B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 4 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 BB revenue acceleration, a podcast dedicated helping software executive 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 rover in your acceleration. My name is Johani Emriti and I'm here today with Scot Baraday from idea cross by doing today's cuss good. How are you? I'm very, very good. Thank you. So today's good. We want to talk with you about subjects is quite interesting. We've actually got a couple of podcasts on seeing octopic, but we want to drive in a little bit more detail with you, which is about liveraging pout drive sets. But before we get into the topic, can you please introduce yourself a little bit more for a listeners as well as introduced I grove, your company. Yes, my name is Scott Barrel. I've been in well, I started out as a journalist and went from there into corporate communications and was an exactly that. Some mostly technology companies on the client side. Formed my agency, Idea Grove, in two thousand and five as a PR in content firm specifically for technology companies. Over time we've become integrated. So we do digital marketing, web design and just about everything aligned with the needs of BDB technology companies. Excellent one. Thanks for that's good. So, yeah, he's often seen as a brand of one, as reputation building tool, and we are that it's difficult to measure a tribute Roy tweets. Do you see that? Does it changing? Well, I think that it is slowly changing. I think that the reality is that something like building authority for a client is always going to be more difficult to measure than building a pipeline for a client. But there are increasingly ways to measure...

...it and in there are increasingly ways, I think it just as importantly to connect authority building or PR efforts more directly to the pipeline. So I can give you an example. So one of the things that's changed in PR is that it used 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 and because the readership was strong. Media is extremely fragmented and so just think of the the local newspaper. You know it used to be a be thrown on the doorstep and everyone would see what was on the front page. Today it's very unlikely that anyone you talk to would have seen it. So you can get that placement and it have the authority of having been in your local newspaper or Business Journal or in a national trade publication. But your audience, you know, likelihood has not seen that placement, and so you can do things like one of the things that we're doing now and having some success with. You still want your audience to know that you've got that placement because it confers authority on you, it confers credibility on you, and so you can use an account based marketing campaign, for example, to promote that placement to make sure the people you're trying to reach know that you were in for Biz or in the New York Times or in the publication. That is confer incredibility on you. And then when we click on the ad through the ABM campaign, they can go back to custom newsroom experience where you bring them into the funnel in the same way that you might throw a blog or other inbel marketing techniques, but you're doing doing it through marketing, your news and I think that's how the...

...the connection is being made today by, I would say, more forward looking PR firms, although I would say not most be our firms even today. Yeah, that things is a great way to put it to get out of the see from the description as an extension of the account base on account base markets in compaign. And I like the wall that you are using about gooding authority because, yeah, if you're in false you've got you managed to get publication of effectually a great way to have to say, in a sense, buddy, date Wi, you are an organization of any date show. I'll sell you see as an organization. So just to because in them of the comp thanks to try. But so you would see do the classic pr which is getting the contents ready, sharing that content, finding the right publication, the publication that you have the right individ you're the back end breading it. But you also, as an organization, probably that sort of marketing country in tens. So just walk the satiss in anything, mockties follow up. Think locket US in drugging PA to the idea. Yes, I mean I think the differences. You still do all of those things that you did in traditional PR in terms of building relationships with media and getting media placements. It's just that today you can't end there. You have to close the loop because you can't assume, as you could in the past, that the people you wanted to see we'll see this and, related to that, you know we for years. You know something that sales people have done in trying to close deals. Let me back up and just say the one thing that PR can do that advertising cannot do nearly as effectively is to build authority for your brick. So, in other words, I think it visibility or awareness. People Associate awareness with PR. Well, I can get awareness probably more cost effectively today...

...by just doing retargeting and blanketing. You know the web with ads are doing things like that. That's awareness, that's visibility, but that's me, that's me talking about myself. So that is not authority building, it's just awareness building. What pre can do is to help you build authority in your space through the third party endorsement that is assumed when a publication about you, and I would say that's true of analyst relations, it's true of Captera and other review site, gardener, digital markets gardener. They analyst firm realize that what's going on with crowd source reviews of technology is a natural extension of the what used to be the the domain of analyst relations, and so that's why Gartner brought up a bunch of the top software review sites and technology review sites and Brandsom as Gartner digital markets, because it's all the same thing. It's all about conferring Third Party Authority. But what I was going to do that that's just to lead into. You know, what sales people have done forever is when they're reaching out to a prospect, they will they will link to recent media coverage or they'll talk about something analysts said or something a third party set. That's a that's a very it's a classic way that sales people try to get in the door with prospects. And what you can do is you can automate that through marketing animation, through sales sequences and CIM software. There are lots of ways to automate that communication to prospects of these kind of third party endorsements, and I think that's how we make that connection more directly between PR or authority building and Lee Generation. Yeah, I think we kind of responded to the point that was leading into, which is if you can have marketing short you can have sense. I do think that he's making it does make sense when you put lots of it, boss, and potentially a little bit of money as well, in having consutants or having analysts, having reportels,...

