We often conduct media training for our clients and this week we finished a series of workshops with one client. During these sessions it’s helpful to show examples of interview best practice, as well as the times where spokespeople don’t quite hit their key messages…
Here are 3 examples from the past few weeks which demonstrate the good, bad and the ugly of media engagements.
More than 25 percent of total revenue and profits across industries, including the tech sector, comes from the launch of new products, according to a McKinsey survey.
Yet despite this, and increasing year-on-year R&D spend, McKinsey says its research reveals that more than 50 percent of all product launches fail to hit business targets.
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Southwest Airlines is a major US airline based in Texas. It’s clearly not a B2B tech brand or in the business of B2B lead generation but its use of inbound marketing is a case study in how to leverage value from earned media, digital PR and content marketing for all types of businesses.
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Last Wednesday morning, I found myself at a Gorkana media briefing event fronted by a dynamic duo plucked from one of the most successful monthly magazines in the world.
Management consultancy, McKinsey, has published details of a study which has found that “marketers are beginning to embrace their primary role: driving business growth.” I’d link to it but the publication is on the brilliant, free McKinsey App which you should download.
Broadcast coverage is great to see for both the agency and client. It is seen as a tier 1 hit for many B2B brands and internal communications teams, but what real value does it hold for them? Is it enough just to have your company name or spokesperson feature on telly?
This morning, Simon Sharwood, APAC Editor at The Register, published an article on LinkedIn entitled: '20 companies have pitched me "disruption" already in March. Do you dare to be the 21st?'. I was faced with this just last week. A global B2B marketer proudly showed me the powerpoint that her brand marketing consultancy had put together, using stock images and the Times New Roman font. The irony of which was lost on everyone else it seems.
We all knew it was going to happen. The question was when. I think it was slide four when the whole page was put in front of a virtual audience gathered across a webinar spanning the Atlantic. On this page was one word: "Disruptive."
This brand and its team had been told that it needed, wanted, had to be disruptive. Disrupt or die.
As a B2B marketing consultant that integrates earned media with inbound marketing, I believe the term "Disruptive Technology" should be banned. Any agency that tells you that you need to be disruptive, or even allows you to wander down that path, needs to be sacked on the spot for gross misconduct. Any B2B marketers who fall for this are probably not qualified to help your business grow.
Below are 10 reasons why:
For inbound marketing and B2B PR professionals, the power of third-party endorsement to drive traffic and build credibility cannot be overstated. A tactic that we adopt regularly is news hijacking or piggybacking. Regardless of whether your PR Strategy is focused on B2B lead generation or building brand awareness, the results these tactics deliver can give your business a recognisable boost.