As marketing subject matter experts, staff of Pipitone Group are often asked to provide their insights on industry trends by members of the media. Recently, the editorial staff of TEQ, a news magazine published by the Pittsburgh Technology Council that serves the business-to-business information needs of area technology companies, asked Scott Pipitone if he would put pen to paper—okay, fingers to keyboard—to share with readers his thoughts on a growing trend in marketing today: Demand Generation through Marketing Automation. It’s one that Pipitone Group has been on the leading edge of for some time now—from sales and marketing alignment, to personas and buy cycles; from creation of content to measuring results and everything in between—so, of course, he said, yes.
Recent Posts
The annual report to shareholders historically has been the single most important document companies have used to communicate with their constituents. You’ve seen them—with lots of elegant, glossy photos, striking designs, and filled with stories about a company’s achievements in the board room and in the community and, of course, financial results.
The Pipitone Group team took a mid-week respite on Thursday partake in a Pittsburgher’s favorite pastime, bowling. Sporting our new InteGREATOR t-shirts, the PG team headed down to Elks Lodge 339 for an afternoon of bowling, beer and friendly competition.
Pipitone Group has raised $450 for the American Cancer Society (ACS) through its Daffodil Days fundraiser, which runs March 18 through 22. Daffodil Days raises money for ACS by selling bunches of daffodils, which can be purchased for personal use or donated to brighten the day of an inpatient at hospitals throughout the city.
Don Hewitt, the revered news man and creator of “60 Minutes”, managed some of the best and brightest journalistic minds of our time. Some might say he managed some pretty massive egos, too, with the likes Mike Wallace, Harry Reasoner and Ed Bradley. Despite the tremendous talent that reported to him, however, his simple direction remained constant for more than 40 years: “Tell me a story.” In fact, his book is aptly titled, “Tell Me a Story: Fifty Years and 60 Minutes in Television.” Few could argue that the reason “60 Minutes” is now in its 45th year is because its correspondents stick to that simple four-word creed.
In practicing media relations for 15 years, I’m still fascinated by the elements of what makes a great news story. As a PR guy, however, I still find myself struggling to explain to clients that in order for their media relations strategy to work and for their product or service to become news, they need to go back to Mr. Hewitt’s advice, or for that matter, the words my four-year-old daughter says every night when I’m tucking her in – “Tell me a story.”