Lesley Brydon, CEO | Founder
As one of Scotland’s leading communications agencies, with over 14 years in the game, we’re highly attuned to changes in market behaviour.
Over the past year, Clark has seen a clear shift in marketing budgets among a few of our commercially driven clients. Some clients have moved spend away from PR and towards lead generation activity.
On the surface, that makes sense – particularly when times are tight. Lead generation feels measurable. You can track clicks, form fills and pipeline attribution. In uncertain markets, that kind of visibility is reassuring.
But there’s a catch. And it’s a big one.
Recently, we worked with a client who decided to pause their PR activity and focus their energies (and resources) entirely on lead generation. The campaigns were well built, the targeting was solid, and the budget was there. Yet the results didn’t land as expected.
The issue wasn’t the lead gen strategy itself. It was recognition. When prospects encountered the brand, they simply didn’t know who they were. The lead gen experts themselves said that the main issue was profile – the company just hadn’t invested long enough or hard enough to create lasting brand recognition. Going from having the best coverage in the sector to none created a harder job for the very campaign initiated to drive growth.
And this matters – particularly in the B2B space, where around 95% of potential buyers aren’t actively in the market at any given time. As an agency packed with PR and communications experts, our job is to make sure that when buyers are active, your brand is front of mind.
Should your business choose lead gen, or PR?
Lead generation works best when it’s amplifying awareness already established through ongoing media relations. PR builds your profile and reputation, keeping your audience engaged and interested. This, in turn, improves lead conversion rates and lowers acquisition costs because prospects recognise and trust the brand before you approach them.
If people have seen your brand mentioned in the media, heard your leaders quoted as experts on TV or the radio, or encountered your perspective on industry issues, they arrive at your marketing campaigns with context and credibility already in place.
Without that foundation, lead generation can feel like asking random strangers for a first date.
PR and lead generation do different jobs. PR builds familiarity, trust and authority over time. Lead generation converts those feelings into action. It’s all in the timing.
As an integrated comms agency, we know first-hand how powerful these elements can be when they work together. Every aspect of a communications strategy has an important role to play in reaching a company’s objectives:
- Media coverage establishes profile
- SEO strategies raise digital visibility
- Thought leadership builds credibility
- Social media builds loyalty
- Lead generation captures demand from people who already recognise your name and understand your values.
In tough times, working smarter is key. The strongest marketing strategies don’t treat PR and lead generation as alternatives. They recognise that one builds the market – and the other captures it.
Looking to create a comms strategy that delivers for your business goals? Get in touch with our award-winning PR & Marketing team here.