Burson to help its small tech clients pick up new leads

SAN FRANCISCO: Burson-Marsteller's technology practice has developed a new service to help midsize and small clients with their lead generation.

SAN FRANCISCO: Burson-Marsteller's technology practice has developed a new service to help midsize and small clients with their lead generation.

While lead generation is not typically handled by PR firms, tech practice chairman Albert Durig said that's the point.

"We are not lead generators," said Durig. "That isn't our role first and foremost. But what we do is work with the PR and sales teams to study the mechanism of generating leads. We will help them understand the value of their leads better. We're taking information resources and making them relevant to the sales team. It's about managing information."

It's not unusual for PR agencies to help clients understand journalists or analysts better, so Durig wants to apply the same logic and approach when it comes to developing leads.

"We're not only about working for the really big guys," he said of Burson's tech clients. "We have a desire to be successful with small and medium companies that will hopefully be the large companies of tomorrow.

"As CEOs are coming under enormous pressure to cut costs," he added, "sales departments are also under pressure to grow revenue while reducing costs. And the small and medium-size companies are struggling with this more than ever. It's harder for them to stay as competitive."

- See feature, p. 15.

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