Public speaking: Three sure-fire nerve busters to help get over your anxiety

Public speaking speech tips

The following is the second of a two-part MediaMiser series on public speaking. For the first post on tips for writing a great speech, click here.

Anxiety about public speaking—dubbed “speech anxiety”, or “glossophobia”—is considered one of the most prevalent phobias out there, affecting 3 out of 4 people.

There are a lot of reasons to want to get over this kind of anxiety, but the most prevalent is that it can hold you back in your career—rendering you unable to pitch ideas in the boardroom, showcase your expertise in a field or take on lucrative speaking gigs.

But with enough practice, public speaking can go from one of life’s necessary evils to something you might actually enjoy. After all, there must be something to it if those who have endured the worst—Bill Clinton was famously booed off stage in 1988—have continued to get up there.

So where to begin?

1. Stop trying to be a “great” public speaker
People get so caught up in trying to be funny, eloquent and charming that it ends up feeling stilted. Richard Zeoli, author of The 7 Principles of Public Speaking, says it’s better to focus on being effective rather than perfect. He suggests you begin to think of public speaking as a conversation between you and the crowd.

“People want to listen to someone who is interesting, relaxed, and comfortable. In the routine conversations we have every day, we have no problem being ourselves. Yet too often, when we stand up to give a speech, something changes. We focus on the ‘public’ at the expense of the ‘speaking.’ To become an effective public speaker, you must do just the opposite: focus on the speaking and let go of the ‘public’.”

2. Practice & prepare
Being prepared is the easiest way to kill nerves. Becoming super familiar with your subject will boost your confidence, and shrink your chances of making a mistake in front of everyone.

There are many ways to practice: You can record yourself on a laptop, practice in front of a friend or start with small venues—clubs, networks—that will give you the opportunity to practice without all your peers watching. Typically, meetings of local Toastmasters groups have everyone in the same boat, delivering speeches in a small and supportive environment.

And if that’s too daunting, you can even hire a public speaking coach. Ask for feedback and figure out what your particular coping mechanisms are: reading word for word, lack of eye contact, rushing, fidgeting or freezing.

3. Identify your fear & develop a technique that works for you
We all get scared for different reasons. So identify what’s holding you back and talk it out with a coach or your practice group. Depending on your fear, there are usually a few tricks the pros recommend.

Self-conscious in front of large groups? Choose a few engaged members of the crowd and speak to one person at a time (an old political trick that personalizes the speech and tricks your brain into thinking it’s a conversation). Discomfort with your own body movement? If you can, go visit your stage to become familiar with it and learn to make use of the space. Terrified you’ll encounter a technical issue? Arrive with ample time to spare and have a backup laptop at the ready.

Eventually, you’ll no doubt get to the point where you can read the room and ad-lib, make jokes on the fly, involve the crowd and handle curveballs.

In the meantime, try to speak with passion and—if you can—find some enjoyment in the process.

Posted in Events, Public Relations | Tagged , , | Leave a comment

How some of the best speakers of the 21st century can help your business

speech, audience, speaker, crowd

Anyone who has ever witnessed a gripping speech can attest to its effects—tears, laughter, and even chills. Never is the power of language so evident than when it hits on a visceral level.

So what gives a great speech its spell-like quality? We can feel it, but rarely delve deeply into its mechanics.

As a PR professional, you’ll probably have to write a speech at some point in your career. We’ve rounded up a few key takeaways from some of the 21st century’s best speakers for some inspiration.

What do all the greats have in common?


  1. They’re authentic: Warren Buffett’s 2001 speech to UGA students

People connect with the unobscured self: it puts us at ease, and makes us feel we can trust the speaker.

Warren Buffett’s keynote speech to students at the University of Georgia discussed the role of character in success. During his delivery, he lists the qualities that lead to achievement—integrity, honesty, generosity and hard work—all while delivering a speech that comes off like a casual conversation. He’s sincere, self-deprecating and puts the audience at ease with a few jokes along the way.

