Blasphemy! You’d look at me like I’m completely crazy. As a founder of an organization that has helped thousands of customers automate nearly every aspect of marketing and sales operations, the words feel foreign and awkward as I say them. But in order to be wildly effective with Account Based Marketing (ABM), you need to have an equally drastic mindset shift away from a lot of these philosophies we marketers have become so accustomed to over the last decade.
Buying software feels good. It’s the promise of potential, and who doesn’t have a lust for opportunity? Everything could be better if we could just get a tool that (fill in the blank). Hold it right there. Technology can make all the difference, lending to its prevalence around us. The right technology, that is. Adding on new systems isn’t the default answer. In fact, before you even think about using a new tool, you need to take a multitude of steps to ensure you’re truly ready to take that leap.
If you're looking to make a new hire, you've likely pinpointed where your company is weakest and plan to fill that void. This sounds like a logical approach, but it's actually the worst strategy to lean on. In fact, I just hired a Chief Operating Officer (COO) for my company for nearly the opposite reason. If you're constantly scrambling to fill a vacant position, or merely trying to plug a skills gap where the current team is weak, you're hiring reactively.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".