The integration of PR and marketing means that both departments are now working towards the same goal: creating a better experience for their customers. In many cases, this is best done with marketing automation. B2B technology PR professionals must remember, however, that this new technology can’t replace a solid inbound strategy. Instead, they must work with marketing professionals to align the entire organization with their goals.
Stephanie Miller discusses a recent Harvard Business Review Study that identifies “The New Marketing Organization.” She outlined some of the key points from the study, including the importance of an entire organization working towards the same goals.
I think it was David Packard who said that marketing is too important to be left to the marketing department. The article agrees – in that marketing is now the responsibility of the entire organization, and indeed, even customers themselves participate in it. The article outlines an “Orchestration” model for marketing departments – where employees are grouped around taskforces that are “doing” (content and production), “thinking” (data and analytics), and “feeling” (consumer engagement) in close collaboration with other resources around the organization.
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