Many speech writers warn to not go overboard on the flowery language—yes, it’s important to sound eloquent, but you should still speak like a human being and focus on the message at hand. In other words, be yourself–because the audience can tell when you’re faking it.


  1. They connect with the audience’s heart: Obama’s 2015 Statement on Oregon shooting

Emotion is the anchor of many a well-written speech. Politicians, in particular, know that to sell their point, they must speak in emotional terms.

Obama’s recent address to the nation after October’s Oregon school shooting balanced facts with the heart. He opened, and ended, with the anguish of those affected:

“There’s been another mass shooting in America—this time, in a community college in Oregon. That means there are more American families—moms, dads, children—whose lives have been changed forever.  That means there’s another community stunned with grief, and communities across the country forced to relieve their own anguish, and parents across the country who are scared because they know it might have been their families or their children.”

His no-BS script (“prayers are not enough”), empathy and exhausted body language convey a man who is sincerely fed up with giving this speech and allow his message about the need for gun safety regulations to resonate with the audience.


  1. They speak to larger truths: Oprah Winfrey’s 2008 Stanford address

Oprah’s address to Stanford University wove together vignettes from her past as part of a larger, overarching theme about learning from success and failure, along with listening to intuition. She boiled it down to a larger message: while her audience was graduating that day, they’ll always be students in the classroom of life:

“You got the diplomas, now go get the lessons because I know great things are for sure to come.”

  1. They maintain idealism: Obama’s 2008 victory speech

In another example from the President, the victory speech from a campaign that hinged on the idea of hope. Obama speaks about the American dream and of his vision for the future of the nation. His optimism is infectious—evidenced by the roar of the crowd.

“This is our time, to put our people back to work and open doors of opportunity for our kids; to restore prosperity and promote the cause of peace; to reclaim the American dream and reaffirm that fundamental truth, that, out of many, we are one; that while we breathe, we hope. And where we are met with cynicism and doubts and those who tell us that we can’t, we will respond with that timeless creed that sums up the spirit of a people: Yes, we can.”

In the words of Jon Favreau, Obama’s former speechwriter, “Cynicism and hope are both choices, so choose hope.”

  1. They end with a call to action:  Steve Jobs’ 2005 Stanford Address

The send-off should empower the audience. Steve Job’s 2008 Stanford address referenced a theme of triumph over adversity, with his narrative touching on struggle and sacrifice. He closes with the now famous words:

“Stay hungry. Stay foolish. I have always wished that for myself. And now, as you graduate to begin anew, I wish that for you. Stay hungry. Stay foolish.”

Whether in business or in your personal life, there will be times when you’re expected to stand before others and deliver. While there are some things you can’t teach—that elusive X factor known as charisma, for one—you can learn how to put pen to paper, and ultimately connect better with your crowd.

But writing your speech is just the first step in a public speaking engagement. In our next post, we’ll detail some of the best ways to prepare for getting onstage and executing—whether you enjoy the spotlight or not.

This is the first in a two-part blog series on public speaking. The next installment, outlining techniques public speakers can use to maintain their nerve while presenting, will appear next week.

Posted in Industry – PR and Marketing, Public Relations, Relationship Building, Trends, Writing Tips | Tagged , , , , , , , , , , | Leave a comment

The mystique of “going viral”: Key insights into tapping this phenomenon

viral video, viral, youtube, video, facebook, twitter, social media

Whether they work in advertising, journalism or PR, everyone tasked with creating content dreams of tapping into the perfect topic and having a piece that goes viral outside of their usual audience. But what is it that makes up that elusive viral element?

To get to the bottom of it, my team at Communications@Syracuse recently asked 16 thought leaders to identify a piece of content that went viral and briefly comment with their opinion of why that piece went viral. The answers they provided were illuminating, touching on the importance of everything from prosociality to metadata in helping a piece go viral.

