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Sandie Young

Sandie Young started at the agency during the summer of 2012, with experience in magazine journalism and a passion for content marketing. Sandie is a graduate of Ohio University, with a Bachelor of Science from the E.W. Scripps School of Journalism. Full bio.
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Recent Posts

This post originally appeared on the Marketing Artificial Intelligence Institute's blog. The Marketing AI Institute was created and is powered by PR 20/20. 

In advance of the Marketing Artificial Intelligence Conference (MAICON), I interviewed a number of experts (i.e. our speakers) regarding their upcoming sessions and areas of expertise. They offered a sneak peak into what to expect from their topics (spanning disciplines like content marketing, email, sales, strategy, social and more), plus a bit of insight into their own trials with AI.

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Some marketers aren’t afraid to take a risk on new ideas, push leadership on new technology or champion an entirely new methodology. They are often the ones that drive real, lasting change and quickly gain influence.

We call these people change agents.

In the words of a colleague, a change agent is “a visionary who looks beyond, brings vision to life, and successfully champions ideas forward.”

These marketers aren't afraid to take risks to make an impact. So, we decided to spotlight these professionals in an ongoing series, so we can all learn from their successes (and failures too).

In this spotlight, we’ve featured Ellie Mirman (@ellieeille), CMO of Crayon. Crayon provides market and competitive intelligence tools to help businesses track, analyze and act on everything happening outside their four walls. And after growing more than 300% last year, Crayon announced this week that it raised $6M in Series A funding.

Read on to see how Ellie has helped to build marketing programs from startup to scale-up.

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January is the month for reflection and self-assessment. We encourage one another to look back on the year and set new goals for the year ahead. Best of all: it’s a fresh, 365-day start.

Since you’ve probably already set your personal goals, what about your professional ones? How will you make your marketing program even savvier in 2019?

For a little inspiration, we pulled PR 20/20’s most-shared blog posts from 2018. We used Buzzsumo’s Content Analyzer to curate the top posts across Facebook, Twitter, Pinterest, Reddit, as well as links from other websites. Catch up on what you missed before you set your marketing intentions.

Best of luck in 2019! 🙌 

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Behind every great marketing campaign is a documented strategy.

Sometimes you can simply start executing on tactics that sound promising and see what sticks; but most often, strategy is what drives real results.

According to Smart Insights, 49% still don’t have a digital marketing strategy. Another poll from Inbound Method found that 75% don’t have an inbound marketing strategy.

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Over the past year at PR 20/20, we’ve spent time reflecting on our core audience—who they truly are and how we can inspire them. We call these people change agents. In the words of a colleague, a change agent is “a visionary who looks beyond, brings vision to life, and successfully champions ideas forward.” 

These marketers aren't afraid to take risks to make an impact. So, we decided to spotlight these professionals in an ongoing series so we can all learn from their successes (and failures too).

In this spotlight, we’ve featured Cathy McPhillips (@cmcphillips), Vice President of Marketing at Content Marketing Institute (@CMIContent). Just in case you’re not familiar, CMI is the leading global content marketing education and training organization, teaching enterprises how to attract and retain customers through compelling, multi-channel storytelling. 

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Marcus Sheridan kicked off this year’s IMPACT Live conference by asking one mission-critical question: How do we define inbound today?

Since its inception in 2005 (thanks, HubSpot), inbound has become a loaded term. It means a lot of different things to different people. But at its core, and in Sheridan’s words, “To be inbound is to be helpful.”

It’s no wonder then that Bob Ruffolo’s motivation to host IMPACT Live once again was to “make you and your organization successful.

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Inbound marketing requires a champion—those who believe in the power of inbound, and are willing to take a risk on a new direction, methodology and technology. Here at PR 20/20, we call these champions change agents.

We’ve helped many change agents implement inbound tactics, and prove MROI to leadership. It doesn’t happen overnight, and every journey is unique. That said, their successes continue to inspire us.

In this spotlight, we’ve featured Chris Schmitt (@ChrisSchmittEsq), senior director of strategic development at National Association of Manufacturers (NAM). NAM is a DC-based trade association with more than 14,000 manufacturing members representing 80%+ of the manufacturing economy.   

Prior to his current role, Chris executed digital transformation at two Cleveland manufacturing powerhouses. Read on to see how Chris implemented an inbound approach at both organizations, and proved long-term value to the C-suite.

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HubSpotters have been busy. Over the course of the second quarter, HubSpot released significant product updates across marketing and sales—and (in case you missed it) unveiled Service Hub.

If you’re like our team, we eagerly geek out over new tools. So we decided to feature the product updates at our latest HubSpot User Group (HUG) event in June. Maggie Bomze (@Maggbomze) joined us from Boston to give our guest the inside scoop on what’s new and exciting in your portal.

Below, we’ve featured five of our favorite new features and tools. View the full SlideShare at the end of this post to catch up on everything you missed.

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If you’re interested in growing your business, then lead generation campaigns are a must.

It’s not surprising that marketers are obsessed with leads. In fact, “53% of marketers say half or more of their budget is allocated to lead generation.”

These campaigns come in the form of gated content offers like survey reports, coupons, free events, job applications, and much more. There’s no shortage in creativity, so why the shortage in leads?

After hours of production, are you dedicating ample time and resources to promotion?

Below are ten tactics to distribute your offer, and capture more leads.  

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Picture this: you’ve just launched the most robust, creative lead generation campaign yet. The gated asset is evergreen and useful, and the promotion is creative and clickable. You’re probably feeling pretty good (rightfully so); but, the work is far from done.  

The most successful performance-driven marketers are always tracking, reporting and adjusting in real time. They let the data tell a story, and if need be, change the narrative as quickly as possible. In fact, regular reporting may be the most critical piece of a marketing strategy.

Taking a step back (and in case you missed the first two posts in this series), top marketing minds weighed in on building truly performance-driven strategies. The first step is gaining executive buy-in and the second step is more intelligent goal setting. In this final installment, the experts address the importance of campaign reporting. Read on to see what they have to say.  

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