ePapers

ePapers2018-08-10T01:51:47+00:00
Abstract: Business-to-business companies have long been under the illusion that social media isn’t serious enough to effectively communicate their complex, multifaceted brand messaging. This may have been true when social media was in its infancy and the only users were tech-savvy twenty-somethings… (Read More )
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Abstract: One of the foremost concerns of midmarket B2B firms is growth: Spurring it organically, gaining it by winning share from competitors and managing it. A survey of midmarket businesses by Godfrey, a B2B consulting firm, found growing market share is owners’ primary concern… (Read More )
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Abstract: A recent poll surveyed 1,650 European midmarket businesses and found that among their top five priorities was productivity improvement. TechAisle, a market research and industry analyst organization in its annual U.S. survey, found that… (Read More )
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Abstract: Mergers and acquisitions among midmarket companies are booming. A recent survey of 1,650 midmarket businesses found that most identified “managing growth” as a top priority, second only to effectively managing an upcoming product launch… (Read More )
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Abstract: Midmarket B2B companies launch thousands of products each year – and most fail. Here’s how to leverage resources, amplify messages and accelerate growth at your next rollout… (Read More )
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Abstract: A company’s sales, position in the marketplace and brand value are largely set by how well it differentiates itself in the market and can effectively demonstrate its unique, more efficient or effective differentiators… (Read More )
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Abstract: Public relations campaigns come in all shapes and sizes, and are built to serve a wide range of objectives. Core content can be restructured and reassembled to work in different ways and in different environments. That’s one of the strengths of PR: It offers tremendous flexibility… (Read More )
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Abstract: A good social selling strategy helps brands explain complex messages, build an ecosystem that engages customers and industry influencers, and amplify demand generation. It’s an effective way to grow lead generation. Getting in touch with prospective customers, and remaining on their radar, is a challenge. The old ways of going about it don’t work. Ninety percent of decision makers today, for instance,… (Read More )
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Abstract: Disruptive and leading-edge companies require deeper, more nuanced marketing. Their target audiences are sophisticated and advanced. Their strategies for establishing meaningful, forecastable revenue are increasingly dependent on newer forms of marketing. The ideas, insights and content distilling who and what makes a company different have got to be meaningful or they will not produce results… (Read More )
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Abstract: A characteristic that defines most anthonyBarnum engagements is that they tend to be closely aligned with senior management vision, constructed with a ‘big picture’ view in mind of the client’s overall strategy and assessed by metrics that flow directly from core business objectives. Some mid-market companies first ready a new product, and as launch date nears,… (Read More )
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Abstract: High-impact, high-cadence programs require investment — but the payoff in thought leadership, media attention and brand aura make the effort well worth it.  A growing conviction that contributed to the very founding of anthonyBarnum Public Relations was a persistent belief that too many of today’s marketers expect too little from their PR firms, and… (Read More )
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Abstract: A thought leader is a person or organization with an expertise and vision that makes an impact on business, industry or society – sometimes all three. A thought leader brand drives the conversation, priorities and points of focus on topics critical to their audiences. This leadership can extend, not only within a sector, but to a wider audience that includes the mainstream media…. (Read More )
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Abstract: As 2017 rolled into view, Oscar Munoz, CEO of United Airlines, was flying high. The airlines’ stock had almost quadrupled since 2013, and at the beginning of March, PRWeek named him ‘Communicator of the Year,’ citing not only the company’s performance, but Munoz’s ability to create a compelling vision, share it with employees in a compelling fashion and build rapport with union groups… (Read More )
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Abstract: anthonyBarnum has written at length about the power of thought leadership, and the unique set of communication skills required to build, message and market it. Thought leadership drives customer interest, builds industry stature, grows revenue, and gives brands strength and value. Where brands display and exemplify their thought leadership is in owned media… (Read More )
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Abstract: Any good public relations campaign should have a set of goals defined upfront.
Every sort of brand rollout– whether of a new vision, an upgraded product or service, a partnership or anything else—seemingly has thousands of components and hundreds of moving, changing parts. Every media engagement is an opportunity to achieve all sorts of potentially positive results….. (Read More )
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Abstract: Most complex sector companies have fallen far behind on the social media curve. Due to their business-to-business orientation, social media has been perceived as not offering a strategic ROI. Under resourced and minimized in marketing, many complex sector companies, particularly those targeting narrower markets, are barely engaging in social media…. (Read More )
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Abstract: In 2015, for the first time, more searches were conducted on mobile devices than on a PC. Mobile commerce now accounts for more than 30 percent of all e-commerce. Ninety-one percent of U.S. adults keep their smartphones within arm’s reach. Even more important to entrepreneurs, nine out of 10 mobile searches lead to action and more than half lead to sales… (Read More )
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