• CES 2026: Insights & Strategies to Stand Out

    CES 2026: Insights & Strategies to Stand Out

    CES 2025 brought together more than 140,000 attendees and 4,500 exhibitors. It’s known as the most powerful tech event in the world, and the perfect opportunity to shape the future of tech while capturing the attention of a massive global audience.

    The show has proven successful for many of our B2C and B2B clients over the years. And at last year’s show, we saw the floors packed with everything from self-driving (and flying) cars, to sustainable power solutions, smart home tech, micromobility vehicles, mobility aids, AI avatars, fitness devices, beauty and fashion tech, and just about every form of robot you could think of – robotic emotional support dogs, a robotic vending machine that can dispense cotton candy, a robotic vacuum that can also pick up your socks, robots that shake your hand and hand out coffee, and robotic lawnmowers that take the stress out of home care.

    In such a competitive space, how can you make sure your brand stands out? Here are our key insights from last year’s show to help you boost your presence and ensure your brand leaves a lasting impression this year at CES 2026!

    Elevate Your On-Site Experience

    CES 2025 brought more than 6,000 media, content creators and industry analysts. To impress this year’s crowd, don’t just think about showcasing products, try to create an immersive experience to remember. Product displays, brochures and branded swag are essential, but taking things a step further to entice engagement and organic social sharing can help create an unforgettable and energetic atmosphere.

    Some of last year’s hottest booth displays that caught our eyes featured live product demos and test rides (seeing is believing!), themed throwback and futuristic experiences, live music including DJs, eye-catching video displays, life-size installations, giveaways/prizes, robots greeting guests, movie-theatre style setups, virtual reality activations, digital gaming activities and much more.

    Looking for other ways to capture attention while on-site? Consider hosting an after party during CES week. When done right, these parties can serve as a wildly successful hub for networking and relationship building with key media, influencers, prospects and partners. Plus, they bring the opportunity to help shift desired brand perceptions and elevate the overall story you’re looking to tell.

    Many brands may think the investment is far too large, or that the turnout won’t be as strong unless a big-name celebrity is in the room, but that’s far from the case. Sure, it would be amazing to have a star like Snoop Dogg or Meghan Trainor at the after party, but these activations can be just as successful otherwise with the right strategy in place. And we’ve witnessed that first-hand at Matter! The key? Start the planning process and guest outreach as early as possible, provide value and excitement to those you’re inviting, and do your homework to avoid overlapping your party with another from a brand that many may have pre-existing plans to attend.

    Maximize Your Time Beyond the CES Show Floor

    We often get asked from clients and prospects: what’s the most important thing to keep in mind for CES? And our answer is simple: having ample time to strategize, plan and execute to maximize exposure, attendance and impact. After all, the CES experience starts well before the exhibitor hall doors open in January!

    To maximize your time beyond the booth, and to set yourself up for a successful drumbeat of media coverage, here are a few recommendations to consider:

    • Set up as many pre-CES briefings as possible with top media in November and December prior to CES 2026. Tip: consider group sessions to meet with dozens of media at once, and have your press kits ready so that reporters can easily get their stories filed and ready to go in advance.
    • Consider putting your leaders at the forefront of the conversation by amplifying thought leadership exposure through speaking engagement opportunities. Last year yielded an impressive speaker line-up, with keynotes from the founder of NVIDIA and CEOs of Delta and X Corp.
    • Actively seek out award opportunities, including those that are given to brands at booths on-site. Not only do these awards help garner positive brand recognition and credibility, but they also help fuel great content that can be amplified across various PR, social and marketing channels.
    • Look for ways to network with others beyond your confirmed booth appointments. Take advantage of those spontaneous interactions on-site, whether it’s a quick intro to anyone walking by, chatting in the halls or meeting at a local coffee spot.
    • Coordinate personalized follow-ups post-CES that reference specific conversations had on-site, offering additional follow up materials or product samples to increase the chances of coverage. We typically see post-CES media coverage continue to run for our clients into the spring, so it’s important to keep that dialogue open in the weeks and months to follow.

    Embrace the Power of Influencers

    Partnering with influencers at CES in both an organic and paid capacity can help bolster overall awareness, social chatter and purchase intent amongst key consumer audiences, including those who are keeping up with the latest CES trends from the comfort of their home. The show typically drives a diverse mix of tech and lifestyle creators each year, from long-time tech-fluencers with macro followings, to micro and mid-size influencers who are just starting to build out their brand, to larger public figures who were seen browsing the show room halls last year like Martha Stewart, Will-I-Am and Sophia Bush.

    Influencers can create a sense of relatability, making your brand stand out in a sea of cutting-edge technologies. By collaborating with the right partners that are an authentic fit for your product or offering, you can effectively capture the attention of key audiences and leave a lasting impact.

    CES 2025 was a showcase of the world’s most exciting technological innovations. But with so many groundbreaking products and bold new ideas, it takes more than just a killer product to stand out. By creating memorable experiences, you can ensure your brand doesn’t just get noticed—but remembered after CES 2026.

    Interested in learning more about how we can help differentiate and elevate your brand at key events like these through PR, social, influencers, digital marketing or creative services? We’d love to connect!

    Rachel Almas

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  • Your Media Measurement is Broken – Here’s How Matter Can Help

    Your Media Measurement is Broken – Here’s How Matter Can Help

    If you’re noticing that B2B buyer behavior is becoming harder to keep up with, you’re not alone. Buyers are under pressure to move fast, but they also can’t afford to make the wrong call. Reports from G2, Gartner, TrustRadius, 6sense, and McKinsey all highlight the same trend: B2B buyers want safe choices they can feel confident about, tools that help align their teams and buying experiences that don’t slow them down.

    Here’s a breakdown of the latest shifts in buyer behavior and what marketers can do to make it easier for buyers to say yes.

