Tag Archives: Influencer Relations

Top Three Reasons to Use Marketing Automation for Influencer Relations

Here are the top three reasons to use marketing automation for influencer relations.

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Influencers Are People, Too

The key to success in influencing and enabling influencers lies in a persona-based approach – beginning with a simple, role-based mapping of influencers and their habitats, areas of personal and professional interest, interaction preferences, and sphere of influence. This simple research and discovery initiative can help social media and communications teams begin to rationalize the influencer universe and develop more targeted and relevant indirect programs to activate and enable influencers in a way meaningful to the organization, influencers themselves, and ultimately, buyers.

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Analyst Briefings Are Not Sales Calls: Four Tips for Best Results

A successful analyst briefing shouldn’t be too stressful, but it does require some forethought to be effective. Here are four tips to consider the next time you need to brief analysts.

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Analyst Briefings: A Big, Scary Tactic?

Product managers and marketers spend a lot of time obsessing about how to raise awareness and increase market acceptance. But you would be surprised how often one of the most effective tactics, briefing industry analysts, is an afterthought. For B2B organizations, especially in the high-tech market, analysts are the conduit to hundreds of client conversations every year. Yet analyst relations (AR) and PR teams wrestle with their product teams to get them to talk to the analysts. From the resistance, you’d think you were suggesting a scenario like that played out in the horror movie “Snakes on a Plane.”

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The Future of B2B Public Relations

A few months back, I was participating in an onsite client workshop during which the topic of social media was broached and a public relations (PR) manager urgently inquired, “How ...

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Welcome to the New World of B2B Influencers

Most AR functions recognize that the realm of individuals that influence their buyers has expanded beyond traditional analysts and journalists. We’ve identified four classes of influencers that organizations need to ...

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