Rise of the Hybrids: Evolution of the PR and Communications Professional Prototype

Rise of the Hybrids
Evolution of the PR and Communications Professional Prototype
PRSA Strategic Collaboration Conference
May 24, 2016
Presented by Paul Roetzer, Founder & CEO, PR 20/20

example scenario
A B2B SaaS company with $10M in funding and aggressive growth goals
is struggling to meet lead-gen targets. The CMO fears marketing is
going to fall short of Q2 goals . . .
brand
leads
sales
loyalty
@paulroetzer www.pr2020.com

example scenario
The marketing team is blogging 2x per week,
regularly sharing content across their social networks, and
producing a high-quality ebook with an accompanying webinar each month.
brand
leads
sales
loyalty

example scenario
But, not enough people are organically ﬁnding the content.
brand
leads
sales
loyalty

example scenario
Do they need a paid media strategy?

example scenario
Are there opportunities to amplify the content via
earned media with bloggers, journalists and analysts?

example scenario
Should they hire an agency or freelancers and
double down on content production?

example scenario
Maybe.

example scenario
AND . . . Maybe.

of
marketers
think
marke.ng
has

changed
more
in
the
past
two

years
than
the
past
50

source:
Adobe
Digital
Distress
76%

consumers are more connected and informed

90% of
daily
media
interac1ons

are
screen
based
source:
Google,
The
New
Mul.-‐Screen
World

B2B
buyers
may
be

up
to
90%
through
their
journey

before
contac.ng
a
vendor.

source:
Forrester
image:
Jayneandd

companies must shift from predominately outbound sales

to inbound centric with a more personalized and scientiﬁc approach

to attracting, converting and delighting customers.

Source:
Google
historical outbound approach focused here

Source:
Google
the new inbound-centric model concentrates here

Source:
Chiefmartec.com
the
customer
journey
does
not
follow

a
linear
path
deﬁned
by
marketers

Deﬁne
Founda.on
Projects
blog
posts

podcasts

website

video

email

webinars

mobile
apps
tailored
marke.ng

through
a
deep

understanding
of

buyer
persona
needs

+
the
ability
to
deliver

personalized

messages
Image:
HubSpot
we
have
entered
the
age

content,
context
and
the
customer
experience

Deﬁne
Founda.on
Projects
create
more
value,
for
more
people,
more
o>en,

so
when
it’s
.me
to
choose,

they
choose
you
new marketing imperative

what’s
holding
businesses
back
from

achieving
performance
poten1al?

image:
Xurxo
MarZnez
talent
gap
+
tech
gap
+
strategy
gap
=
PERFORMANCE
gap

data > intelligence > action > outcomes

marketing dashboards that
report activities rather than business outcomes
are a major cause of the disconnect
between marketers and the C-suite.
source: ITSMA, VisionEdge and Forrester

PR and communications pros must excel at bringing
structure and meaning to numbers

94%
of
chief
marketers
believe
analy1cs
will
play
a
big

role
in
reaching
their
goals,
yet
only
18%
said
their

organiza.ons
were
in
a
posi.on
to
do
so.

source:
IBM

ONLY 21%

on
average,
marketers
depend
on
data
for
just

11%
of
customer-‐related
decisions.

source:
CEB


we create 2.5 quintillion bytes of data
every day (that’s 18 zeros)
Source:
IBM

90% of all data in the world
has been created in the last 2 years
Source:
IBM

Infographic:
Domo
every minute . . .
Vine users share 8,333 videos.
Pinterest users pin 3,472 images.
Twitter users Tweet 277,000 times.
YouTube users upload 72 hours of video.
Instagram users post 216,000 new photos.
Facebook users share 2,460,000 pieces of content.

marketers have access to data from dozens of sources:
social monitoring, media monitoring, web analytics,
email, call tracking, sales, advertising, remarketing,
ecommerce, mobile apps, accounting . . .

never more choices. never more noise.
never more demand for performance.

and yet, there has never been a
better time to be a marketer (or PR pro).

“I
was
a
classically
trained
marketer

who
had
cut
my
teeth
at
Procter
&
Gamble,

nego.ated
mul.-‐million
dollar
deals
with
the
NFL,

and
received
an
MBA
at
Harvard
Business
School.

“I
was
a
fossil
–
a
senior
marke0ng
execu0ve

who
was
doomed
to
ex0nc0on.”

—
Anita
Newton,
VP
of
corporate
marke.ng,
Adknowledge

of
marketers
say
their

lack
of
skills
is
impac.ng

revenue
in
some
way

source:
2012
Marke.ng
Skills
Gap
Report
75%

“The most valued talent will be tech-savvy hybrids. They
possess exceptional copywriting skills, along with dynamic
personalities that enable them to build strong personal brands.

