Turn PR Into Your Secret Weapon for Market Dominance with Karla Jo Helms

05/13/25 • 27 min

In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter speaks with Karla Jo Helms, Anti-PR Chief Strategist of JOTO PR Disruptors, to share her innovative approach to PR that combines crisis management principles with advanced media algorithms to help companies build and protect their market position.
What You’ll Learn:

How to leverage mathematical formulas and crisis management principles for a proactive PR strategy
The proven framework for calculating PR exposure needs based on market size and audience reach
Why staying visible and consistently communicating purpose is crucial for 86% of successful tech CEOs
How to build media relationships by providing value rather than seeking publicity
The critical principles of crisis communication and common mistakes to avoid
Why defensive PR strategies fail and how to take control of your narrative

Karla Jo Helms is the Anti-PR Chief Strategist of JOTO PR Disruptors, a globally recognized agency known for its innovative anti-PR strategies. With a distinguished background in crisis management, she has pioneered an approach that combines advanced media algorithms with traditional PR methods to create highly effective campaigns. Her expertise stems from extensive experience working with healthcare and technology organizations, where she developed mathematical and data-driven approaches to public relations.
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Previous guests include: Eric Shaver, Managing Partner at Kensei Partners, Harry Spaight, Founder of the Selling with Dignity, Jeroen Corthout, Co-Founder at SalesfareCheck out our three most downloaded episodes:

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How to leverage mathematical formulas and crisis management principles for a proactive PR strategy
The proven framework for calculating PR exposure needs based on market size and audience reach
Why staying visible and consistently communicating purpose is crucial for 86% of successful tech CEOs
How to build media relationships by providing value rather than seeking publicity
The critical principles of crisis communication and common mistakes to avoid
Why defensive PR strategies fail and how to take control of your narrative

Previous Episode

Original Research Is the New SEO Superpower with Becky Lawlor

In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter speaks with Becky Lawlor, Founder and Chief Research & Content Officer of Redpoint, to share proven strategies for creating compelling thought leadership content that drives engagement and builds brand authority in B2B tech marketing.
What You’ll Learn:

How original research instantly differentiates content by providing unique insights no other brand can claim
Why traditional B2B content often falls short by recycling the same third-party statistics and generic insights
The critical elements needed to build an effective research-driven content strategy that fuels a year of marketing
How to structure survey questions to generate compelling headlines while maintaining data integrity
How AI is increasing the importance of original research as generic content becomes more prevalent

With over 15 years of experience in B2B tech content marketing, Becky has established herself as an expert in creating differentiated content through innovative research methodologies. Having worked with notable brands like Adobe and Zapier, she has pioneered approaches to original research that drive engagement and enhance brand storytelling. Becky's expertise in transforming data into compelling narratives has helped numerous B2B tech companies elevate their authority and generate meaningful content marketing results.
GUEST: Becky Lawlor, Founder and Chief Research & Content Officer of RedpointNow that you know how to drive engagement and build brand authority in B2B tech marketing, discover the full list of episodes at The B2B Revenue Executive Experience. If you enjoy the show, instructions to rate and review it are found here.

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Next Episode

The Marketing Revolution in Manufacturing: Insights from Jenelle McGrath, Market Veep

In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter speaks with Jennelle McGrath, Founder and CEO of Market Veep, to share insights about transforming sales and marketing strategies in the manufacturing and industrial sectors while maintaining the human touch that makes these industries unique.
What You’ll Learn:

How to successfully implement CRM systems in traditional manufacturing companies
Why manufacturing companies must balance traditional "boots on the ground" sales with modern digital strategies
The Trade Show Success Framework for maximizing ROI
How to achieve sales and marketing alignment in traditionally siloed manufacturing organizations
Why company culture and value alignment are crucial for sustainable business growth in modern manufacturing
The Technology Adoption Framework for helping traditional businesses embrace digital transformation

With over 20 years of entrepreneurial experience, Jennelle began her journey by founding her first business at age 18 while studying business and marketing at Merrimack College. Under her leadership, Market Veep has achieved recognition as a diamond HubSpot partner and landed on the Inc. 5000 regionals list after achieving 79% revenue growth over two years. Jennelle is particularly known for helping manufacturing and industrial companies modernize their sales and marketing strategies, bringing contemporary digital solutions to traditionally relationship-focused industries.
GUEST: Jennelle McGrath, Founder and CEO of Market Veep
Now that you know how traditional manufacturers can modernize their sales approach while maintaining valuable relationships, discover the full list of episodes at The B2B Revenue Executive Experience. If you enjoy the show, instructions to rate and review it are found here.Subscribe to the podcast or write a review