catherine seeds ceo jeff ketner senior advisor

Ketner Group Names Catherine Seeds CEO As Jeff Ketner Assumes the Role of Senior Advisor

A proven leader with more than 24 years of experience in B2B PR, Seeds will expand on the success Ketner built and continue the agency’s dedication to creating a rock-solid culture

AUSTIN, Texas – May 2, 2023 – Ketner Group Communications, the leading public relations agency for retail technology companies, today announced it named Catherine Seeds president and CEO. Seeds, who has been an integral part of the agency for more than 20 years, succeeds Jeff Ketner, who assumes the role of founder and senior advisor.

The transition reflects Ketner Group’s ongoing dedication to being the leading retail technology PR agency, as well as creating a collaborative, authentic company culture that supports team members for the long term. These strategic goals are further illustrated in Ketner Group being recognized as one of Ragan’s Top Places to Work for the third year in a row last week. The agency is also a finalist for PR Daily’s Top Agencies for 2023.

Seeds brings to the role more than 24 years of experience working in B2B tech PR agencies. She started her career at Springbok Technologies and Bernard Group, providing media relations and content support for high-tech and healthcare tech companies during the “Dot-Com” boom. During her tenure at Ketner Group, Seeds has played a crucial role in every phase of the agency’s success, including overseeing three rebrands, ensuring steady year-over-year revenue growth and team expansion since 2002, opening the agency’s office in New York and growing its remote team.

“Catherine is a doer, thoughtful listener, creative thinker, and relationship-builder — all qualities that have become synonymous with Ketner Group because of her leadership,” said Ketner. “Catherine dares to dream big, while always having the best interests of the team at heart, and this agency absolutely wouldn’t be the same without her. I know she’ll continue to raise Ketner Group to new heights, and I look forward to supporting the agency and our clients in my new role as senior advisor.”

Seeds successfully oversees the agency’s business development, partnerships, HR/operations, client success and agency culture initiatives in collaboration with the agency’s top-notch senior leadership team that includes Adrienne Newcomb, VP of operations, and Kirsty Goodlett, VP of marketing.

“Jeff created a special place to work when he founded this agency more than 30 years ago,” said Seeds. “For more than 20 years, I’ve learned so much from Jeff about how to lead from a place of empathy, curiosity and passion. I’m excited to step into the role of CEO, and I can’t wait to keep working with our awesome team as we continue to manifest our vision of being the go-to communications agency for retail tech companies.”

As a result of the foundation created by Ketner, Ketner Group was recently recognized for its commitment to prioritizing the well-being of its employees when it was named one of Ragan’s Top Places to Work: Class of 2023. Ragan Communications is the leading publisher for communications professionals, and Ketner Group has been included in its annual lists since its inaugural class of 2021. Ketner Group stands out for championing work-life harmony, offering flexible work hours, and empowering employees to work in the environment that best suits their personal, creative needs. Since launching its employee-led Diversity, Equity and Inclusion Committee in 2020, it has implemented programs that encourage greater employee participation and shape the company culture for the better. These include facilitating regular monthly observances, creating company values and completing quarterly anonymous employee surveys.

Interested in being part of the future of Ketner Group? Check out open roles.

About Ketner Group Communications 
For more than 20 years, Ketner Group has helped retail technology companies build brand, drive demand and grow shareholder value through strategic PR programs. We give retail technology clients an edge through our deep retail expertise, extensive network and targeted communication strategies. Our core services include media and analyst relations, content development, PR messaging and strategy, and more. Ketner Group has offices in Austin and New York City, working with clients located in North America, the UK and Europe. For more information, visit www.ketnergroup.com.

Media Contact: 
Kirsty Goodlett, VP of Marketing 
Ketner Group Communications 
[email protected]

ketner group solifidies pr leadership

Ketner Group Solidifies Its Communications Leadership in Retail Technology PR

The agency promotes Kirsty Goodlett to VP of marketing and announces key 2022 successes

AUSTIN, Texas – Feb. 2, 2023 – Ketner Group Communications, the leading public relations agency for innovative retail technology companies, today announced key 2022 successes that solidify its leadership in retail technology PR. 

