Posts

AI in B2B Marketing

in /by

Partnering with an AI-aware marketing agency is key

As the advancements in artificial intelligence (AI) continue to shape the business landscape, it’s crucial for B2B marketers to understand the potential benefits and challenges of integrating AI into their marketing efforts. While AI offers valuable tools and automation, it’s important to approach its implementation cautiously and ensure that you have proper training, protocol, and processes for employees – especially as an agency servicing clients. Businesses hiring agencies should also understand the significance of partnering with vendors aware of the nuances of AI and inquire about these points before making any final decision.

  1. Define Your Objectives: As with any tool, it’s vital to clearly define your marketing objectives first and then identify the areas where AI can assist. Whether it’s lead generation, content personalization, or customer segmentation, having a well-defined purpose will help you assess the relevance and effectiveness of AI solutions.
  2. Understand the Limitations: While AI can bring efficiency and automation, it’s essential to recognize its limitations. AI algorithms depend on data, and biases can inadvertently influence outcomes. Further, its style – when copied directly vs nuanced with the human eye and mind – can be off-brand. Understand the potential pitfalls and ensure that ethical considerations are taken into account during the implementation process and that employees have clear directives on how to work with AI to avoid embarrassing mistakes.
  3. Choose the Right AI Tools: Evaluate and select AI tools that align with your marketing goals. Consider factors such as scalability, compatibility with existing systems, ease of use, and the ability to provide actionable insights. Collaborate with your IT department or seek expert advice to make informed decisions.
  4. Data Quality and Privacy: Data is the fuel that drives AI algorithms. Ensure that your data is accurate, up-to-date, and of high quality. Implement robust data governance practices and prioritize customer privacy and data protection. Ensure that your employees or agency aren’t sharing corporate secrets with tools that may not comply. Compliance with relevant regulations, such as GDPR or CCPA, is crucial for maintaining trust with your B2B customers.
  5. Partnering with an AI-Aware Agency: Let’s be honest, we are all figuring this out together as AI has just become mainstream. That being said, when seeking external assistance, work with a B2B marketing agency that understands the nuances of AI and has been testing its applicability in marketing. Look for agencies with expertise in AI-driven marketing strategies and a track record of successful implementations. They should have a deep understanding of your industry and be able to integrate AI technologies effectively while preserving the human touch.
  6. Collaboration and Training: Collaborate closely with your chosen agency throughout the AI integration process. Communicate your specific requirements and ensure that the agency understands your unique business context. Additionally, invest in training your internal team to leverage AI tools effectively and adapt to the changing dynamics of AI-driven marketing. Ensure that your agency has done the same. Typical agency structure means that, often, junior-level executives are creating content. Confirm with your agency that AI training is in place, inquire about what it looks like, and ask about approvals protocol for all content. Finally, be sure that employees understand that garbage in equals garbage out. AI often produces a recap of the information put in, vs. fact-based value-add.
  7. Continuous Evaluation and Adaptation: Implementing AI in B2B marketing is iterative. Continuously monitor and evaluate the outcomes, making adjustments as needed. Regularly assess the performance of AI algorithms, fine-tune models, and stay updated with the latest AI advancements to optimize your marketing strategies.

AI has the potential to revolutionize B2B marketing by enhancing efficiency, personalization, competitive analysis, and customer insights. However, a cautious approach is necessary to avoid pitfalls and maintain the essential human connection in your marketing efforts. By defining clear objectives, selecting the right tools, prioritizing data quality and privacy, and partnering with an AI-aware agency, you can harness the power of AI while ensuring a balance between automation and human interaction. Remember, AI is a supplement to human efforts, not a complete replacement.

Building a “We” vs “Me” Culture

in /by

We all know there’s no “I” in team and yet, we often see executives making basic mistakes in communications that would indicate otherwise. Particularly in the client service business, it’s crucial to think carefully about how you and your team are presenting information.

 

For example, in the agency world, clients are serviced by account teams comprised of individuals who are often responsible for different pieces of work. However, each piece of work is important to the overall success of the account. Without content, media and advertising don’t work. Without the right messaging, nothing works, and so on. Clients need to know that the team, although working on different pieces, is a comprehensive unit.