    Tired of guessing whether your marketing budget is actually working? Does your board ask for deeper insights than what the monthly click-through rate is? If you’re starting to think you need better answers, you’re not wrong. Basic reporting metrics like clicks and impressions are no longer cutting it. They don’t tell you what’s working, what’s not, or where to go from here.

    In a fragmented, privacy-first digital world, businesses and marketers need measurement strategies that deliver actual insight, not just surface-level stats.

    At Matter Communications, we’re focused on more than just proving ROI. We’re here to help you advertise strategically, adapt more efficiently, and scale sustainably. Here’s how we approach media measurement that drives meaningful results:

    Define Success with Strategic Clarity

    1. Establish clear objectives (growth, awareness, conversions, efficiency)
    2. Collaborate across teams (marketing, media, product, strategy) to deliver on shared goals
    3. Build a measurement framework that’s actionable

    Why?

    When clients and agencies align on clear goals, measurement and strategy become tools for growth, not just boxes to check. Before you start measuring, make sure everyone agrees on what success actually looks like.

    Build for Scale and Adaptability

    1. Use third-party solutions for efficient implementation and added capabilities
    2. Enable “real-time” reporting for campaign optimization
    3. Create customizable dashboards deliver a fuller picture and empower clients with insights

    Why?

    Measurement should be accurate and actionable. Our tech stack is built on tools like Looker Studio, Supermetrics, Google Meridian and more, that help teams evaluate performance and effectively optimize their programs.

    Prioritize Data Quality and Integration

    1. Automate data integration across platforms to reduce errors and fragmentation
    2. Implement data governance for consistent naming conventions, formatting and more accurate reporting
    3. Conduct regular audits to catch discrepancies early

    Why?

    Flawed data leads to flawed decisions – and wasted budget. Clean, integrated data builds trust with clients by providing clear narratives and better outcomes.

    Adopt a Layered Measurement Framework

    1. Recognize that there is no single source of truth – and that’s okay
    2. Blend attribution models (multi-touch, time decay, last click) with a mix modeling (MMM) and incrementality testing
    3. Use brand lift studies to evaluate top-of-funnel efforts offered by media partners

    Why?

    No single attribution model tells the whole story. We use a layered framework to deliver a fuller picture while respecting privacy and platform limitations.

    Design for Incrementality, Not Correlation

    1. Use geo-testing, audience segmentation or test groups and conversion lift studies to prove true media impact
    2. Design campaigns with testing in mind from the start
    3. Focus on demonstrating causal impact, not just correlation

    Why?

    Vanity metrics can’t tell you what’s actually driving campaign lift. Incrementality testing can. It helps you build the story your stakeholders actually care about.

    TL; DR:

    Media measurement today demands more than counting clicks and impressions. At Matter, we help brands build media programs with strategic alignment, layered methodologies, and data quality from the start. We help you move beyond reporting to uncover what truly drives results, so you can spend your marketing dollars where they’ll deliver the biggest return. Ready to transform your media measurement and unlock the true impact of your marketing?

    Ready to transform your media measurement and unlock the true impact of your marketing? Let’s talk!

    Jordan Pinelli

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  • IAB Newfronts 2025: AI Drives New Opportunities for Video Content in Programmatic and Social Media Marketing

    IAB Newfronts 2025: AI Drives New Opportunities for Video Content in Programmatic and Social Media Marketing

    The IAB NewFronts 2025 conference, held from May 5th to May 8th in New York City, serves as an annual check-in for the digital advertising industry, and this year was no different. Organized by the Interactive Advertising Bureau (IAB), NewFronts is a crucial event where major publishers, platforms, and content creators showcase their upcoming content and ad opportunities to media buyers and media planners. This year’s conference spanned from creator benefits to platform updates and new formats, but almost all presentations were underscored by Artificial Intelligence no longer being seen as an enhancement, but the foundational layer upon which the future of video content, distribution, and monetization is being built.

    The Pervasive Hand of AI: Intelligence Infused at Every Layer

    If there was a single theme that dominated NewFronts 2025, it was the omnipresence and accelerating sophistication of Artificial Intelligence within the work of digital marketing agencies. AI is no longer a futuristic concept; it is irrevocably transforming every single layer of the digital video advertising stack daily.

    As it relates to ad placement and targeting, AI’s intelligence was highlighted as the key to moving beyond traditional, broad demographics. Platforms such as Wurl and Tubi detailed their advancements in AI-driven contextual analysis, which enables advertisers to place their messages within content that aligns not just thematically, but also emotionally. For example, an ad for a luxury car might appear during a triumphant sports moment, while a family-focused product could be seamlessly integrated into a heartwarming drama.

    AI is also revolutionizing the media buying process itself. Programmatic platforms showcased their next-gen AI optimizers, capable of making precise, real-time bidding decisions on behalf of advertisers. In essence, this translates to campaigns that are not only more efficient in reaching target audiences, but also more effective in driving desired outcomes. The ability to instantly analyze billions of data points – from viewing habits to conversion pathways – allows for a more dynamic allocation of budgets, helping every dollar spent be optimized for maximum impact. The future of media buying, as presented at NewFronts, is increasingly automated, intelligent, and driven by predictive analytics.

    CTV’s Ascent to Full-Funnel Dominance Goes Beyond Awareness

    Connected TV (CTV) saw some gains in popularity among agencies this year, establishing itself as far more than just a top-of-funnel branding vehicle. One major player in the CTV space, Amazon, debuted advancements in their interactive video ads, which now allow viewers to purchase products directly from their TV screen with their remote.

    Similarly, Teads and LG Ad Solutions presented their latest work in interactive overlays, pause ads, and gamified advertising experiences. Their format, “Pause Ads”, are now appearing when a viewer temporarily stops content, and they are sold as a non-intrusive, yet impactful, opportunity for brand messaging. Alternatively, “Gamified Ads” on these platforms leverage interactivity via rewards or exclusive content to build deeper engagement, transforming a passive viewing experience into an active interaction with the brand.