One key element multiple contributors commented on was the ability of viral content to toy with our emotions. In talking about the ALS ice bucket challenge, author Jonah Berger noted that the campaign “evoked lots of high arousal emotion, like surprise.” Sarah Fudin, director of corporate brand marketing at 2U, elaborated further in her commentary on the 100 Days Without Fear campaign, saying that “virality, in my opinion, comes from content striking a chord with basic human emotions: anger, fear, disgust, happiness, sadness and surprise. The more emotions a piece taps into, the more relatable it will be, and the more likely it will be to be shared.” Kelsey Libert, partner and VP of marketing at content marketing agency Fractl, agreed: “Viral content tends to possess viral emotions, high quality production and a unique and newsworthy angle.”

Emotion, however, wasn’t the only element that our contributors believed factored into virality.  Prosociality, voluntary behavior designed to help others, was also noted as a key factor in content going viral. If a piece was thought to be helpful to a wider audience, like the ALS ice bucket challenge nominated by Jonah Berger or the New York Times Dialect Quiz nominated by Matt Gratt of Buzzstream, users were more likely to share it. Author Alfred Hermida reiterated this when discussing his nomination of What Does the Fox Say? by Ylvis: “Viral content exploits one of the main reasons we love to share—sharing is a way of giving back. By sharing a silly video about a silly song, we are spreading a little bit of frivolity that, hopefully, will bring a smile to a friend’s face. It also shows how emotions influence sharing. Happiness is an emotion we want to share.”

Emotion, prosociality, and metadata—none of these factors, on their own, explain why content goes viral, but put together, our thought leaders’ answers go a long way toward explaining why some content takes off and others fall flat. How can you incorporate these viral elements into your next piece of content? The answer may be the difference between content that’s vapid and content that’s viral.

Jenna Dutcher is the Inbound Marketing Manager for Communications@Syracuse, the online Master’s in Communications from the S.I. Newhouse School of Public Communications at Syracuse University.

Posted in Industry – PR and Marketing, Mobile, Public Relations, Social Media, Trends | Tagged , , , , , , , , , , , , | Leave a comment

Is social media becoming one big game of “broken telephone”?

telephone, telephone wires, phone, line drawing

At the beginning of September, the American Press Institute released its latest Twitter study entitled “Twitter and the News: How people use the social network to learn about the world”.

Though the study covers a variety of topics, from a general overview of Twitter usage to social recommendations for publishers, one of the most intriguing sections is related to false information and how it circulates around the social network.

As the Twitter community continues to experience exponential growth, there’s been a positive correlation in the rise of street and citizen journalism. Twitter offers a forum for users to vocalize their thoughts, opinions and feedback regarding current events, but also allows them to create their own news.

However, with the wealth and availability of information through the Internet, the possibility of becoming misinformed—or coming across regurgitated misinformation— has also increased. Sixty-four per cent of Twitter news users say they have encountered information on Twitter that they later found to be untrue.

To put this all into context, imagine that 74 per cent of users who use Twitter to read recent news daily. And a further 62 per cent of these users find news on their timeline, through people they follow.

This is an example of “secondhand” information—a user ingesting content that a different user has already read and shared. This means that the first user could have added their own misinformed thoughts, opinions or feedback on the news along with the story link, or the story itself may have initially presented misinformation that is now being regurgitated.

Now, does the rise of social media mean that users are more susceptible to being misinformed, or pass on misinformation? Luckily, data collected by the American Press Institute doesn’t seem to indicate that—only 16 per cent of Twitter news readers admit to posting or retweeting information they later found to be false.

Just as easily as misinformation can spread, however, Twitter can also correct itself (to some degree).

Fifty-nine per cent of Twitter news readers have seen follow-up tweets from an external source alerting them to misinformation, and 43 per cent admitted to seeing a follow-up tweet from the same source correcting the initial misinformation.

Users also look to sources outside Twitter to validate the information they’re consuming, with more than 78 per cent of respondents referring their queries to search engines to gather further information.  

MediaMiser wants to know: do you verify information you consume from Twitter? Do you typically take it at face value, or do you follow-up with some additional research? Let us know in the comments below.