 

If your employees are updating clients during a meeting and talking in terms of “Me” vs “We,” the team will come across not as a comprehensive unit working together towards a common goal, but rather as a group of individuals more worried about getting credit for their piece. This is not conducive to building client confidence.

 

So as a manager, what can you do?

  1. Lead by example – lead with a team-oriented mindset. Make it clear that wins and losses are universal and not exclusive.
  2. Use the right language – pay attention to the language that you use when presenting teamwork to the client. Don’t separate out your part vs other team members. Teach them to do the same. This is especially important to ensure that the client knows the team unit is strong and working together to produce the best results. “We researched the market and suggest these three key messages,” vs. “I researched the market and Tom wrote up these three key messages,” for example.
  3. Provide recognition in the right ways – Instead of calling out an individual’s contributions directly to the client, always emphasize the team effort. Internally, provide rewards and recognition for each contributor that can incentivize other team members as well. Companies such as Corporate Rewards Worldwide can help.
  4. Have your team’s back – Over the years, our managers have had clients call to discuss individuals on their team – both good and bad. One thing we always emphasize is how the team works together to make things happen. While one person might have a greater strength in a certain area than another person, they are all important to the winning equation. If a client feels someone isn’t performing as well on a task as someone else, we’ll offer to move things around or, depending on the situation, ensure them that they aren’t seeing the entire picture – emphasizing how the individual is a team contributor  and that perhaps their job is less client facing than another but just as important to the process. You can address these issues directly with your team later, and make changes or corrections as needed.

 

It isn’t a complicated proposition to build a team-oriented culture, but it has to be a consistent effort, and definitely takes some training. People are naturally driven to point out their contributions – which is understandable and welcomed. But in a business where they’re servicing a client, they need to understand that the best time and place to do so is with their boss, not to the client. Of course, it’s important to ensure recognition – both good and bad – happens regularly but it must be done in a way that doesn’t jeopardize the client relationship. Remind employees of the greater good that comes from not only working as a team, but thinking and presenting as one.  

PerkettPR Is Now Mindfull Marketing + PR

in /by

When I started PerkettPR in 1998, I was really focused on filling a void in the PR industry. Times were good, with tech PR especially booming, and I kept meeting startup founders who wanted and needed PR help but couldn’t get agencies to call them back. Agencies were busy, indeed, but I recognized this overflow as a prime time to break out on my own and pick up the business that wasn’t being addressed.

Here we are 20 years later! We’re still filling the void for clients seeking unique, measurable and effective marketing and PR campaigns. Sometimes I can’t believe it, but after serving hundreds of clients across the world – from Boston to San Francisco and many states in between, as well as Australia, Europe and APAC – we are still an award-winning, thriving and creative agency that’s been doing much more than PR for quite some time now. As PR is only a slice of an integrated marketing campaign, our services have expanded to include content marketing, digital media and advertising, social media management, sales support, training, events and even fractional CMO services, allowing us to work intimately with clients who need an experienced marketing lead as they start out, or are in transition.

Learn about our full scope of marketing & PR services

What better way to celebrate than a makeover? We wanted to recognize how we’ve grown with a fresh brand that better reflects what we do for global companies today. We’re excited to announce our new name, look and feel. While PerkettPR has served us well, it was time to emphasize the expanded scope of marketing services that we’ve been providing for years now. We also wanted to give a nod to the reality that marketers are trying to reach audiences who are more connected, distracted and impatient than ever. Their minds are full and their attention is whittled – with constant media and social media in front of them it’s harder than ever to stand out and raise awareness. It takes an aggressive and thoughtful team to help brands break through the clutter and engage their target audience. It takes understanding that marketing is no longer speaking at, but speaking with, constituents in a mindful manner.

See what some of our clients have had to say about working with us. 

It’s all very exciting! We like a challenge. In the same manner that we boldly founded an agency in 1998 that had an unprecedented business model and has since garnered national recognition, celebrated numerous accolades and awards, successfully weathered two recessions, and employed amazing individuals from coast to coast, we will continue to pave inventive paths for our clients under the Mindfull Marketing brand. We will refocus on growth opportunities, expanding our team as we continue to service clients in Europe and the U.S.

We hope you’ll join us for the next innovative 20 years.

