What works. What doesn't. What we've learned.
Case studies, practical guidance and lessons from nearly four decades of B2B technology PR and analyst relations. Nothing here is gated.
27 resources
How Selector AI got Gartner to think like Selector AI
Filed under AIOps in 2023, lost among dozens of vendors. Thirty-three introductory inquiries later, Selector was a key voice in Gartner's creation of a new category.
A federal agency left its keys in a public repo. Here's how the story broke.
GitGuardian found active GovCloud credentials in a repo named private CISA. Brian Krebs broke the story. By 3am, hours after he published, we were pitching key media.
Briefing or inquiry? Almost everyone blurs the difference
A briefing is you talking. An inquiry is you listening, under NDA, with a real problem. Most vendors treat every call like a briefing and get briefing answers.
How to prepare for an ideal analyst briefing
The call is mostly won in the five minutes of prep most teams skip. Know which call you booked, read what the analyst actually covers, and lead with the buyer's problem.
The trap of fitting into someone else's category
One founder's whole AR strategy was getting into a Magic Quadrant she didn't qualify for, in a category 30% off from how she saw the market.
One signature away from an expensive analyst contract
Nobody at the firm specialized in the market this company sells into. Here's the check to run before you sign, and the question almost nobody asks.
Measuring PR means looking at outcomes, not output
A coverage total tells you what was published. A useful measurement program asks whether the right story reached the right people and contributed to the goals that matter.
How to Integrate Video into Your Marketing Strategy
A practical starting point: audit your content, define the job each video needs to do, and plan where people will see it.
Video Content Strategy – The Content Audit
Before commissioning another video, look at what you already have, what buyers need and where a different format would actually help.
Define Clear Objectives and Understand Your Audience
A polished video is not enough. Decide whose question it answers, what it should accomplish and how you will judge the result.
Focus on the Right Videos in the Right Places
Choose a video because it answers a real question. Choose its placement because that is where the answer will be useful.
Unleashing the Power of the Customer Voice
A customer may value your work and still be unable to discuss it publicly. Start by understanding the constraint, not by asking harder.
Becoming a True Partner
Partnership is not a description to put in a proposal. It is something a client should be able to recognize in the everyday work.
Pitching the Business Press: Fishing for the Elusive Catch
The story has to matter beyond your company. Start with the journalist's audience, then bring a clear business question and evidence worth examining.
How Do You Define Creativity and Where Do You Look to Find It?
A creative idea should make the story more meaningful. Sometimes that takes a big campaign. Sometimes it takes a better question.
It Starts With a Good Story
Execution matters. But before you choose the channel or start pitching, you need to understand the customer, the problem and what makes the company different.
How to maintain PR momentum between announcements
A launch is a moment, not a complete communications program. Build a steady plan around useful evidence, expert access and the questions your market keeps asking.
The Art of Listening
Listening is more than waiting for your turn. Give the conversation enough attention to understand the request, its context and what still needs to be clarified.
Get Rid of the Muck - Five Tips for Contributing a Gem
A contributed article should earn the reader's time. Give it a clear point of view, useful evidence and an author who genuinely owns the argument.
What does AI transformation mean for PR?
Not a seat on ChatGPT. Half a million lines of code, more than 50 PR and AR processes automated, and a working rule for which tasks a model should touch and which it shouldn't.
The public relations quality crisis
Why the person who pitched you is almost never the person doing your work, what the industry's own research says about tenure, and what to ask an agency before you sign.
Why Connect
See how Connect Marketing combines senior PR and analyst relations expertise with AI transformation to improve quality, consistency and visibility.
The Big Three
Customer testimonials, executive thought leadership and explainer videos: a guide to using each format in B2B tech marketing.
7 Ways Video Is Redefining Success
Seven roles for video, from explaining products and supporting sales to building trust and keeping customers engaged.
Creating a Customer Case Study Video
A production guide covering story development, customer interviews, shoot planning, filming and post-production.
Creating an Animated Explainer Video
A nine-step guide to developing an explainer, from story and script through storyboarding, animation and mastering.
Dayton Children's Hospital Customer Testimonial
Watch the customer testimonial featured in The Big Three guide.
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