Posted in Industry – PR and Marketing, Media Analysis, Mobile, Social Media, Trends | Tagged , , , , , , , , | Leave a comment

Newsjacking: How to hit the bullseye, even if you’re coming in green

newsjacking, news, social media, media, local news,

Newsjacking, also known as real-time marketing, is the not-so-subtle art of “injecting your ideas into a breaking news story…in order to generate media coverage for yourself or your brand”.

Although it wasn’t the first, perhaps the most memorable instance of newsjacking occurred in 2013, when Oreo inserted itself into the now-infamous Super Bowl blackout:

Applause followed in the form of 15,000-plus retweets for the creative and well-timed quip. Sarah Hofstetter, the president of 360i—the agency behind the tweet—says, “You need a brave brand to approve content that quickly. When all of the stakeholders come together so quickly, you’ve got magic.”

Well-executed newsjacking has three elements in common: the right story, timeliness and critical thinking. Spokal’s blog shows us what happens when brands miss the memo on the first and last bit: there was SpaghettiO’s cheerful mascot reminding us to honor the victims of Pearl Harbour, the Gap mentioning Hurricane Sandy in the same breath as shopping, and Teamworks warning us not to “vanish” like Malaysian Airlines Flight 370. gap-hurricane-sandy-tweetSo when something’s trending in the media when should you, and how do you, cash in?

Trying to turn something serious into a light-hearted gag obviously doesn’t fly. But there have been recent examples of brands converting the amusing into a seriously powerful advert: The Salvation Army in South Africa cleverly spun March’s “the dress” viral phenomenon into something that amplified their message, with their campaign image showed a bruised woman wearing a white and gold version of the dress accompanied by the headline: “Why is it so hard to see black and blue?” It was bold and daring—and it worked.

That “magic” Hofstetter referred to earlier takes sound judgement, creativity, deliberation and practice.

So where do you begin if you’re new to this technique?

  • Make a habit of scanning for potential newsjacks: David Meerman Scott, author of Newsjacking: How to Inject Your Ideas Into a Breaking News Story and Generate Tons of Media Coverage, suggests companies begin to “watch for everyday ‘serendipities’—breaking news and events around which you can logically position your expertise.”
  • Set up alerts for major news outlets to monitor natural and out-of-the-box opportunities to spread your message. Monitor your own market as well as general news—and look for keywords, phrases and trending topics. HitTail breaks this down in detail, showing marketing teams how to grab onto a story as it is ascending, rather than after it has already peaked.
  • Differentiate your brand: why is your audience interested? How can you spin on the story in an original, creative way? What would your audience find amusing or useful? Do some in-house brainstorming.
  • Prep the first few in advance: In truth, the best newsjacks are those moments for which you can’t plan. But that doesn’t mean you can’t prepare for a story that everyone knows is coming. In this respect, Oreo did another fine job with the arrival of England’s latest prince.

This may be the best way to dip your feet into the technique if you’re coming in green, giving your marketing team plenty of time to get into the habit of detecting, being creative and weighing the pros and cons around leveraging an opportunity in the news cycle—before attempting the spontaneous.

Posted in Public Relations, Uncategorized | Tagged , , , , , , , , , | Leave a comment

Social generations: Millennials account for 70% of Instagram users, 61% on Twitter—Facebook median age has increased by 10 years

social media, twitter, facebook, instagram, google+, youtube, skype, pinterest, vimeo

The latest research from GfK MRI shows that Millennials play a dominant role on many of the top social media sites. This coveted consumer generation represents 70% of Instagram users and 61% onTwitter. The data also reveal that the median age of Facebook users is 40—up from 29 in 2009. The median ages of other social site users are 44 for LinkedIn, 42 for Google+, 38 for Pinterest, 38 for YouTube, 32 for Twitter and 30 for Instagram.

