In a rapidly changing media environment, PR remains more relevant than ever for new and growing enterprises. Yet, PR has not always been able to convince clients and executive teams of its worth.
The Champion Communications “B2B PR for Growth” study looks to bridge that divide. Based on surveys conducted independently by market research firm Vanson Bourne among more than 100 senior marketing managers and 50 chief executives from UK-based B2B companies, it uncovers their objectives for investing in PR, data on its effectiveness and their views on its use within their organisations.
The study reveals:
- A major disconnect exists between B2B CEOs and senior marketing professionals on the value of PR in aiding the growth of their businesses.
- 43% of business development teams state they do not see or use editorial coverage as a sales enablement tool.
- 45% of senior B2B marketers confess to using “instinct” and “anecdote” to evaluate their company’s public relations performance.
Resources
-
B2B PR for Growth
Download
An Award Winning B2B PR Consultancy
B2B Content Campaign of the Year – Champion Communications & MobileIron: Trouble at the Top
Best Use of Data in a Content Campaign – Champion Communications & MobileIron: Trouble at the Top
Shortlisted – B2B Campaign
of the Year (Aptum)
Shortlisted – Best corporate decision-maker targeted campaign: Trouble at the Top, MobileIron
Winner: gold – best pr campaign, go instore
Winner: bronze – best corporate decision maker targeted campaign, Ivanti
Winner: Gold – Best Use Of Data (Agilysys)
Winner: Gold – Best Activation Of Media Coverage (Agilysys)
Winner – Best Use of Data (Ivanti)
Winner – Best one-off Content Campaign (Ivanti)
Winner – Best Use of Data (Greenlight Commerce)
Winner – Best Content Campaign to Assist with Corporate Positioning (Greenlight Commerce)
Shortlisted – Best one-off Content Campaign (Aptum)
Best B2B Trade Campaign – Aptum
Best B2B Trade Campaign – Ivanti
Best Use of Data – Ivanti
Shortlisted – B2B Technology Campaign: It’s not always sunny in the cloud – The Aptum Cloud Impact Study
Shortlisted – B2B Technology Campaign: The Public Sector Problem
