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It's def. a product market fit issue depending on who we pursue. The "buy" decision process is split between two groups: one hard to get to and secretive (boards tend to be super tech-phobic), the other being the management companies that are more open to tech, but hard to get to the right people.
Thanks for the advice and interview link: fantastic content and great knowledge nuggets !
Hi Dmitry, is it true that during an acquisition, Google comes in and asks who the two most important people in the company are, and if they're not on board with the acquisition, the deal falls through?
Thanks Dimitry, this is really helpful. I find starting conversations - your #1 tip (e.g. on Quora) really helps. This technique also helps to identify content topics that visitors or customers may be interested in. If people are asking the same questions, maybe it's time to create a really strong content piece about the answer to that question.
When I ran marketing for a B2B startup, we got our company into stories from big name publications, but the stories didn't always focus on describing why the pain point we solved was important for our target audience. What's the best way to qualify that the story that will be written will mention what's important for us to sell our services?
Sure thing. My pleasure to do this.
1. Use Quora to start a conversation - see here:
2. Become a source for an article - see here: https://justreachout.io/start-conversion-with-journalists
3. Also read this, it's great overview on these steps: https://thenextweb.com/contributors/2019/01/27/want-to-score-press-coverage-for-your-startup-deliver-value-to-journalists-first/
4. Acquisition - I was a consultant at a company, and I walked away from the acquisition to go build JustReachOut. So while I helped the company grow and get acquired it was not my company and I left the company before the acquisition - more here: https://thenextweb.com/socialmedia/2015/02/21/took-startup-0-40m-pageviews-got-acquired-google/
5. Hahaha LOL! Deadlift of Thruster PR - I LOVE THIS TALK! I's day PR+ SEO is it - this is the process here: https://www.criminallyprolific.com/press/#dmitry-talk-@-growth-marketing-conference-sf-2018:-how-to-use-pr-&-seo-to-get-consistent-and-relevant-traffic-
Check my three answers below, let me know if these answer your question?
as well as here:
Sure thing. It all of course depends on your story and how well it connects with each journalist. I'd say you should invest into building a genuine relationship with each journalist before asking them to cover you. Add value to them up front without asking for anything.
Check these out:
Also read this article on how to add value to journalists without asking them to cover you, I give three specific tactics you can implement pretty much right away: https://thenextweb.com/contributors/2019/01/27/want-to-score-press-coverage-for-your-startup-deliver-value-to-journalists-first/
Let me know if this helps?
You had me reread your question a few times... haha... you are asking about a technology startup to gain exposure for customers who are tech-phobic? It sounds like a product market fit issue?
I went and looked at what you do, are you asking about getting PR for https://habit8.ca/?
Step #1 is always - where do your audience hang out - what publications do they read? What podcasts do they listen to? What meetups do they go to? Watch this webinar where I talk about this: https://www.criminallyprolific.com/press/#dmitry-talk-@-nextiva:-4-unconventional-outreach-tactics-to-supercharge-your-pipeline-
You might find out that meetups and events will be your ultimate way to target your customers if they are tech phobic.
Oh BTW, since we're on topic of product/market fit, I interviewed Spotify's head of marketing a while back, we talk about product/market fit a great deal, have a listen, good stuff in here which can help with PR: https://www.criminallyprolific.com/press/#interview-with-mayur-gupta-vp-of-growth-&-marketing-@-spotify
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