Tech entrepreneurs are skilled innovators who identify the market need for the “next big thing” and then build products that address those problems. Yet, when it’s time to get their product noticed, they may not know the best way to utilize a more conventional communication strategy: namely, #PR.
At the advent of digital marketing, companies poured millions for dollars into digital ad campaigns all in the name of acquiring new “leads.” But with the introduction of #big data tools like Hadoop and advanced data science and analysis, why are so many marketers still investing in old-fashioned campaigns that convert at just fractions of a percent? Jason Alumbaugh explains how the buyer’s journey has transformed over time, and demystifies dwindling click through rates. He goes on to paint a picture of how B2B marketers can effectively reach an empowered audience who tends to make buying decisions by committee, and leaves a rich digital footprint across the web.
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In many ways, social media has turned an old adage on its head: impatience now seems to be a virtue. Instant fame, or at least instant notoriety, is just a few tweets or scandalous photos away for those who want it. And there’s pressure on new businesses to achieve this same type of instantaneous success. That’s why it’s understandable that companies who get an infusion of VC capital or are rushing to market with a product, are tempted to jump into a #PR campaign immediately. But too often, this is a costly mistake. A little patience can save a lot of money in the long run.