The biggest trend words in B2B marketing today are: content marketing, lead nurturing and marketing automation. At Schwartz, we believe that a PR firm has the answers for making those concepts a permanent part of any communications program.
Respected journalist and marketer Bob Scheier agrees with us. While not calling out Schwartz by name, he notes how "forward-looking" PR agencies are using marketing automation software solutions such as Marketo, Eloqua and HubSpot. Schwartz recently announced a partnership with HubSpot.
Schwartz sees our services as having an ever-expanding role in marketing, and we are defining new services that connect visibility and influence to lead generation in a way that is measurable. An article in DemandGen Report that Bob Scheier refers to in his recent post quotes a director at Bulldog Solutions: “Marketers need to be able to identify new prospects, engage them effectively and hand them off seamlessly to sales. And they need to be able to prove that they did it." I could not agree more.
Beyond new services, which Schwartz will be rolling out and marketing more aggressively in the coming weeks, we are investing in skills that align directly to marketing automation roadblocks.
The same DemandGen Report article includes an infographic on the roadblocks themselves. According to an Executive Benchmark Assessment from Frost & Sullivan and Bulldog Solutions, 52-percent of respondents say that a lack of resources is the reason marketing automation has not been maximized. Forty-two percent say they don't have the right processes, and 32-percent claim they lack sufficient content.
Schwartz is investing in programs and processes that will address all three challenges. We understand fully the value of content to a marketing program. As Bob Scheier notes, a PR firm is closer to the strategic content of a given company than most audiences. We advocate for closed-loop programs that take an idea from strategy through impact, with methods for measuring effectiveness, repeating what works.
And our relationship with HubSpot (as well as Schwartz's own use of HubSpot) teaches our teams the tools available today that incorporate science and a measurement framework into the innovative and strategic marketing ideas we surmise; ideas that make full use of the multiple channels (traditional media, bloggers, search engine marketing and social media) available today.Tags: content marketing, lead generation, lead nurturing, marketing automation
Posted by Ross Levanto on October 13, 2010 at 9:15 AM