ImPRessions - Crenshaw Communications

OCTOBER 2, 2018

Technology companies gearing up for a new product launches know full well they’re adding to a crowded marketplace. It can be particularly challenging for B2B startups offering SaaS or other tech services to generate visibility when the category isn’t new. Why is the product or service needed?

Technology 157

Technology Product Launch B2B Software 157

ImPRessions - Crenshaw Communications

OCTOBER 28, 2020

If you want a product launch to be covered in a top-tier publication, journalists will need to talk to someone who has used the product or can speak to its market value. They don’t have to be mutually exclusive, especially in B2B PR. . Explain what is required . Not everything is about coverage.

Publicity 334

Publicity How To Agency Product Launch 334

B2B PR Sense

JANUARY 5, 2018

B2B PR in particular creates a patina of thought leadership and generates interest and awareness. How to Pick the Right B2B PR Agency For You. How to Score in B2B Media Relations. At their core, B2B PR professionals aim to boost and reinforce a brand’s image and crediblity. Product launch. Crisis management.

Crisis Management 238

Crisis Management B2B Reputation Advertising 238

5W PR

NOVEMBER 13, 2022

There are many different ways that companies can collaborate with social media influencers on promotional campaigns, however, there are a few differences in how direct-to-consumer (D2C) companies and business-to-business (B2B) companies promote their product launches.

B2B 88

B2B Marketing Product Launch YouTube 88

ImPRessions - Crenshaw Communications

MARCH 18, 2022

In ad tech PR, we might write releases that detail new hires, acquisitions, partnerships, or product launches. In B2B PR, we draft press releases for new products, new hires, acquisitions or partnerships, or funding, for example. There’s no real limit to what we can write a release about, as long as it’s newsworthy. .

Media 296

Media Local Product Launch Newspapers 296

ImPRessions - Crenshaw Communications

FEBRUARY 1, 2021

A new product launch. A solid marketing strategy can help drive quick awareness for a new product or service. As a complement, a strategic PR campaign is also very valuable, especially for a complicated or high-end product launch.

Marketing 310

Marketing Product Launch Corporate Viral 310

Shift Communications

JANUARY 4, 2017

New product launches can be hit or miss. It’s easy to give in to the excitement and guzzle the Kool-Aid when a client starts to tell you about the next generation of their product. New products are getting harder and harder to pitch. That wasn’t the case when we launched the Ultimaker 3 this past October….

Product Launch 74

Product Launch Pitching B2B Analytics 74

ImPRessions - Crenshaw Communications

DECEMBER 4, 2018

Take my agency; we focus on tech PR, with a particular focus in B2B technology. With that in mind, here are five questions that anyone interested in tech PR — especially B2B tech PR — should be able to address in a job interview. How would you support a product launch for [insert client]? Where do you get your news?

B2B 159

B2B Apparel Product Launch Agency 159

ImPRessions - Crenshaw Communications

MARCH 28, 2019

In today’s B2B PR , good analyst relations (AR) are essential. Technology analysts at firms like Gartner, Forrester and IDC can meaningfully shape the overall direction of a category and directly impact a B2B technology provider’s business. But how do B2B tech companies build long-term relationships with industry analysts?

Meeting 168

Meeting B2B Technology Resources 168

ImPRessions - Crenshaw Communications

DECEMBER 11, 2020

For B2B clients like those we represent, it can include the topics and suggested resources for bylined articles, blog posts, social media posts, digital video, and longer-form content like white papers, among other elements. In PR , a content calendar is a key part of any public relations plan.

How To 259

How To Social Media Product Launch Construction 259

Cision

JANUARY 8, 2018

Product Launch. Rolling out a new product at a trade show creates excitement which generates more booth traffic and, therefore, draws in more audiences to experience the product at the booth. Fully experiencing a product or service also reduces the chances of writers misrepresenting your new offering.

Company 222

Company Trade Shows How To Product Launch 222

5W PR

JUNE 3, 2024

The B2B tech landscape pulsates with the constant beat of innovation and competition, as businesses grapple for market share in this perpetually evolving space. However, a powerful fusion exists ready to be deployed: the strategic alignment of SEO and B2B tech PR. SEO and B2B Tech PR SEO forms the bedrock of organic visibility.