    The final CTV highlight came from the expanding landscape of Free Ad-Supported Streaming TV (FAST) channels. Major content providers and streaming platforms announced substantial investments in expanding their FAST offerings, often including exclusive, premium content that previously lived behind paywalls. This rapid expansion of FAST channels presents an enormous opportunity for advertisers to reach highly engaged audiences in a TV-like environment but with the enhanced targeting and measurability of digital. The blend of linear-like comfort with digital precision is proving to be a winning combination for both viewers and advertisers. Overall, the story was that CTV is no longer just about mass reach; it’s about targeted reach with measurable, performance-driven outcomes.

    Creators: The Epicenters of Culture, Commerce and Community

    Across many panels and demonstrations, the impact of content creators and content creation agencies was the center of discussion. Specifically, social media creators were shown to have immense power in driving product discovery, building communities, and ultimately, influencing purchasing decisions. In order to support these Creator VIPs, new tools and initiatives were announced that promised to serve as bridges between brands and creators.

    Included in these enhancements were improvements to discovery platforms that simplify the process for brands to find creators whose demographics and values align well with their campaigns. TikTok, for instance, used its NewFronts appearance to showcase its commitment to creators and highlighted how its platform continues to lead to impactful social media marketing moments.

    There was also a focus on streamlined matchmaking services and improved measurement methodologies to accurately attribute the impact of creator content on overall campaign performance. This signals a move towards a more sophisticated creator economy, where ROI is clearer and partnerships are more strategic.

    Social Platforms Evolving into Intent-Driven Commerce Hubs

    The evolution of social media platforms from mere entertainment conduits to powerful, intent-driven search and commerce hubs was another major theme of NewFronts 2025. The lines between social discovery, content consumption, and direct purchase have continued to blur, and likely will continue to do so.

    TikTok, for instance, showed off its investment in features that allow users to discover products organically within their feed and then seamlessly transition to a purchase. This included shoppable videos, live commerce events, and in-app virtual storefronts. The platform is not just about entertainment; it’s becoming a significant starting point for product research and direct transactions, challenging traditional search engines and e-commerce sites.

    Adding to this strategy, TikTok announced new support tools for small and medium-sized businesses (SMBs), providing more resources for these advertiser groups to leverage the platform’s commerce capabilities. And despite ongoing legislative challenges in the U.S., TikTok conveyed a strong message of confidence in its future to advertisers, emphasizing its commitment to its users and partners.

    Similarly, YouTube emphasized its growing role in the discovery stages of the buyer’s journey, with viewers increasingly turning to the platform for reviews, tutorials, and product demonstrations before making purchasing decisions. New features integrating product feeds and direct links within video content were touted by the video giant, the goal being to capture more attention real estate along the way. Meta platforms, including Instagram and Facebook, displayed their continued ecommerce advancements in the form of enhanced shopping experiences, personalized product recommendations, and augmented reality (AR) “try-on” features.

    And now, even professional networking platforms are expanding their video advertising capabilities. LinkedIn, for example, unveiled its newest video ad options, allowing B2B marketers to leverage the power of video storytelling to connect with professionals and drive conversions within their unique context. This highlights the expanding definition of “video for social” and its application across diverse consumer and professional groups.

    In short, these updates mean some brands may need to rethink their social media KPIs. It’s no longer just about building brand awareness or driving traffic off-platform. It’s about optimizing content for in-app search, creating compelling, shoppable experiences, and leveraging each platform’s native commerce tools to shorten the path to purchase. As always, the goal of any good social ad is to capture consumer intent precisely when it emerges within their browse.

    Identity, Inclusion and Attention: The Human Element in a Tech-Driven World

    Amidst the dizzying array of technological advancements, a powerful emphasis on the human element also emerged throughout some of this year’s discussions. Diverse voices and cultural relevance were championed as strategic imperatives, not just corporate social responsibility initiatives.

    Companies like MyCode, Revry and LatiNation delivered compelling presentations on the importance of authentic content creation and ad placement within programming that genuinely reflects and celebrates diverse communities. The message was that this isn’t just about reaching niche audiences; it’s about building trust and resonance with a multicultural consumer base, because we’ve seen time and time again that the audience resonates with seeing itself accurately represented in media. Ignoring the nuances of identity, ethnicity, and lived experiences risks, if not assures, that advertisers, studios and publishers alienate significant segments of the market.

    Again, there was a palpable shift in the conversation around measurement at NewFronts this year. While traditional impressions and reach remain important, a deeper focus emerged on “attention” and “dwell time” as more meaningful proxies for engagement. Marketers are increasingly understanding that simply being seen isn’t enough; the ad must be truly attended to. This led to discussions about developing better metrics for active viewing, measuring emotional response, and understanding how long an ad truly captures a viewer’s focus.

    In essence, NewFronts 2025 reaffirmed that while technology provides the tools, it’s the human connection that drives true impact. The brands that will thrive will be those that can align their values with the cultural nuances of their target audiences, and then capture their genuine attention through relevant content.

    Looking Ahead: The Intelligent, Immersive Future

    All in all, IAB NewFronts painted a vivid, compelling picture that showed digital video advertising has grown broader, yet more precise than ever before. Overall, the marching orders were:

    • Brands Must Embrace AI as a Strategic Partner: AI is not a trend; it’s the operational backbone of future campaigns, and it can offer improved efficiency, targeting, and optimization if used adeptly.
    • Revisit Investments In CTV: CTV is a mature, full-funnel platform capable of driving measurable performance across the entire sales journey. No longer is it just one of many levers at the top of your funnel.
    • Collaborate And Support Your Creators: Content creators are still in charge, and to reach the communities they represent, brands must support and represent them well in return.
    • Optimize for Social Commerce: Social media platforms are powerful intent engines and have grown into their roles for direct ecommerce. New tools are also available for SMBs for some platforms.
    • Prioritize Identity, Inclusion and Attention: Cultural fluency and genuine engagement are paramount for building lasting brand relationships.

