If there’s a unique aspect to what social media has changed, it’s that PR pros sometimes find themselves getting a taste of their own handy work: pitches. I get a lot of these at work – usually young PR pros confused in thinking PRWeb is a news outlet – but not too many for this here humble blog: I’m comfortable small fish.
This morning my personal inbox – the one associated with this blog – had a pitch from Lauren Carlson, of Software Advice. She was pitching a couple of interviews her organization scored with CEOs of two well known marketing automation firms, Eloqua and Marketo, while at the Salesforce users conference.
While the content does interest me, since Eloqua is both a customer and a service provider to my employer (disclosure), I was more interested in the pitch itself than the subject of the pitch. In researching a bit about Lauren , I stumbled on one of her posts – Tail Winds for Marketing Automation – with some comments from a couple of names I recognize (and blogs I read), including Paul Dunay and Mike Volpe. So I fired off a few questions by email which Lauren graciously answered.
2. What spawned the idea for blogger outreach?
>>>There’s a tidbit here for traditional journalists.
3. How did you choose bloggers to reach out to, and how many?
>>>Great point. If there’s a big take-a-way I had from The Cluetrain Manifesto, it’s that one author writes he was far more successful when he engaged reporters with dialogue rather than pitches. It’s something I strive to emulate – to be an educated resource, even when, there’s nothing in it for you. That’s called relationship building.
4. Are there any other marketing tie-ins? Other tactics?
5. What have been the results?
6. You’re, um, title isn’t PR manager or something similar, yet you’re doing the outreach. Please comment.
Phil Fernandez, CEO, Marketo – Executive Interview Series
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