According to the research, LinkedIn has the highest median household income (approximately $112,500) and the highest education levels among the top social media, photo or video-sharing sites. Two thirds (65%) of LinkedIn users fall into the “graduated college plus” category, compared to 29% of all adults. Pinterest users rank second in education level, with 41% registering as “graduated college plus.”

Across the seven major social and photo/video sharing sites, men outnumber women among users in just three: LinkedIn (55% of users versus 45%), Twitter (54% to 46%) and YouTube (51% to 49%). Women are the majority of users of Facebook (57% versus 43%), Google+ (53% to 47%), Instagram (60% to 40%) and Pinterest (81% to 19%).

“These results clearly show that many of the social media applications are becoming mainstream, which bodes well for the long term viability of those companies,” said Florian Kahlert, managing director of GfK MRI, in a news release. “At the same time, this growing acceptance raises the bar for media planners (and inventory sellers), because just adding social media sites to a plan without other sophisticated targeting no longer automatically increases your younger or savvy target groups.”

GfK MRI’s Survey of the American Consumer is a single-source database derived from continuous surveys of approximately 25,000 U.S. adults annually. In addition to use of all major media, GfK MRI measures consumption of over 6,500 products and services in nearly 600 categories.

Source: Business Wire; edited by Richard Carufel

Posted in Industry – PR and Marketing, Social Media, Trends | Tagged , , , , , , , | Leave a comment

#MunkDebateGhosts: Foreign policy debate Twitter chatter influenced by May, Trudeau Sr.

non-partisan issues, federal elections, elections, canadian elections, elections 2015,

This past Monday saw the third federal leaders’ debate, this time with foreign policy on the agenda. Barbs were thrown from all angles on issues ranging from the delayed Keystone pipeline to federal refugee policies. And while there was no overwhelming winner, once again several non-electoral platform issues were the most mentioned on social media during the debate.

One of the most talked-about foreign policy-related topics during the debate, the anti-terror Bill C-51 (mentioned 941 times amongst the 37k tweets containing the hashtag ‘#munkdebate’), led to one of the biggest moments of the evening when NDP leader Thomas Mulcair compared Bill C-51 and the War Measures Act (which had been instituted when Trudeau’s father was Prime Minister).

Trudeau responded by saying how proud he was to be the late Pierre Trudeau’s son, which brought about sustained applause from the audience at Roy Thomson Hall.

This, combined with the 15th anniversary of the former Prime Minister’s death, lead to an eruption in social media, with “Pierre Trudeau” receiving almost 1.2k mentions on Twitter during the debate.

The above exchange also contributed to the Liberal Leader receiving the vast majority of social media attention, leading the way amongst all party leaders with more than 12k debate-related tweets.

Just like the previous Globe and Mail debate, however, Green Party Leader Elizabeth May continued to make her voice heard. She held another forum on Twitter, virtually inserting herself into the fray to considerable effect: following #C51, #VoteGreen was the next-highest mentioned hashtag.

May’s electronic attendance also influenced party mentions: though her handle, @elizabethmay, was last amongst federal leaders her party’s handle—@canadiangreens—was a close third, just behind @thomasmulcair.

canadian elections, elections, #exln, canadian politics, trudeau, mulcair, harper, may

Though news this week indicated Stephen Harper’s Conservatives have regained the lead, there’s still no overwhelming frontrunner ahead of the final French language debate set for Friday. But as long as federal leaders are willing to try anything to get ahead—even to say their party’s policies are somehow responsible for panda pregnanciesI guess we’re just going to have to grin and bear this campaign a little bit longer.

Posted in Industry – Government and Politics, Industry – PR and Marketing, Media Analysis, News Analysis, Social Media | Tagged , , , , , , , , , , , , , , , | Leave a comment

Want your employees to share content? Offer formalized programs and strategies

cellphone, content, marketing, social media, mobile

Even as marketing disciplines such as content marketing, employee advocacy and social selling are embraced by businesses of all types, there has been little revealed about employee perspectives on these initiatives. But according to new research from employee advocacy firm Trapit, employees are the linchpin that holds these initiatives together—and it’s critical that managers understand their wants and needs in order to spark widespread adoption.

