EPISODE DETAILS
GUEST

James Kaye is the Director & Co-Founder of Big Ideas Machine, a B2B technology PR & Marketing agency. James has over 25 years experience in product management and marketing roles at BT, Orange & The Trinity Mirror Group (now called Reach). James is an avid gamer and launched a commercial games channel for Tiscali TV.

When Unicorns Fly | Episode 1
Structuring PR and Marketing efforts in a B2B start-up

In this episode, we are joined by James Kaye to tackle a key problem for early stage businesses whereby your brand is relatively unknown and unestablished, there is no marketing or PR function inhouse and it takes time, money & skills to run an effective PR campaign. We specifically dive into:

  • Building your PR & marketing strategy

  • Understanding your target customer

  • Recommended content creation

  • How to maximise PR publications & marketing channels

  • Measuring the ROI of a campaign

  • What to consider when hiring inhouse

  • What to expect when engaging with a PR agency

  • Cost considerations for inhouse hires, agencies and freelancers

PLAY
EXTRA INFORMATION

Index:

  • Intro
  • 3.30 - Where to focus your efforts as an early stage company (building your marketing / PR strategy)
  • 4.45 - Understanding your target customer
  • 7.50 - Use of primary research data
  • 9.05 - Recommended content creation
  • 11.40 - PR publications / channels
  • 13.10 - Using unique data & insights
  • 15.17 - Measuring ROI of a recent marketing / PR campaign
  • 16.05 - Introduction to a marketing automation system
  • 18.15 - Marketing / PR link to revenue
  • 20.55 - Hiring inhouse vs outsourcing marketing / PR
  • 22.05 - What to look for when hiring inhouse marketing / PR
  • 23.10 - Level of involvement when working with an agency
  • 24.30 - Costing discussion inhouse vs agency
  • 25.40 - Typical duration of agency contract / engagement
  • 27.15 - Best marketing / PR agencies for startups
  • 28.00 - PR freelancers
  • 29.00 - Final agency & freelancer considerations
  • 30.10 - Wrap-up