SEO 78

SEO B2B Engineering Leadership 78

ImPRessions - Crenshaw Communications

FEBRUARY 11, 2016

For many who work in specialized niches, like B2B technology or high-end interior design, thought leadership is highly desirable, helping to improve a brand’s reputation and even its bottom line. Thought leaders are often defined as the leading authorities in their field of mastery and opinion.

Leadership 149

Leadership Product Launch B2B Software 149

5W PR

APRIL 9, 2024

In the fast-paced B2B tech environment, new ground is continuously broken, but it’s not without its share of hazards. Scenarios of potential crisis Begin with a brainstorming session, conjuring up all possible crises the company could face within the B2B tech realm.

Crisis Management 78

Crisis Management B2B Crisis Company 78

ImPRessions - Crenshaw Communications

JULY 6, 2016

Thought leadership isn’t just for B2B brands. B2B executives in professional or technology services have long distinguished themselves by linking their corporate brand to a compelling idea or point of view. But today so-called “thought leadership” is also relevant to consumer product companies.

SEO 204

SEO Analytics Measurement B2B 204

ImPRessions - Crenshaw Communications

OCTOBER 12, 2021

A new product launch interview needs a senior product specialist, a change in strategic direction a C-level executive, a technology exploration a chief engineer, and so on. Often a CEO or founder will be in demand as a media spokesperson, especially at high-growth technology companies.

Interviews 309

Interviews Product Launch Radio Media Training 309

ImPRessions - Crenshaw Communications

MAY 1, 2019

B2B brands can often rely on their own website analytics to gauge the power of earned media, while others use third-party vendors to conduct baseline customer research, or calculate share-of-voice movement within a category. It’s better for everyone if objectives are precise. Insufficient research.

How To 257

How To Interviews Measurement Storytelling 257

ImPRessions - Crenshaw Communications

JUNE 13, 2017

Any team asked to budget an event, product launch, or other initiative is expected to stand by their projections, and it’s smart to estimate “up” to allow for last-minute contingencies. The client details features and benefits of a new B2B tech product but they fail to materialize. The overpromise.

Media Training 249

Media Training Policies Agency Interviews 249

ImPRessions - Crenshaw Communications

SEPTEMBER 11, 2018

But after the initial executive moves, product launch, or funding announcement, then what? For most B2B companies, it’s part of a proactive content campaign that raises brand awareness, boosts searchability, and even helps generate leads. How does a PR team keep the momentum going if things get quiet? Be an expert.

B2B 147

B2B Pitching Case Study Local 147

Shift Communications

NOVEMBER 16, 2016

Many of our B2B PR programs focus heavily on media relations. One of the most common requests we get from B2B tech clients is an increase in business press coverage. Set Realistic Goals for Product News. That’s why it’s important to set realistic goals and expectations for product launches. Emily Adams.

B2B 60

B2B Media Automotive Pitching 60

Shift Communications

JUNE 30, 2015

When we B2B PR folks sit down to put together the latest version of XYZ product launch, what comes to mind? For B2B, the journey can be long; sales cycles can stretch for months or quarters. In the B2B world, we are not immune to the mental shift that’s taken place in the public consciousness. Blog series?

B2B 60

B2B Analytics Google B2C 60

Sword and the Script

NOVEMBER 22, 2016

If you’re not using Facebook ads because you don’t think they work in B2B marketing , then you are among thin ranks. Several surveys reviewed by eMarketer suggest social media advertising continues to advance – and Facebook is often voted the most effective paid platform – even for B2B. What Should B2B Pay to Promote on Facebook?

B2B 60

B2B Facebook Marketing Social Media 60

Sword and the Script

APRIL 9, 2024

Sword and the Script Media can help with B2B marketing, PR and social media. For example, host a single webinar for a new product launch but offer break-out rooms by customer segments such as executive sponsors, daily users, admins or technical users. Sword and the Script Media can help with B2B marketing, PR and social media.

B2B 121

B2B Study Report Product Launch 121

ImPRessions - Crenshaw Communications

MARCH 6, 2018

Let’s use this model to get the scoop on pitching media exclusives for B2B technology programs. Startups and young technology agencies tend to flood the tech media with overly commercial product launches or low-value meetings with founders rather than solid story angles or truly newsworthy announcements. What is the story?

Pitching 189

Pitching How To Media Interviews 189

ImPRessions - Crenshaw Communications

JULY 10, 2017

Even high-level management changes ought not be pitched to B2B and other writers, but could be communicated in an FYI. Reporters do not appreciate wasting their time demo-ing a product or service that doesn’t fit in with their editorial mandate. It’s pretty simple to avoid pitching irrelevant products or services to media.

