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Erica Harbison

Recent Posts

Image credit: Sean Creamer licensed under Creative Commons

As “traditional” forms of PR, journalism and advertising continue to shift and morph, where should brands invest time and resources to get their message(s) out to the audiences they care about while achieving maximum ROI? At McBru we’re taking a close look at the future of B2B marketing (see our 2015 predictions).

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This summer’s blockbuster movie hit, Inside Out, brought new awareness to the impact of embracing the full range of human emotions in all situations. Professionals in myriad industries latched onto the notion to help them better connect with their audiences—marketers included—and it appears to be working.

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In B2B, and most certainly, tech B2B, slide presentations are everywhere. Organizations use them to guide meetings of all types: internal team meetings, sales meetings, stakeholder meetings, not to mention product roadmaps, strategic plans and quarterly business results. If you're in marketing, you likely live and breathe PowerPoint, just like I do in my day to day work. How do you create presentations that ensure you, the presenter, are leading the discussion, rather than being led by the deck? 

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 A typical day for me involves juggling many different types of tasks, overseeing my amazing teams’ work, and strategizing about my clients’ campaigns and programs. Does this sound like you? I also try to peek in on my Twitter and LinkedIn activities to a) keep a bead on what my connections and influencers are up to and thinking about; and b) to walk the walk! Social media remains an incredible way to stay current and connected with like-minded professionals!

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I’m the type of person who loves to find and revisit inspiring quotes. I always keep a quote book or leadership book nearby. And you guessed it, I journal (and Pinterest) a lot. So it’s not surprising that I chose to be communications professional.

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In marketing communications, we're taught early on that everything we do must stem from our key messages. Not a single press release, media pitch, blog post and banner ad should go live without attention paid to message inclusion. The key message is the nucleus of the marketing atom. 

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I get the extreme pleasure of working side by side (almost literally) with Jessica Polley, a bright, upbeat and dedicated Communications Counsel at McBru. She joined the agency in July 2014. Lucky for all of us! Jess has been a rock-steady contributor on the many accounts on which she serves – from influencer relations, to social media community management and pro bono work for Technology Association of Oregon. This last week, Jess was on the front lines of leading a major product launch for one client, and delivering a social media training for another. That’s our world here at McBru and we love it. Jess is a true plug-and-play team member: Whatever task you give to her, she will make it her own and do it well. She is savvy about tech B2B PR, social media, content development, project management and more.

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You may know by now that McBruvians are not short on points of view. As B2B tech marketing experts, it’s our job to come to the table in staff and client meetings ready to listen, learn and share our recommendations based on each client’s unique situation.

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At McBru, we pride ourselves on staying on the cutting edge of tech B2B marketing trends and breaking new ground in strategy and execution approaches to drive impactful business results for our clients. Part of that means keeping our eyes and ears tuned to underlying shifts in the technology market and marketing worlds. The other part is simply being creative, forward-thinking and trying new things to see how they may work.

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