As we hurtle towards 2023, and with talks of an imminent recession looming, it is more important than ever before for growing businesses to focus on aligning their Marketing and PR strategies and execution so that they can leverage restricted budgets to create impact...
Your communication strategy defines how you’re going to communicate in a way that will make your brand memorable, persuasive, and credible to your target buyer – at every stage of the buyer's journey. It defines what you’re going to say and to whom, where, and when...
5 tell-tale signs it might be time to upgrade your PR arrangements. Investing in a partnership with a PR agency can be a big step up for B2B tech scaleup businesses, so it’s important to feel confident that you’re getting the biggest bang for your buck – after all,...
A PR strategy is essential for organising your PR activities and making strategic decisions about how to communicate with your target audience. There are some considerations for B2B tech companies to bear in mind when they set out to develop a PR strategy as they face...
It may surprise you to learn that many marketing leads are unclear as to how or where PR should fit into a marketing strategy and as a result struggle to create the business case to secure appropriate budget approval. Most marketers would like to be proactively...
We’re often approached by scale-ups looking to build awareness in the market, wondering if they’re at the right stage of their journey to be able to start talking to industry analysts. They’re unsure whether they have enough proof points to demonstrate their...
If you’re a marketer in a B2B business, you likely have a limited marketing budget and so are inclined to be more careful and sceptical where your money goes. You want guaranteed results and a cost-effective way to reach your strategic goals. It can be difficult to...
Branding plays a fundamental role in how your customers, and potential customers, perceive your company. Branding and PR This perception, and image, of your brand is shaped by how you look, how you act and what you say. Which is exactly why PR and branding are...
Personas – an essential element of impactful communications Effective communication is based on an in-depth understanding of your customer base. You need to know who your customers are and which channels they use to stay informed. You need to uncover their fears, pain...
Technology has changed so much of our lives, and the field of public relations has gone through the same transformation. There are certain PR strategies that have withstood the test of time, but there are also other web-based techniques that are making waves too. One...
The tangible outcome of the Messaging Lab is a fully-validated communication strategy which is aligned to your sales requirements including: a value proposition, segment prioritisation, target personas, positioning statements and messaging.
The Messaging Lab comprises a series of structured workshops and consultancy engagements that deliver actionable insights comprising:
– focuses on developing and evidencing your value proposition, segmentation priorities and target personas.
This process hones your understanding of potential target segments in order to decide which ones to proactively address. It ensures we know who we are engaging with and why; better targeting reduces waste and promotes marketing/sales collaboration.
– concentrates on forming and refining your positioning statements and messaging.
This helps you to save time and money by providing focus and specificity, rigour protects reputation against false or loose claims and elevates the communication.
It ensures that compelling messaging is developed for every stage of the buying cycle for each persona with whom you wish to engage.
– Comms strategy research with external stakeholders
This ensures the strategy is the best it can be, peer feedback is considered and on-boarded or actively rejected. Several iterations of the comms strategy may follow to ensure the strategy fits and resonates both with external stakeholders and sales and marketing stakeholders.
Once you have your strategy, we need to activate it by introducing it to the wider team, embedding it amongst stakeholders and making sure the available Marcomms tools are updated and aligned. There are six key tools in The Forge, which can be selected according to individual client needs:
…and to complete the package here’s a summary of our PR delivery process – The Bee Hive.
