don't call us, we'll call you

In business technology buying process, 75% of influencers and 80% of decision-makers said that they are the ones to find vendors (through research) rather than responding to a campaign [source: MarketingSherpa]. Outch.

Which shows without a shadow of a doubt where the marketing effort needs to be invested: your technology company must be visible and found in those channels and places where your prospects could be searching for vendors such as yourself. 

For those active, control-obsessed, results-driven marketers, this might sound terrible. I do many direct marketing campaigns, myself, and expect results from each of these. But if the moment and the path are not in my hands, what else is there?

Actually, lots and lots of harder and smarter work. The outcome that you're after is called Attention.

estranged press releases?

This post is about my experience with how to improve your chances for the publication of press releases when you're sending them to foreign publications.

Say your company Headquarters is located in some country in CEE.

Say your company has commercial interests in other European countries, without having established a direct presence. So you have no local staff.

Say your marketing actions are handled centrally from your company's headquarters.

Say you've done your homework and built a list of relevant publications from the targeted countries.

How do you get these media channels to support you and publish your releases?