Last year, Ketner Group launched the industry’s first-ever retail technology PR handbook, onboarded four new clients in the retail tech ecosystem, and formalized its Diversity, Equity and Inclusion (DEI) committee. In addition, the agency promoted Kirsty Goodlett to VP of marketing, marking the agency’s second net new leadership role.

Kirsty Goodlett is promoted to VP of marketing

Although Kirsty has been a full-time Ketner Group team member since 2019, her history with the agency goes back to 2012, when she was a Ketner Group client while managing marketing for a retail tech company. She additionally worked as a contract employee for the agency for nearly three years. In her new role as part of the agency’s senior leadership team, Kirsty will be responsible for overseeing all aspects of Ketner Group marketing, supporting new business and market development, and continuing to contribute to the overall strategic direction of the agency.

“I am so thrilled that Kirsty’s long history with Ketner Group has led her to become a valuable member of our senior leadership team,” said Catherine Seeds, president, Ketner Group. “Not only has she taken our agency marketing to new heights, but her vision has resulted in increased agency awareness and new business success. Kirsty is also an amazing and strategic agency leader and mentor to the team. Through Kirsty’s leadership and focus on marketing, Ketner Group is poised for even more growth in 2023.”

Ketner Group formalizes its first-ever DEI committee 

In 2022, Ketner Group officially formalized its volunteer-based DEI committee, which is led by junior team members and supported by executive leadership. The committee’s goal is to foster a sense of belonging at Ketner Group and ensure that everyone on the team has a voice. The DEI team has launched several initiatives, including: 

  • Updating language around hiring and recruiting processes, to search for new team members that are a “culture add” rather than a “culture fit.”
  • Identifying quarterly initiatives and goals based on anonymous employee surveys.
  • Establishing Ketner Group values, which set expectations for how employees work together as a team, as well as with clients and partners.

Ketner Group launches retail tech PR handbook, and secures key milestones in 2022

Last year, the Ketner Group team launched a premier resource for retail technology companies. The Retail Tech PR Handbook is an all-encompassing resource that shares how retail tech companies can leverage PR to build brand, drive demand and increase shareholder value. As well, the company secured industry awards; Ketner Group was included in the PRNews Agency Elite Top 100 and was named one of Ragan’s Top Places to Work. Part of the agency’s success is attributed to its growth in the retail tech ecosystem. Ketner Group again expanded its portfolio of clients, bringing on five net-new customers including Appriss Retail, Opterus, Regal.io and Uniform, and continued its partnership with many more retail technology companies.

“Ketner Group knows retail tech PR like no other communications agency,” said Jason Ferrara, chief marketing officer, Searchspring. “Since kicking off our partnership in 2021, that expertise has paid off. Working together, we have doubled our quarterly share of voice against key competitors. This consistent stream of coverage has helped us drive our ‘shopper experience’ brand throughout the ecommerce market, capturing market attention and generating demand.”

Companies completing 2023 communications planning should read Ketner Group’s Retail Tech PR Handbook. To learn more about Ketner Group services and career opportunities, visit ketnergroup.com.

About Ketner Group Communications 
For more than 20 years, Ketner Group has helped retail technology companies build brand, drive demand and grow shareholder value through strategic PR programs. We give retail technology clients an edge through our deep retail expertise, extensive network and targeted communication strategies. Our core services include media and analyst relations, content development, PR messaging and strategy, and more. Ketner Group has offices in Austin and New York City, working with clients located in North America, the UK and Europe. For more information, visit www.ketnergroup.com.

