just telling people that andso for those kind of brands that are really trying to get a little attentionand aren't very well known. You need to be much more aggressive about Riv, noYo. Might you know I'm on the FORBS...

Technology Council or tr article inthis HR, publication or ay? You know listen to on this HR podcast thosekinds of things, and I would say again it ties directly to that, but a lot ofPR frims don't think about it. Today. I I'm looking for applicate. If I'msearching, if I find out about your brand e, the first thing I'm going todo and one of the key metrics we talkd about measurability. Tear today isbranded searches, so someone searching for your bran's name because they heardabout it. So they saw that Ad. They saw they heard this podcast. So when theysearch one of the first things Ay're, probably going to see, is reviewed froma Cappera or software advice. So if I go there- and I see that Youe- maybeyou've got five star views, but you've only got four of them. Well, how likelyam I to think that you're, an established player, who I want to trustwith my business, or am I going to look for company that has twenty fivereviews or more you know? We have had cases where many cases it's very common,where we might have a client that has quite a few customers. They haven'taggressively, got those customers to the promoters into and to leave thosereviews, and so for the kind of clients that we often work with things likelots. Getting lots of positive customer views being very oppressive about anykind of third party endorsement in the media or from an analyst in promotingthat through AVM email, marketing and other means that's critically importantto even getting a second look, let alone being part of a consideration setfor for a major purchase that makes sensewayt is so it's. I guess we verymuch relaing with with all contentioaly, but thats Wa torety can be use ofcelerating the isual interest, so people finding you or actuallyconforting people itet in oters you're, not loving forar, with someone soregard on generating the interest. Al...

Can be ou from those to Yoot afpectiveSibots, an inbound BACTI strategy. Well, I think that inbound marketing, which Iguess was coimed by hub spot, is very pretty much the same as and was calledforhos Bot coined of this invil market. It was known as content. Marketing anin inboln marketing is centered around content and, if you think about it, oneof the reasons that in down marketing is really had to evolve over time isover the last ten years, the content that it used to be able to put someadvice, content or just helpful informational content out there, andyou could get to the top of search results. You could stand out, you couldget authority in it could help your thought leadership position. But whathappened was you know? Everybody started doing it, and so that meantthat you had lots of meet to content out there lots of just repetitivecontent. It became harder and harder in doing inbound, marketing or contentmarketing to really stand out in N. putting content out there, and so,where I think Yar really helps here is pr is really doing. The same thing ascontent marketing, except we, you know PR folks- have a higher bar that weneed to get over, which is to come up with an idea for a piece of contentthat has enough originality or substance to it that the media wouswant to cover it. And so what we've often found is that if we can come upwith the kinds of story ideas, the kind of the comten ideas that can can getsome buzz and get some attention say in the media in one of Wour clantsindustry spaces. That is often the kind of top of the funnel in Bel Marketingcontent that breaks through the noise...

...as well, and so whether that to lots ofPR techniques that have been around forever, like, for example, instead ofjust having an opinion about something and putting that out, there is content,doing a survey doing original research and positioning that research to have aheadline, a headline that media would be interested in. I'll. Give you oneexample: We did this for a client that was INB last years in the space theindoor delular coverage base. They basically built systems anywhere from ahundred thousand dollars to, in the millions to help these office,bowings and so forth to amplify cellular signals so that you cand, haveyou know perfect mobile out coverage within within a building, because mostbuildings are not heared to that. So what this company wanted to do, whatthe pight wanted to do was to let they wanted to make inroads into commercialreal estate space, and they wanted building owners to know that this wasan important consideration and that, if you set up your building to have reallygood sell your coverage that you could charge more for sqware foot and thingslike that, and so what we did is we put together survey that in which wesurveyed office workers, and we got feedback on how annoyed they were whenthey had that coverage and had to go outside to make a phone call or had tostand next to a window and all the different things that we all haveexperienced in Usin or phones indoors, and then we talked about who are theyblaming? Oh they're, blaming the building owner they're blaming theiremployer? Well then, maybe these fones, who refuse to think oh that's for atndtto worry about- maybe they are starting e- can help them realize. Oh, they needto worry about that. So that's a sales message and APR message. So using thatsurvey we got coverage in a ton of outlets, her one outlets trade outlets,but it was also the basis for a very...

