The future of PR measurement for B2B companies
- Part 18 keys to cracking the modern corporate narrative
- Part 2 The future of PR measurement for B2B companies
Show Notes
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02:44Rethinking PR and content strategy measurement in B2B marketingWhile marketing prioritizes measuring PR and content strategy impact, directly measuring brand impact is challenging. It's recommended to focus on metrics that demonstrate the effectiveness of marketing efforts, rather than getting hung up on directly measuring brand value.
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04:26The evolution and challenges of B2B PR measurementWhile PR measurement has evolved in terms of software, how brand is measured is still a challenge. Ultimately, its challenging to accurately measure program effectiveness based on media coverage and the number of impressions.
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06:16Aligning B2B PR with business objectivesIts crucial to align PR efforts with business objectives and create specific key results (KRs) that are tied to marketings objectives. By focusing on how PR can contribute to lifts in web traffic, SEO, etc, PR can contribute directly to achieving broader marketing goals.
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09:00Connecting brand and demand capture by aligning PR and salesAlign PR with sales efforts and ABM programs to address the challenge of immediate results in PR and create direct touchpoints with target accounts. By integrating into sales enablement strategies, PR can demonstrate its impact on prospects, gaining buy-in from CEOs and boards.
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12:45Integrating PR with customer expansion strategiesPR efforts can support customer expansion initiatives. This can be done using an ABM strategy to target decision-makers from different departments within existing client companies who are unaware of the full range of the company's products or services.
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13:32The need for innovation in B2B PRTo meet the evolving demands of in-house marketers and the C-suite, PR professionals must innovate beyond traditional metrics. However, challenges may arise in breaking down silos within client comms departments, hindering efforts to align PR activities with broader business objectives.
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15:58Breaking down barriers between performance and brand marketing disciplinesThis requires persistence in recommendations and starting with small asks. In addition, having the right conversations upfront with key stakeholders like the CMO ensures everyone understands each other's needs and how to support each other.
Quotes
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"30% of your budget that you spend on brand cannot be attributed to any direct ROI. But you know that if you cut it, everything else suffers. We all know this, yet, we keep getting held to this standard of measuring it." - Lindsey Groepper
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"Impressions should not be a measure of a program's success. You may skyrocket in terms of how much you're being talked about in the press for something negative, and more noise doesn't necessarily mean a better program." - Lindsey Groepper
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"First and foremost is creating specific key results that are tied to the marketing boards objectives versus our own PR objectives." - Lindsey Groepper
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"Something that we have evolved in our agency is aligning our PR efforts with sales teams' efforts and ABM programs because this can be sticky." - Lindsey Groepper
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"As PR pros, only measuring impressions and general share of voice as we've always done cant work. In-house marketers, boards, and the C-suite demand more than that. We must consistently innovate and try new things." - Lindsey Groepper
- Part 18 keys to cracking the modern corporate narrative
- Part 2 The future of PR measurement for B2B companies
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Part 18 keys to cracking the modern corporate narrative
Lindsey Groepper, President of BLASTmedia, delves into corporate PR for B2B companies. Unlike previous generations, millennials, who make up a major B2B buying force, crave connection and purpose when it comes to choosing a vendor, a partner, or a place of work. They want to do business with companies whose values resonate with their own, leaving companies wondering how to build a story that truly connects. Today, Lindsay discusses cracking the modern corporate narrative.
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Part 2The future of PR measurement for B2B companies
Lindsey Groepper, President of BLASTmedia, delves into corporate PR for B2B companies. Traditionally, measuring the success of B2B PR efforts has been challenging. While metrics like impressions and share of voice have been used, they provide limited insight into the true impact of PR on business goals. Ultimately, B2B PR needs to evolve to demonstrate its value in a way that resonates with executives focused on ROI, aligning with sales and marketing objectives. Today, Lindsay discusses the future of PR measurement for B2B companies.