Media Contact: 
Kirsty Goodlett, VP of Marketing 
Ketner Group Communications 
[email protected]

ketner group pr news agency elite 2023

Ketner Group Communications Earns 2023 PRNEWS Agency Elite Top 100 Honors

AUSTIN, Texas – Oct. 12, 2022 – Ketner Group Communications, the leading public relations agency for innovative retail technology companies, today announced that PRNEWS has included the agency in its 2023 Agency Elite Top 100. Each year, the editorial roster serves as a comprehensive guide highlighting the most innovative public relations and communications firms in the business. Ketner Group was also included in the 2020 Agency Elite Top 100.

“To be ranked again among such high-caliber agencies is a testament to our team’s consistent creativity and quality of work,” said Catherine Seeds, president, Ketner Group Communications. “We strive to create a work environment in which our team is given the tools and opportunities to exceed client expectations, progress in their careers and thrive outside of the office. Being included in this prestigious list validates our efforts and illustrates our success in creating a culture that delivers strong results.”

Over the last year Ketner Group achieved significant growth, culminating in 20 percent year-over-year revenue growth last year, the creation of a net-new leadership role and multiple industry recognitions. Ketner Group’s momentum is a result of the agency’s continued specialization in retail technology, which resulted in the onboarding of 10 new clients in the retail technology ecosystem, from omnichannel commerce to online marketplaces, hospitality, adtech and supply chain solutions. This past month, Ketner Group solidified its expertise in retail tech PR with the release of The Retail Tech PR Handbook, which shares how retail tech companies can use communications to build brand, drive demand and increase shareholder value.

“Flexibility and evolution are two words that immediately come to mind when I think about the agencies on this year’s list,” says Erika Bradbury, editorial director, PRNEWS. “The firms this year stood out for their work on the most important issues of today, including DEI initiatives, social impact causes and COVID-19 relief work, as well as their understanding of the importance of being nimble in an always-on media world.”

Designation to this prestigious list comes on the heels of Ketner Group earning recognition, for the second year in a row, as one of Ragan’s Top Places to Work. Ketner Group was also named to the 2021 Inc. 5000 Regionals Texas list, which recognizes the fastest-growing companies in the state of Texas and is an extension of the Inc. 5000 nationals list.

To learn more about Ketner Group’s expertise in retail tech and communications alike, contact us.

About Ketner Group Communications
For more than 20 years, Ketner Group has helped retail technology companies build brand, drive demand and grow shareholder value through strategic PR programs. We give retail technology clients an edge through our deep retail expertise, extensive network and targeted communication strategies. Our core services include media and analyst relations, content development, PR messaging and strategy, and more. Ketner Group has offices in Austin, Nashville and New York City, working with clients located in North America, the UK and Europe. For more information, visit www.ketnergroup.com.

Media Contact
Kirsty Goodlett, director
Ketner Group Communications
[email protected]

Get to Know Elizabeth Wiltshire: The Spring 2022 NYC Intern

Hello everyone! My name is Elizabeth Wiltshire and I’m a senior media studies student at Fordham University in New York City.

I was born in New Jersey but spent most of my time growing up in a suburb about 30 minutes south of Boston. When I’m not on my campus in the Bronx, I split my time between New Jersey, Pennsylvania, and Massachusetts.

A little about me

Ever since I started high school, I knew I wanted to go to college in a big city. I had always been drawn to the hecticness and opportunity of New York and made it my mission to go to a university here.

Although my college experience hasn’t been nearly what I expected due to the COVID-19 pandemic, I’m incredibly grateful for the opportunities and adventures that I’ve had during my time in NYC.

When I’m not in class or working, one of my favorite things to do is to go to concerts! I’ve done concert photography and journalism since 2017 and it’s one of my biggest passions as it combines my love for music and photography. I’ve photographed over 100 shows, but some of my most memorable ones were Kiss, Green Day, and Billie Eilish.

Aside from photography, I love to read. My most recent book that I’ve finished is Dave Grohl’s “The Storyteller: Tales of Life and Music.”

elizabeth wiltshire ketner group intern photography (1)

My previous experience

Prior to interning at Ketner Group, I mainly worked in the entertainment side of media and public relations.

