49

INBOUND15 Measuring PR in the 21 st Century What actually works, what you should stop doing immediately Christopher S. Penn Vice President, Marketing Technology, SHIFT Communications

Christopher Penn - Measuring PR in the 21st Century

Download PDF Report

Upload
inbound
View
846
Download
1

Embed Size (px)

Citation preview

Page 1: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Measuring PR in the 21st

Century

What actually works, what you should stop doing immediately

Christopher S. PennVice President, Marketing Technology, SHIFT Communications

Page 2: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

WhereCanIGetTheSlides.com100% Discount Code: inbound15

Page 3: Christopher Penn - Measuring PR in the 21st Century

The Problem: Measuring the Top of the Funnel

Past Ineffective Solutions

What You Can Do Today

Page 4: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

The Problem

Page 5: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 6: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

The ProblemAudience

Prospects

MQLs

SQLs

Sales Opps

Closed Won Deals

Customers

Page 7: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

The purpose of PR

Page 8: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

2 Past Attempts at Solutions

Page 9: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Not Trying

Page 10: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

WRONG

Page 11: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Ad Value Equivalence

Page 12: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 13: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 14: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

WRONG

Page 15: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Making $#!& Up

Page 16: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 17: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 18: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

WRONG

Page 19: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

3 What Can You Do Today?

Page 20: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 21: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Top Of Funnel

Page 22: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 23: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 24: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 25: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 26: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 27: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Middle Of Funnel

Page 28: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 29: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 30: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Bottom Of Funnel

Page 31: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 32: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 33: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 34: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 35: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 36: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

4 Beyond the PR Funnel

Page 37: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Benchmarking

Page 38: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 39: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Attribution Analysis

Page 40: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 41: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Marketing Automation

Page 42: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 43: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

The Power Move

Page 44: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 45: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Page 46: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

WhereCanIGetTheSlides.com100% Discount Code: inbound15

Page 47: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

5 Discussion / Q&A

Page 48: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Christopher Penn

@[email protected]

Page 49: Christopher Penn - Measuring PR in the 21st Century

INBOUND15

Penn State Contractor Prequalification Form€¦ · Penn State Lehigh Valley Penn State Erie, The BehrendCollege Penn State Berks Penn State Beaver Penn State Harrisburg Penn State

Penn State Contractor Prequalification Form€¦ · Penn State Lehigh Valley Penn State Erie, The BehrendCollege Penn State Berks Penn State Beaver Penn State Harrisburg Penn State

Documents

Innovation to improve 21st c education for all penn, 19 march 2012

Innovation to improve 21st c education for all penn, 19 march 2012

Education

2 3 Orderline CASTING … Same Size V2a.pdfPENN PENN PENN PENN PENN PENN PENN PENN PENN PENN PENN PENN stillwater Rokshot RS Front Drag Reel Built tough to handle anything that modern

2 3 Orderline CASTING … Same Size V2a.pdfPENN PENN PENN PENN PENN PENN PENN PENN PENN PENN PENN PENN stillwater Rokshot RS Front Drag Reel Built tough to handle anything that modern

Documents

The Penn Mutual Life Insurance Company Client Review November 6, 2007 Turner Midcap Growth Equity clients first Putting our clients first ® Christopher

The Penn Mutual Life Insurance Company Client Review November 6, 2007 Turner Midcap Growth Equity clients first Putting our clients first ® Christopher

Documents

NASA’s launch communications ground segment for the 21st ... · 1 NASA’s launch communications ground segment for the 21st century Florida spaceport Christopher J. Roberts,1 David

NASA’s launch communications ground segment for the 21st ... · 1 NASA’s launch communications ground segment for the 21st century Florida spaceport Christopher J. Roberts,1 David

Documents

INBOUND Bold Talks: Christopher Penn

INBOUND Bold Talks: Christopher Penn

Business

The Confessing Church of the 21st Century - Christopher Gornold-Smith (SALT 2014)

