On-Demand Webinar: http://promotions.prnewswire.com/Drive-Demand-Gen-Ondemand-Webinar.html Speakers: Meg O'Leary, Principal, InkHouse Anthony Hardman, Director of Public Relations, Access Candyce Edelen, CEO, PropelGrowth

1. HOW TO DRIVE
DEMAND GENERATION
WITH PR TACTICS
WEBINAR
#DEMANDGEN

2. How to Drive Demand Generation with PR Tactics
August 13, 2014
Meg O'Leary
@moleary
Principal
InkHouse ‎
Candyce Edelen
@CandyceEdelen
CEO
PropelGrowth
Lisa Lamm
@CNWGroup
Director, Demand
Generation &
Marketing
CNW Group
Anthony Hardman
@ahardman
Director, Public Relations
Access
MODERATOR:SPEAKERS:
#DEMANDGEN

4. PR:
It’s not just
about looking for
attention.

5. But don’t
propose on
the first
date.

10. If good content is king… Distribution is queen
Title

11. If good content is king… Distribution is queen
…and she wears
the pants.

12. But How?

14. Then Measure

15. Are You Driving
Leads?

16. @ahardman @accessus
Call Federal
Anthony Hardman,
Director of Public Relations
Connecting the Dots:
How to tie public relations tactics to
business results
www.visitaccess.com
pr@visitaccess.com
creative@visitaccess.com

17. @ahardman @accessus

18. @ahardman @accessus

19. @ahardman @accessus

20. @ahardman @accessus
My Background:
• Came to Access in 2014, with eight years of experience in
broadcast news and public relations.
• Previously managed public relations for SecureState, an
information security firm.
• Managed PR for three of the Department of Veterans Affairs
National Rehabilitation Sports Programs
• Father of three.
• Brew my own beer :)

21. @ahardman @accessus
Tactics
News Releases:

22. @ahardman @accessus
Tactics
News Releases:
• Cost vs. Value?
• Validation?
• Do they work?

23. @ahardman @accessus
Tactics
News Releases:
• Cost vs. Value?
• Validation?
• Do they work?

24. @ahardman @accessus
Tactics
News Releases:
• For Journalists
• To announce news about
your company
• Formatted a specific way:

25. @ahardman @accessus
Tactics
“Company ABC, a leader in
alphabet identification, is
proud to announce why they
are so great.”

26. @ahardman @accessus
Tactics
News Releases:
• Are not (just) for
Journalists
• They are a great way to
reach your target
audience
• Should be written like a
news article

27. @ahardman @accessus
Tactics

28. @ahardman @accessus
Tactics
97 percent of our audience were not
journalists!

29. @ahardman @accessus
Tactics
News Releases:
• Redefined my target
audience
• Used them in two
different ways

30. @ahardman @accessus
Tactics
News Releases:
• Redefined my target
audience
• Used them in two
different ways
• Awareness and Paid
Content Promotion

31. @ahardman @accessus
Tactics
Awareness:
• Paid, Owned & Earned

32. @ahardman @accessus
Tactics
Awareness:
• Starts with how you write
your release

33. @ahardman @accessus
Tactics
News Releases:
• Starts with how you write
your release

34. @ahardman @accessus
Tactics
“Company ABC, a leader in
alphabet identification, is
proud to announce why they
are so great.”

35. @ahardman @accessus
Outer Banks Example:

36. @ahardman @accessus
Outer Banks Example:
“One of the greatest parts about
staying in a summer vacation rental
home is enjoying all the different
features, amenities, and luxuries
included with them. Southern Shores
Realty is excited to announce a
sampling of newly constructed and
recently renovated OBX vacation
rentals that are ready for 2014
summer guests.”

37. @ahardman @accessus
Outer Banks Example:
• CTA near the top of the release
drives referral traffic
• Relevant landing page directs that
traffic
• Captures interest early on

38. @ahardman @accessus
Tactics
Content Promotion:
• Blogs, whitepapers,
ebooks, webinars etc.
• Paid and Owned

39. @ahardman @accessus
Tactics
How to do it:
• Write headlines that are
catchy and interesting
• Use the lead-in to capture
reader attention and
provide background on
the story
• Drive traffic to your site
with a clear CTA

40. @ahardman @accessus
SecureState Example:

41. @ahardman @accessus
SecureState Example:
“To read the full article on the specifics
of chip and pin technology, and how the
industry should move forward read:
Why Chip and Pin Isn't the Answer to
Retailers' Problems.”

42. @ahardman @accessus
Measurement
What can you measure:
• Consumption Metrics:
Likes, views, tweets, etc.
• Referral Traffic
• Micro and Macro
Conversions
From May of 2012 through the first
quarter of 2014, news releases were the
highest source of referral traffic for
SecureState.

