INBOUND ACCELERATOR

A blog dedicated to advancing inbound marketing and PR

     

Lessons From 15 Years: Telecom Industry Marketing Means Staying On Top Of Everchanging Trends

January 07,2020 | BY: Kristin Jones

Allow me to date myself a bit. Obviously, if I’m offering insights into 15 years of owning my own marketing firm (plus my years with other agencies and in-house before that), I’ve been around a little while, though 20 years, or even a bit more, truly doesn’t feel like all that long.

Until, that is, I think about the changes in how we do, well, almost everything, as it relates to telecommunications.

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Topics: Content, Audits, Marketing Lessons

ICYMI: The 2019 Inbound Marketing Advice Posts To Read In 2020

December 31,2019 | BY: Kristin Jones

Congratulations! Another year full of successes celebrated and lessons learned has passed, and the next round of opportunities lies ahead. It’s been busy, hasn’t it?

If you are like me, you missed a few things along the way — I get it. With more than 100 new posts on the Inbound Accelerator, I doubt you had time to read every one. But there are a few I think you really need to see, so I’ve rounded them up together. These are the posts our visitors and followers read the most, and for good reason. This top 10 list touches on social media, contributed articles, how to create great content, and how to use that content in a complete integrated public relations and inbound marketing program.

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Topics: Social Media, Content, Marketing Lessons

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.

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Topics: Metrics, Audits, analysis, Marketing Lessons

Lessons From 15 Years Of Marketing: Integrate Marketing & PR To Reach Healthcare IT Decision-Makers

September 10,2019 | BY: Kristin Jones

In my last two articles in this series of lessons in marketing, I’ve talked about the importance of trust when dealing with finances and money, and the importance of understanding the science when marketing in the life sciences industry. Healthcare IT is another field in which decisions are made slowly, based on data and authority.

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Topics: Healthcare Marketing, Campaign Planning, Marketing Lessons

Lessons From 15 Years Of Marketing: Expertise Essential For Marketing Within The Life Sciences Field

August 22,2019 | BY: Kristin Jones

Every industry has individual nuances in marketing tactics, techniques and needs. And while nearly every B2B market is also filled with industry-specific knowledge and vocabulary that marketers must understand in order to create credible content, when it comes to businesses in the life sciences sphere, the need for expertise and immersion in the field is even greater.

Life sciences, as a field, encompasses a wide range of businesses, most of which support the infrastructure that enables the healthcare system, from medical device manufacturers, to pharmaceutical companies, DNA research, and the contract research organizations that take on drug discovery, pre-clinical and clinical trial research for pharmaceutical and biotech companies.

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Topics: Public Relations, Content, Bylined Articles, Marketing Lessons, Life Sciences

Lessons From 15 Years Of Marketing: FinTech Marketing Starts With Authority And Trust

August 06,2019 | BY: Kristin Jones

There was a day when a key part of a financial company’s branding strategy was based on a physical portrayal of its stability: the building itself. Large, solid, imposing structures, bank buildings have long been emblematic of the way the institutions want their customers to perceive them.

But with the rapid and nearly complete shift of financial services to digital and largely invisible infrastructures in the last 25 years, the need to build a brand identify of stability, authority and trust can no longer be met with a concrete structure. Particularly in the B2B financial technology arena, that brand identity must be built through careful curation of thought leadership, content and analyst relationships.

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Topics: surveys, Marketing Lessons, Thought leadership, Analyst relations

Lessons From 15 Years: How To Hire The Right People & Work With The Right Clients

August 01,2019 | BY: Kristin Jones

Sometimes the best way to learn how to do something right is by facing the consequences of doing it all wrong.

When it comes to hiring, I’ve made mistakes. And regretted them. But, I’ve also learned from them. Those mistakes, combined with what I know now about how I like to structure the workplace, have led me to develop a few guidelines I now keep in mind whenever I am hiring.

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Topics: Resourcing, Management, Marketing Lessons

Lessons From 15 Years: Remember Not All B2C Purchase Decisions Are Emotional Impulse Buys

July 11,2019 | BY: Kristin Jones

It can be tempting to think of all B2C marketing as being the type of impulse decision to which you can appeal with an emotion-driven campaign showing happy, strong, cool people. Not everything is as simple as a refreshing soft drink on a hot day or a pair of shoes that totally make the outfit.

At JONES, we have experienced the side of B2C marketing that requires engaging consumers with useable and useful information, understanding that larger investments have a longer sales cycle, and that especially now, with the world in our pocket, consumers research a wide range of products before making their final decision. The lessons we’ve learned through marketing financial services, higher education, personal electronics and even nutritional supplements for endurance athletes can be applied to a wide range of other B2C products and services.

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Topics: Personas, Marketing Lessons

Lessons From 15 Years: Ask The Right Questions, Set Measurable Goals, And Deliver On Expectations

June 25,2019 | BY: Kristin Jones

Sometimes the most important lessons are those that may seem obvious or simple, but which are overlooked and ignored in the search for the next big thing. We, as humans and as marketers, sometimes convince ourselves that success is complicated and that the best strategy is something we haven’t yet tried.

We forget to go back to the basics upon which a successful marketing strategy should be built. This can be especially true of agencies that strive to differentiate themselves by being creative and innovative and coming up with new ideas to wow and woo potential clients. But when the very foundations of a marketing strategy are ignored, the whole thing tends to collapse.

This Marketing Lesson post focuses on the three simple (not easy, but simple) steps that every marketing strategy should build from.

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Topics: Goal Setting, Do the Math, 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.

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Topics: Content, Audits, Marketing Lessons

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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

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