The Confessing Church of the 21st Century - Christopher Gornold-Smith (SALT 2014)

Spiritual

DigitalMarketer - Microsoft · 2017-09-26 · Content Marketing World / SXSW / Inbound $150,000 Jay Baer / Joe Pulizzi / Christopher Penn MBA Spends time on LinkedIn looking for talent

DigitalMarketer - Microsoft · 2017-09-26 · Content Marketing World / SXSW / Inbound $150,000 Jay Baer / Joe Pulizzi / Christopher Penn MBA Spends time on LinkedIn looking for talent

Documents

Penn Forest Streams Property Owners Association Penn ... · Saturday – Nov. 21st 9a.m.-3p.m. Vendor Fair - So far the following vendors will be there: Rodan & Fields, Skin Care

Penn Forest Streams Property Owners Association Penn ... · Saturday – Nov. 21st 9a.m.-3p.m. Vendor Fair - So far the following vendors will be there: Rodan & Fields, Skin Care

Documents

SONIC VIRTUOSITY - 21st centurymusic21c.buffalo.edu/wp-content/uploads/sites/6/2015/02/JiB... · "SONIC VIRTUOSITY" ... Brian Ferneyhough Alvin Lucier Philippe Manoury Christopher

SONIC VIRTUOSITY - 21st centurymusic21c.buffalo.edu/wp-content/uploads/sites/6/2015/02/JiB... · "SONIC VIRTUOSITY" ... Brian Ferneyhough Alvin Lucier Philippe Manoury Christopher

Documents

MUNICIPALITY OF PENN HILLS COUNCIL MEETING · John Petrucci, Member Mark Brodnicki, Member Christopher Blackwell, Planning Director Craig Alexander, Solicitor HEARING: Monday, September

MUNICIPALITY OF PENN HILLS COUNCIL MEETING · John Petrucci, Member Mark Brodnicki, Member Christopher Blackwell, Planning Director Craig Alexander, Solicitor HEARING: Monday, September

Documents

Radiated Noise Presentation - UNOLS Noise of Research Vessels Greening the Research Fleet Workshop 10 January 2012 Christopher Barber Applied Research Laboratory Penn State University

Radiated Noise Presentation - UNOLS Noise of Research Vessels Greening the Research Fleet Workshop 10 January 2012 Christopher Barber Applied Research Laboratory Penn State University

Documents

Penn IUR News...His recently published book, How Real Estate Developers Think: Design, Profits, and Community, is the most recent volume in Penn Press’s City in the 21st Century

Penn IUR News...His recently published book, How Real Estate Developers Think: Design, Profits, and Community, is the most recent volume in Penn Press’s City in the 21st Century

Documents

Butler Health System - Penn State Engineering · Butler Health System New Inpatient Tower Addition and Renovation Butler, PA Christopher DiLorenzo ... The construction of the new

Butler Health System - Penn State Engineering · Butler Health System New Inpatient Tower Addition and Renovation Butler, PA Christopher DiLorenzo ... The construction of the new

Documents

Astrofest 2001The Drake Equation1 Life in the Universe Christopher W. Churchill (Penn State) An exercise in applied logic that cuts across every field

Astrofest 2001The Drake Equation1 Life in the Universe Christopher W. Churchill (Penn State) An exercise in applied logic that cuts across every field

Documents

Should Your Business Be Podcasting? - Christopher Penn

Should Your Business Be Podcasting? - Christopher Penn

Business

Christopher Columbus, Secret Jew - GOSPEL TABERNACLE · 2020. 1. 28. · Christopher Columbus, Secret Jew What is the evidence that Columbus was a Jew? By Barbara Penn n February

Christopher Columbus, Secret Jew - GOSPEL TABERNACLE · 2020. 1. 28. · Christopher Columbus, Secret Jew What is the evidence that Columbus was a Jew? By Barbara Penn n February

Documents

Christopher Havens Spring 2012 Dr. Chimay Anumba – CM Advisor Construction Management Penn State AE Senior Capstone Project The Northeastern Pennsylvania

