New research from tech PR agency ARPR reveals the impact of press activities on the lead generation process—revealing that media coverage is an indispensable sales enablement tool for sales teams, reports Agility.

The firm’s study, 2019 Technology Marketing Report: The Role of Media Relations in the Sales Cycle, explains that while media relations is often never considered as a conduit for lead gen, website traffic from media coverage outperforms overall web traffic—most notably with 56.26 percent more goal completions. It even vastly outperforms paid search in terms of site engagement.

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