I’ve interned at two music management agencies, worked with a renowned live music and portrait photographer, and spent a year at a larger PR agency working in the sports and entertainment sector before moving to the tech and finance team.

That was my first experience working in anything other than entertainment, and while it was a challenge to pivot to a completely different industry, I loved it.

Why I choose Ketner Group

Because of my experience at a previous PR agency, I was incredibly interested in working at Ketner Group. I was a bit nervous due to not having much experience in technology PR, let alone retail tech. But after interviewing for the intern position and learning more about both retail tech PR and the company, I knew that Ketner Group was the place to be for me!

elizabeth wiltshire intern

I’ve only been here for three weeks and already feel that I have learned so much about the industry and how conducting public relations for retail technology companies differs from other industries.

With all of that being said, I’m incredibly grateful to be a part of the wonderful team at Ketner Group! I know that being surrounded by such a strong, knowledgeable group of people that I’m bound to challenge myself and grow as a PR professional.

I am very excited to be here and can’t wait to see what the rest of this internship holds for me!

ketner group momentum 2021

Ketner Group Communications Highlights 20% Revenue Growth in 2021, Emphasizes Focus on Retail Technology

AUSTIN and NEW YORK CITY – Feb. 3, 2022 – Ketner Group Communications, the leading public relations agency for innovative retail technology companies, today announced significant growth in 2021, culminating in 20% year-over-year revenue growth for the agency, the creation of a net-new leadership role and multiple industry recognitions throughout 2021. Ketner Group’s momentum this past year is a result of the agency’s continued specialization in retail technology, which resulted in the onboarding of nine new clients in the retail technology ecosystem. 

Specializing in retail technology has allowed Ketner Group to play a continued role in retail’s fast-paced evolution by representing a wide range of innovative clients, from omnichannel commerce to online marketplaces, hospitality, adtech and supply chain solutions. Moving into 2022, Ketner Group is expanding its portfolio of clients, offering its depth and breadth of experience and leadership in retail technology PR and adding additional services including lead generation to its current PR and content development offerings. 

“The retail industry came roaring back in 2021, setting a YOY record in holiday spending,” said Jeff Ketner, CEO, Ketner Group Communications. “Ketner Group experienced a very strong year as well, as we supported our retail technology clients. Retail innovation has accelerated rapidly in the wake of COVID-19, creating significant opportunities for retail tech companies to tell their stories. Ketner Group is the only U.S. PR agency focused exclusively on retail tech, and we have the domain expertise and team to help our clients succeed.”

Adrienne Newcomb Is Promoted to VP of Operations

Following its notable momentum as an agency in 2021, Ketner has created a new executive position, vice president of operations, promoting  Adrienne Newcomb to fulfill this position. She has been with Ketner Group since 2015, serving as account manager and supervisor, and most recently as director of New York. In her new role, she will be responsible for overseeing and supporting all aspects of Ketner Group operations and HR, continuing to manage the agency’s New York City office, and supporting new business and market development, marketing and more. Additionally, Newcomb will continue to contribute to the overall strategic direction of the agency.

“As a part of our senior leadership team, Adrienne has done an amazing job strengthening our operating and HR procedures as well as providing invaluable support for our new business and marketing teams,” said Catherine Seeds, president, Ketner Group. “She is a strong and results-oriented leader, and as VP of operations, will help drive further process improvement and increased revenue for the agency. This is an exciting time for Ketner Group with the expansion of our executive team, our focus on retail tech, and a rebrand we plan to launch in Q4.”

Ketner Group Receives Industry Recognition 

In 2021, Ketner Group was ranked as one of Ragan’s Top Places to Work: Class of 2021, which recognizes organizations with great company cultures that are true to their mission and vision and provide a top working environment for each of its employees. As well, the agency was named to the 2021 Inc. 5000 Regionals Texas list, which recognizes the fastest-growing companies in the state of Texas and is an extension of the Inc. 5000 nationals list. These accolades followed the agency’s celebration of its 30th anniversary at the beginning of 2021. 

