Lay of the Brand

When AI puts out generic surface level content, it doesn't build credibility and it doesn't sound like an actual person. And it absolutely doesn't deliver fresh ideas. So it's not really thought leadership. It's just more words. So what can marketers do? Well, that's why we're talking with Raj Khera, CEO of Make Media, to talk about why thought leadership, especi...

A new Sapio Research report finds that 92 percent of decision-makers say analysts directly shape their opinions on vendors and solutions. So how do you make analyst relations an effective part of your strategy? And what do they really want from you? To find out the secrets to powerful analyst relations, host Peter Jacobs talks with Melinda Marks, Practice Director for Cybersecurity at Omdia; Ashle...

Continuing our two-part series, last time we talked about getting started with influencer marketing and how to find the right influencers for your campaign goals. Now we're uncovering how to measure, maximize, and maintain an influencer program that actually gives you the results you're looking for. Once again, our guests are Michelle Schafer, a Merritt Group partner who heads the agency...

Influencers are having a huge impact on marketing and PR. But if there’s any discipline that runs on trust, it’s cybersecurity. So, working with influencers could create terrific results, but that’s not guaranteed. It's a strategy that's so big, we've made this discussion a two-part series. And we're talking  with 3 experts in cyber influencer marketing and PR:  * Michelle Scha...

Today's buyers jump around throughout the decision process, loop in new stakeholders midstream, and often do months of research before ever speaking to sales. So why are so many marketing strategies still built around a linear sales funnel?  That's why we're talking with Unison's Pat Barrett to unpack the messy reality of the modern buyer journey and uncover how you can navigat...

In this episode of Lay of the Brand , host Peter Jacobs is joined by Brian Chidester, Head of Global Strategy and Innovation for Public Sector at Adobe and host of The Government Huddle podcast. With government agencies facing mounting pressure to operate more efficiently while staying mission-aligned, they uncover steps B2G companies can take right now to stay relevant. This conversation highligh...

Reaching CISOs has never been easy, but with different channels coming to the forefront and a barrage of AI-powered threats (and solutions) to contend with, how to engage that audience is trickier than ever.  On this episode, Gianna Whitver, CEO of the Cybersecurity Marketing Society, and Merritt Group's cybersecurity lead Michelle Shafer, spell out where to focus your efforts now and in the...

In this episode of Lay of the Brand , host Peter Jacobs talks with Nidhi Mehta, the Social and Influencer Lead at Samsung Electronics America, to unravel how influencer marketing is no longer just for B2C brands. Nidhi shares actionable insights into how B2B brands can use influencer partnerships to tell more compelling stories, create emotional connections, and drive awareness and sales—even in h...

The end of the federal government's FY gets everyone scrambling to deliver proposals, but marketing still has a lot to do. That's why we asked Mark Amtower, the godfather of federal marketing, for his insights on what to do now -- and what to focus on going forward. Not that he has an opinion.

Over 90% of professionals surveyed say their organizations will use AI more frequently this year than last year.  AI providers need to learn what their target audiences really think about AI, both good and bad, who’s making the buying decisions, and the best ways to reach them. Merritt Group's just-released B2B survey report answers those questions and more, and MG's Shahed Ahmed and Kel...

Influencers are everywhere, but this trend goes beyond fashion tips and recipe hacks. Influencer marketing is essential for B2B tech marketers and PR pros, too.  Carter Hostelly, CEO of LeadTail, joins us to explain how you can build relationships with the people your audience trusts —and how to become an influencer yourself.

What's next for the B2B tech media world -- and how should PR pros and marketing leaders prepare for the big changes ahead? Sam Whitmore of Sam Whitmore's Media Survey (mediasurvey.com) joins host Peter Jacobs to tackle what's coming in 2024. For more tech marketing and PR insights, visit layofthebrand.com

Marketing to the government is very different from a B2B approach. A lot of government-focused companies have strategies in place to crack this code, and have even engaged marketing and PR agencies to help them do it right.  Even so, it’s too easy to make avoidable errors that can derail your program — and your ability to engage government buyers. To find out how to avoid 5 of the biggest mistakes...

For healthcare technology marketers, knowing where to focus your efforts and your resources starts with understanding what CIOs really want from you — and what they don’t. What’s the best way to reach this elusive group, what are they reading and watching, and how can you avoid being the one who misses the mark? To find out, we're talking with Amanda Bury, Chief Commercial Officer at healthca...

For tech marketers and PR pros, 2023 could be a wild ride, with an uncertain economy and new possibilities to engage with customers, the media, and influencers. Still, as we've seen in the 25 years since Merritt Group's founding, some things are evergreen.  So, what's still working in marketing and PR? And how can we prepare for more changes, big and small? To find out, we're t...

As PR and marketing professionals, we’re consumed by the brand reputation of the clients and organizations we represent, but often fail to build our own personal brand. Carol Blymire, founder and CEO of Neon Strategies and professor at Georgetown University, joins us on Lay of the Brand to show us  how cultivating your personal brand can be critical to how you market your company -- and how you gr...

Is the metaverse just the next "next big thing?" Or is it a totally new way of looking at interactivity and engagement? And what can marketers be doing now to make sure they aren’t left behind? Listen in for insights from Yashar Behzadi, CEO and founder of  Synthesis AI.

In the final episode of our three-part series, we're looking at how to put the data you've gathered and the content you've created to work. What channels do you choose and what should you measure to see if you're actually hitting the mark? To find out, we're talking with Kate Tong, senior director, US public sector marketing at enterprise search provider, Elastic and Aaron...

In part two of our three part series on federal account based marketing (ABM), we’re looking at creating powerful messaging and content strategies. How does research inform content, and how can you adapt to focus on the people and messages that can make all the difference to your win rate? To find out, we’re joined by Courtney Hastings, Senior Marketing Manager, Public Sector, of data integration...

With school districts across the country again embracing classroom learning, we're taking a look at how the marketing of educational technology (EdTech) has changed in recent times — and where EdTech marketers can find new opportunities. To give us insights and next steps for this new era, we talk with Laura Sullivan, Vice President of Marketing and Communications for PresenceLearning.  Prefe...

For ABM to succeed in B2G markets, you need research to back up your strategy. On this episode of Lay of the Brand, we talk with Aaron Heffron of government-focused research firm Market Connections to learn what to look for... and how to use it to build a smarter, more effective ABM program.

Account-based marketing (ABM) and deal-based marketing (DBM) are hot topics—especially for government-focused tech firms, where raising awareness and building relationships are essential to gaining trust and winning contracts.  But it isn’t just the job of marketing or sales to introduce and maintain these programs. The most successful firms know it’s a joint effort, where each team plays to their...

Much of an ABM program's success is dependent on knowing who the decision makers, contributors and influencers are. How can marketing and capture teams identify and categorize the right targets? And once you’ve found them, how do you apply that knowledge to a campaign cycle that can last up to 2 years? Mark Amtower of Amtower & Company joins us to provide insights and next steps that B2G...

Diversity, equity, and inclusion (DE&I) are in the forefront of a national conversation. For B2B and B2G tech marketers and PR pros, DE&I poses questions that drive decisions about messaging, outreach, and whether or not to take a public stand on issues.  Carrie Drake, Director of Government Marketing for Maxar and the former president and a current board member of Women in Technology join...

News distribution has been an essential part of the PR and marketing playbook for decades, but how does it fit in a world where journalism is so fragmented, between traditional news outlets, upstart news providers,  bloggers, social media influencers and independent journalists? Gregg Castano, CEO of News Direct, an upstart staffed by newswire industry veterans, discusses how newswires and content...