Measuring your PR efforts is becoming infinitely easier, thanks to the integration of big data, marketing automation platforms, and customer relationships management tools. These new offerings have helped B2B technology PR professionals create a more streamlined process for showing the ROI they provide clients.
Sarah Skerik recently wrote on PR Newswire’s blog about how to use your public relations data in the most effective way possible. Here’s what she has to say about measuring the success of your campaigns.
In between those two points – awareness and purchase – is the journey your brand’s buyers must take, and the path is not linear. It’s a labyrinth, full of distractions and competing options, but the stream of content deployed in executing a successful PR strategy can nurture audience interest and shepherd potential buyers through the decision process.
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