Some of the more forward-looking PR firms I work with are looking to supplement traditional PR offerings with demand generation services, using marketing automation software such as Marketo and HubSpot to track prospect’s actions to “nurture” them with additional content towards a sale.

I’ve long had a gut feeling that this is a good way to go, and my belief has been confirmed my recent survey results cited by the DemandGen Report. They show that the use of marketing automation software is indeed taking off, but not as quickly as some had hoped.

Why? Turns out that, just as with so many other IT initiatives, that having the right people and processes is as important as having the right software. These include not having the right or sufficient number of people (52% of those polled) and not having the right processes (43% of those polled.) Lack of good content was cited by 32%, but that’s such blatant self-promotion I shouldn’t mention it. Except I just did.

The types of services customers need are well suited to what PR can provide. PR firms already have deep relationships with clients, and understand – and in some cases helped create – their branding messages. They’re also skilled at creating content for different audiences, either using their own employees or outside help. As for having the right processes to put marketing automation to work, that’s something we’re all learning in real time – and those who get it right first will have a competitive edge.

With fewer and fewer pubs to pitch to – and less bang for the buck in pitching bloggers who may or may not have influence – it seems like showing they can generate valuable leads for a client is a good move for PR firms. Or is it too far outside their core compentency?

Author: Bob Scheier
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I'm a veteran IT trade press reporter and editor with a passion for clear writing that explains how technology can help businesses. To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258.

Gotten a pitch to attend a conference or trade show lately? Did you decide to spend the money, or ditch it and stay in the office? It’s tough to get people to part with their money, or their time, to attend conferences these days. But one way to do it is to give them a sample of what they’d get if they attended.

 

A recent email from the SAP Insider trade pub for their Administrator and Infrastructure Conference  did a good job of doing exactly that. After a brief introductory paragraph or two, it provides a teaser list of six tips (each of which is actually a “best practices”) that was presented during earlier conferences. They are:

  • Tip 1 – 10-step guide to integrate SAP NetWeaver BW and SAP BusinessObjects security
  • Tip 2 – Technical prerequisites for your SAP enhancement package implementation project
  • Tip 3 – Tips for working with SAP NetWeaver variables in Crystal Reports
  • Tip 4 – 19 guidelines for avoiding common pitfalls during your next SAP NetWeaver Business Warehouse upgrade project
  • Tip 5 – How to understand the difference between centralized, distributed, and autonomous data governance models, and
  • Tip 6 – 10 best practices for building Xcelsius dashboards

You don’t have to be an SAP expert to see that each tip is specific and technical enough to show the prospect the type of nitty-gritty value they’d get from the conference. By tracking which newsletter recipients click through to which tip (yes, the prospect has to give up their contact info to get the tip) SAP Insider (or a sponsor) can infer what products each prospect is using, and what challenges they’re facing. So even if you don’t get the prospect for the conference, you might have a lead for a product or service sale.

 

It’s a great example of “selling by offering value,” using valuable content that already exists from previous events. What great, usable content is sitting around your organization you could be using to attract conference attendees – or sales leads?

Author: Bob Scheier
Visit Bob's Website - Email Bob
I'm a veteran IT trade press reporter and editor with a passion for clear writing that explains how technology can help businesses. To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258.