Know your tools! Discussing AR by PR outcomes is as useless as vice versa. Smart innovators combine the tools!
- PR is unidirectional. Its broadcast grows leads for you.
- AR is bidirectional. The exchange between your SMEs and Industry Analysts accelerates your business.
If you measure AR only by clicks and leads you'll miss 90% of the value and misguide AR management decisions. If you measure PR by business improvement factors, you'll - well, that's ridiculous.
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Together, PR & AR can be a dream team.
Here's how. Analysts constantly get expert briefings and answer inquiries from your buyers, vendors and investors: 700-2.000 per analyst, per year!
Smart innovators make bolder decisions faster than their rivals by bringing this real-time in-depth insight directly into their priority work streams:
- To qualify trending topics earlier/deeper
- To understand buyer priorities better
- To validate competitive differentiation
- To sharpen your strategy
- To de-risk your roadmaps
- To tune messaging to ICP language
- To generate leads through research downloads
- To elevate clients to strategic value
- To stand out to Early Majority buyers
- To de-risk investor calculations
#AR generates precision impact throughout the business.
Measure it in whichever way your SMEs used the insights. (Yes, that demands management know-how, but no one claimed „easy“.)
#PR means broad influence. You already know how to deliver and measure that. Now, amplify the value by building on AR outcomes.
Here are examples:
- Build on content that matters - because it's qualified
- Build on validated differentiation - because it's sharper
- Build on ICP language and priorities - because echo chamber jargon doesn't work
- Leverage analyst engagement per se - because it elevates conversations
- Leverage analyst research/events - because they are magnetic
It's a team sport.
Know your tools, know how to use them and know how to measure the outcomes in meaningful ways. Specialists are a good idea in both, AR and PR. Don’t confuse them.
After all, you wouldn’t water your garden with a toy water pistol.
Or play police and thieves at the beach, armed with a watering can...
Summer’s coming!
Bonus: Analysts who are confident in your offering will point buyers’ SMEs and decision-makers directly to it when inquiries match your strengths. That’s then very, very precise impact.