    Josh Ford

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  • Five Important Conversion Metrics in Paid Media for B2B Marketing

    Five Important Conversion Metrics in Paid Media for B2B Marketing

    In the B2B world, paid media isn’t just about traffic or impressions — it’s about generating real, measurable outcomes that contribute to pipeline and revenue. But with long sales cycles, multiple decision-makers and a highly targeted buyer journey, measuring success isn’t always straightforward.

    In order to cut through the noise, we’ve put together five of the most important conversion metrics every B2B paid media marketer should track to optimize campaigns and prove ROI of paid efforts:

    1. Cost Per Lead (CPL)

    What it tells you: How much you’re paying for each lead generated from your campaigns.

    Why it matters: CPL is a foundational metric that helps you measure the efficiency of your spend.  For B2B, leads are the gateway to sales, but not all leads are created equal. A low CPL might look great on paper, but if the leads aren’t qualified, it’s just wasted budget. Use CPL in conjunction with lead quality scoring to ensure you’re not just chasing volume, but attracting the right audiences at the right time in their customer journey.

    Pro tip: Segment CPL by source, campaign, and audience type to uncover which efforts are driving the best ROI.

    2. Marketing Qualified Leads

    What it tells you: How many of your leads meet predefined criteria such as job title, company size, engagement level, or intent signal, that make them more likely to convert down the funnel.

    Why it matters: Not every lead is ready to talk to sales. MQL metrics help you gauge if your campaigns are reaching the prospects who are most likely to convert down the line. Engaging and tracking those MQLs over time through the nurture process and sales funnel helps ensure your campaigns are generating interest from the right kind of prospects — those who are engaged, have intent, and fit your ideal customer profile.

    Pro tip: Collaborate closely with your sales team to define what constitutes an MQL. A clear, shared definition avoids misalignment and improves handoff efficiency.

    3. Lead-to-Customer Conversion Rate

    What it tells you: The percentage of leads that ultimately convert into paying customers.

    Why it matters: This metric gives you a zoomed-out view of campaign effectiveness and sales alignment. It helps you understand not just how many leads you’re generating, but how valuable those leads are in terms of actual revenue impact.

    Pro tip: Track this metric by campaign type, creative, audience segment or channel to identify which initiatives are truly moving the needle.

    4. Cost Per Opportunity (CPO)

    What it tells you: The average amount spent to generate one sales opportunity (Sales Qualified Lead or SQL).

    Why it matters: While CPL focuses on the top of the funnel, CPO dives deeper—connecting paid efforts to actual sales potential. This is a more meaningful way to evaluate ROI in a B2B context.

    Pro tip: If your CPO is too high, consider whether targeting, messaging, or lead nurturing needs adjustment.

    5. Pipeline Contribution

    What it tells you: The total dollar value of pipeline generated from your paid media leads.

    Why it matters: This is the ultimate B2B metric. It links your media spend directly to business impact and helps justify marketing investments to stakeholders.

    Advanced move: Track pipeline velocity alongside contribution to see how quickly leads are moving through stages.

    Final Thoughts

    In B2B paid media, vanity metrics won’t cut it. If you’re serious about proving performance and driving growth, focus on the metrics that tell a story from click to close. CPL, MQLs, lead-to-customer rate, CPO, and pipeline contribution together give you a clear, strategic lens into what’s working—and what’s not.

    Need help setting up the right tracking or measurement framework? Have questions about  how to nurture your leads once you have them? Talk to our experts!

    Jeanne Martin

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  • How to Identify Your Target Audience: Marketing Tools & Tips

    How to Identify Your Target Audience: Marketing Tools & Tips

    You can’t build your marketing strategy on guesswork. Whether you’re launching a new product or revamping your marketing strategy, knowing exactly who you’re talking to, what resonates with them, where they spend their time-consuming content and how they make buying decisions is imperative. 

    But let’s be real: marketing is expected to show results quickly and comprehensive market research or custom surveys can be expensive. Not every brand can invest years and spend $100k + on research projects. The good news? You don’t have to. There are smart, data-backed ways to zero in on your target audience using tools and tactics that are more accessible and just as effective when applied strategically giving you the opportunity to sale your research to balance your need for speed, depth and investment. 

    Here are some of the best tools and tactics to help pinpoint your target audience and craft a marketing strategy that will drive results. 

    1. Brandwatch: Social Listening at Scale

    • Discover trending topics among online chatter and news that would impact buying behavior before they hit mainstream  
    • Understand which social platforms your audience interacts with the most help to inform your paid and organic social strategy and where it is worth investing your marketing dollars  
    • Identify niche conversations and emerging themes online among your key stakeholders allowing you to tailor your campaign messaging to exactly what your audience is looking for 
    • Uncover demographic breakdowns of your target audience for smarter segmentation of your campaigns to ensure your message is getting in front of the right eyes 

    2. NetLine Audience Explorer: B2B Insights, On the House

    For B2B marketers, NetLine’s free Audience Explorer tool is a hidden gem. It allows you to dig into target audiences by job function, seniority, company size, industry, and region allowing you to better understand the behaviors of your specific audience. NetLine provides real intent data allowing you to fully build out your buyer personas and truly understand what they care about based on their latest content consumption habits.  From there, it gets even more useful: 

    • See what content formats your audience prefers 
    • Uncover trending research topics 
    • Align your content strategy with message themes they’re actively consuming 
    • Determine areas in the country your audience is most prominent in 

    3. Stakeholder Interviews: Get the 1st-Party Intel 

    Hearing directly from your customers and/or former prospects provides highly valuable nuances you can’t always get online. Talking to your audience in real-time gives texture to the data insights you obtain elsewhere, further bolstering your overall strategy. It is important to select key players from a variety of teams such as marketing, sales, customer service, operations and C-Suite in order to gather well-rounded insights. 