...journalist speaking about you, are speaking about your brands between the book that you do and you get a authority from their content. You would be a shame that to use it to make surely share epuisot good clients. Do you have a best practice or do you have recommendation? Who set his steam of the marketing team on frequency to do it all? To do it, I'll often to do it when you use it, or do you let them do let your clients actually get the most of the compretenseet. We do advise clients. I think it really depends on the individual clients situation. So in our case we have some big clients, like anyc you know, as a twenty plus billion dollar company. In their case they don't need a lot of third party endorsement to establish their credibility. Maybe if they're moving into a new space or with a new product, something that has reviewed their product and said they were the best or something like that would be something good to promote. But for a number of our clients who are, say, start ups or mid market companies, and many cases they're in a space where they're not well known at all. They're competing against, you know, an eight hundred pound guerrilla in their space and trying to just get get a little oxygen, a little air space for themselves in amid all the noise in their in their industry space, being very aggressive about, let's say you have a you know a we have a client that is in an applicant tracking system in the AH, all the space. That's a highly competitive and commoditized space and if you're trying to start out, they're letting people know that you're doing something different and getting a little attention is not going to be as simplest just telling people that. And so for those kind of brands that are really trying to get a little attention and aren't very wellknown, you need to be much more aggressive about right. Well, he might be, you know, I'm on the Forbes Technology Council,...

...or see our article in this hr publication or hey, you know, listen to on this HR podcast, those kinds of things, and I would say again it ties directly to that, but a lot of PR firms don't think about it. Today, if I'm looking for applicate, if I'm searching, if I find out about your brand, the first thing I'm going to do, and one of the key metrics we talked about measurability there to day, is branded searches. So someone searching for your brand's name because they heard about it. So they saw that add they sought they heard this podcast. So when they search, one of the first things are probably going to see is reviews from a captera or software advice. So if I go there and I see that you've maybe you've got five star reviews, but you've only got four of them, well, how likely am I to think that you're an established player who I want to trust with my business, or am I going to look for a company that has twenty five reviews 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 have an aggressively got those customers to be promoters into and to leave those reviews. And so for the kind of clients that we often work with, things like lots getting lots of positive customer reviews, being very aggressive about any kind of third party endorsement in the media or from an analyst, in promoting that through a BM email, marketing and other means. That's critically important to even getting a second look, let alone being part of a consideration set for a for a major purchase. Next sense, he said. It's yes, very much sure, and we was order content fore. But that's what Thoris, you can be used forul generating, choring. The rest of people are fighting. You all pretty consulting people. Yeah, you know this. You're not moving forward with someone. So we're governing, generating the interests. I'll can be out from those...

...too big too super bowls. I mean bound bucketing strategy. Well, I think that in bound marketing, which I guess was coined by hub spot, is very pretty much the same as, and was called before hups Butt coined of this, Inbale market it was known as content marketing, and and in Bale marketing is centered around content. And if you think about it, one of the reasons that indale marketing is really had to evolve over time is over the last ten years, the content that it used to be able to put some advice, content or just helpful informational content out there and you could get to the top of search results, you can stand out, you could get authority and they could help your thought leadership position. But what happened was, you know, everybody started doing it, and so that meant that you had lots of me to content out there, lots of just repetitive content. It became harder and harder in doing inbound marketing or content marketing, to really stand out in putting content out there. And so where I think you are really helped here is here is really doing the same things content marketing, except we, you know, PR folks, have a higher bar that we need to get over, which is to come up with a an idea for a piece of content that has enough originality or substance to it that the media would want to cover it. And so what we've often found is that if we can come up with the kinds of story ideas, the kinds of content ideas that can can get some buzz and get some attention, say, in the media in one of our clients industry spaces, that is often the kind of top of the funnel inbell marketing content that breaks through the noise. As well,...