Pitching 170

Pitching Media Product Launch Agency 170

Cision

APRIL 7, 2017

From B2B to non-profit to consumer technology, I knew I loved PR, but I wasn’t serving the right industry. Whether we’re planning for a product launch, a brand refresh or the opening of a new concept, planning is key. The agency life is the only life I’ve ever known. Planning is the backbone of any strategy.

Pitching 228

Pitching Agency Social Media Creativity 228

Shift Communications

AUGUST 3, 2016

As my colleague Amanda Munroe pointed out recently , the B2B tech space has many challenges. In order to produce an effective and impactful plan for B2B PR program you need the following five things: Alignment with Audience. So many in fact that we often overthink our plan of attack to overcome them. Matt Trocchio. Vice President.

B2B 60

B2B Interviews Strategy Product Launch 60

5W PR

JANUARY 16, 2020

That said, incorporating live video will work in favor of B2B and B2C brands, non-profit organizations, and the public service. Put into perspective: Go-Globe points out that 80 percent of a brand’s audience prefers live video over blog content, and 82 percent prefers live video over a brand’s social posts.

Trends 120

Trends Communications Big Data B2C 120

Sword and the Script

JANUARY 16, 2018

Campaigns in B2B marketing are common around product launches, where traditionally these include basics such as: a press release announcing the new product to the market. an email about announcing the new product to customers or prospect. perhaps there is a PPC campaign supporting the white paper or product demos.

Content Marketing 90

Content Marketing Marketing B2B Engineering 90

ImPRessions - Crenshaw Communications

AUGUST 24, 2018

Supporting a product launch? It’s rare for a program, particularly a B2B PR plan, to simply target potential customers. Here are some fundamentals that will guide you in crafting a winning PR program. Write a rock-solid PR plan. Define your objectives. Consider and prioritize your goals. Are you trying to attract investors?

Writing 136

Writing How To Pitching Privacy 136

ImPRessions - Crenshaw Communications

SEPTEMBER 27, 2016

We’ve been fortunate to have created several third-party collaborations with a goal of moving high-profile B2B and B2C PR campaigns from merely good to best-in-class. A new product launch can have a predictable trajectory. An expert spokesperson.

How To 120

How To Wireless Retail B2C 120

ImPRessions - Crenshaw Communications

OCTOBER 22, 2019

Whether it’s a B2C company that needs a high volume of sales or a B2B with a slower selling cycle, every high-growth business invests heavily in customer acquisition. A big new product launch typically happens once in a couple of years at best. The lifeblood of any startup is new customers.

B2C 120

B2C Product Launch SEO Storytelling 120

ImPRessions - Crenshaw Communications

MARCH 2, 2017

As we’ve advised in a previous post , every good public relations person should know how to handle an analyst meeting, particularly if they specialize in B2B or tech PR. But beware, some analysts are too media-hungry , going out with predictions that do your B2B tech company no favors. Nurture and maintain the relationships.

B2B 120

B2B Trends Product Launch Report 120

Waxing UnLyrical

DECEMBER 7, 2011

He has worked in communications and PR for 25 years, and specializes in social media, consumer marketing, product launches, corporate and internal communications, b2b and entertainment. Martin blogs at myPALETTE and is one of the hosts of the Inside PR podcast. My Wake Up Call.

Product Launch 100

Product Launch Social Media B2B Corporate 100

Sword and the Script

OCTOBER 2, 2018

He had no responsibility for (and limited influence over) product launches, pricing, and store openings. For example, in B2B technology businesses, there is so much complexity, it’s a necessity to carve out specialization in product management, for example.

Survey 96

Survey Marketing Product Launch Analytics 96

Communications Conversations

JUNE 14, 2018

At Aveda, most of our news is B2C around product launches, or B2B to a targeted segment of salon owners, stylists and opinion leaders in the beauty and wellness space. With such a narrow B2B audience, many that we already have existing relationships with, we don’t actively use a wire service.

Communications 83

Communications Public Affairs B2C B2B 83

Sword and the Script

DECEMBER 20, 2022

be the year that some SaaS vendor figures out how to manage and market B2B influencer marketing at scale. But B2B influencer marketing works completely differently. We’ll also see the metaverse become a fixture across integrated marketing and PR programs, from product launches to product placement.

Marketing 186

Marketing Content Marketing Data Social Media 186