The Media is in Chaos – B2B Innovation Marketers Can Make Key Moves
From the acquisitions of news outlets to the intense retractions and resets that came with the pandemic, and bitter disputes we’ve witnessed on social media, it’s been a chaotic time across both traditional and social media. Wild swings in ratings have taken place in fewer than two years. Newsrooms across the spectrum of media outlets laid off reporters and editors and then furiously restaffed in 2021. Even outside the realms of political or cultural issues, media’s reporting priorities have been dramatically shifting to keep up with economic, technological and global [...]
Make the Most out of Major Press Releases
High-growth innovation companies often have seismic news they are seeking to get out to their target markets. Strategic acquisitions, significant funding rounds, and product breakthroughs are some examples of key news that can lead to significant coverage. And it seems so easy – hire a [...]
Forget PR as Storytelling. Be a Newsworthy, Innovation-focused Thought Leader
I am not a big fan of PR being referred to as "storytelling" – Does an innovation company transforming an entire market or process with advanced technology need a story told? Innovation and platform companies are seeking to create meaningful, impactful PR campaigns through category-defining [...]
4 PR Strategies to Leverage Post-Pandemic
There is no way to hit rewind. The pandemic has waned, but its impact is scattered across industries and technology. We saw accelerations in the adoption of technology, such as virtual collaboration, e-commerce, and e-learning. We saw healthcare technology advance as providers look to rebound [...]
Share of Voice Measurement Offers Marketers a Map
Part 2 of our Share of Voice Series. Read Part 1 here. Public relations experts could measure PR back in the day, but – as we discussed in Part 1 of our SOV series – it wasn’t the most efficient process. As the internet became [...]
Measuring PR: Old School versus Share of Voice
Share of Voice Part 1 All marketing efforts must be measured for their return and support of a company’s business objectives. Share of Voice (SOV) reporting is increasingly important to marketing executives, particularly in high growth innovation companies seeking to create or take over categories. [...]
PR for SEO – aB’s Top 3 Tips
Innovation companies are focused on reshaping their target markets. To do so, they must first define the intersection of their differentiated solution and their markets’ pain points. There are a variety of ways in which data marketing executives do this: Content of all kinds, webinars, [...]