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We sat down with Parry Headrick to share a framework on how to build a media machine with limited resources in 2022.

We cover:

- How to build a media machine for B2B tech companies
- How to get featured in the top industry media
- Why do lots of B2B companies suck at doing PR
- How to measure PR efficiency

Last year at Fullfunnel.io we developed a media machine that generated:

- 63 inbound opportunities and a $400k pipeline
- 30+ interviews in the top b2b marketing podcasts, including B2B Growth and The ABM Conversations Podcast.
- Featured in CXL, MarketingProfs, Terminus
- Gigs at AdWorld Inc. and ProductLed conferences
- Bring more than 10k in donations to Ukrainian families and army

All without ever reaching out to prospects or hosts.

Here are 7 elements of our media machine.

1. LinkedIn thought leadership and proactive engagement.
Every workday we post with Vladimir Blagojević about full-funnel marketing and ABM. We also proactively engage with 4 audiences:
- Engagers
- ICP
- Event organizers
- Partners

2. Every month we host an educational webinar with tech companies that serve similar audiences - B2B tech companies with high ACV.
We don’t pitch, both promote with a partner the event, expand the network and generate awareness and demand.

3. Every month we promote an actionable case study with the details of the campaign we launched with one of our clients. These case studies usually create the most demand.

4. Every week we send a Full-Funnel Insider newsletter (https://fullfunnel.io/marketing-newsletter/) that includes one actionable advice (breakdown of a campaign or specific case studies), curated best LinkedIn updates, and recordings of our podcasts and webinars.

5. Weekly Full-Funnel B2B Marketing Podcast: https://fullfunnel.io/podcast
Every week we sit down with prominent B2B marketing leaders to discuss all things related to B2B marketing. Everybody from our community can join and ask questions live.

6. Annual Full-Funnel B2B Marketing Summit: https://fullfunnel.io/summit/
Last year we invited 50+ speakers and hosted a 5-day virtual summit that was attended by 4k+ people across the world.

7. Content distribution.
We don’t overwhelm our audience with posting about the same piece of content every single day and proactively distribute it in the 1st two weeks after publishing it.


Parry on Linkedin: https://www.linkedin.com/in/parryheadrick/