An interview with Peter Welch, PR Manager at Group

We sit down with Peter Welch, PR Manager at Group. Group is a multi-award-winning performance marketing company and a leading provider of digital marketing services active exclusively in the online gambling industry.

About ColdFire
ColdFire is a boutique Revenue Growth Agency. We build and operate Polite Cold Email Funnels that help your marketing team generate 2~4 qualified calls p/week. To learn more about how we work Download our Playbook or Book a Free Strategy Call.

How did you end up at Group and what problem does Group solve for its clients?

I joined Group four years ago at the beginning of a huge period of growth for the company. I had previously worked operator side and enjoyed many years in the sports betting industry and was excited to take on a new challenge working for an industry leading affiliate like Group. Group educates and informs sports bettors and iGaming players via informational portals that offer comparisons and reviews of regulated online gambling websites around the world.

As the PR Manager, what are your main responsibilities at Group?

Main responsibilities are to manage a team which drives brand awareness globally by acquiring as much online media coverage as possible in the markets in which the company operates.

How do you lead your team to organize and improve the marketing-sales process to increase sales and enhance the customer experience?

We don't hire good people and then tell them what to do, or how they should do their job. We hire great people, provide them with the tools and resources they need to deliver great results. In order to deliver continued success, communication within the team is key, and as a team it is important to display the Group's core values: Agility, Openness, Passion and Responsibility.

At ColdFire, when we look at our clients' Marketing and Advertising strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. How would you summarize the overarching revenue-focused strategy of Group, and what key elements does it encompass?

Our revenue-focused strategy is comprised of many elements. However, a key driver is to be ready to provide our services in new markets as soon as they open. The industry in which we operate is a global one, where many opportunities for growth present themselves on a regular basis, so preparation is key in order to maximize the full potential of new and emerging markets, as well as existing ones.

What is an efficient marketing technique that you've implemented at Group or previous companies, which you believe is underutilized by most management teams - and why do you think that is?

Working with household names such as former sports athletes and well known celebrities drives media coverage, digital metrics and adds credibility to a brand. It's also important to have a team of experts on hand to lead the conversation and demonstrate an authoritative voice within your industry. This builds trust with consumers and significantly adds to a company's credibility.

Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?

Cold outbound marketing is a good way to make introductions to media targets who may be working on a story to which your team/company could add value to. If you provide genuine value, expertise and insight then this form of personalized outreach can often be successful. However, vague non-personalized cold emailing can - more often than not - result in faliure.

Thanks for taking the time! Where can people find out more about Group
Sure thing, people can go to
to learn more, thanks!
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