Christopher Havens Spring 2012 Dr. Chimay Anumba – CM Advisor Construction Management Penn State AE Senior Capstone Project The Northeastern Pennsylvania

Documents

Christopher Hyde, Deputy-Director of Research and Capacity Development For: Financial Management Institute of Canada, Ontario Chapter October 21st, 2009

Christopher Hyde, Deputy-Director of Research and Capacity Development For: Financial Management Institute of Canada, Ontario Chapter October 21st, 2009

Documents

Variance and Standard Deviation - Penn Mathccroke/lecture6.1.pdf · Variance and Standard Deviation Christopher Croke University of Pennsylvania Math 115 UPenn, Fall 2011 Christopher

Variance and Standard Deviation - Penn Mathccroke/lecture6.1.pdf · Variance and Standard Deviation Christopher Croke University of Pennsylvania Math 115 UPenn, Fall 2011 Christopher

Documents

$\ Bayhealth Medical Center Expansion Dover, Delaware Introduction Penn State AE Senior Capstone Project Christopher Barron Construction Management CM Advisor$

\ Bayhealth Medical Center Expansion Dover, Delaware Introduction Penn State AE Senior Capstone Project Christopher Barron Construction Management CM Advisor

Documents

Linear Regression - Penn Engineeringcis519/fall2016/lectures/04_LinearRegression.pdfBased on slide by Christopher Bishop (PRML) Linear Basis FuncIon Models • Sigmoidal basis funcIons:

Linear Regression - Penn Engineeringcis519/fall2016/lectures/04_LinearRegression.pdfBased on slide by Christopher Bishop (PRML) Linear Basis FuncIon Models • Sigmoidal basis funcIons:

Documents

PLEX LLC March 21st, 2006High Average Power Laser Program Workshop 1 Beam alignment and incorporation into optical design Presented by: Tom Lehecka Penn

PLEX LLC March 21st, 2006High Average Power Laser Program Workshop 1 Beam alignment and incorporation into optical design Presented by: Tom Lehecka Penn

Documents

02. Podcast Marketging eBook (Christopher Penn)

02. Podcast Marketging eBook (Christopher Penn)

Documents

The Drake Equation1 Life in the Universe Christopher W. Churchill (Penn State) An exercise in applied logic that cuts across every field of human knowledge…

The Drake Equation1 Life in the Universe Christopher W. Churchill (Penn State) An exercise in applied logic that cuts across every field of human knowledge…

Documents

Christopher Penn

Christopher Penn

Technology

Green Labs Penn - Penn Sustainability

Green Labs Penn - Penn Sustainability

Documents

Variance and Standard Deviation - Penn Mathccroke/lecture11(6.1).pdf · Variance and Standard Deviation Christopher Croke University of ... Expected value The expected value E(X)

Variance and Standard Deviation - Penn Mathccroke/lecture11(6.1).pdf · Variance and Standard Deviation Christopher Croke University of ... Expected value The expected value E(X)

Documents

DigitalMarketer - Amazon S3 › digitalmarketer-downloads › ... · Content Marketing World / SXSW / Inbound $150,000 Jay Baer / Joe Pulizzi / Christopher Penn MBA Spends time on

DigitalMarketer - Amazon S3 › digitalmarketer-downloads › ... · Content Marketing World / SXSW / Inbound $150,000 Jay Baer / Joe Pulizzi / Christopher Penn MBA Spends time on

Documents

Tuhin Chakrabarty Christopher Hidey Siddharth Variachidey/files/sigdial2019discourse.pdf · Tuhin Chakrabarty 1. Discourse Relation Prediction Penn Discourse Tree Bank (PDTB) - shallow

Tuhin Chakrabarty Christopher Hidey Siddharth Variachidey/files/sigdial2019discourse.pdf · Tuhin Chakrabarty 1. Discourse Relation Prediction Penn Discourse Tree Bank (PDTB) - shallow

Documents