Measuring Success in a Technology PR Campaign

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Operatix
Reading Time: 3 minutes

Episode

Measuring Success in a Technology PR Campaign

Lead Generation for B2B Software Companies

Operatix

Every company wants to be noticed.

At the end of the day, if you are a company that is looking to grow, you are probably relying on getting coverage for your business. Whether that is blogs, news sites, or tv spots, every technology company relies on PR to get their brand out there.

But how do you measure the success of a PR campaign? How do you quantify the results and the returns on being placed front and center in some of the biggest publications out there? Can you even put metrics around such a thing?

Our most recent guest on the B2B Revenue Acceleration Podcast, Yvonne Eskenzi, owner of Eskenzi PR & Marketing not only believes that you can, but was kind enough to sit down with us and give us some insights into how her firm does it.

How Can You Measure Success?

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You just always remember that PR is earned. So you have to get it on it’s merits.

Yvonne Eskenzi

Advertising is all about paying for it. You pay a certain amount of money and then measure how many folks come to your website. It’s is highly measurable.

PR is all about coming up with intelligent ideas to get your clients into the press. These have to be smart, out of the box, creative solutions. So when you look at ROI, it is much harder to measure with PR than with advertising.

That being said, there are ways that you can closely measure ROI from a PR campaign simply by how many pieces of press coverage you are getting each month. If agency A is getting you 5 bits of coverage a month, and agency B is getting you 15, agency B is the more successful agency, and probably the agency that you want to stick with.

Another way is using a tool like Hubspot. You can use Hubspot to measure all of the touch points where people are coming to your site and where they are coming from.

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The idea is to try and get your clients as much quality coverage as possible.

Yvonne Eskenzi

This can be done practically in a few different ways, such as increased SEO, focusing on the client’s social media footprint, and sharing a voice against competitors. Really focusing on climbing that mountain and getting them to the top of the pile.

How do you Analyze Coverage vs. Competitors?

Sometimes you will end up putting everything you have into a PR campaign. You’ve been trying to get a client pieces of coverage, and a public quota company puts something out over the wire that ends up dominating the coverage.

Maybe it’s a merger, maybe it’s an acquisition. Whatever it is, it dominates the share of voice and drowns you out.

That can be incredibly frustrating, though it doesn’t mean that the coverage that is being put out is quality coverage, just that it’s loud and numerous. Getting drowned out by the excess noise can be daunting for the client, but sometimes it just takes sitting down with them and explaining the difference between quality of coverage and quantity of coverage.

Is There a “Best” Way to Get Coverage?

The best way to get coverage and deliver for your client is to go out there and get as much fantastic coverage as you possibly can. Not second tier coverage. Not the watered down stuff.

Go big.

Striking the top of the mountain first is a guaranteed way for your coverage to filter down to all of the other places. If you can get your coverage into a BBC or Reuters, the rest of the coverage is going to take care of itself.

Tell your client to close their eyes and dream of the top publications they want to be covered by. Then, go make it happen.

That being said, don’t ignore the trade press. SC magazine, Infosec magazine, and the like, are all publications where people are going to want to read about your tech client’s goings on.

Bottom line: there has to be a healthy balance of touching the trophy prizes as well as the trade magazines.

How Do you Make a Subject Newsworthy?

So at the end of the day, how to you take a client and make them newsworthy?

Imagination. You’ve got to think outside of the box, rise above the noise, be different, look different, and really understand what it is that is going to make that company stand out.

Talk to everybody, not just the leadership. Talk to the leaders, yes, but also talk to the people on the floor. Talk to the ones making the everyday decisions to produce the product. Often times, those are the ones that are going to have some of the best ideas.

PR is a complex thing. You want your company to be covered and noticed, but at the end of the day, you want to be covered and noticed by the right publications, for the right reasons. That is where a dedicated and talented PR firm can take you to the next level.

This post is based on an interview with Yvonne Eskenzi from Eskenzi PR & Marketing. To hear this episode, and many more like it, you can subscribe to The B2B Revenue Acceleration Podcast.