    • Identify core pain points and motivations 
    • Discover messaging nuances that resonate 
    • Pinpoint key opportunities or challenges from the people in the trenches 

    These conversations can shape everything from brand positioning to campaign strategy. 

    4. Job Postings: A Surprising Source of Insight 

    Think of job descriptions as mini roadmaps into your audience’s world. They reveal: 

    • Day-to-day responsibilities 
    • Skill sets and strengths 
    • Who the decision-makers are and what matters to them 
    • Potential gaps in their day-to-day responsibilities your product or solution can help fill 

    If your audience includes IT Directors or Marketing Managers, for example, their job listings can guide messaging that speaks directly to their goals and day-to-day tasks. 

    5. Industry Forums & Chat Groups: Where the Real Talk Happens 

    Spaces like Reddit threads, Slack groups, and Discord servers are full of organic, unfiltered discussion. Monitoring these spaces gives you: 

    • A window into ongoing challenges, questions, and frustrations 
    • Cues on tone, language, and community norms 
    • A sense of what topics are top of mind for your audience 
    • Unfiltered feedback on opportunities for growth and what matters the most to your audience 

    If your audience includes IT Directors or Marketing Managers, for example, their job listings can guide messaging that speaks directly to their goals and day-to-day tasks. 

    Flip your weaknesses into strengths
    byu/Torholic inmarketing

    These insights can help inform everything from thought leadership to ad copy, so you’re not just heard, you’re understood. 

    6. Surveys: DIY Doesn’t Mean Low Quality 

    Yes, full-scale survey panels can get pricey. But targeted stakeholder surveys (think: past clients, current customers, newsletter audiences) can still deliver high-value insights: 

    • What is the biggest problem they are looking for your product or service to solve? 
    • What pushed them to choose your product or service? 
    • What kind of content do they trust most? 

    Keep it short, focused, and value-driven to get the answers worth acting on. 

    7. CRM Data: What’s Already Working (or not) 

    You probably already have a goldmine of audience data sitting in your CRM that is unique to your exact audience. Take a peek under the hood and dig into: 

    • Identify themes in the types of organizations or job titles buying your solution to better inform campaign targeting 
    • Reveal which campaigns and content are consistently found in the buyer’s journey and should be prioritized in future content initiatives 
    • Identify which prospects may not be converting and decide if they may not be a fit for solution right now  

    Pair this with lead scoring or email engagement rates to learn which segments are moving and which need more nurturing in real-time. 

    8. De-Anonymizing Web Visitors: Turn Intent Into Action 

    There is no better way to identify your target audience than to see who is already organically researching your brand. Platforms like Apollo and Propensity can tell you who’s showing research intent and visiting your website, even before they fill out a form. That means: 

    • You can see which companies are checking you out 
    • Understand what pages they’re engaging with most 
    • Refine your outbound and content strategy accordingly 

    It’s a modern way to bring your audience out of the shadows and into the pipeline. 

    Final Thought: Strategy Over Single Tactics

    Audience insights don’t live in a silo, they fuel every smart, integrated marketing plan. From brand storytelling to media buying, knowing who you’re talking to is the first step in showing up the right way. The right mix of tools and tactics will lead to a smarter approach and allow you to thoughtfully apply findings quickly to your next marketing campaign. 

    Want help building a research-backed, insight-led strategy that actually moves the needle? Let’s talk.

    Melanie Orcutt

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  • Why Crisis Response Training is Critical for Your Organization

    Why Crisis Response Training is Critical for Your Organization

    We recently laid out why your organization needs a crisis communication plan, but once you have the plan in place, it’s not a “set it and forget it” document. Organizations that invest in training for their crisis communications response team are better prepared to work collaboratively when issues strike. By having a larger portion of an organization trained on the plan, everyone is prepared to respond instinctively, not just the communications team.

    Why Crisis Response Training Matters

    A crisis can escalate rapidly, leaving organizations with little time to react. A study by Freshfields Bruckhaus Deringer LLP found that 28% of crises spread internationally within an hour, and 69% within a day. Without a trained team that can act swiftly and decisively, companies risk losing control of the narrative before they even have a chance to respond.

    Yet, despite these high stakes, 40% of companies lack a formal crisis management plan. Even those that have a plan often find that when a crisis hits, execution is the real challenge. On average, it takes 21 hours before companies can issue meaningful communication – a delay that can result in reputational damage, financial loss, and stakeholder distrust.

    And the impact is long-lasting. 53% of companies’ share prices fail to recover to pre-crisis levels even a year later. This underscores the need for a proactive approach – not just in planning but in preparing your team to respond effectively.

    Tabletop Exercises: Bringing Crisis Scenarios to Life

    Tabletop exercises are one of the most effective ways to test and refine your team’s response skills, both with communications and operational recovery. These structured simulations walk teams through realistic crisis scenarios in a controlled environment, allowing them to:

    • Evaluate Decision-Making Processes: Identify bottlenecks and areas for improvement in escalation protocols.
    • Test Communication Strategies: Ensure messaging templates and response frameworks are effective across different stakeholder groups.
    • Assess Team Readiness: Confirm that all stakeholders understand their roles and responsibilities in a crisis.
    • Identify Gaps: Proactively address vulnerabilities in crisis plans before they become critical failures.

    What Does This Look Like in Practice?

    • Pre-planned Time: Tabletop exercises are scheduled in advance, with all participants aware of the session. Teams should be prepared for a half- or full-day commitment. While the Incident Communications Team (ICT) Lead may have a general understanding of the scenario, they typically won’t know all the details to ensure a more authentic response.
    • Facilitator-Led Scenario: An external facilitator, such as an agency or communications partner, leads the exercise. They kick-off the session with a high-level overview of the crisis, including key players, initial impact, and early response actions. The facilitator should be well-versed in the organization’s crisis communications plan to guide the session effectively.
    • Guided Prompts & Escalations: Throughout the exercise, the facilitator introduces prompts to help the team follow crisis response protocols, conduct fact-finding, and make critical decisions. The scenario may escalate in complexity, including unexpected “curve balls” designed to test adaptability and address gaps in real-time.
    • Debrief: Once the scenario reaches its resolution, the facilitator leads a structured debrief. The team reviews their response, identifies challenges, and pinpoints areas for improvement—ensuring the insights gained translate into stronger crisis readiness.

