PR Explored: The Podcast for Public Relations and Communications Pros
PR Explored: The Podcast for Public Relations and Communications Pros
Podcast Description
PR Explored, my PR podcast, where I interview those I trust and respect about topics related to public relations.We take a deeper dive into public relations topics with some of the brightest folks in the business. The show is my opportunity to discuss the questions on my mind about the work of PR pros today, as well as industry trends.
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The podcast focuses on key topics within public relations, including media relations strategies, crisis management, and emerging industry trends. For example, episodes may cover effective PR pitching techniques amidst media layoffs and discussions on how agencies can adapt to shifting media landscapes.
PR Explored, my PR podcast, where I interview those I trust and respect about topics related to public relations and communications.
We take a deeper dive into public relations topics with some of the brightest folks in the business. The show is my opportunity to discuss the questions on our minds about the work of PR pros today, as well as industry trends.
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer interviews her guest B2B growth strategist Gina Tobasso about why manufacturers and other B2B companies should treat marketing as a continuous process, especially amid ongoing uncertainty (COVID, supply chain disruptions, tariffs, reshoring).
Tobasso says many B2B companies underinvest in marketing, recommending 3–5% of revenue, and warns that cutting spend dries up the funnel, slows sales, and triggers panic “lead gen” efforts that ignore long sales cycles (often 18 months) and the need to nurture the 97% not ready to buy.
They discuss foundational priorities like updating websites, implementing an affordable CRM to track ROI, and focusing on organic tactics (content, SEO/AEO/GEO, PR backlinks, reviews, YouTube) over ineffective low-budget ads.
Tobasso also explains buyer-journey stages including loyalty/advocacy, shares a customer-feedback/NPS example, and describes her holistic approach aligning sales, marketing, and operations and bringing in trusted partners for sales coaching, strategic planning, or M&A.
00:00 Welcome and Guest Intro
00:57 Gina's Career Journey
03:08 Why Manufacturers Delay Marketing
04:47 Uncertainty Is the New Normal
07:15 Budgets and Funnel Basics
10:44 B2B Reality and Marketing Ops
14:44 Lean Six Sigma for Marketers
18:42 Buyer Journey and Loyalty Loop
22:58 How Much to Spend on Marketing
26:17 When to Adjust the Budget
27:15 Invest Through Downturns
29:07 Price Versus Value
30:43 When Marketing Stops
33:41 Consistency Beats Cycles
36:13 Organic Budget Priorities
41:43 Sales Assessment And VOC
43:51 Strategic Partners For Growth
47:41 Networking And Wrap Up
Show notes:
Gina Tabasso’s LinkedIn newsletter that this episode is based on: https://www.linkedin.com/pulse/most-expensive-customer-acquisition-strategy-waiting-gina-tabasso-ugzyc/?trackingId=gZ900l9q2nGXZCr481cA5Q%3D%3D
Gina Tabasso on LinkedIn: https://www.linkedin.com/in/ginatabasso/
Gina’s company, Barracuda B2B Marketing: https://barracudab2b.com/
Manufacturing Resource Group: https://mfgresourcegroup.com/
Barracuda B2B Marketing on YouTube: https://www.youtube.com/@barracudab2b
The Manufacturers’ Efficiency Webinar Series: https://webinar.barracudab2b.com/manufacturers-efficiency-webinar-series
Follow the host:
Website: www.michellegarrett.com
LinkedIn: https://www.linkedin.com/in/prstrategist/
YouTube: https://www.youtube.com/@PRisUs
X/Twitter: https://x.com/PRisUs
Threads: https://www.threads.com/@prwritergal
Michelle's book – B2B PR That Gets Results – is available now
Book a no-obligation call to talk about your needs here.
About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.
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