If you don’t use iTunes, you can listen to every episode here.

About Operatix

Operatix is a Sales Acceleration company specialized in supporting B2B Software vendors to identify new revenue streams, increase qualified sales pipeline, and accelerate channel development across Europe and North America. Operatix has a wealth of experience in working with the biggest tech players worldwide as well as a multitude of emerging software vendors.

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Channel Transformation

Digital transformation is changing how companies buy and use business solutions, making vendors re-assess the capabilities of their channel ecosystem. With channel dynamics in constant flux, vendors need to be ready to cut ties with partners that don’t share their vision or have connections with the right B2B buyers.

 

Operatix has supported numerous vendors in their path to Channel transformation by assessing current partners and recruiting new partners that are more aligned with their new channel strategy. Once the right partners have been identified, Operatix built scalable outbound sales development programs that accelerated their routes to market.

Inbound Response Management

In a competitive industry like technology every lead counts. Operatix can help you maximize conversion from MQL to SQL and from lead to pipeline, increasing both your revenue and ROI on marketing activities.

Account Identification

Identifying the accounts that are more likely to buy from you is part of our expertise. We will research the market, identify verticals and industries that can benefit from your solution and set up qualified sales engagements for your teams to kick-off the sales process. 

Cold Prospecting

Our team will identify new sales opportunities within the strategic accounts that you haven’t been successful in penetrating through your sales & marketing efforts. By applying the ‘Challenger Sale’ methodology we use a tailored, multitouch approach to connect with prospects, generating qualified sales engagements for your team and ultimately increasing your pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Partner Concierge Service

Our Partner Concierge Service helps vendors accelerate their channel programs, by engaging and nurturing channel partners and supporting them to get to revenue quicker.

Demand Generation

Whether you need to implement a demand generation strategy or get more results out of your existing demand gen engine, Operatix can work alongside your marketing team to yield better results out of your demand generation programs.

Account-based Marketing

An Account-based Marketing strategy is only as successful as the revenue it generates. At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Lead Qualification

If your marketing leads aren’t converting, it might be a lead qualification issue. Operatix can help sieve through leads that need further qualification, so they are ready for an AE or sales team member to engage with.

Account-based Selling

At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Pipeline Generation

Generating Pipeline for our clients is our key-objective. And we do that by using a multi-touch, multi-channel approach to generate qualified sales engagements for our customers’ sales teams.   

Account Intelligence / Deep Dive

Understanding buying centres, hierarchies and relevant personas in strategic accounts is a fundamental step to increase conversion rates. By leveraging account intelligence in a sales conversation your team can tailor their message and provide value to their prospective customer. But sales & marketing teams often struggle to dedicate time and resources to do the deep research and this is where Operatix can help.

DMID – Decision Maker Identification

Finding quality data is an on-going challenge for B2B Tech vendors. The accuracy of data platforms is questionable and that is why Operatix developed a manual process to identify & verify contact details for decision makers within strategic target accounts.

Playbook design

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to get your messaging right, accurately position your solution against competitors, and adapt the communication of your value proposition to different buyer personas.

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Sales Playbook Development

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to implementing the correct messaging, accurately position your solution against competitors, and adapting the communication of your value proposition to different buyer personas.

Lead Qualification

If your leads aren’t converting, it might be a lead qualification issue. Operatix can help filter through leads that need further qualification, ensuring that they’re ready for an AE or sales team member to engage with and progress through the funnel. 

Partner Portal / Marketing Concierge Service

Vendors often spend thousands of dollars building multifunctional Partner Portals to help channel partners educate their teams, manage opportunities, and create marketing programs. Still, these portals are often underutilized due to lack of bandwidth and capacity from vendors to offer support in enabling their partner community. Operatix, through their Partner Development team, can support your partners to make the best use out of your partner portal, managing the relationship with your partners and helping them set up co-marketing campaigns to drive more revenue for both businesses. 

Marketing & Sales Alignment

The sales development function is often seen as the “glue” that brings sales & marketing teams together. By working as an extension of your teams, Operatix will be your predictable source of pipeline, sales & revenue.

