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Elizabeth Fairleigh

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CEO,CFO,VP,Director, thE Connection

100 points

Elizabeth Fairleigh founded thE Connection, Inc., an Atlanta-based PR firm, in 1995. Core strenghts include media and analyst relations for B2B companies, particularly professional services related to Marketing, Sales and CRM. I love working with high integrity, entrepreneurial-minded people who understand the value of PR in the Marketing mix.

Feb. 3, 2012

Elizabeth Fairleigh is now following Steven Moody and 10 other people

Jan. 24, 2012

Elizabeth Fairleigh and 1 other person answered this question at this roundtable

Social Media and Content Marketing For Business Q&A [2/14 @ 11 am]

Is Twitter a good way to pitch journalists?

Twitter is an excellent way to pitch a journalist - It forces you to be short, sweet and transparent in your communication - I'd DM vs.to all and take it to another communication channel like phone/email if there's interest. more

Content Marketing

Jan. 20, 2012

Elizabeth Fairleigh and 5 other people answered this question

What is more important for a company: a well designed logo or a good chosen name?

The name of your company is more important than logo - You speak and write the company name, but you can't speak your logo. Logos are represented visually ONLY whereas names are both visual AND auditory - Your logo should reflect the company name in ... more

Branding & Identity

Jan. 6, 2012

Elizabeth Fairleigh recommends this answer by Dan McDade

What is the state of sales and marketing alignment in the technology industry?

I hate to sound negative (and I know I sometimes do), but the problem is getting worse; and I don't think marketing automation is to blame - except to the extent that it is being used as a black box solution with the expectation of ... more

Jan. 6, 2012

Elizabeth Fairleigh recommends this answer by Dan McDade

What are the technologies that best-in-class marketers absolutely have to have at their disposal?

Let's not overlook that the best new technology might actually be using one you have. It is painful to watch the wasted spend above the funnel; and the wasted opportunities that simply get lost in the funnel of many if not most companies. Comparing your ... more

Content Marketing

Email Marketing

Jan. 6, 2012

Elizabeth Fairleigh recommends this answer by Dan McDade

What are your predictions for technology marketing in 2012?

2011 saw a shift in inside sales support from centralized in marketing to centralized in sales. In 2012, sales will decentralize inside sales support out into the regions. This will prove unsuccessful. By mid-2012, frantic managers will be looking for the right solution to managing ... more

Information Technology

Technology Marketing

Jan. 6, 2012

Elizabeth Fairleigh and 6 other people answered this question at this roundtable

Community Management 101: Startup Edition [1/4 @ 11 am]

How do you balance day to day activities with longer term projects? How do you get time to focus?

I love this question and agree with Mae that writing down goals is A #1 - I carve out a finite amount of time per day / week to do critical things like research that are not time-sensitive, but vital. How to Focus? Stop answering ... more

Customer Service

Community Management

Jan. 4, 2012

Elizabeth Fairleigh recommends this answer by Peter Giblett

Will 2012 be the year of the customer?

Actually most businesses have been customer focused for many years. The power of the Internet, more specifically the use of Social Media is giving customers a voice, yet there are still many businesses that do not listen to what is being said - they consider ... more

Customer Service

Community Management

Jan. 4, 2012

Elizabeth Fairleigh recommends this answer by Chris Selland

What makes content go viral?

Ultimately it's the idea behind the content - the part of that content which makes a large number of consumers say 'wow I really want to share this with others'.
Very difficult to do which is why so little content truly does go viral - ... more

Jan. 2, 2012

Elizabeth Fairleigh and 2 other people answered this question

What is one strategy for effectively pitching to the media?

Determine the #1 media outlet for your message and offer that media person an exclusive story, in advance of issuing the press release - This offer will build rapport with him / her and help growth the relationship - and you will succeed in getting ... more

Sept. 26, 2011

Elizabeth Fairleigh asked a question

As Marketing Automation matures, will it eventually become a part of CRM?

Marketing Automation

Aug. 16, 2011

Elizabeth Fairleigh and 2 other people answered this question

How can PR agencies prove that their efforts are working?

PR is both an art and a science. It's critical to set clear & attainable goals and track these on a regular basis. Proof of success is measuring your deliverables against what you agreed collectively with your client to accomplish. This has to be a ... more

Public Relations

Public Relations Strategy

Aug. 9, 2011

Elizabeth Fairleigh and 2 other people answered this question

How can PR professionals build solid relationships with top bloggers?

Bloggers are people too. While the medium is different (a blog vs. a newspaper column, building relationships with bloggers requires the same skill set as building relationships with traditional media. Here are :
1) Subscribe and read their blog posts
2) Engage in those conversations ... more

Public Relations

Relationship Building

Aug. 1, 2011

Elizabeth Fairleigh answered this question

Do all PR professionals need at least a basic knowledge of social media? Why/why not?

Emphatically YES! Why? Because PR cannot exist in a vacuum. As a communicator, you can't function effectively without a basic understanding of how the world communicates - PR strategies and tactics to influence the "public" are shaped by listening to what your "public" is saying ... more

Public Relations

July 18, 2011

Elizabeth Fairleigh answered this question at this roundtable

Tips on Generating Leads for Yourself [7/15 @ 1 pm]

How much time should you spend participating on other thought leader's social networks?

Thanks - I agree, FOCUS knows how to build a community and foster interaction beautifully - And thatis what makes social networking a unique and powerful form of communication. more

B2B Marketing Week

July 18, 2011

Elizabeth Fairleigh recommends this answer by Jeff Pedowitz

What is the next big thing in Marketing Automation?

Our research finds similar startling statistics - over 25% of Marketing Automation adopters have not integrated with CRM; over 50% have not added in lead scoring or nurturing - many are still in batch and blast mode, so it is hard to talk about the ... more

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