    Best Practices for Effective Crisis Response Training

    The most effective crisis response teams continually train and evaluate themselves. Here are a few considerations for keeping your team ready:

    • Train Regularly: Schedule crisis response training sessions at least twice a year to keep skills sharp and ensure new team members are up to speed (quarterly is even better!).
    • Vary the Scenarios: Rotate different crisis situations, such as data breaches, executive misconduct, or product recalls, to test response flexibility. Where possible, ensure the exercise brings in leaders from multiple functional areas to stress test the organization.
    • Engage Leadership: Senior executives and department heads should actively participate to reinforce the importance of crisis preparedness.
    • Document Lessons Learned: After each training session, conduct a debrief to capture insights and refine the crisis communications plan accordingly.
    • Leverage External Expertise: Consider bringing in crisis communications specialists to facilitate exercises and provide objective feedback through a best practices lens.

    Don’t Wait Until a Crisis Happens

    Crisis response training isn’t just a nice to have; it’s a critical safeguard for your organization’s reputation and stability. When a crisis strikes, your team should be ready to respond with confidence, clarity and speed.

    Need help conducting training for your team? We specialize in crisis communications preparedness and can design a tailored training program to fit your organization’s readiness. Let’s talk.

    Julianna Sheridan

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  • Crisis Ready in 2025: Why Your Organization Needs a Custom Crisis Communications Plan

    Crisis Ready in 2025: Why Your Organization Needs a Custom Crisis Communications Plan

    At the beginning of this year, we outlined the key threats we predict organizations will encounter and the crisis communication strategies leaders can use to stay prepared. Over the next several weeks, we’ll examine each of these tactics in more detail – starting with crisis communication protocols and scenario planning.

    Why Have a Crisis Communications Plan?

    Many organizations lack a formal crisis communications plan, leaving them vulnerable to issues when they arise. An effective crisis communications protocol is essential for protecting reputation, maintaining stakeholder trust – including employees- and minimizing harm, no matter the scale of an incident.

    A crisis communications protocol is a guiding framework that enables an organization’s leadership team respond quickly, consistently, and meaningfully during high-pressure situations. Without a clear, pre-defined strategy, teams scramble, responses are delayed, and mistakes magnify. The organizations that navigate crises successfully know that crisis readiness means having a plan in place before you need it – not figuring it out as you go.

    What an Effective Protocol Includes:

    • Defined Roles & Responsibilities: Establishes a centralized Incident Communications Team (ICT) and clear processes to manage communication efforts.
    • Decision Making & Information Flow Structure: Ensures rapid response and alignment with broader operational crisis management efforts.
    • Prepared Messaging: Provides templates for high-priority incidents to enable swift, effective communications.
    • Guidance for Tailored Responses: Promotes agility while keeping messages proactive, thoughtful, and consistent across channels and audiences.

    A Crisis Communications Plan is NOT:

    • A Business Continuity Plan or operational recovery guide. While related, a crisis communications protocol focuses specifically on communication strategies, not logistics or operational recovery.
    • A step-by-step manual for every possible scenario. It includes adaptable templates, and when trained on the process properly, it empowers the team to make informed decisions based on the context of each incident.

    Key Considerations Before You Plan:

    • Cross-Department Collaboration: While primarily supporting communications and marketing, crisis communications protocols must align with all business operations and include input from across the organization. Looking at issues that require specialized and nuanced approaches, HR teams may need to manage internal messaging during a workforce reduction, while legal and compliance teams should be involved in regulatory or litigation-related crises.
    • Inherent Risks: Identify high-priority risks unique to your business or industry.For example, a university may focus on student and campus safety, while a technology company prepares for security breaches. An AEC (architecture, engineering & construction) firm may outline specific strategies for natural disasters, whereas a financial services organization prioritizes fraud response.
    • Level of Impact: Every organization must align internally on what qualifies as a crisis and how incidents should be categorized. Looking at one incident across sectors, an employee fraud issue may escalate into a full-blown crisis for a bank or nonprofit, where ethics and governance are under the spotlight. However, a large enterprise may consider this a low-level HR issue rather than a crisis.
    • Escalation Framework: Many organizations uncover internal process gaps while developing their crisis protocol. Use this time to streamline workflows and ensure smooth coordination between operations and communications. For instance, if there is a product recall or widespread service outage, customer service must be equipped to quickly flag potential issues, enabling a coordinated response that includes product teams, compliance, public messaging, and direct outreach to impacted customers.

    Don’t get caught flat-footed when a crisis emerges. By arming your organization with a strong crisis communications plan, you can lead the narrative rather than react to it.

    Need help getting started? We’ve developed crisis protocols for organizations of all sizes across industries. Let’s talk.

    Julianna Sheridan

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  • Mastering Media Interviews: The Art of Bridging

    Mastering Media Interviews: The Art of Bridging

    Media interviews can take unexpected turns, but that doesn’t mean you have to lose control of your message. Whether you’re facing a tough question or simply steering the conversation where it needs to go, bridging is a valuable tool. Done well, it keeps you composed and ensures your audience walks away with the right takeaway.

    Use Bridging Techniques to Stay on Track

    Bridging keeps your key messages at the center of the conversation during media interviews. A simple way to think about it is using the ABCs:

    • Acknowledge the question – Show that you’ve heard and understood what’s being asked.
    • Bridge to your message – Use a neutral phrase to transition smoothly without sounding dismissive.
    • Communicate your key message – Reinforce the main point you want the audience to remember.

