INBOUND ACCELERATOR

A blog dedicated to advancing inbound marketing and PR

     

Lessons From 15 Years: First, You Have To Do The Data Work

October 10,2019 | BY: Kristin Jones

In some professions, you have to do the dirty work to set up a project for success. Building the tallest skyscraper begins with making sure the ground is prepped and a solid foundation in place. Creating the most delectable dessert begins with making a mess in the kitchen. It takes some dirty work before the genius can be seen.

In marketing, it’s not so much dirty work as it is data work.

Read More

Topics: Metrics, Audits, analysis, Marketing Lessons

Lessons From 15 Years: Marketing Enterprise Software Relies On Analyst Relations, Case Studies & References

June 11,2019 | BY: Kristin Jones

While marketing as a science and art may rely on a few universal rules and standard tactics, each industry presents nuanced needs and challenges. B2B marketing, particularly in the enterprise software industry, is a unique environment where gimmicks just don’t work.

How do I know? I’ve been deeply involved in the software and technology industries most of my career as a corporate communications team member, an agency representative and as an agency owner. I’ve learned a lot about enterprise software and how to effectively market it (or to market a technology company by positioning it for acquisition) along the way.

Read More

Topics: Content, Audits, Marketing Lessons

Quick Marketing Tip: Take Time To Analyze 2018 Results

January 23,2019 | BY: Kristin Jones

What was your greatest success in 2018? What didn’t work? And how are you going to change your strategy and approach in 2019 to improve on your results?

If you haven’t already taken time to review last year’s results, now is the time to do it, before you get any farther into the new year. Even if you don’t have time for a deep dive into all of the metrics from every content distribution channel, every individual campaign or piece of content, or each press release and bylined article pitched to the media, DO choose a few specific areas to review and analyze.

Read More

Topics: Audits, analysis

When You Need Someone Else to Make Sense of the Numbers

November 15,2018 | BY: Kristin Jones

 

Some see marketing and communications as an art. And it definitely can be: crafting creative text and images that elicit emotion and drive action requires creativity, vision, and an understanding of how words and visual elements work together. That’s the art.

But, it is also a science. Marketing success relies on data, as well. That includes both the data that help tell your brand’s stories (see more on using data in marketing content here: 5 Ways To Use Survey Data) and analyzing your own performance data to find ways to improve future campaigns.

Read More

Topics: Metrics, Audits, analysis

7 Inbound Marketing Projects To Do Before Year-End

September 06,2018 | BY: Kristin Jones

As Q3 winds down in the coming weeks, it’s time to look at your to-do list and prioritize those projects you want to wrap up before year end, especially if you are sitting on a surplus budget with a use-it-or-lose-it philosophy from above.

Read More

Topics: Audits, surveys

3 Ways a Media Audit Can Drive PR Budgets

March 29,2018 | BY: Kristin Jones

Protecting and growing public relations budgets is a top priority for department directors and managers.  Regrettably, though, many PR pros are getting it all wrong.  When it comes to requesting a budget increase, one of the most common mistakes PR professionals make is focusing on creative campaigns and “big ideas.”

Read More

Topics: Public Relations, Audits

Media Audit: 10 Essential Topics PR Pros Should Address

March 20,2018 | BY: Kristin Jones

To win support and funding for public relations programs, earn recognition for PR as a driving business force, and maintain the industry’s integrity, PR professionals need to ensure clients and executives understand the business value PR brings to the table. 

Read More

Topics: Public Relations, Audits

How Conducting a Media Audit Can Help You Triumph Over Competitors

March 15,2018 | BY: Kristin Jones

Every PR pro knows it: In any competitive environment you need to keep score in order to know where you stand. After all, if you don’t know whether you’re leading or falling behind, you have no opportunity to change the game plan, make substitutions, or improve your strategy – making it tough to beat the competition.

Read More

Topics: Public Relations, Analyze, Audits

Use Competitor Analysis to Inform Branding Efforts

September 28,2017 | BY: Kristin Jones

Creating a new brand, or developing a new positioning approach for an existing brand, should never be done in a vacuum. It is essential to understand not only your own strengths and weaknesses, but those of your competition as well.

Read More

Topics: Branding, Position Your Brand, Audits

5 Secrets for Using Audits to Uncover Marketing Mistakes, Develop Marketing Plan for 2018

September 19,2017 | BY: Kristin Jones

Do you know what elements of your marketing strategy are succeeding, and which ones are failing to meet expectations? Do you know which channels bring in the most leads, and even more importantly, the most customers? Do you know where you need to fix problems that could be costing you money and results?

Read More

Topics: Planning, Strategy, Audits

0 Comments

Keeping up with Kristin

KristinBW4.30.15I enjoy traveling the globe to meet with clients, educate companies about all things PR and Inbound Marketing, and speak at industry events.  Meet up with me when I’m in your city.  Where will I be next?  Meet Kristin

Connect with Kristin

Subscribe to the Inbound Accelerator

 

landing page content template

 

comprehensive guide to designing and executing ctas

Popular Topics

see all