43. @ahardman @accessus
Measurement
How to Measure:
• PR Newswire Dashboard,
Facebook Insights, etc.
• Marketing Automation
• Google Analytics
Go to this reporthttp://www.securestate.com ­ http://ww…
Secure State
Jan 1, 2014 ­ Mar 21, 2014Referral Traffic
Source
Conversions
Rows 1 ­ 10 of 383
Explorer
Summary
Acquisition Behavior
Visits
% New Visits New Visits Bounce Rate
Pages /
Visit
Avg. Visit
Duration
Download
Whitepaper
(Goal 1
Conversion
Rate)
Download
Whitepaper
(Goal 1
Completions)
Download
Whitepaper
(Goal 1 Value)
4,389
% of Total:
10.62%
(41,347)
81.98%
Site Avg:
85.68%
(­4.33%)
3,598
% of Total:
10.16%
(35,428)
71.88%
Site Avg:
78.37%
(­8.28%)
1.72
Site Avg:
1.55
(10.42%)
00:01:15
Site Avg:
00:01:06
(14.36%)
0.00%
Site Avg:
0.00%
(0.00%)
0
% of Total:
0.00% (0)
$0.00
% of Total:
0.00% ($0.00)
1. securestate.com 723 (16.47%) 67.91% 491 (13.65%) 62.24% 1.80 00:01:26 0.00% 0 (0.00%) $0.00 (0.00%)
2. blog.securestate.com 434 (9.89%) 67.97% 295 (8.20%) 54.15% 2.56 00:02:01 0.00% 0 (0.00%) $0.00 (0.00%)
3. t.co 368 (8.38%) 84.24% 310 (8.62%) 88.32% 1.27 00:00:41 0.00% 0 (0.00%) $0.00 (0.00%)
4. prnewswire.com 161 (3.67%) 77.02% 124 (3.45%) 84.47% 1.43 00:00:59 0.00% 0 (0.00%) $0.00 (0.00%)
5. engage.securestate.com 147 (3.35%) 75.51% 111 (3.09%) 61.90% 2.01 00:01:44 0.00% 0 (0.00%) $0.00 (0.00%)
6. semalt.com 141 (3.21%) 100.00% 141 (3.92%) 99.29% 1.01 00:00:01 0.00% 0 (0.00%) $0.00 (0.00%)
7. google.com 126 (2.87%) 88.89% 112 (3.11%) 76.98% 1.39 00:00:59 0.00% 0 (0.00%) $0.00 (0.00%)
8. linkedin.com 106 (2.42%) 81.13% 86 (2.39%) 73.58% 1.54 00:00:48 0.00% 0 (0.00%) $0.00 (0.00%)
9. r.search.yahoo.com 91 (2.07%) 92.31% 84 (2.33%) 62.64% 1.74 00:01:40 0.00% 0 (0.00%) $0.00 (0.00%)
10. facebook.com 87 (1.98%) 68.97% 60 (1.67%) 77.01% 1.56 00:01:26 0.00% 0 (0.00%) $0.00 (0.00%)
Visits
Jan 8 Jan 15 Jan 22 Jan 29 Feb 5 Feb 12 Feb 19 Feb 26
1,0001,000
2,0002,000
Goal 1: Download Whitepaper
All Visits
10.62%

44. @ahardman @accessus
Measurement
How to Measure:
• Google Analytics
Academy
• www.analyticsacademy.w
ithgoogle.com
• Digital Analytics
Fundamentals
Go to this reporthttp://www.securestate.com ­ http://ww…
Secure State
Jan 1, 2014 ­ Mar 21, 2014Referral Traffic
Source
Conversions
Rows 1 ­ 10 of 383
Explorer
Summary
Acquisition Behavior
Visits
% New Visits New Visits Bounce Rate
Pages /
Visit
Avg. Visit
Duration
Download
Whitepaper
(Goal 1
Conversion
Rate)
Download
Whitepaper
(Goal 1
Completions)
Download
Whitepaper
(Goal 1 Value)
4,389
% of Total:
10.62%
(41,347)
81.98%
Site Avg:
85.68%
(­4.33%)
3,598
% of Total:
10.16%
(35,428)
71.88%
Site Avg:
78.37%
(­8.28%)
1.72
Site Avg:
1.55
(10.42%)
00:01:15
Site Avg:
00:01:06
(14.36%)
0.00%
Site Avg:
0.00%
(0.00%)
0
% of Total:
0.00% (0)
$0.00
% of Total:
0.00% ($0.00)
1. securestate.com 723 (16.47%) 67.91% 491 (13.65%) 62.24% 1.80 00:01:26 0.00% 0 (0.00%) $0.00 (0.00%)
2. blog.securestate.com 434 (9.89%) 67.97% 295 (8.20%) 54.15% 2.56 00:02:01 0.00% 0 (0.00%) $0.00 (0.00%)
3. t.co 368 (8.38%) 84.24% 310 (8.62%) 88.32% 1.27 00:00:41 0.00% 0 (0.00%) $0.00 (0.00%)
4. prnewswire.com 161 (3.67%) 77.02% 124 (3.45%) 84.47% 1.43 00:00:59 0.00% 0 (0.00%) $0.00 (0.00%)
5. engage.securestate.com 147 (3.35%) 75.51% 111 (3.09%) 61.90% 2.01 00:01:44 0.00% 0 (0.00%) $0.00 (0.00%)
6. semalt.com 141 (3.21%) 100.00% 141 (3.92%) 99.29% 1.01 00:00:01 0.00% 0 (0.00%) $0.00 (0.00%)
7. google.com 126 (2.87%) 88.89% 112 (3.11%) 76.98% 1.39 00:00:59 0.00% 0 (0.00%) $0.00 (0.00%)
8. linkedin.com 106 (2.42%) 81.13% 86 (2.39%) 73.58% 1.54 00:00:48 0.00% 0 (0.00%) $0.00 (0.00%)
9. r.search.yahoo.com 91 (2.07%) 92.31% 84 (2.33%) 62.64% 1.74 00:01:40 0.00% 0 (0.00%) $0.00 (0.00%)
10. facebook.com 87 (1.98%) 68.97% 60 (1.67%) 77.01% 1.56 00:01:26 0.00% 0 (0.00%) $0.00 (0.00%)
Visits
Jan 8 Jan 15 Jan 22 Jan 29 Feb 5 Feb 12 Feb 19 Feb 26
1,0001,000
2,0002,000
Goal 1: Download Whitepaper
All Visits
10.62%

