Account-based marketing (ABM) is the modern business-to-business sales approach focused on identifying and pursuing actual decision-makers at a companies’ most profitable target accounts. Unlike traditional push-based advertising, ABM offers marketing and sales teams the ability to establish an actual relationship with prospects to pursue the most promising opportunities. Unlike inbound marketing strategies, which all companies […]
Technically, the definition of PR is “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Have you ever tried to tell startup founders that they need to invest in PR in order to create “mutually beneficial relationships?” Right. PR needs a new definition – one that actually defines the many […]
If you asked 10 startups to define public relations, I guarantee that you’d receive at least eight different answers. While there may be some commonalities in the responses — a reference to media relations or general “press” — I’d comfortably bet my house that not a single founder would answer the question completely accurately and without hesitation. Despite the […]
As the world becomes increasingly connected via real-time, international social media conversations and the 24-hour news cycle, companies must respond to a crisis more swiftly and strategically than ever before or risk rumors and misinformation taking over the narrative. From a hospital data breach to a power outage to a particularly vocal, unhappy customer, every […]
As an early-stage company, sometimes it’s hard to think beyond product development, but moving your PR strategy to the bottom of your list isn’t a good idea either. “Planning way ahead with your communications will help ensure that your prospects and customers take the same journey with you,” Baron says. Peter Baron has been in […]