“Hybrid professionals are trained to deliver services across
search, mobile, social, content, analytics, web, PR, and email
marketing. They provide integrated solutions that used to
require multiple agencies and consultants.”

how
do
we

ﬁnd
the
unicorns?
@paulroetzer

businesses
must
take
the
ini1a1ve
to

mold
their
own
modern communications
and PR professionals

only
28%
of
large
enterprises
plan
to
introduce
formal

training
programs
to
improve
digital
marke.ng
skills.

source:
Online
Marke.ng
Ins.tute

only
4%
of
companies
ensured
their
training
eﬀorts

were
aligned
with
overall
digital
strategy.

source:
Capgemini
Consul.ng

the
opportunity
exists
to

create a competitive advantage
through
talent

“We
expect
technology
spend
by
CMOs
to

increase
10x
in
10
years,
from
$12
billion
to

$120
billion,
unlocking
a
huge
opportunity
for

marke.ng
technology
companies
and
opening

the
door
to
the
decade
of
the
CMO.”

—
Ashu
Garg,
general
partner,
Founda.on
Capital

by
2017,
the
CMO
will
spend
more
on
IT
than
the
CIO.

source:
Gartner
IT
=
CIO
CMO

source:
Al.meter’s
The
Converged
Media
Impera.ve
www.pr2020.com
You have the control.
They have the control.
You can BUY the control.

source:
Al.meter’s
The
Converged
Media
Impera.ve
www.pr2020.com
They have the control.

image:
Patrick
Feller
Subscribers,
fans,
followers,
leads,

and
customers
choose
when
and
where

to
interact
with
your
brand.
They
do
not

diﬀeren.ate
between
marke.ng

departments
and
channels.

we have to plan faster, experiment more
efﬁciently and adapt constantly to
accelerate success.

Align PR KPIs with marketing
and business goals.1.

PR pros have historically relied on “soft” metrics such as
placements, impressions, ad equivalency and PR value to create the
perception of value.

the technology to measure, visualize and report
on ROI from PR is accessible and affordable.

Speciﬁc: Clearly establishes what is to be achieved.
SMART goals
Measurable: Quantiﬁable, and a strong indicator of progress.
Attainable: Realistic given your foundation, reach, resources and potential.
Relevant: Connect to achievement of overall business goals.
Timely: Has a target date.

increase monthly website sessions 20% in Q2. brand
leads
sales
loyalty
generate 50 sales qualiﬁed leads in Q2.
produce $250,000 in new MRR in Q2.
improve retention rates from 85% to 90% in Q2.
SMART marketing goals

measure the value of PR
at every stage of the funnel

brand
leads
sales
loyalty
media
rela.ons

analysts
rela.ons

by-‐lined
ar.cles

community
rela.ons
speaking
tour

social
engagement

live
events

partner
rela.ons
PR/sales
integra.on

product
launch
press
employee
rela.ons

customer
rela.ons

training/educa.on
KPIs ac1vi1es
website
sessions

blog
subscribers

social
reach
SQLs

demo
requests

free
trials

content
downloads
new
customers

COCA

conversion
rates
MRR

CLV

rev
run
rate

Bring structure and meaning
to PR metrics.2.

of
companies
lack
necessary
digital

skills
in
key
areas
of
social
media,

mobile,
internal
social
networks,

process
automa.on,
and

performance
monitoring
and

analysis.

source:
Capgemini
Consul.ng
90%

data analysis
identify top KPIs.
turn data into actionable intelligence.
uncover anomalies, trends and opportunities.
adjust strategies based on data.
tie PR activities to performance and bottom-line results.

https://analyticsacademy.withgoogle.com/explorer

every trackable interaction creates a data point,
and every data point tells a piece of the customer’s story.

why attribution matters
aug. 1: referral visit from media placement (5 pages)
aug. 5: direct visit to homepage (12 pages)
aug. 10: twitter referral (5 pages, including pricing page)
aug. 11: direct visit, ebook download (2 pages)
aug. 15: email visit, webinar registration
oct. 1: paid visit, makes purchase
ﬁrst interaction
last interaction

Integrate PR into content marketing
campaigns to fuel results.3.

publish by-lined articles + guest posts.

Thought
Leadership
Campaign:
Highlights

LinkedIn
Republishing Media
Rela1ons
&
Guest
Publishing

The
organiza.on
sought
to
infuse
its
sales
pipeline
with
new
leads,

segment
and
priori1ze
its
exis.ng
lead
database
of
10,000+

contacts,
drive
short-‐term
sales
conversions
through
its
web
store,

and
iden.fy
larger-‐scale
enterprise
sales
opportuni1es.

•
integrated
strategy

•
database
segmenta.on

•
lead-‐scoring
system

•
survey

•
premium
content
assets

•
landing
page

•
smart
lead
forms

•
a/b
tes.ng
(email
and
landing
page)

•
social
sharing

•
email
workﬂows

•
sales
integra.on

•
website
CTAs

•

media/inﬂuencer
rela1ons

•
analy.cs

•
1,980+
survey
responses

•
2,470+
ebook
downloads

•
1,720+
new
contacts

•
2,490+
web
store
leads

•
1,170+
enterprise
sale
opportuni1es

paul
roetzer

@paulroetzer

CEO
|
PR
20/20

author
|
The
Marke:ng
Performance
Blueprint
(Wiley,
2014)
&

The
Marke:ng
Agency
Blueprint
(Wiley,
2012)

creator
|
Marke.ng
Score
&
Marke.ng
Agency
Insider

Rise of the Hybrids: Evolution of the PR and Communications Professional Prototype

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