INBOUND ACCELERATOR

A blog dedicated to advancing inbound marketing and PR

     

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

Lessons from 15 Years: Today’s Strong Relationships Are Tomorrow’s Enduring (Or New) Accounts

June 04,2019 | BY: Kristin Jones

Did you know that the average client-agency relationship in the marketing and PR world is 3.2 years or less? That’s really not much time when targeting strategies and campaigns that can extend for months and generate results years down the road. And with turnover that rapid, it means that the average agency is spending a lot of time prospecting and trying to land new contracts to replace the ones that are closing.

(Sources: The Drum and Bedford Group Consulting)

What would happen if the energy dedicated to finding new accounts was instead focused on building relationships that maintain the clients you already have and increase the likelihood that the contacts you have in those businesses may bring you even more business in the future?

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Topics: Strategy, agency, Management, Marketing Lessons

Lessons from 15 Years: If You Are Curious, You Can Make Anything Interesting

May 07,2019 | BY: Kristin Jones

More than 15 years ago, while I was still working with global PR agency Porter Novelli, I was handed an assignment that I was certain was punishment. I couldn’t think of a topic any more boring, any less engaging, any more difficult to turn into a public relations campaign that would garner media coverage.

I was assigned to support the sales of paper and ink. Really?

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Topics: Public Relations, Content Creation, Marketing Lessons

15 Years Of Marketing, PR & Life Lessons Learned

April 30,2019 | BY: Kristin Jones

2019 marks 15 years since I took the leap and founded the first iteration of JONES.

Since 2004, we’ve seen the introduction and nearly universal adoption of Facebook, YouTube and smartphones — and all the changes in buyer behavior that go along with them — which has changed the marketing and PR field tremendously.

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Topics: Inbound Marketing, agency, Management, 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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