b2bcommunications.com WEB ADDRESS 1524 Navajo St. Davis, CA (530) PHONE and PR – What’s Different, What Works Using 2010 best practices to engage prospects and speed up sales

2010 and PR - Agenda Trends Role of vs other tactics Adapt to succeed competing for attention Is obsolete? is social marketing budgets up Tips Use transactional s Build permission Mix and test content Get Sherpa’s latest guide 2010 PR Trends Role of PR vs other tactics Adapt to succeed Microphone vs interactive PR Is PR obsolete? PR is social “Someone always pays” “’Solution’ is not the solution” Tips Content, keywords, SEO, landing pages

| | OVERVIEW: Role of marketing in lead gen PROVE Build an airtight business case PULL Be where best customers turn for information ENGAGE Provide many ways to learn and interact NURTURE Help prospects make decisions

OVERVIEW: marketing – what works? Prospects have control Spam software blocks Caller ID blocks cold calls Govt is on prospects’ side Can –Spam Act National Do Not Call List Adapt to succeed Today, the goal of marketing needs to be to get found and get trusted by potential clients when they are looking… not to interrupt when they are not looking.

| | Marketing: Competing for time, attention

| | Marketing: Is obsolete?

| | Marketing: “benefits” from downturn

| | Tip: Mix and test content Here is a content formula that has tested well: Monthly tip related to product/service client uses Perspective on hot button issue Client perk Interactive feature

| | Tip: Tactfully promote - right time, right place Clients generally receptive to marketing messages in transactional s

| | Tip: Build permission-based list w/ best practices Opt-ins rose 31% after form field was added

Best Single Source for Marketing Best Practices MarketingSherpa Benchmark Report 172 charts & tables Research from 1,493 real-life marketers 17 new "notes from the field" case studies Price: $397 (download)

| | OVERVIEW: Role of PR in lead generation PROVE Build an airtight business case PULL Be where best customers turn for information ENGAGE Provide many ways to learn and interact NURTURE Help prospects make decisions

OVERVIEW: 2010 PR – what works? Prospects have control Doing own comparisons Creating own short lists Content helps them find you Want anonymous help Adapt to succeed Today, the goal of marketing needs to be to get found and get trusted by potential clients when they are looking… not to interrupt when they are not looking.

PR in 2010: Rapid shift to interactive PR Microphone PR - One way or one-to-one - Offer hard news (a “hook”) - Pre-arranged CxO interviews/ briefings Interactive PR - Two way or many-to-many - Offering insights - Monitoring and participating “Prospects and stakeholders no longer want to be an audience for corporate news, they want to be participants…” - Tom Pick

PR in 2010: Is PR obsolete? Of course! 1. PR = get traditional media to publish about you 2. Traditional media is shrinking PR is obsolete Of course not! 1. PR = get prospects interested in your content 2. Demand for great content is expanding PR is thriving

PR in 2010: Someone always pays* 2001 Advertisers pay Media gathers audience Coax editors to tell your story Pitch to get on podium Vie for industry awards 2010 Businesses pay You gather audience You tell your story Put yourself on podium Build followers, PageRank… aspire to cool Twitter lists… * Credit for slide’s content: Robert Celaschi, 5/18/09,

| | PR Tip: “Solution” is not the solution* “Guess what each company is selling: ‘…an expert in the image solution arena.’ ‘… delivers business-aligned solutions’ ‘… a provider of mobility solutions’ ‘… a trusted solutions provider to customers in manufacturing, health care, financial services, public safety, transportation & logistics, and other industries.’* “I won't buy your stuff if you don't tell me what it is.” * * Credit for slide’s content: Robert Celaschi, 8/14/09,

| | PR Tips: Content, keywords, SEO, landing pages Steadily produce good content Know your top 10 keywords Write optimized press releases Point to helpful landing pages

Best Single Resource for PR & Social MM Best Practices Social Media and PR Benchmark Guide 13 how-to examples from the field How social media is changing PR Metrics and budgets Using social networking sites for demand generation

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