Most recently, Ketner Group’s director of media relations, Mariana Fischbach, was recognized in Qwoted 100’s Best of the Best in Public Relations, a live quarterly ranking of PR professionals with the best stories to tell and the most compelling way of telling them.

To learn more about Ketner Group’s services and career opportunities, visit ketnergroup.com.

About Ketner Group Communications

For more than 20 years, Ketner Group has helped retail technology companies build brand, drive demand and grow shareholder value through strategic PR programs. We’re widely recognized as one of the leading PR agencies in retail technology. With a range of clients, from omni-channel commerce to AdTech, CPG and supply chain solution providers, our team knows and understands retail technology like no other PR agency. Core services include media and analyst relations, content development, PR messaging and communications strategy, demand generation, social media management and more. Ketner Group has offices in Austin, Nashville and New York City, working with clients located in North America, UK and Europe. For more information, please visit www.ketnergroup.com 

Media Contact:

Mariana Fischbach, Director of Media Relations
Ketner Group Communications
[email protected] 

rob fallen ketner group

From College to Ketner: Rob Fallen, NYC Intern

Hi Everyone! My name is Rob Fallen, and I am the new NYC Intern… coming at you remote from my childhood bedroom.

I’m a Senior at Marist College in Poughkeepsie, NY, but I grew up just outside of NYC! I’m an honors communication major with a double concentration in advertising and public relations with double minors in psychology and music.

Why PR?

Fresh out of high school, I had no idea what I wanted to do.

At Marist, I was placed into a program that helped me figure it all out. Thankfully, it brought me to an introductory PR course. Going into this course, saying I was terrified would be an understatement. My professor held weekly mock press events and challenged our writing skills, all in an introductory course?! Most people hated it, but it challenged me in a way I had never been challenged. From there, I was hooked.

Since then, I have had the opportunity to experience everything from PR writing to reputation management to communications research. PR has allowed me to not only be creative but be analytical in how I approach my work!

My past intern experiences have been in non-profit, academia and social media analytics. I have enjoyed getting to know the quirks about these different industries, and now I am super excited to learn about the retail technology industry with the Ketner Group team!

Outside the Office

At Marist, I try to keep myself as busy as I can! My two favorite extracurriculars include Marist Orchestra and Marist PRSSA!

I’ve been playing the violin for nearly 15 years, gratefully having the opportunity to continue at college. For PRSSA, I recently became our chapter’s president, which is quite an exciting opportunity as we transition back to “normal operations” this upcoming fall!

In my free time, though, you will probably find me perusing a record shop (or multiple) with a cold brew in hand. Over the past year, I’ve become a huge audiophile, expanding my vinyl record collection to cover my wacky taste in music. When I say wacky, I mean ranging from Tchaikovsky’s Symphony No. 6 ‘Pathétique’ in B minor to trans-artist SOPHIE’s Oil of Every Pearl’s Un-Insides. Yes… feel free to judge me.

What About Now?

Taking on your first professional internship is not an easy task, especially with the backdrop of a raging pandemic and political unrest. I’m thankful for the morale the Ketner Group team has had, reminding me to have resilience. Overall, I’m thrilled to learn all I can from the knowledgeable and humble team at Ketner!

b2b analyst relations communications strategy

B2B Analyst Relations: The Secret Sauce to Your Communications Program

For some B2B organizations, the risk of becoming an echo chamber when it comes to company strategy is real. This month, during our webinar on analyst relations, we discussed how analysts can provide third-party feedback to help companies create a solid communications plan.

Our host Catherine Seeds was joined by Patty McDonald, global solution marketing director at Symphony RetailAI and Steve Rowen, managing partner at Retail Systems Research (RSR).

In her role, Patty ensures Symphony RetailAI, which is a client of Ketner Group’s, addresses the retail supply chain market with the right products, services and communications. At RSR, Steve helps current retailers make more strategic decisions about the role of tech in their enterprise.

Our discussion provided the inside track of what industry analysts are looking for and how to build long-term relationships.

What is the right time for analyst relations?