    However, bridging phrases aren’t just canned responses and they work best when used strategically. Here are four ways to apply them in real-world scenarios:

    Avoiding Comparisons

    A reporter might ask, “Isn’t your platform just another tool in an already crowded market?” This is an opportunity to differentiate your offering rather than get caught in a comparison:

    • “That’s one way to look at it, but what sets us apart is how our AI is built specifically for enterprise workflows, reducing manual effort and improving accuracy at scale.”
    • “The real value here is in how our platform integrates seamlessly with existing tech stacks, solving a key adoption challenge for IT leaders.”

    This keeps the discussion centered on what makes your solution unique.

    Addressing Questions Outside Your Expertise

    If a reporter asks about quarterly revenue projections and you’re the CTO, not the CFO, you need to stay in your lane while still offering value:

    • “I can’t speak to specific financials, but I can tell you that demand has been strong, and we’re seeing rapid adoption in key industries like retail and supply chain.”
    • “Our finance team handles that, but from a technology standpoint, we’re investing heavily in R&D to ensure our platform stays ahead of evolving security threats.”

    This approach prevents speculation while reinforcing relevant points about your company’s progress.

    Reframing a Question to Provide Clarity

    Sometimes, a question frames an issue in a way that doesn’t reflect the full picture. If asked, “Won’t increased automation lead to job losses?” you can reframe and redirect:

    • “What we’re actually seeing is that automation is freeing up teams to focus on higher-value work, reducing burnout and improving job satisfaction.”
    • “The conversation isn’t about replacing jobs—it’s about enabling teams to work more efficiently while improving outcomes for customers.”

    This allows you to correct misconceptions and shift the discussion to a more constructive angle.

    Wrapping Up and Closing Strong

    Reporters will almost always end an interview by asking, “Is there anything I did not ask you?” Never pass on this question. A strong close reinforces your message and ensures your key points stick. If an interview is wrapping up, you might say:

    • “At the end of the day, our goal is to help enterprises harness AI in a way that’s practical, secure, and delivers real business value.”
    • “This is about making complex technology easier to implement and manage so businesses can focus on growth, not IT headaches.”

    Final Thoughts

    Effective bridging isn’t about dodging questions but steering the conversation with confidence. It helps you stay in control of interviews, making sure your key messages land, no matter what you’re asked. With preparation and practice, you can turn even the toughest questions into opportunities to reinforce what matters most.

    Want to make the most of your media interviews? Matter’s Media Training Services can help your executives refine their messaging and handle tough questions with confidence.

    Andrew Petro

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  • How to Choose A PR Agency: 13 Must-ask Questions

    How to Choose A PR Agency: 13 Must-ask Questions

    Picking a PR agency is a big decision, particularly for those that may have had sub-optimal experiences in the past or who have never run an agency search. Even experienced agency shoppers can find the process challenging. Let’s face it, you are making a major investment, which will immediately and directly impact your overall marketing budget – not to mention the future of your business. Having participated in many RFIs, RFPs and pitches over the years, I’ve learned that there are some simple questions that brands should ask themselves before considering how to choose a PR agency. Since these questions seem to be overlooked quite often, I recommend starting with a little self-analysis, and using the following checklist:

    1. What are our overarching business goals and how can a PR agency help us to achieve them?

    Whether you are looking for more sales, increased brand recognition or executive thought leadership, this should be the question that you start with and always return to when vetting a new PR agency.

    2. What kind of PR agency do we want to work with?

    There are many different kinds of PR agencies out there – big, boutique, local, global, specialized, traditional, integrated – the list goes on and on. Know what you want before you start the process, and if the answer isn’t immediately clear, consider inviting agencies from different categories to participate in your search.

    3. What are our strengths and weaknesses, and how can an agency help us to showcase the former, while improving on the latter?

    The role of a PR agency really should be two-fold. It should help to demonstrate your strengths and value propositions to key audiences, while also improving the position and perception of your weaknesses. A prospective agency may have its own ideas of where your strengths and weaknesses lie, but you should go into the process with your own ideas.

    4. What is our budget?

    This seems very practical, but is often unclear or not discussed. Determining a budget early in the process will allow you to set a realistic expectation for your organization and the agencies you speak with. It will also ensure that you get an honest and tailored pitch that is based in reality. The last thing you want is to see a million dollar pitch that you could never afford, and an agency can never deliver within your budget.

    Once you have done a little self-reflection and you feel confident that you know the answers to the above questions, you are ready to start talking with agencies. This should be the fun part! A good agency won’t make you feel like they are trying to sell you a used car, they will make you feel like you are being courted for a meaningful relationship. Enjoy the courting process, but ask the following questions to ensure you remain strategic and don’t end up with the wrong partner:

    5. What are your agency’s capabilities?

    This is a good place to start and will let you know right away whether you will end up needing one agency or multiple, to handle things like media relations, social media, graphic design, SEO / SEM, web design, and so on. As more falls under the umbrella of PR and marketing, there is certainly something to be said for a one-stop shop that understands your core values and messaging and can integrate them seamlessly throughout your program and materials. Hopefully you never feel the need, but having one throat to choke can also make your life much easier at the end of the day.

    6. Where does your agency see the PR industry going?

    This will give you an immediate sense of just how in-tune a prospective agency is with its own rapidly evolving industry. The media landscape is changing daily and is almost unrecognizable from a decade ago, and social media and creative digital content are no longer options that are just nice to have. Any agency that is not plugged into industry shifts will quickly become stagnant and ineffective, and your brand and reputation will likely suffer as a result. Experience is important, but flexibility and a willingness to continue learning and evolving is essential when it comes to your PR agency.

    7. Who will be on our team and how often will I have access to senior leadership?

    Be weary of the agency that trots out a team of executives for your pitch, and can’t provide a clear answer as to who exactly will be on your team. Ideally, you want to meet your actual team, so that you can get a sense for the mid-level and junior team members that will be handling most of the daily legwork. Not many agency executives are going to be picking up the phone to speak with reporters, so make sure you are comfortable with the people that will actually be speaking on behalf of your organization. Ask each team member to describe their role, strengths and why they want to represent your brand.

