Lead Generation in the Age of Analytics: Tracking PR Success From Personas to Purchases
Strong PR is one of the best drivers of qualified leads and can provide content with legs that reach throughout the buyer’s journey. Learn what works, what doesn’t and why the #FutureofPR is forcing us to look beyond just headlines. Specifically, this session will teach: why some traditional approaches to PR are outdated and ineffective, how PR should be calibrated to feed your sales funnel and how to measure PR to better align with sales goals.
In 90 minutes together, we’ll discuss marketing strategies, martech tools and PR techniques, including:
- The importance of buyer personas and the buyer's journey
- How PR can be used to nurture leads throughout the buying cycle
- How to measure PR's impact on each phase of the sales funnel (and optimize based on performance)
Instructor: Anna Ruth founded ARPR in 2012, which quickly rose to become the 2016
Technology Agency of the Year and one of the top 30 tech PR firms in the country (O’Dwyers). With a love for building culture and creating jobs, Anna Ruth has led ARPR to become a PRNews’ TOP Place to Work and the #5 Best Place to Work in Atlanta. The agency’s fast success earned her the title of 2015 Early Stage Entrepreneur of the Year by the Metro Atlanta Chamber and one of PR News’ 50 Game-Changers in PR (2017).
Under her leadership, ARPR has built Panorama, the firm’s dynamic 6-phase approach to client service that pushes the limits of what a PR firm can achieve. The tight integration of media relations, social media, content marketing and lead generation is inherent to each custom PR plan that ARPR deploys. This ‘panoramic worldview of PR,’ enables ARPR’s clients to complete the entire marketing communications evolution; from creating brand awareness and buzz of a headline all the way to delivering nurtured, qualified leads from that very article to the sales team.