Another year, another busy Q3. New clients and prospects spread across North America, Europe and beyond, and existing clients growing their PR presence as they reap the rewards of enhanced brand awareness and media presence in target markets and geographies.
As well as being an international full-service PR agency for a full portfolio of leading B2B companies, we don’t neglect our own PR activities! IBA subject matter experts have been featured extensively in leading PR, marketing and technology publications across North America and the UK throughout the quarter.
Bringing our tried-and-tested Pitch&Place skills to bear on target media of our own, over the past few months we’ve secured earned coverage for IBA’s stance on post-Covid virtual event opportunities in PR Daily and PR News, and taken deep-dives into how PR and Marcoms are driving business change in Spin Sucks, Quirk’s Marketing Research, O’Dwyer’s PR Magazine and AiThority.
This isn’t a one-off marketing blitz! At IBA, we’re firm believers that familiarity builds trust – and we’re keen to practice what we preach. Indeed, the team’s thought leadership commentaries have always featured regularly in key industry media.
To prove the point, enjoy this week’s Throwback Friday blog from October last year, taking a detailed look on the multiple placements secured for three key B2B marketing themes throughout Q3 2020. Nothing has changed – the messages are as pertinent as they were a year ago!
IBA has always been able to stand by its PR results, but as PR increasingly moves into the digital sphere, C-level execs are putting their marketing department’s metrics under the microscope. The fallout has been a temptation to look at high quantity UVPM figures when targeting content at particular media outlets – with B2B marketing departments setting their sights on valuable backlinks from authoritative domains.
However, adopting an approach which targets quantity before quality can actually be more damaging when it comes to generating genuine leads from PR placements. This topic struck a chord with the editorial team of PR News, who invited IBA to contribute an article on letting buying personas guide PR strategy, not simply attractive figures.
Getting back to business: How B2B organizations can achieve global PR success on a reduced budget in a post-COVID world: Three U.S./UK placements – Marketing Gazette, B2B Marketing.net & Customer Think
The business impact of the global pandemic undoubtedly had a ripple effect on B2B marketing plans, and as the world tentatively emerged from full lockdown it followed that B2B organizations would be assessing their marketing plans for late 2020 and early 2021. This timely article was well-received by top B2B marketing publications in both the UK and U.S. – and for good reason.
Changes in current marketing circumstances are here to stay, but large budgets are a thing of the past. We set out a clear strategy for B2B marketers to maximize their geographic and industry exposure in the post-COVID world, without the need to pay hugely inflated agency fees.
While dealing with COVID-19, B2B organizations are also having to keep an eye on the future with uncertainty surrounding the UK finishing its Brexit transition period in December 2020. This will bring economic, consumer and business impacts with already strict budgets having to be balanced against new marketing opportunities – both for UK organizations doing business outside the EU and non-EU organizations selling into the UK.
With the spotlight particularly on UK SMEs, IBA shared a best practice guide on how to seize new marketing opportunities outside the EU – with a key focus on how to grow market share in new geographies. We look at how international marketing campaigns can be controlled from a single hub and delivered into any geography, without incurring message dilution or heavy PR admin fees.
Jamie Kightley is Head of Client Services at IBA International.