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.

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. We evaluate your positioning in the marketplace, start with your business objectives, develop a coherent strategy to achieve your objectives, and then assign tactics - not the other way around.

This strategic approach to marketing is consistent with how we approach 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 serve as powerful 3rd party endorsements designed to be pro-actively merchandized to move prospects to action, or to shape market opinion. To learn more about using public relations to drive sales, contact us.