A new survey from Trapit reveals that 74.9% of employees identify some type of business benefit to sharing content on social media—respondents indicated that brand awareness (42.7%), brand credibility (21%) and sales (11.2%) were the primary benefits of their efforts on social media.

Respondents also showed strong preferences for the types of content they would like to share with their social networks—55% of respondents indicated that sharing a mixture of third-party and company-created content is best for social media.

While employees were quite clear on content preferences, they were less clear on internal processes and distribution strategies. The majority of employees were encouraged to share content during meetings (56.5%), yet only 28.2% were encouraged to do so using software—whether it was email, collaboration tools or marketing platforms.

“It’s no surprise to us that employees see the immense benefit of engaging on social media around content that can bring additional and specific value to those relationships,” said Trapit CEO Henry Nothhaft, in a news release. “We’ve confirmed that businesses are on the right track with employee advocacy and content marketing, but it’s time to invest in the tools, processes and training that will turn these efforts into measurable ROI.”

While content marketing and employee advocacy are quickly becoming core competency in businesses across the globe, it’s clear based on employee feedback that many organizations are still struggling to implement strategies and tools that sufficiently support their teams in their efforts. Companies that can formalize programs and implement tools to fuel these efforts will gain a clear competitive edge in their respective markets.

Download the complete report here.

This survey was conducted among 400 professionals across the U.S. to understand the employee perspectives on content marketing initiatives. All respondents were managers or senior managers earning at least $75,000 per year. Trapit worked with AskYourTargetMarket (AYTM) to conduct the research.

Source: PRWeb; edited by Richard Carufel

Brand Advocacy Whitepaper

Posted in Industry – PR and Marketing, Media Analysis, Mobile, Public Relations, Social Media, Trends | Tagged , , , , , , , , | Leave a comment

Five tips for developing successful working relationships with journalists


A short while ago, we invited our clients and audiences to fill out a survey in which we asked ‘What are your PR department’s top 5 objectives?’.

Thanks to the great feedback we received, the content development team at MediaMiser is excited to release a 5-part blog series based on those responses entitled ‘Meeting your department’s top 5 PR objectives‘.

So, you want to have a (professional) relationship with a journalist, do you?

At the risk of sounding rude: Get in line. Journalists—especially in the current climate of newsroom cuts, shrinking budgets and hand-wringing over the state of the industry—are overworked, often over-contacted by PR professionals, and generally have no patience for anyone who wastes their time.

Send a journo on a figurative wild goose chase, and the chances of having a productive relationship with them in the future quickly becomes slim to none.

And while there’s no one-size-fits-all solution to establishing and maintaining good working relationships with reporters, editors, producers and the like, there are some overarching best practices you’d be wise to follow before picking up the phone or hitting ‘send’ on that email:

Do your research. In order to cover the other points below, you’ll need to put in some up-front effort first. Research which journalists have recently reported on your specific topic, noting their angle, who they’ve interviewed, and the tone of the article (a media monitoring and analysis program can come in pretty handy right about now). Once you’ve got this mapped out, providing relevant information to a journalist suddenly becomes much easier.

Be human, and be friendly. It’s amazing how much goodwill this simple exercise can generate, and it’s also amazing how little time some professionals seem to have for it. Everyone’s busy, and everyone’s stressed at times, but taking the extra time to relate to someone on a personal level doesn’t only stand to make your business relationship better—it just makes life more enjoyable. Journalists, after all, are people too: If they’ve written something in the past that you enjoyed, let them know.

But don’t be disingenuous about it: Blatant sucking up isn’t the way to go, either.

Be useful: This may seem obvious, but the number of times journalists receive completely irrelevant pitches proves otherwise. Instead of viewing journalists as walking amplifiers for your red-hot pitch, instead ask yourself: How can I be of use to a journalist? What story idea can I pitch that might follow up on their previous articles, or how can I provide insights or data to supplement a story they could be writing right now (or tomorrow)?  Making yourself useful is the best way to get your organization’s name in the news, while (hopefully) forging a lasting relationship with the journalist.

