Courtney Porcella
(1 comments, 8 posts)
Posts by Courtney Porcella
Stop Trying So Hard: Writing for B2B
May 11, 2012
A simple lesson I’ve learned a few times – stop trying so hard. Last week, I learned it about writing for B2B. Inc. Magazine also published an article along the same lines – What a 9-Year-Old Can Teach You About Selling.
Here are a few example of how I’ve trying to improve my writing process.
- Stop writing like a marketer, and start thinking like a business person. Connect concepts to what B2B cares about – driving leads and growth and outpacing the competition.
- Five words are better than ten. A year ago, I was under the gun to meet page-length minimums. But, business isn’t college. Keep it More >
Four Questions to Ask When Tackling B2B Social Media
April 10, 2012
Jay Baer and Guy Kawasaki – two really smart guys with very different opinions about how to tackle social media. Here’s the basic premise – Should you have a social media strategy or just dive in with sleeves rolled-up?
Here’s my two cents – based on what I’ve learned about B2B social media in my time at Corporate Ink. Before you dive in, you need to understand who you want to reach – and if they’re actually paying attention to the platforms. Some questions to think about:
- Do I want to reach influencers (analysts, reporters, etc.) or prospects?
- Which channels are they participating on? More >
Three Signs B2B PR is Changing for the Better
March 12, 2012
A lot more goes into running a PR firm than I thought pre-agency life, and our goals for growth at Corporate Ink far outnumber the hours in the day.
We want to get smarter, more efficient and offer more for our clients. As much as we want to be the MVP, we’re striving to be the most improved too. Here’s snapshot into what we’re working on:
- Changing perceptions – How do we translate PR dollars spent into leads generated? That’s a huge shift in thinking. Connecting PR to sales is a tall task and we’re leading the charge as we own lead gen projects, customer intimacy and competitive More >
PR Doesn’t Stand for Press Release
February 2, 2012
What do you think of when you think PR? Is it just pitches and press releases? If so, we’re a little offended – but with a lot of firms not talking sales and marketing, we understand why media outreach and releases may be the first two things that come to mind.
Of course, they’re part of life for any PR pro, including newbies like me. But since joining the Corporate Ink team last summer, I’ve seen infographics, lead gen campaigns, social media programs and customer intimacy campaigns built and launched – and I’ve actually been a part of some of those.
PR is changing. Releases and media are More >
B2B: More like Person to Person
September 16, 2011
Social media was one of the few things I had a handle on when I started at Corporate Ink about three months ago. I grew up on Facebook, Twitter, LinkedIn – and before that, the seemingly ancient MySpace. But in my short time here so far, I’ve learned that the same tools I’ve used to socialize are what can ‘humanize’ the often mysterious world of B2B companies and interactions.
It seems also obvious that business leaders who spend – on the low end of the scale – eight hours per day