The rise of ‘Influencer Marketing’ in the B2B buyer journey

Guest Blog by Mike Owen, Marketing Consultant, Modo Marketing The buyer journey is over 75% complete before customers reach out to sales More and more companies are looking to build relationships with social influencers Feed relevant content to establish relationships,…

The 3 PR predictions for 2017

2016 was the year of upsets. Who would have predicted the UK voting to leave the European Union? Certainly not the polls. And who would have predicted reality TV star and self-proclaimed King of Twitter Donald Trump would have won…

‘Tis the season to run a holiday PR campaign

With the holiday season upon us, many people will be winding down for the winter break and you may find your inbox not so overloaded. Traditionally a time for B2C PR frenzy, there is plenty of scope in the B2B…

Patterned, proactive, persuasive: The 3 Ps to maximize press relations impact

A successful PR campaign is built through weaving a pattern of communication. Bundling all your client’s news into one juicy package is only going to get you one piece of coverage no matter how juicy it is… unless you’re Apple…

Social media engagement – ‘nice to have’? No way!

An article published by the World Economic forum earlier this year described businesses looking at social media as simply 'nice to have'. At IBA, we often come across B2B organisations that are still guilty of this – and the longer…

Loose lips sink ships – what not to say

10 golden rules for press interviews - Part 2 In my last blog I talked about how the press interview is a staple part of any PR program, but can also be a minefield – and you only see the…

Social media engagement – a double-edged sword?

Social media is a powerful tool when used effectively for businesses and individuals alike – it provides an online, easily accessible presence and a platform to share information on. Unfortunately, if your name is Kim Kardashian, you may find that…

10 golden rules for press interviews – part one

In today's changing media landscape, executive interviews still remain a journalist's 'bread and butter' when it comes to producing copy. A journalist also lives and dies by their contacts, so give them one good interview and expect to see them…

International events don’t have to cost the earth: 5 tips for a successful B2B event

International events can be a key part of a PR and marketing campaign for brands and organisations. The signal is – you are big, global and successful. Whether you're launching a new product, making a major announcement or kicking off…

Show, Don’t Tell

Customers are getting further down the decision funnel before contacting sales Actively demonstrate to prospects how your business is helping customers Are you sending out the right signals to potential customers? It's one of the 'classic' rules and often one…