According to Steve, the sooner the better. Engaging with analysts does not need to be expensive and there’s truly no bad time for a discussion.

analyst relations - marketing strategy

Patty agreed that “the best time is all the time. When you think about building solutions, it’s really important to vet out the tech and the messaging. From a marketing perspective, it’s helpful to run these things by analysts, and have that as the backbone of your overall strategy.”

What are analysts looking for in a briefing?

The best inquiries all quickly summarize the company’s story. “We want to know what problems you’re trying to solve with your tech. That makes for a great conversation,” Steve said. “Don’t show me how the technology works right away; if I want to know, I’ll ask.”

Patty recommended technology companies identify a goal ahead of time. “Even before we have a conversation with an analyst, I want there to be mutual understanding of what I’m looking to get out of the conversation.”

Most importantly, both Steve and Patty emphasized the importance of being honest when it comes to what your technology can do and what you have planned for the future.

How can companies set the stage during a briefing?

“Establish objectives of a briefing early,” Steve said. He identified this as something Ketner Group, or another communications firm, can help with. In the beginning of the call, introduce the attendees, remind everyone what the goals of the discussion are and summarize the objectives.

analyst briefing objectives

For example, “We’d like to learn more about RSR. We’d like to introduce our new product, X. And we’d like to get perspective on how to bring the product to market.” For more tips on briefing best practices, check out these resources from RSR.

How do you nurture relationships with analysts?

When you think about your long-term relationship with an analyst, remember that they can provide another informed voice in the room–and you can never have enough smart people.

analysts marketing messaging

“As you’re getting your marketing materials together, getting perspective on even a word or two in your messaging can be valuable,” said Steve. Patty agreed that advice is helpful, particularly when using analysts as external validation for an internal idea. 

Patty also reminded attendees that analyst relationships go both ways. Recently, she’s had a lot of fun working with analyst firms on their thought leadership. “Personalized Promotions: The Key to Bigger Baskets and More Frequent Trips,” was a joint report put out by Symphony RetailAI and RSR.

Keep the conversation going

Interested in learning more about how to make analyst relations a core part of your communications strategy? We’d love to see how we can help! Contact us to set up a free, thirty-minute consultation.

Stay in touch with Patty and Steve by connecting with them on LinkedIn: Steve Rowen and Patty McDonald.

If you want to catch the full conversation with Catherine, Patty and Steve, feel free to view the webinar on demand. Our next KG Connects event will take place in October. Stay tuned!

kg connects may webinar on demand
ketner group Top Place to Work by Ragan

Ketner Group Communications Recognized as a Top Place to Work by Ragan

AUSTIN, Texas, – April 14, 2021 – Ketner Group Communications, a public relations, marketing and communications firm for innovative technology companies, today announced it has been recognized as one of Ragan’s Top Places to Work: Class of 2021.

ragans best places to work ketner group

Ragan Communications, publisher of the influential Ragan Report, is the leading publisher and resource for PR and communications professionals. This inaugural award is part of Ragan’s annual Employee Communications Awards and recognizes organizations with great company cultures that are true to their mission and vision and provide a top working environment for each of its employees. Ketner Group joins this inaugural class alongside 18 other organizations.

While public relations agency life is often associated with high burnout, Ketner Group has gone the extra mile to ensure each employee can attain a healthy work/life balance by providing a flexible work environment that fits each employee’s personal needs. This work environment was established by founder and CEO Jeff Ketner 30 years ago and been a guiding principle ever since.

Employee-oriented, remote working has been part of Ketner Group before it became fashionable. Prior to COVID, team members spent time working from Germany, the Czech Republic, Indonesia, Thailand and across the U.S, Canada and Mexico without missing a beat. To ease the burden of social isolation and increased family responsibilities during the pandemic, work schedules have become increasingly flexible.

In 2020 the agency implemented Summer Fridays, allowing employees to clock out early May through August to get an early start to their weekends and enjoy time to disconnect. Ketner Group also launched a Diversity, Equity and Inclusion Committee, reinforcing the agency’s commitment to improving its recruiting, hiring and training processes as well as creating a company culture with all employees in mind.

