Some of the more forward-looking PR firms I work with are looking to supplement traditional PR offerings with demand generation services, using marketing automation software such as Marketo and HubSpot to track prospect’s actions to “nurture” them with additional content towards a sale.
I’ve long had a gut feeling that this is a good way to go, and my belief has been confirmed my recent survey results cited by the DemandGen Report. They show that the use of marketing automation software is indeed taking off, but not as quickly as some had hoped.
Why? Turns out that, just as with so many other IT initiatives, that having the right people and processes is as important as having the right software. These include not having the right or sufficient number of people (52% of those polled) and not having the right processes (43% of those polled.) Lack of good content was cited by 32%, but that’s such blatant self-promotion I shouldn’t mention it. Except I just did.
The types of services customers need are well suited to what PR can provide. PR firms already have deep relationships with clients, and understand – and in some cases helped create – their branding messages. They’re also skilled at creating content for different audiences, either using their own employees or outside help. As for having the right processes to put marketing automation to work, that’s something we’re all learning in real time – and those who get it right first will have a competitive edge.
With fewer and fewer pubs to pitch to – and less bang for the buck in pitching bloggers who may or may not have influence – it seems like showing they can generate valuable leads for a client is a good move for PR firms. Or is it too far outside their core compentency?