...and so whether that to lots of PR techniques that have been around forever, like, for example, instead of just having an opinion about something and putting that out there as content, doing a survey, doing original research and positioning that research to have a headline, a headline that media would be interested in. I'll give you one example. We did this for a client that was in the last year. It's in the space, the indoor cellular coverage space. They basically built systems anywhere from a hundred thousand dollars to in the millions to help these office buildings and so forth to amplify cellular signals so that when you could have, you know, perfect mobile coverage within within a building, because most buildings are not here to that. So what this company wanted to do, what the plant wanted to do, was to let they wanted to make inroads into commercial real estate space and they wanted building owners to know that this was an important consideration and that if you set up your building to have really good sell your coverage, that you could charge more per square hood and things like that. And so what we did is we put together survey that in which we surveyed office workers and we got feedback on how annoyed they were when they had that coverage and had to go outside to make a phone call or had to stand next to a window and all the different things that we all have experienced in using our phones indoors. And then we talked about who are they blaming? Oh, they're blaming the building owner, they're blaming their employer. Well then maybe these folks who used to think, oh, that's for atnt to worry about, maybe they are starting can help them realize oh, they need to worry about that. So that's a sales message and a PR message. So using that survey we got coverage in a ton of outlets here, one outlets, trade outlets. But it was also the basis for...

...a very successful inbel marketing campaign where we, you know, turn that into a really good ebook and put the stats within that, use it in email marketing, use it in as a basis for presentations. We set up the company's executives to make speak to that emits where they highlight at this data. So that's pr it's also email marketing and I think that to the extent you can put no, we're in Bebtech, there's some pretty arcane technologies in our space, and but whatever space you're in, the number of great ideas is limited. So when you have a great idea, use it everywhere. You know, use it in your social using market, in your content, use it in your pr but the great thing about prs if you approach it from that perspective, you're not approaching from the respective. This is often happens with content where it's coming internally and it's kind of the result of naval gaze and where people like to write about what they think is important. You know, we're constantly getting the oxygen of what the media, with the outside world, thinks is important in and what their standards are. And when you're starting with that, I think it gives you a really good foundation for making sure your content can maybe cut through the noise a little bit. Yeah, thank I think that makes that makes no from enough sense. mean. So what did I come about with you just describe. This is really the pl full reason of the PR or your days to uspipe playing the Pi. That with the walk is market. Seeing walk with the camping feed the gap and almost be an extension of seys and markets in a PR function. He's quite refreshing because, as I mentioned audio in the in the conduct station. Fears are seen as just your one, as are often seen as the one. It's and it was refreshing to the conversation with you today because what you describe was almost like car. This is an evolution, a mutation from okay, we're just going to take great contents or great contents or great conversations or piece of analy...

...studies and put that in the right newspaper or in the right website so your community or the people you want to send to with see what you're talking about. Is some pierce is much more embed it much more aware of deals, a function and also much more ware of the prospect journey. But you're talking about acquisition, which is, you know, the early stage, getting people, getting giving them the appetite engage with you. And then you took about your authority and all thers office that can happen when you're within conversation with them, so you can flip people your way. That's is a competitor and almost with the last example that you gave, also figure about the the what up and after the point of self. But that what happen after you got the deal and carrying on an INPR almost making your clients being that you are the best company because they see you you also leader, and that markets in the marketing team or the sell steam that take care of the is sharing that information with them make ALD something, must make them feel comfortable about the decision then made in working with you and as I think it was very, very refreshing. So thank you very much for that. Well, what would be the the best way to get in touch with your in some of our listeners may be interested to use our connects, the use cut or to engagees. I go. What's is the best way to won't gage residus. Well, anyone can feel free to email me, and again this is foughts and email addresses fs Paradel, which is s B as and boy are Adas, and David Ell at idea growthcom and you can call idea growth at nine hundred and seven, two, two, three, five, three, forty three nine and just free to ask for me and I'm always available to chat. Well, it, Scotty, was ripe plays off to have you to them on the podcast. I hop who would have you a book needed to meet up soon, but yes, once again, thanks again for your friend today. Thank you. operatics has redefined the meaning of revenue generation for technology companies worldwide.

While the traditional concepts of building and managing inside sales teams inhouse has existed for many years, companies are struggling with a lack of focus, agility and scale required in today's fast and complex world of enterprise technology sales. See How operatics can help your company accelerate pipeline at operatics dotnet. You've been listening to be tob 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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