Optimization of MDF

Market Development Funds are an important component of any channel ecosystem, though vendors believe they are not maximizing the return on investment they should be getting from their MDF programs. At Operatix, we build scalable outbound sales development programs that will give you the visibility of return over the invested spend and will provide clear value for your channel partners.

Increase Partner Productivity

The 80/20 rule is still very applicable to the channel, which means that investing in partner productivity should be a priority for vendors looking to grow their businesses. Operatix can increase partner productivity and shorten sales cycles, by identifying ready to engage sales opportunities for your most valued channel partners.

Virtual Channel Account managers

Our VCAM team is responsible for building, maintaining, and managing sound relationships with current and prospective channel partners. They can get involved in opening up new sales conversations as well as closing small businesses up to $ 10k.

Tier 1 & Tier 2 Activation

Whether your business decided for a Tier 1 or Tier 2 distribution model, Operatix can help your channel partners get to revenue quicker. By providing qualified sales engagements to your channel partners we can accelerate your route to market with tangible and easily measurable results.

Solution Selling Training

Far too often vendors insist on enabling their channel partners to talk about features and technical details of their solutions. Customers don’t buy features; they buy the benefits your solution can bring. Operatix will work with your partner community to train them in articulating your message from a high-level business perspective, enabling them to talk to prospects about the value your solution can bring to their company from a board-level perspective.

Channel Enablement

Enabling your channel partners have measurable wins for your business when done right. Operatix has a proven track record in enabling channel partners from a sales & marketing perspective, providing them the knowledge and tools to successfully pitch your solution and sell the value & benefits of it. 

Partner Recruitment

Recruiting the right Channel Partners is the first step for a successful channel program. Operatix has helped over 350 B2B Software vendors recruit suitable channel partners across EMEA and North America, supporting them to scale and expand their presence in different geographies and verticals. 

Risk/Reward Business Model

To truly work as an extension of our client’s sales & marketing teams, we have also adapted our business models to show how our clients operate, and how their success is measured. With our risk/reward business model your investment is proportional to the results our team delivers.

Sales Qualified Leads

On average, 52.5% of the sales engagements set up by our team progress into a next step in the sale process. That means that 5 out of 10 meetings will progress either into a POC, a Demo or a pipeline opportunity.

Geographical Scale

Trading in different geographical markets not only requires a knowledge of the native language, local rules & policies, but a deeper understanding of the local culture and habits. We have the ability to deliver campaigns in multiple countries with flexible resource allocation. This is through our team of international speakers, who have the ability to sell in 17 different languages across the globe.

Increase Revenue & Decrease Cost

Building an internal sales development team comes with many additional costs and challenges that aren’t always taken into account: recruiting resources, training and enabling them etc. You also need to take into account the need for having the data and tools to make them successful, which in turn requires time, capital and effort. By outsourcing your sales development to Operatix you will see your revenue increasing, while decreasing costs and business risk.

Predictable Pipeline Generation

On average, our clients see a 26X ROI on the programs we deliver. By understanding your revenue targets and sales pipeline gap, we will work on a sales & marketing plan that will deliver tangible results.

Vertical Growth

Entering new industries or launching new product lines? Operatix can accelerate your growth by supporting your go-to-market strategy, and getting your sales teams in front of decision makers in key target accounts.

Reduce Headcount

By outsourcing your sales development and partner programs to Operatix; we reduce headcount and the challenges that come with managing people, technologies, and processes. We take care of your sales development, so you can focus on what matters the most: growing your business.

Revenue Acceleration

Operatix helps your business get to revenue quicker. By providing qualified sales engagements for your direct sales team (to kick-off new sales cycles), or by accelerating the growth of your channel partners, our focus remains on delivering tangible results for your business. 

Persona-based Selling

Operatix team will design specifically tailored messages to influence the different levels of decision makers in the sales process, tailoring the communication according to each job function. Our focus is to sell the value of your solution from a business perspective, not its features.    

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