“We’re honored by this award from Ragan, which is widely recognized as the premier media company in our industry,” said Jeff Ketner, founder and CEO. “It’s a team award that recognizes the contributions from everyone at the agency. They make Ketner Group a great place to work, day in and day out, and they make it easy to maintain a collaborative, friendly and positive work environment that enables us to go above and beyond for our clients.”

In addition to Ragan’s Top Places to Work recognition, Ketner Group was also recently named to the 2021 Inc. 5000 Regionals Texas List as one of the fastest growing companies in the state of Texas and was named to 2020 PRNews PR Agency Top 100 list. Despite the COVID-19 pandemic, the Ketner Group team has continued to provide the highest levels of guidance, support and results for clients, securing media coverage in publications like Reuters, Variety Magazine, Forbes, CNBC, MarketWatch and more.

About Ketner Group Communications
Ketner Group Communications represents innovators that are reshaping the world we live in, including high-growth companies in retail, e-commerce, grocery and CPG, advertising and marketing and consumer technology. We work with clients throughout the U.S., Canada and the U.K, and our core capabilities include media and analyst relations, content development, social media strategy and implementation, and digital content marketing. Ketner Group has called Austin home for 30 years and expanded in 2019 with the addition of offices in New York City and Nashville. For more information, please visit www.ketnergroup.com.

Media Contact
Mariana Fischbach, Director of Media Relations
Ketner Group Communications
[email protected]

b2b content inspired by netflix

How to Create B2B Content That Puts Netflix to Shame

In our latest KG Connects webinar, we were lucky to have our friend Alicia Esposito join us to discuss how to create great B2B content marketing campaigns.

B2B content has always been a key part of building thought leadership, engagement and even leads. Over the past few years, it has become even more important, but brands have struggled to keep up with the breakneck pace of change.

That’s where Alicia comes to the rescue. As the director of content at G3 Communications, she aims to help businesses take an omnichannel approach to thought leadership and ultimately build passionate, empowered communities.

2020: A landmark year for B2B content

For the past decade, DemandGen Report, a G3 publication, has been tracking content preferences. “Year over year, it remains the same,” Alicia said, “folks say, ‘over the past year, I’ve relied more on content.’”

As companies continue to rely on content, they have also seen a corresponding increase in demand.

Last year was no exception to the rule. While the full report isn’t out yet, Alicia was able to share some initial data from an upcoming DemandGen Report.

“62% of respondents said they relied more on content over the past year than any other year,” said Alicia.

rise in b2b content needs

Factors such as lockdowns and a lack of in-person events have driven the demand for content, which has become a key component of the now-digital sales processes.

Incredibly, according to McKinsey, only 20% of buyers and sellers want to go back to in-person. “If you can have the right kind of content and can guide someone through an experience digitally, you don’t need to get on a plane and go halfway across the country,” she said.

Creating creative marketing that stands out

When it comes to impressing potential buyers, businesses need a wealth of content. According to Alicia, buyers will engage with 3-7 pieces of content before they actively engage with sales.

However, when it comes to the type of content buyers prefer, there was a major shift last year.

“In 2019, it was all video. This year, webinars shot to the top,” Alicia said.

Research is showing some interesting contradictions in how people consume content. There’s a demand for easy-to-consume content, while at the same time there is demand for long-form content like whitepapers.

To meet evolving needs, Alicia suggested iPapers, aka interactive white papers, which are very digestible and interactive.

With iPapers, “you can see how much time users are spending in the experience. What people are clicking on, how long they’re spending on the page. This allows you to see what the tangible engagement is.”

adapt long-form content alicia esposito

She also says it’s important to build a content ecosystem out of long-form content. Consider creating infographics, social media images, checklists and even creating video trailers. (For more on this topic, check out “How to Adapt Long-Form Content Into a Wealth of Resources.”)

