Throwback Friday: It seems some things just don’t get better – is marketing effectiveness just drowning in a sea of metrics?

Marketing managers are still finding it difficult to justify the cost of PR and marketing services when the ROI is so vague and shrouded by some 170 different types of metrics the DMA found to be in use. With this…

Attraction marketing and customer loyalty: A match made in B2B heaven?

The types of strategy available to marketers in recent years has become endless. Let’s take a look at a marketing method that has not been as intensively explored as some of the more popular alternatives, and how it can be…

What to expect in 2022? Four essentials for PR and Marketing to take on board in the coming year

The year 2021 was full of uncertainty and evolution which reshaped the PR and marketing landscape and business agendas alike. The world had to face a continuation of a global pandemic, climate change challenges, supply chains issues, and remote working…

Throwback Friday: Content-led or contact-led PR? Why content rules in B2B media relationships

Remember that old PR mantra “it’s not what you know, it’s who you know” said rather cockily by PR execs to describe their ‘special’ relationship with journalist? At IBA we have always known this is not the case.

Thinking of getting on the sustainably manufactured green bandwagon?

While they may not yet feel the effect, sustainability pressures for B2B organizations are just around the corner, and here at IBA we’ve been actively positioning our clients as sustainable, brand leaders in their relevant markets...

Throwback Friday: Why verticalization offers the perfect post-COVID tonic

Take a detailed walk through the benefits of pursuing verticalized content in this week’s Throwback Friday – and if you’re still hungry for more insights, download our free B2B marketing research report.

Getting the ball rolling – how do I know if my PR campaign is gaining momentum?

Signal theory and correct patterns of PR activity are never more crucial than during a campaign targeting new geographies or industries. Beware, even organizations that may have a big reputation in one industry will not necessarily become instant big news…

Busting the myth of ‘media engagements’! Three questions to ask about your PR reporting

A year ago the IBA team decided to bust the PR agency myth around "media engagements" vs. actual PR metrics and results. We've sat on too many multi-agency reporting calls only to hear some of the "industry leading" agencies explain…

The true meaning of scalable PR: Realize your marketing campaign ambitions at your own pace without paying over the odds

This blog was originally drafted in summer 2021, just as the first signs of first lockdown easing were beginning to creep through – how long ago that seems now! Its purpose was to highlight the importance of scalable PR...

PR placements and SEO – intrinsically linked

PR pros and marketing managers will be no stranger to the question from comms sceptics – “just what quantifiable value are we driving from our PR program.” For this blog, we’d like to zero in on the often-overlooked benefit of…