Interview with Leah Nurik, founder and CEO of Gabriel Marketing Group (GMG) in the US, on the most frequently asked questions when engaging startups and high-growth technology companies.
What types of clients does GMG serve?
Leah Nurik: Gabriel Marketing Group (GMG) is an integrated PR and growth marketing agency in the US that uniquely caters to high-growth technology companies. We have a special foothold in Software-as-a-Service (SaaS), cyber security, fintech, healthcare and telecommunications.
We’re focused on helping technology companies – both startups and established companies experience rapid growth – increase market awareness and rapidly grow sales through the strategic planning and execution of highly effective digital marketing, public relations, branding content development and HubSpot management programs. Whether they’re launching a new product, rebranding an old one or need to put a new twist on an existing brand, we help technology companies tackle all their marketing and communications needs.
What do clients regularly get wrong about PR?
Leah Nurik: Founders at startups and executives at high-growth technology companies should look to their PR agency as a messaging collaborator and trusted advisor. Good agencies should have many successes under their belt; they’ve been in the industry long enough to know what works and what doesn’t. That doesn’t mean to take every idea they offer, but it means that when selecting an agency, respect the capabilities and valuable experience they provide in the selection process. That kind of back-and-forth is what drives creative and successful PR campaigns.
Another way clients can be more effective with their PR efforts is by simply being available, responsive and flexible to their agency of record. The media landscape is fast-paced and requires quick turnarounds. Often, media opportunities present themselves rapidly, and your PR team hustles to secure those interviews. If you can’t support their work by being flexible and adaptable to media opportunities as they arise, it not only makes your agency look bad and hurts their credibility with the media, it also tarnishes your company’s reputation going forward, potentially resulting in fewer media opportunities.
What does an average PR engagement look like at GMG?
Leah Nurik: In working with high-growth technology companies, our typical PR engagement includes media and analyst relations, a thought leadership and awards program, analyst relations, and ongoing strategic counsel and media training. Each account team is comprised of a senior agency leader, an account manager and several team members depending on the size and scope of the retainer.
For clients interested in integrated marketing and PR services, we typically add digital advertising, email marketing campaigns, blog writing and long-form content development and design, and HubSpot marketing automation, tracking and reporting.
What are your keys to success when it comes to managing expectations?
Leah Nurik: Honesty is the best policy. Lay all the cards on the table and highlight what your agency excels in. By having a robust public relations program, it should be easy to keep transparency and trust between your agency and your clients.
When it comes to meeting client expectations with deliverables, at a minimum, today’s modern PR agency will be able to provide hard numbers that relate back to output, outcomes, social media impressions and engagement and publicity value via ad value equivalency. If the agency cannot do these things, that should be a red flag that it’s not up-to-date on the latest digital marketing and metrics required by today’s fast-growing technology companies. PR firms should be able to meet and exceed client expectations by integrating their efforts into the company’s marketing KPIs, such as lifetime customer value (LCV) and customer acquisition cost (CAC).
When should a tech company hire a PR firm?
Leah Nurik: The proper time to engage a PR firm depends frequently on its funding and budget resources – PR firms are a serious investment of time and money. If you have the time and money, reaching out at least three months prior to launch or announcing a new product or service is ideal.
Looking to develop a strategic PR plan and execute a campaign? Please contact Leah Nurik, CEO of Gabriel Marketing Group in the US.