Tech public relations firm ARPR recently surveyed 115 technology sales professionals across the globe to understand how media coverage aides the buying process. Companies represented in the survey range from premier enterprise IT and hardware brands to growth-stage SaaS companies.
The findings reveal that technology sales teams – from CROs to BDRs – understand the persuasive power that earned media coverage can have on prospects. In addition to general brand awareness, this third-party validation gives sales reps credibility that they leverage at multiple points in the sales cycle.
Forty percent of survey respondents said that press coverage is most helpful during exploratory conversations, 20% said it’s most helpful during the demo/presentation stage, 17% said during the decision-making phase and only 6% said the pricing negotiations phase. However, another 17% said it didn’t matter – media coverage is a helpful sales enablement tool at all phases of the B2B buying process.
So, just how is media coverage actually leveraged during the sales cycle? Turns out, sales teams are distributing press articles and clips through a multi-pronged approach – both on and offline.
ARPR’s research found that website traffic from media coverage outperforms overall web traffic – most notably with 56.26% more goal completions. The average session duration is 32.77% longer, bounce rate is 6.28% lower and people view 15.32% more pages per visit, on average. Simply put, the more press coverage you receive, the more quality website traffic you’ll experience.
Check out the infographic below to see more fast facts from the ARPR survey. Download the full report here.