– Christine

PerkettPR Rebrands as Mindfull Marketing + PR

in /by

New brand name, look and feel reflect the award-winning agency’s expanded integrated marketing services

FOR IMMEDIATE RELEASE – BOSTON –  October 17, 2018 – PerkettPR, an award-winning provider of results-based public relations and strategic marketing communications, today announced that on its twentieth anniversary, it has rebranded to Mindfull Marketing + PR. The agency unveiled a new logo, name and website that further demonstrate the scope of integrated marketing services that it provides to clients around the world in technology, business, healthcare, consumer and higher education. Christine Perkett remains CEO.

 

Founded in 1998 by Perkett, Mindfull Marketing + PR provides exclusively senior-level strategic counsel and preeminent execution of public relations and marketing programs that clearly and consistently deliver return on investment. Its selective client roster has spanned the globe – from Australia to Norway, London to San Francisco and more. Clients have included WebEx, Constant Contact, Juniper Networks, St. Louis Children’s Hospital, Clavis Insight, Northeastern University, Octo Telematics, Life is Good, Quiet Revolution and many more.

 

“Brands need a team that understands that the way to engage their consumer is constantly evolving,” said Rebecca Tarantino, marketer and two-time former client of PerkettPR. “Christine and her team shine in the most complex go to market environments, having the unique ability to devise marketing strategies that cut through the clutter to engage and convert at every level. I think the move to rebrand to Mindfull Marketing + PR is another example of this insight – demonstrating the agency’s integrated capabilities across the marketing ecosystem.”

 

The agency has been recognized with numerous industry awards including multiple Bell Ringers from the Publicity Club of New England including Best TV Placement, National Commentary, Response to Breaking News, Consumer Campaign and more, a “Golden Image” nod from Forrester Research, “Best PR Executive” from the American Business Awards, Best of the Best” PR firm by PR Sourcecode, and was a finalist in the prestigious Techcrunch Crunchie’s the only year it honored tech PR firms. Mindfull Marketing’s full scope of services include branding services, content marketing, digital media and advertising, SEO, writing services, PR, sales support, social media, training, events and fractional CMO services.

 

“When I founded the company, our focus was almost exclusively on tech PR but quickly expanded as our solid reputation grew and the market needs changed,” said Christine Perkett, CEO of Mindfull Marketing + PR. “Over the last 10 years, our talented team has been delivering a wider scope of action-oriented content and integrated campaigns that companies require in today’s digital world. The rebrand better communicates our ability to grab the attention of highly distracted and divided audiences – helping businesses and institutions to thrive in a competitive market and delivering a marketing blueprint for success.”

 

For more information on the thought behind the name change, read Christine’s blog about the announcement.

 

Boston-based Atomik Design worked with Mindfull Marketing + PR on the logo and website.

 

About Mindfull Marketing + PR

Mindfull Marketing + PR is an award-winning integrated marketing and PR agency that manages brand reputations and promotes and grows businesses. Offering superior service from a team of senior-level professionals that execute both strategy and tactics, we apply expertise across a wide range of marketing and communications disciplines to deliver efficient, consistent and ground breaking marketing communications campaigns.

 

With the foresight to rapidly adapt and stay ahead of an ever-evolving market, we help clients achieve their business goals. Formerly PerkettPR, Mindfull Marketing + PR has been nationally recognized for exceptional client results, business leadership and innovative human resources initiatives for over 20 years. For more information, visit www.mindfullmarketing.com

 

-30-

Ess. Grid Example Posts

Consumer Tech

in /by

Our consumer tech clients have changed the world in transportation (Zemcar), security (Kaspersky) communications and entertainment (Location Labs, Powwownow, Phonezoo, MeeVee (now LiveUniverse), online shopping (Shopcade), social media (UberVU (now Hootsuite), Photobucket), healthcare (iStand Today, St. Louis Children’s Hospital, TomoTherapy) and even home security (Simplisafe). For Simplisafe, our team launched the first-ever self-installed, buy-what-you-need wireless security system, which at the time was an unknown startup. Working with the husband and wife founders, we strategized on compelling branding and messaging appropriate for an industry disruptor, established social media accounts and campaigns before they were really known for business use, and created ground-breaking, grassroots PR campaigns such as the “America’s Worst Roommate Contest,” which captured the attention of the core audience: young apartment dwellers. As of 2018, Simplisafe had over 300,000 customers and was valued at $1B.