45. @ahardman @accessus
The Big Picture
Awareness
Education
Consideration
Validation
Convert
Loyal

46. @ahardman @accessus
THANK YOU

48. Candyce Edelen - PropelGrowth
CEO and Founder
 Background in Sales and
Business Development
 2000-2007: Co-founded two
financial technology
companies
 2007 to present: Content
marketing specializing in
financial services technology.
48
© 2014 PropelGrowth, LLC @CandyceEdelen

49. Tactics vs. Strategy 49
© 2014 PropelGrowth, LLC @CandyceEdelen

50. Integrated Marketing Outreach 50
Buyer
Persona
Research
Content
Strategy
PR
Strategy
Demand Generation
★
© 2014 PropelGrowth, LLC @CandyceEdelen

51. Highly Targeted Program 51
Account
Strategy
37
Target
Firms
3
Target
Divisions
4
Target
Buyers
© 2014 PropelGrowth, LLC @CandyceEdelen

52. How Banks Discover Solutions 52
© 2014 PropelGrowth, LLC @CandyceEdelen

53. How We Reach Our Targets 53
Audience
Events
Earned
Media
Article
Placement
Email
Word of
Mouth
© 2014 PropelGrowth, LLC @CandyceEdelen

54. Hair: pillow and
saddle stuffing
Pelt: clothing
and blankets
Stomach:
buckets and
cooking pots
Horns: toys,
decorations,
cutlery,
cooking utensils
and cups
Bones:
sewing needles
arrowheads
saddle frames,
knives and tools
Tendons:
sewing thread
and bowstrings
Skull:
religious rituals
Hump:
most flavored meat
Hooves:
glue and tools
Tongue:
food
Fat:
cooking,
soap
Brain: for
tanning hide
Meat:
Food plus
preserved as
dried jerky
54
© 2014 PropelGrowth, LLC @CandyceEdelen

55. Using Every Part of the Buffalo 55
© 2014 PropelGrowth, LLC @CandyceEdelen

56. Object Trading Buffalo
Premium Content
Research Report
Premium Derivatives
Video Webinar
Live
Panel
Event
Low Cost Derivatives
2
Byline
Articles
7
Blog
Posts
5
Email
Campaigns
2
Event
Recordings
56
© 2014 PropelGrowth, LLC @CandyceEdelen

57. 57
It Started With A White Paper…
Q1 Q2 Q3 Q4
© 2014 PropelGrowth, LLC @CandyceEdelen

58. 58
It Started With A White Paper…
Q1 Q2 Q3 Q4
© 2014 PropelGrowth, LLC @CandyceEdelen

59. Results So Far…
 Inquiries – 352
 Web Event Participants – 177
 Live Event Participants – 12 + 20
 Marketing Qualified Leads - 43
59
© 2014 PropelGrowth, LLC @CandyceEdelen

60. Results So Far…
Of the 37 Target Firms
• 31+ interacting with content
• 20+ participating in events
• 12 additional high value
targets engaged
Sales
• 5 deals in “stalled” stage are
engaging with content
• Added 2 new sales people
to work the opportunities
Awareness
• Extensive content sharing
• Dozens of earned media
placements
60
© 2014 PropelGrowth, LLC @CandyceEdelen

61. For More Information
Visit www.PropelGrowth.com
Contact Candyce Edelen
cedelen@propelgrowth.com
+1 201-751-9494
@candyceedelen
61
© 2014 PropelGrowth, LLC @CandyceEdelen

62. How to Drive Demand Generation with PR Tactics
August 13, 2014
Meg O'Leary
@moleary
Principal
InkHouse ‎
Candyce Edelen
@CandyceEdelen
CEO
PropelGrowth
Lisa Lamm
@CNWGroup
Director, Demand
Generation &
Marketing
CNW Group
Anthony Hardman
@ahardman
Director, Public Relations
Access
QUESTIONS
#DEMANDGEN

63. FOR MORE INFORMATION:
US: (888) 776-0942
CANADA: (877) 269-7890