“I encourage everyone to look at their content and find those bite-sized pieces to expand upon and connect to that long-form piece.”

Using content to generate leads

“How does content turn to leads?” It’s one of the biggest questions for marketers, alongside, how does PR drive leads?

“When we ask our customers what drives them to engage with content, there are always two answers: the trustworthiness of the source and the credibility of the content,” said Alicia. To build this trustworthiness, “you need good storytelling.”

storytelling drives leads

According to Alicia that means understanding the audience, getting to the heart of their pain points, understanding their goals and framing the story through their eyes.

“Powerful, empathetic storytelling is what drives that lead generation success.”

When it comes to the numbers game, however, Alicia says to stick to quality, not quantity.

“A common thing we hear is that clients create huge projects that generate thousands of leads and none of them are qualified. Sales teams don’t even want to reach out to these leads,” she explained.

Want to keep talking about B2B content?

The webinar is over, but the conversation doesn’t have to be.

If you want to discuss how content can help you, reach out to us!

To get in touch with Alicia, connect with her on LinkedIn.

To learn more about B2B content, watch the March webinar on demand.

We’ll be back in May with another edition of KG Connects; we’ll tackle analyst relations and how it can mean big things for businesses.

texas inc 5000 2021 ketner group

Ketner Group Communications Named to the 2021 Inc. 5000 Regionals Texas List

AUSTIN, Texas, – Mar. 17, 2021 – Ketner Group Communications, a public relations, marketing and communications firm for innovative technology companies, today announced it has been named to the 2021 Inc. 5000 Regionals Texas list. The Inc. 5000 Regionals: Texas recognizes the fastest-growing companies in the state of Texas and is an extension of the Inc. 5000 nationals list.

inc 5000 ketner group

Being named to the list is a local honor with national recognition and one of the most esteemed honors a privately held business can receive. Ketner Group joins this year’s list alongside innovative companies including Urban Betty, Red Fan Communications, SEI- Dallas and CKP among others.

This recognition comes on the heels of Ketner Group announcing its 30th anniversary as a B2B PR agency. Serving clients throughout the U.S., Canada and the U.K., Ketner Group has established itself as a trusted partner to clients ranging from publicly traded companies to high-growth startups. Ketner Group has achieved many milestones throughout its 30 years as an agency, including reporting consistent growth in revenue, employees and client portfolio and naming Ketner Group’s longtime leader Catherine Seeds as agency’s president and partner in 2019. In recent years, the agency has expanded office locations beyond Austin, opening offices in New York City and Nashville.

Despite the COVID-19 pandemic, the Ketner Group team has continued to provide the highest levels of support and results for clients, securing media coverage in publications like Reuters, Variety Magazine, Forbes, CNBC, MarketWatch and more. It has guided clients on the best practices in communications during the pandemic and officially launched the agency’s first webinar series, KG Connects, bringing together influencers and industry experts to discuss trends in PR and marketing.

“It’s an honor to be recognized in the 2021 Inc. 5000 Regionals Texas list,” said Jeff Ketner, founder and CEO. “Even in the midst of a global pandemic that affected all of us professionally and personally, our team demonstrated exceptional resilience, focus and dedication to Ketner Group and our clients. This award recognizes our team’s hard work, and we anticipate that 2021 will be our best year yet.”

To learn more about Ketner Group’s capabilities and career opportunities, visit ketnergroup.com.

About Ketner Group Communications
Ketner Group Communications represents innovators that are reshaping the world we live in, including high-growth companies in retail, e-commerce, grocery and CPG, advertising and marketing, social media and consumer technology. We work with clients throughout the U.S., Canada and the U.K, and our core capabilities include media and analyst relations, content development, social media strategy and implementation, and digital content marketing. Ketner Group has called Austin home for close to 30 years and expanded in 2019 with the addition of offices in New York City and Nashville. For more information please visit www.ketnergroup.com.

Media Contact
Mariana Fischbach, Director of Media Relations
Ketner Group Communications
[email protected]