    8. What is your financial model?

    Believe it or not, there is no standard financial model that all PR agencies subscribe to. Be cognizant of firms that bill hourly. This may work for you, but it is worth noting that PR inherently ebbs and flows quite a bit from month to month. The last thing you want is a team that is forced to pull back during a busy month, because they have gone over their hours. These are the times that you are stretched the thinnest and the last thing you want is to lose support, or have to dip back into your budget to keep your PR team working. This model can also distract your PR team from their core competency. When your team picks up the phone to talk to the Wall Street Journal, you want them thinking about the goal, not how long it takes to achieve it.

    9. Why did you choose to work at your agency?

    There are no shortages of PR agencies out there, and you want to know that your team is happy with their agency. An agency’s people are its product, and happy PR people are productive PR people. You also want to be cognizant of turnover on your team, as it’s important for them to all become experts on your business, your messages, and even your working style – which becomes difficult with new team members constantly cycling in.

    10. Do you know our brand and understand our products, services, technologies and/or value propositions?

    You certainly want to know that an agency has done its homework. This will also give a sense of the agency and team’s experience in your space. Additionally, you want a team that is passionate about your brand and mission – not just looking for a paycheck. At the end of the day, passion for your industry and brand will go much farther than retainer dollars, and will perpetuate itself in the quantity and quality of your results.

    11. Where would our organization fall within your client spectrum?

    It is helpful to get a sense of the average size of accounts on your prospective agency’s roster. Some agencies have a threshold for the size of account they are willing to take on, and/or are able to support. Find out where you fall. Will you be an average sized account, or will you be one of the largest the agency supports? This distinction  could potentially affect the prioritization of your account.

    12. Can you give me an example of a campaign that you’ve executed in our industry?

    There is real value to a chameleon PR pro, who has experiences and success across industries. Breadth of experience comes with a breadth of strategies that can be employed on behalf of your brand. That said, you want some expertise that comes from experience working with brands like yours. This will also give the agency team a chance to show you how they think and who they know in your media and influencer space.

    13. What do you need from us?

    Your agency should lighten your load and improve your results. That said, it is naïve to think that you will hire an agency and outsource all your work. The most successful agency partnerships result from strategic teamwork. Whether it is a customer roster, access to executive experts or simple face-time, your prospective agency should know and be honest with you when it comes to what they need from you to succeed.

    It is a big decision picking a new PR agency, and you should approach it as strategically and informed as possible. When done right, it is a partnership that moves the needle for your organization in a truly impactful way. When done wrong, it can be quite painful for everyone involved. These questions are by no means exhaustive, but should be considered for your “must-ask list.” There is always a perfect agency partnership to be had, and it is up to you to give yourself the best chance of finding the right fit for you and your organization.

    Andrew Petro

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  • Matter Launches Comprehensive Media Training Offering

    Matter Launches Comprehensive Media Training Offering

    New offering expands Matter’s expertise in empowering executives to navigate the changing media landscape

    BOSTON, Aug. 20, 2024 – Matter Communications – a Brand Elevation Agency integrating PR, marketing and creative services – today announced the launch of its media training offering. Building on years of experience successfully equipping executive spokespeople with the skills and confidence needed to effectively communicate their messages, this comprehensive program addresses the complexities of today’s media environment and is applicable to any industry and media format.

    “The media landscape has undergone significant transformation in recent years,” said Anne Lines, General Manager of PR at Matter. “Our new media training offering is specifically designed for business leaders, spokespeople and industry experts, providing hands-on training with experienced media professionals. It offers practical, real-world experience to help participants not only prepare but excel in any media interaction, whether it’s a live interview, podcast, or crisis situation. In an era where media engagements can greatly impact a company’s reputation, we equip clients with the skills and confidence needed to succeed.”

    From virtual to multi-day in-person sessions, Matter can build a bespoke media training program to fit the needs of each client in any industry including B2B tech, healthcare and consumer. The media training offering provides:

    • Customized Training Sessions: Tailored to meet the unique needs and goals of each participant, whether they are seasoned professionals or new to media interactions.
    • Real-world Practice: Simulated interviews with former journalists to provide an authentic, hands-on experience.
    • Crisis Communication: Specialized training to handle tough questions and high-pressure situations with poise and confidence.
    • Message Development: Guidance on crafting clear, concise, and compelling messages that resonate with target audiences.
    • On-Camera Training: Techniques for appearing polished and professional on camera, including body language, voice modulation, and visual presentation.
    • Feedback and Improvement: Detailed feedback and constructive critique to continuously refine and improve media interaction skills.

    “Axis thought leaders have gained invaluable knowledge, experience, and counsel from the media training tools and resources provided by Matter,” said Chris Shanelaris, Public Relations Manager, Americas, at Axis Communications. “The customized, in-person media trainings and on-camera mock interviews that Matter has facilitated throughout our relationship have given Axis spokespeople the confidence and skills needed to proficiently engage with the media and articulate their expertise in a strategic, compelling manner on behalf of the company.”

    Led by a team of seasoned media professionals with decades of experience in journalism, public relations and corporate communications, the team’s diverse expertise ensures a well-rounded training experience that addresses all facets of media engagement.

    To learn more about Matter’s media training offering, please visit the Media Training page on Matter’s website.

    Companies looking to explore a potential partnership are encouraged to contact Matter  to receive a custom program quote.

    About Matter Communications

    Matter is a Brand Elevation Agency that integrates PR, marketing and creative services into campaigns that inspire action and build value. Founded in 2003, with offices spanning North America, Matter works with the world’s most innovative companies across healthcare, high-technology, consumer technology and consumer markets. For more information, visit https://www.matternow.com.

    Contact

    Matter

    Greg Amaral

    [email protected]

    www.matternow.com

    Matter

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