Marketing + Public Relations
Marketing covers a lot of territory, with a tool kit of “capabilities” that includes advertising, direct mail, sponsorships, trade shows, webcasts…and a list of tactics too long to include here.
“Business has only two functions – marketing and innovation. All the rest are costs.”
Perhaps because marketing’s tool kit is so large, B2B marketing strategy often becomes a collection of tactics strung together. Tactical soup. No integration. No associated business metrics or method to measure if your marketing is working.
That's not the way we approach marketing.
This strategic approach to marketing is consistent with how we manage Public Relations, which is one of the most powerful tools in the marketing mix.
PR is often shorthand for media exposure. We view publicity as a starting point, rather than an end result. Your goal is not to generate a pile of press clippings. Instead, it's creation of credibility tools that can serve as powerful 3rd party endorsements designed to be pro-actively merchandised to move prospects to action, or to shape market opinion.