Don’t mislead anyone. Another obvious one that seems to be less-than-obvious in actual practice: be honest with your pitch. According to The Media Influencers Report, 90 per cent of digital journalists say they’ve been duped by PR pros (with nearly a quarter saying it happens “often”).It may be tempting to skirt certain details if you know it’ll get you a placement, but you need to be mindful of potential long-term damage to the relationship.

Be respectful. By now maybe you’ve established a couple decent working relationships, and have been promised a placement on your latest pitch. Great! Good job. But take heed: if you don’t see the story appear right away, try not to hound your journalist contact about it.

Editorial decisions are often directly dependent on how much advertising is sold for a particular issue of a newspaper or magazine (which determines the number of pages in that issue). Sometimes there’s simply no room for your story that day, that week or that month. Stories also sometimes get bumped or put on hold in favour of more immediate, breaking news, so don’t take it personally if your piece gets delayed or even shelved.

If you’re interested in chatting more about the do’s and don’ts of contacting and dealing with journalists, don’t hesitate to drop me a line at or on Twitter at @jim_donnelly.

Jim Donnelly is the former Editor of Ottawa Business Journal, and is MediaMiser’s Director of Content.

Just a reminder, this five-part series includes:

Posted in PR Objectives, Public Relations, Relationship Building, Social Media, Traditional Media | Tagged , , , , , | Leave a comment

B2B marketers using predictive analytics outperform those using traditional analytics

analytics, analyze, media, media analysis

B2B marketing organizations that strategically use predictive analytics outperform other organizations that use more traditional data analytics approaches to improve marketing execution and business results, new research conducted by Forrester Consulting on behalf of B2B predictive marketing software firm Radius reveals.

The findings show that predictive analytics is going mainstream, with a majority of marketers (61 percent) using predictive analytics today, allowing them to anticipate outcomes with a significant probability of accuracy.

The study, From Insight to Action: How Predictive Analytics Improves B2B Marketing Outcomes, yielded three key findings:

  • B2B marketers who use predictive analytics outperform their counterparts who do not.
    • Predictive analytics users are twice as likely to outperform non-users on several key business metrics, including:
      • Exceeding revenue growth target;
      • Exceeding marketing goals for revenue contribution;
      • Commanding a higher market share than competitors.
  • Predictive analytics helps B2B marketers identify and address new markets.
    • According to the study, marketers’ top challenge is limited visibility into addressable markets, but:
      • 86 percent agree that predictive analytics help them evaluate new market opportunities;
      • 84 percent say that insights from these marketing-focused analytics have become the primary driver in their go-to-market strategies.
  • Predictive analytics impacts the entire customer lifecycle, not just pre-sales acquisition.
    • While most marketers (89 percent) see value in using predictive analytics to identify new opportunities and to better qualify leads, the more advanced users also realize upstream and downstream benefits:
      • 97 percent of predictive analytics users analyze their best customers and understand how/why they buy;
      • 92 percent of predictive analytics users optimize the marketing mix to reach the right types of buyers.

“As the findings of this study prove, the best B2B marketers are predictive analytics users,” said Radius’ director of product marketing John Hurley, in a news release. “This is because they can pursue new market opportunities and attract, analyze and engage customers with insights backed by data science, not guesswork. Given our goal for this study was to evaluate the use of predictive analytics among B2B marketers, we were excited to find the majority of companies have already incorporated these systems into their marketing arsenals and are actively driving business growth. We’ve entered an age where technology and data science can deliver the power of analytics to marketers.”

Radius commissioned Forrester Consulting to survey 106 B2B marketing executives and CMOs in the U.S.

Source: Business Wire; edited by Richard Carufel

Posted in Uncategorized | Tagged , , , , , , , , | Leave a comment