Marketing automation is one of the biggest trends to hit the PR and marketing world since the shift from outbound to inbound tactics. This technology allows companies to reach better leads, engage with and nurture those leads and improve their sales funnel and customer experience. Unsurprisingly, companies in a range of industries, particularly B2B technology, see the benefit of these systems and have started incorporating them into their PR and marketing strategies.
Apollo Research recently released a survey outlining the increase in share of voice of marketing automation from July to September of this year.
This does not mean that vendors are rendered powerless to the wants of the media. What it does mean is that companies need to be much smarter and creative with their communications. How can one story be adapted and angled to suit the varying needs of the journalists and publications that reach their audience? Which journalists and analysts are writing about their competitors? Which media sources are publishing articles about their topic areas? How can these fluctuations be used by vendors to feed interest in other stories?
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