Building a Killer Cloud PR Machine

Cameron Peron a Marketing Leader describe how to generate an in-house scalable PR machine for cloud b2b startups

Transcript

1. Building a Killer Cloud PR Machine The Newvem Experience and Best Practices
2. About Me I’m Cameron. VP Marketing Newvem Problem that I solve: delivering rapid growth within a 12- 48 month time frame Experience: • 10 years of marketing & sales within startups • Strategic marketing that generates traffic & revenue • Extensive awareness and mindshare through PR That’s me
3. Building a PR Machine • The Basics • Crafting the Story • Announcement Types and Strategy • Pitching • Is a PR Firm Right for You?
4. The Newvem Story 80+ Features 2,000+ Global Placements
5. The Basics • Tell an interesting story • You have serious problems • Know your audience • It’s about building mind share not coverage
6. The Basics Above All…. What are the business objectives? Investment? User Generation? Which Users? Business Development? Category Positioning? Credibility? Trust
7. Crafting the Story • Keep the message short and clear • No one gives a sh** about your story • Is TechCrunch, GigaOm, or Information Week really addressing your audience? • Frame the problem
8. Case Study Featured Placements “Customers get a full picture of their usage in one view” – Alex Williams, TechCrunch “Newvem has organized the flow of data on a server's operation into heat map” – Charles Babcock, InformationWeek Objective: Integrating Newvem as part of the CIO / DevOps daily workflow Story: Visualize AWS usage across environments and regions
9. Announcement Types • Data • Funding • Product features • Guest Posts & Quotes
10. Pitching Best Practices • It's all about the audience • No one wants to cover the same story • Embargos are a b***h > for pros only! • Press release = too late • Don't bend the truth
11. Is a PR Firm Right For You? • Do you have the right relationships? • Can you communicate as a native English speaker? • Do you have the bandwidth to maintain?
12. Working with a PR Firm • Manage expectations with reality • No guarantees • Will not break or make the company • Costs = ‘marketing’ not PR expenditure • Marathon that is measured backwards • Profile like mad before you sign
13. Thank You! Cameron Peron @cameronperon cameronperon cameron@newvem.com