...successful inbel marketing campaignwhere we, you know, turn that into a really good ebook and putthe staftswithin that used in email marketing use it in as a basis for presentations. Weset up the company's executives to make Speaktos at immense where theyhighlighted this data. So that's PR. It's also innow Merpur and I think that,to the extent you can, but now we're gonna BE TO B Tech, there's some prettyarcane technologies in our space and but whatever space you're in the numberof great ideas is limited. So when you have a great idea use it everywhere,you know use it in your Social Usen, Omar av in your content. Use it in yourPR. But the great thing about PR is: If you approach it from that perspective,you're not approaching from the respect Ov. This is often happens with contentwhere it's coming internally and it's kind of th he result of naval gaze andwhere people like to write about what they think's important. You know we'reconstantly getting the oxygen of what the media with the outside world thinksis important, an and what their standards are and when you're, startingwith that, I think it gives you a really good foundation for making sureyour content can maybe cut through the noise a little bit yeah. I think Ithink hit makes that makes nofol lot of sense mean what I like about. What you justdescribe is is reay the P F Forreson, the par Oi dated Toour Spipe Line, thePAA wil walk is marketing, walk with the compagn filte gop and almost be anextension of cesin marketing in a PR function is quite refreshing because,as I mentioned ardio in in the convastation yeas aways, seen as justyour ones, often seen as deal on its, it was refressing for the conversationWis Eday, because what you descit was almost like a this is anevolution andwetation from okay, we're just going to take great contents or great contentsor break conversations, or it's of...

Aneti studies and put that in the rightnewspaper or in the light website. So your community orther people you wantto send to with see what you'r talking about his Sovietis Musimin Vidit, muchmore wal You er, Horton, and and also much more onof, the pospecture Bu Yoticking about a quisition thic. I now the in stage getting people gettinggetting them Te atpetite engage with you and then you talk about youroperaty and an Ol Hos offic. That can happen when you alreadin conversationwith this Yo can splip before your way. Tas is a competitor, and almost thiswis, the lest example, Thatyougat also think about the the whatepeas to thepoint of Seys. What whatever atter you got to de and carrying on an Infera,almost making your client Pedo. That's not the best company, because Tho seeyou youare so gleee and themarkety th, macketing team or the seventeam thatTak c off. That is sharing that information with them. They cordsometing, must make them fhin comfortable about the decision beenmade in working with you a as I said. I think it was very, very refreshing. Sothank you very much for that e. What would be the best way to get in touchwith you EAN? Some of our lelitioners may be interested to Eser, connectitous,cus or ongages a go. What is the best way to ont get residens? Well, anyonecan feel free to email me and again: Jus boxani email dresses s s Faradelwith his s BS and Boy Ara is and David Ell at ID grovecom, and you can callidea growth at nine seveny. Two two three five, three four three: Nine andjust prey to ask for me and I'm alwaysavailable to chat Wel Cott. It was great pleasure, wet Ou tode on thepodcast. I hope you will have your Bot ne need to meet up soon, but he hatsaid once again thanks again for your fai today. Thank you. UPER ADICS has redefined the meaning ofrevenue generation for technology...

...companies worldwide, while thetraditional concepts of building and managing insize sales teams in househas existed for many years. Companies are struggling with the lack of focus,agility and scale required in today's fast and complex world of enterprisetechnology sales. CEO operatics can help your company accelerate pipelineat operatics. Dot Net you've been listening to be to be revenueacceleration to ensure that you never miss an episode subscribe to the showin your favorite podcast player. Thank you so much for listening until nexttime.

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