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Strategic Communications Advisory For Visionary Founders
Conversation
Highlights
In this episode of The Marketing Front Lines, we speak with Matt Krebsbach, Senior Vice President of Thought Leadership & Brand Awareness at Acquia. Drawing from his rich background spanning politics, agency work, and in-house leadership roles at tech giants like Bazaar Voice and Sitecore, Matt shares his philosophy on strategic communications versus traditional PR. He offers a masterclass in crisis management, competitive positioning, and developing authentic thought leadership that actually moves markets.
Topics Discussed:
- Transforming political communication strategies into enterprise technology narratives
- Navigating the DOJ lawsuit against Bazaar Voice as a communications leader
- Building a “periodic table” of communication strategies to create unassailable competitive advantage
- Differentiating strategic communications from traditional PR
- Developing authentic thought leadership that changes market conversations
- Managing journalist relationships in today’s evolving media landscape
- Creating effective communications strategies during crisis scenarios
Actionable
Takeaways
Apply Political Campaign Tactics to Technology Marketing:
The parallels between political campaigns and enterprise tech are striking—both involve value-driven decision-making processes where purchasers are making choices that significantly impact their careers. Use political campaign principles to understand stakeholders' values, attach to those values, and build narratives that make buyers comfortable with perceived risk.
Create a "Periodic Table" of Communication Strategies:
Rather than viewing communication as one-dimensional, develop a taxonomy of communication "plays" that interact with and offset your competitors' strategies. The objective isn't parity but creating an "unassailable competitive advantage" through strategic communication positioning.
Rethink Crisis Communications as Future Planning:
When Bazaar Voice faced DOJ litigation, Matt's team focused on long-term stability rather than just managing the immediate crisis. They built narrative frameworks for multiple outcomes and developed business extensions that could sustain the company regardless of the legal verdict—an approach that ultimately protected the company.
Distinguish Strategic Communications from PR:
While PR often focuses on press releases and securing coverage, strategic communications involves tailoring narratives to facilitate an ongoing dialogue that iteratively moves a company toward specific objectives. It recognizes that different stakeholders have different expectations and aspirations, requiring personalized approaches within a coherent larger narrative.
Develop True Thought Leadership Using Three Criteria:
Authentic thought leadership must be: 1) Simple and actionable, 2) Additive to the conversation by changing the narrative, and 3) Relatable enough that people can apply it to their business realities. Most "thought leadership" fails by merely attaching to trends without actually changing conversations.
Balance Direct and Media-Driven Communications:
While owned channels provide control, third-party journalism brings credibility. The most effective approach combines social media engagement and event-based conversations with strategic media relationships. Focus on reaching journalists who tell deeper stories even if you're just one part of a larger narrative.
Use Negative Feedback as a Strategic Lever:
The biggest competitive opportunities often come from addressing weaknesses rather than celebrating strengths. When receiving criticism—whether from media, analysts, or customers—view it as a feedback loop to identify the "extra 2%" that separates leaders from followers.
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